Exam 14: Basic Data Analysis

When row and column totals in a contingency table are shown in the margins, they are called ______________.

The number of respondents or observations (in a row or column)used as a basis for computing percentages in a contingency table is referred to as the ____.

Which type of statistical analysis tests hypotheses involving only one variable?

The row and column totals in a contingency table are called subtotals because they are less than the total.

The process of changing data from its original form to a format that more closely matches the research objectives of the study is called data ____________________.

When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage, the researcher is using ____.

The use of index numbers requires the ____ level of measurement.

Index numbers represent simple data transformations that allow researchers to track a variable's value over time and compare a variable(s)with other variables.

The appropriate technique for addressing a research question involving relationships among multiple less-than interval variables is ____________________.

What is the first step in the process of testing a hypotheses?

It is hypothesized that an individual's style of processing information (i.e., verbal or visual)will influence the impact of advertising on attitudes toward the brand being advertised.Style of processing, then, is considered which type of variable?

An analysis of the basic cross-tabulation for each level of a variable not previously considered is called _______________.?

The arrangement of data into a row-and-column format that gives the number of responses for each category of the variable is known as a(n)____________________ table.

A Type II error occurs when the researcher rejects the null hypothesis when, in fact, it is true.

What are descriptive statistics and why are they used in marketing research?

A 3 x 4 table represents a contingency table with twelve variables.

Which errors are generally considered to be more serious?

Researchers are usually most interested in the marginals of a contingency table.

A researcher interested in a data matrix that displays the frequency of some combination of possible responses to multiple variables should construct a ____.

When a third variable changes the relationship between the independent variable and a dependent variable in important ways, the third variable is called a(n)____________________ variable.