Exam 12: Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Statistical procedures and models are available to the marketing researcher to help make forecasts about future events;these fall under the category of:

The most commonly used level of confidence in marketing research is the 90% level,corresponding to 1.65 standard errors with the 90% level of confidence usually the default level found in statistical analysis programs such as SPSS.

There are four steps or guidelines for presentation of hypothesis tests,which are followed for each explicitly stated hypothesis.

To ensure that sample information is more accurate than a hypothesis,a researcher must make sure that the sampling procedure:

Frequencies themselves are not raw counts,and normally these frequencies cannot be converted into percentages for ease of comparison.

The range also does not tell you how often the maximum and minimum occurred,but it does provide some information on the dispersion by indicating how far apart the extremes are found.

There are guidelines for the presentation of confidence intervals.What are the two reporting options marketing researchers use with clients to report confidence intervals? Describe the appropriate use for each option.

The range of your estimate of the population mean or percentage depends largely on the sample size and the variability found in the sample.

A researcher accumulates the gender of each respondent.Which of the following descriptive statistic would he or she likely use?

A frequency distribution is an accounting of the occurrences of values in a set,quickly communicates all the different values in the set,and expresses how similar the values are.

Sample information is invariably more accurate than a hypothesis.However,the sampling procedure must adhere strictly to nonprobability sampling requirements.

An alternative measure of central tendency is the median,which expresses the value whose occurrence lies in the middle of an ordered set of values.

It is the researcher's responsibility to build tables or other presentation methods,such as graphs,to efficiently and effectively communicate the basic findings to a manager.

Knowing the variability of data could greatly impact a marketing decision based on the data because it expresses how similar the respondents are to one another on the topic under examination.

Two types of statistical inference are parameter estimation and hypothesis tests.

When using SPSS DESCRIPTIVES,always bear in mind the ________ being analyzed should be interval or ratio scaled.

Nominal data are summarized with the following descriptive measures EXCEPT:

Certain measures such as the mean,mode,standard deviation,and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the"typical"respondent and to reveal the general pattern of responses.

Although they are extremely useful,measures of central tendency are incomplete descriptors of the values in a particular set of numbers because they do not indicate the variability of responses to a particular question or the diversity of respondents on some characteristic measured in a survey.Define and describe the measures of variability.

The term ________ applies to any statistical measure used that somehow reflects a typical or frequent response.