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

With the proliferation of data mining analysis due to scanner data with tens of thousands of records,online surveys that garner thousands of respondents,and other ways to capture very large samples,there is a very real danger of finding a great deal of statistical significance that is not meaningful.

________ is a preferred post hoc test because its presentation is easy to interpret.

Post hoc tests are options that are available to determine where the pair(s)of statistically significant differences between the means exist(s).

ANOVA is a"________"procedure that signals when at least one pair of means is significantly different.

Statisticians have been able to show that the normal bell curve property also occurs when the sample size is 30 observations or fewer.

To be potentially useful to the marketing researcher or manager,differences must,at minimum,be statistically significant.

ANOVA(analysis of variance)is an investigation of the differences between the group means to ascertain whether:

The end result of analysis of variance is an indication to the marketing researcher as to whether a significant difference at some chosen level of statistical significance exists between at least two group means.

Statistical tests are used when a researcher wants to ________ of two different groups or samples.

The ________ in the ANOVA table indicates the level of significance.

What is the procedure for understanding differences between means from two different groups?

In the bowels of a detailed marketing research report,differences should be absolutely obvious to the client,and it is the researcher's responsibility to ensure this.

Using ANOVA is much more advantageous than running ________ of the significance of the difference between means.

With SPSS,the analyses of differences are referred to as Z tests.

Differences are important and one of the most useful marketing management concepts is market segmentation.

Market differentiation is based on differences between groups of consumers.

The reporting of findings has ________ for the marketing researcher,as he or she cannot choose to report only"good news"to the client.

To be useful to the marketing researcher or manager,differences must,if statistically significant,be measurable and actionable.

If the Sig.value is .05 or less,the researcher can use ________ to identify the pair or pairs of groups where the means are significantly different.

In presenting results to clients,market researchers have the obligation have the responsibility to report both good and bad news.