Exam 15: Basic Data Analysis: Descriptive Statistics

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When we describe the "typical" respondent using measures such as the mean, median, mode, standard deviation, and range, we are employing inferential analysis.

(True/False)

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Question 81

The mean provides more information than the mode or the median because it takes every member of a set of numbers into account.

(True/False)

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Question 82

When we square the standard deviation, the result is known as the:

(Multiple Choice)

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Question 83

Jesse Pollard is the marketing director for SNERDLY TV Cable. He is considering offering a DVR service (digital video recording)to his customers and he is not certain what price they are willing to pay. He had a survey conducted and, after respondents were given a detailed description of the proposed DVR service, they were asked what price they were willing to pay for the service. The mean price was $30 a month. Based upon this mean, Jesse should:

(Multiple Choice)

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Question 84

The book that contains a list of all the variable names and the codes that represent every response to each question is called the "data matrix register."

(True/False)

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Question 85

Which one of the following is NOT one of the four functions of data summarization discussed in your text?

(Multiple Choice)

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Question 86

Which of the following is an example of conceptualization?

(Multiple Choice)

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Question 87

The ________ identifies the distance between the lowest value (minimum)and the highest value (maximum)in an ordered set of values.

(Multiple Choice)

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Question 88

When the scale type is ordinal, the appropriate measure of central tendency is:

(Multiple Choice)

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Question 89

The marketing researcher must turn to measures of variability to gain a sense of the diversity of values.

(True/False)

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Question 90

Showing 81 - 90 of 90

When we describe the "typical" respondent using measures such as the mean, median, mode, standard deviation, and range, we are employing inferential analysis.

The mean provides more information than the mode or the median because it takes every member of a set of numbers into account.

When we square the standard deviation, the result is known as the:

The book that contains a list of all the variable names and the codes that represent every response to each question is called the "data matrix register."

Which one of the following is NOT one of the four functions of data summarization discussed in your text?

Which of the following is an example of conceptualization?

The ________ identifies the distance between the lowest value (minimum)and the highest value (maximum)in an ordered set of values.

When the scale type is ordinal, the appropriate measure of central tendency is:

The marketing researcher must turn to measures of variability to gain a sense of the diversity of values.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

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