Exam 14: Basic Data Analysis

What is a contingency table and how is it useful in marketing research?

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

The orderly arrangement of data into a summary form is known as ____________________.

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?

A Type I error occurs when the researcher fails to reject the null hypothesis when the alternative hypothesis is true.

A graph in which the height of a bar indicates the frequency with which that category occurred is called a(n)____________________.

A data matrix that displays the frequency of some combination of possible responses to multiple variables called a(n)____________________ table.

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.

An index split means that respondents below the observed median go into one category and respondents above the median go into another.

The error caused by rejecting the null hypothesis when it is,in fact,true is called a ____.

When a data set is unimodal,a median split of the data is inappropriate.

The process of changing data from their original form to a format that more closely fits the objectives of the research study is called data transformation.

Counting the different ways respondents answered a question and arranging them in a simple summary form yields a(n)____.

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

Scores or observations recalibrated to indicate how they relate to a base number are referred to as ____.

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

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

When sample size (n)is larger than ____,the t-distribution and Z-distribution are almost identical.

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