Exam 14: Basic Data Analysis

Assigning a "1" or "0" code where each number represents an alternate response such as "yes" or "no," is an example of _____.

The transformation of raw data into a form that makes the data easier to understand and to interpret is called _____.

All statistics that are appropriate to use for higher-order scales (ratio scales are the highest)are also appropriate to use with lower-order scales (nominal scales are the lowest).

The reference base is the number of respondents or observations (in a row or column)used as a basis for computing percentages in a cross-tabulation.

Coding using the rule that a male appearing in an advertisement is coded as "1," a female is "2," a child is "3," and an animal is "4," is an example of class coding.

The two types of errors researcher run the risk of committing when sampling are _____.

If 60 males are asked if they recognize the brand name,"Focus," and 35 of them correctly identify the product as a model of Ford's product line within Ford Motor Co.,the proportion of males in the sample who recognize this brand name is approximately _____.

A significance level is a critical probability associated with a statistical hypothesis test that indicates how likely it is that an inference supporting a difference between an observed value and some statistical expectation is true.

Discrete coding can be used for dichotomous responses like "yes "or "no."

Analyses that test hypotheses and models involving multiple (three or more)variables or sets of variables are referred to as _____ statistical analyses.

A researcher is creating a table to present to a client that gives the number of respondents selecting the various product concepts of interest in the study.The client will use this information in the decision of which product concept to pursue.This table is referred to as a _____.

Codes are rules for ______ data.

Which type of error occurs when the researcher concludes a relationship exists when in fact one does not exist?

A Type I error occurs when a condition that is true in the population is rejected based on statistical observations.

Explain what a contingency table is and discuss how it is useful in marketing research.

Which of the following is used to simplify and clarify data?

Assigning males the value of zero and females the value of one in a database to record the gender of the respondents is an example of _____.

Arranging data into a table is called _____.

A restaurant owner is interested in knowing if the average number of visits by regular customers is greater than three times per month.What is the appropriate test to address this research question? Describe how this test is performed.

A simple tabulation of a variable's frequency distribution is sometimes called a marginal tabulation.