Deck 16: Inferential Statistics

Question 1

Ford always asks consumers "Is Ford a quality vehicle?" after seeing a Ford commercial.The proportion saying "yes" is then compared to the proportion saying "yes" in the population of all Ford commercials.In order to determine statistical significance,a ________ would be used.

A)g-test
B)stat-test
C)Z-test
D)r-test

Answer 1

C

Question 2

One group of individuals watches Commercial A.A different group of individuals watches Commercial B.After viewing the commercial,each group rates its intent to purchase the advertised product using a five-point scale where "5" is the best response.The average for Commercial A is 3.2 while the average for Commercial B is 4.4.Because there is more than a one-point difference between the two averages,no further statistical analyses are required to verify that the difference is not due to chance.

Answer 2

False

Question 3

The level of ________ reflects the estimate that the observed difference or relationship between two variables is due to chance.

A)differential significance
B)mathematical significance
C)statistical significance
D)statistical consequence
E)differential consequence

Answer 3

C

Question 4

Imagine that you have developed two ads that are to be placed into rotation in Google Adwords.While both ads will be shown in response to the same search terms,the ads differ in the benefit they offer the consumer: the first ad stresses customer service while the second ad stresses low prices.Adwords lets you monitor the purchase amount resulting from the click-through for each of the ads.What statistical test is appropriate for determining whether one ad is statistically superior to the other?

A)F-test
B)t-test
C)Chi-square
D)Z-test

Question 5

You are comparing a sample average to a population average.A Z-score of 1.22 is obtained.This means that the observed difference between the two averages is real and meaningful and not due to chance.

Question 6

The following two statements refer to comparing a sample average to a population average.
I.You want to compare a sample average to a population average.The test you
Select depends upon the size of the sample population.
II.You are comparing a sample average to a population average.A Z-score of 2.08
Is obtained.This means that the observed difference between the two averages is real
And meaningful and not due to chance.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 7

A .02 level of statistical significance indicates that we can be ________ certain that the observed difference or relationship is real and not due to chance.

A)1%
B)2%
C)98%
D)100%

Question 8

The data shown in the table below reports the attitudes of two groups of individuals toward Mustang.One group was exposed to Mustang advertising while the other was not.How many measures show a statistically significant impact of advertising exposure?

A)0
B)1
C)2
D)3
E)4

Question 9

You want to compare a sample average to a population average.There are 25 people in the sample.You would use a ________ to determine statistical significance.

A)t-test
B)r-test
C)stat-test
D)Z-test

Question 10

You want to compare a sample average to a population average.The sample population size is 130.The data table is shown below. $$\begin{array} { l c c } \hline & \text { Test Commercial } & \begin{array} { c } \text { Population of } \\\text { Commercials }\end{array} \\\hline \text { Average purchase intent } & 3.9 & 3.1 \\\text { Standard deviation } & ? & ? \\\text { Sample size } & ? & ? \\\hline\end{array}$$ How many of the question marks represent required pieces of data?

A)1
B)2
C)3
D)4

Question 11

Statistical significance is reported using the Greek letter ________.

A)alpha
B)beta
C)gamma
D)psi
E)delta

Question 12

You are comparing a sample average to a population average.A Z-score of at least ________ is needed in order to conclude that the observed difference between the two averages is real and meaningful and not due to chance.

A).05
B)1.01
C)1.96
D)2.56

Question 13

You want to compare a sample average to a population average.There are 140 people in the sample.You would use a ________ to determine statistical significance.

A)t-test
B)r-test
C)stat-test
D)Z-test

Question 14

________ statistics help a researcher determine whether the observed difference between two or more measures is real and meaningful.

A)Inferential
B)Descriptive
C)Nomadic
D)Synergistic
E)Multimodal

Question 15

The two statements below refer to an alpha level.Which statement is TRUE?
I.An alpha level of .05 must always be used as the cut-off for determining
Statistical significance.
II.An alpha level of .05 is a well-accepted,yet arbitrary level for determining
Statistical significance.

A)I is true
B)II is true

Question 16

What type(s)of statistics provide the basis for objectively determining the amount of confidence you can have in drawing conclusions about differences and relationships observed in a set of data?

A)Descriptive
B)Inferential
C)Both descriptive and inferential

Question 17

Statistical significance is expressed as a number between ________.

A)- 1 and 0
B)-1 and +1
C)0 and +1
D)- 10 and 0
E)-10 and 10

Question 18

________ statistics help a researcher determine whether the observed relationship between two or more measures is not due to chance.

A)Nomadic
B)Inferential
C)Synergistic
D)Descriptive
E)Multimodal

Question 19

You show a group of individuals a commercial after which you ask "Which of the following auto manufacturers do you think has the highest quality?" A ________ would be used to examine the pattern of response to this question.

A)t-test
B)chi-square test
C)Z-test
D)r-test

Question 20

A .02 level of statistical significance indicates a ________ probability that the observed difference or relationship is due to chance.

A)1%
B)2%
C)98%
D)100%

Question 21

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below.
$$\begin{array} { l r c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 1.45 & .91 \\\text { Humor (Alone) } & 1.87 & .88 \\\text { Spokesperson X Humor Interaction } & 17.92 & .001 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)one factor is significant,no interaction between factors
C)two factors are significant,wth a significant interaction between factors
D)neither factor is significant,with a significant interaction between factors

Question 22

A significant interaction indicates that variables work independently while a nonsignificant interaction indicates that the combined impact of one or more variables is greater (or less)than the influence of each variable individually.

Question 23

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
A chart of the data and F-test results are shown below.
$$\begin{array} { l c c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 2.34 & .15 \\\text { Humor (Alone) } & 2.48 & .17 \\\text { Spokesperson } \times \text { Humor interaction } & 1.83 & .25 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)one factor is significant,no interaction between factors
C)one factor is significant,wth an interaction between factors
D)two factors are significant,no interaction between factors

Question 24

You are planning a factorial research study.There are three variables.One variable,tone,uses either a humorous or a serious approach.A second variable,length,uses either a 30 second or a 60 second message.A third variable,music,uses either a classical,pop,or rap soundtrack in the background.This study would be considered a ________ design.

A)2 x 2
B)2 x 2 x 2
C)3 x 2
D)2 x 2 x 3

Question 25

The two statements below refer to factorial designs.
I.A factorial design allows you to make judgments about the simultaneous
Influence of two or more variables.
II.Factorial designs allow you to determine if there is an interaction between the variables.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 26

The range of a correlation coefficient is ________.

A)0 to +1
B)- 1 to 0
C).01 to 1
D)- 1 to +1

Question 27

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and F-test results are shown below. $$\begin{array} { l c } \hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \\\hline \text { Spokesperson } & \\~~\text { Male ("Logo" and "Guitars" combined) } & 3.3 \\~~\text { Female ("Trial" and "Text" combined) } & 2.2 \\\text { Humor } & \\~~\text { Present ("Logo" and "Trial" combined) } & 2.7 \\~~\text { Absent ("Guitars" and "Text" combined) } & 2.8 \\\text { Individual Ads } & \\~~\text { "Logo" } & 2.8 \\~~\text { "Trial" } & 2.6 \\~~\text { "Guitars" } & 3.8 \\~~\text { "Text" } & 1.8 \\\hline\end{array}$$
$$\begin{array} { l r c } \hline{ \text { Factors Evaluated } } & \text { F } & \text { Level of Significance } ( \alpha ) \\\hline \text { Gender (Alone) } & 32.45 & .001 \\\text { Humor (Alone) } & 2.97 & .15 \\\text { Spokesperson } \times \text { Humor Interaction } & 17.92 & .01 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)When humor is present,the gender of the spokesperson does not affect reactions to the commercial,but when humor is absent,reactions are much more positive when the commercial uses a male versus female spokesperson.
B)A female spokesperson is always more effective versus a male.There is an interaction between factors.
C)When humor is absent,the gender of the spokesperson does not affect reactions to the commercial,but when humor is present,reactions are much more positive when the commercial uses a male versus female spokesperson.
D)A male spokesperson is always more effective versus a female.There is an interaction between factors.

Question 28

The correlation between "message believability" and "commercial liking" is -.73.This means that ratings of message believability and commercial liking rise or fall together,as one increases (or decreases)so does the other.

Question 29

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c } \hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \\\hline \text { Spokesperson } & \\~~\text { Male ("Logo" and "Guitars" combined) } & 2.3 \\~~\text { Female ("Trial" and "Text" combined) } & 3.7 \\\text { Humor } & \\~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \\~~\text { Absent " "Guitars" and "Text" combined) } & 2.3 \\\text { Individual Ads } & \\~~\text { "Logo" } & 3.0 \\~~\text { "Trial" } & 4.4 \\~~\text { "Guitars" } & 1.6 \\~~\text { "Text" } & 3.0 \\\hline\end{array}$$
$$\begin{array} { l c c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 18.23 & .001 \\\text { Humor (Alone) } & 17.81 & .001 \\\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference.
B)A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference.
C)A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent.
D)A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

Question 30

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and F-test results are shown below.
$$\begin{array} { l r c } \hline{ \text { Factors Evaluated } } & \text { F } & \text { Level of Significance } ( \alpha ) \\\hline \text { Gender (Alone) } & 32.45 & .001 \\\text { Humor (Alone) } & 2.97 & .15 \\\text { Spokesperson X Humor Interaction } & 17.92 & .01 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)When humor is present the gender of the spokesperson does not affect reactions to the commercial,but when humor is absent,reactions are much more positive when the commercial uses a male versus female spokesperson.
B)A male spokesperson is always more effective versus a female.There is no interaction between factors.
C)When humor is absent,the gender of the spokesperson does not affect reactions to the commercial,but when humor is present,reactions are much more positive when the commercial uses a male versus female spokesperson.
D)A male spokesperson is always more effective versus a female.There is an interaction between factors.

Question 31

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of the F-test are shown below. $$\begin{array} { l c } \hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \\\hline \text { Spokesperson } & \\~~\text { Male ("Logo" and "Guitars" combined) } & 3.7 \\~~\text { Female ("Trial" and "Text" combined) } & 3.9 \\\text { Humor } & \\~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \\~~\text { Absent ("Guitars" and "Text" combined) } & 3.9 \\\text { Individual Ads } & \\~~\text { "Logo" } & 3.6 \\~~\text { "Trial" } & 3.8 \\~~\text { "Guitars" } & 3.8 \\~~\text { "Text" } & 4.0 \\\hline\end{array}$$
$$\begin{array} { l c c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha ) \\\hline \text { Gender (Alone) } & 2.34 & .15 \\\text { Humor (Alone) } & 2.48 & .17 \\\text { Spokesperson } \times \text { Humor Interaction } & 1.83 & .25 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)one factor is significant,no interaction between factors
C)one factor is significant,with an interaction between factors
D)two factors are significant,no interaction between factors

Question 32

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c } \hline \text { Measure: Purchase Intent } & \text { Average Rating } \\\hline \text { Spokesperson } & \\~~\text { Male ("Logo" and "Guitars" combined) } & 3.1 \\~~\text { Female ("Trial" and "Text" combined) } & 3.1 \\\text { Humor } & \\~~\text { Present ("Logo" and "Trial" combined) } & 3.2 \\~~\text { Absent ("Guitars" and "Text" combined) } & 3.0 \\\text { Individual Ads } & \\~~\text { "Logo" } & 2.0 \\~~\text { "Trial" } & 4.4 \\~~\text { "Guitars" } & 4.2 \\~~\text { "Text" } & 1.8 \\\hline\end{array}$$
$$\begin{array} { l r c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 1.45 & .91 \\\text { Humor (Alone) } & 1.87 & .88 \\\text { Spokesperson X Humor Interaction } & 17.92 & .001 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)one factor is significant,no interaction between factors
C)two factors are significant,with a significant interaction between factors
D)neither factor is significant,with a significant interaction between factors

Question 33

A correlation coefficient between "commercial believability" and "brand purchase intent" is +1.This means that high ratings of commercial believability cause increased purchase intent.

Question 34

When planning a factorial study,one factor always needs to have exactly two levels.

Question 35

A correlation is a measure of the covariance between two or more variables.

Question 36

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of an F-test are shown below. $$\begin{array} { l c } \hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \\\hline \text { Spokesperson } & \\~~\text { Male ("Logo" and "Guitars" combined) } & 3.7 \\~~\text { Female ("Trial" and "Text" combined) } & 2.5 \\\text { Humor } & \\~~\text { Present ("Logo" and "Trial" combined) } & 3.0 \\~~\text { Absent ("Guitars" and "Text" combined) } & \\\text { Individual Ads } & \\~~\text { "Logo" } & 3.6 \\~~\text { "Trial" } & 2.4 \\~~\text { "Guitars" } & 3.8 \\~~\text { "Text" } & 2.6 \\\hline\end{array}$$
$$\begin{array} { l r c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 42.45 & .001 \\\text { Humor (Alone) } & .97 & .92 \\\text { Spokesperson X Humor interaction } & 1.02 & .85 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)a male spokesperson is more effective versus a female,humor does not make a difference
C)a female spokesperson is more effective versus a male,humor does not make a difference
D)types of spokesperson and humor both affect commercial effectiveness

Question 37

The correlation between "commercial relevance" and "message importance" is +.63.This means that ratings of commercial relevance and message importance rise or fall together,as one increases (or decreases)so does the other.

Question 38

When the data being examined is at the interval or ratio level of measurement a(n)________ can be used to determine if the responses of different subgroups are statistically significant.

A)F-test
B)r-test
C)Chi-square
D)Z-test

Question 39

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below.
$$\begin{array} { l c c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( \alpha ) \\\hline \text { Gender (Alone) } & 18.23 & .001 \\\text { Humor (Alone) } & 17.81 & .001 \\\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference.
B)A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference.
C)A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent.
D)A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

Question 40

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The data and results of the F-test are shown below.
$$\begin{array} { l r c } \hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \\\hline \text { Gender (Alone) } & 42.45 & .001 \\\text { Humor (Alone) } & .97 & .92 \\\text { Spokesperson X Humor interaction } & 1.02 & .85 \\\hline\end{array}$$
Which of the following is the correct conclusion to draw from this data?

A)neither factor is significant,no interaction between factors
B)a male spokesperson is more effective versus a female,humor does not make a difference
C)a female spokesperson is more effective versus a male,humor does not make a differencce
D)types of spokesperson and humor both affect commercial effectiveness

Question 41

The correlation matrix below provides the results of a recent commercial test.A * indicates a statistically significant correlation.
Age Income Rating of ad Rating of ad Purchase
believability liking intent
Age 1.0
Income .57* 1.0
Rating of ad
believability -.38 .02 1.0
Rating of ad
liking .09 -.05 .87* 1.0
Purchase
intent -.15 .04 .83* .57* 1.0
What conclusions can you draw about (1)age and (2)ratings of ad believability?

Question 42

What is the best estimate of the correlation shown in the graph?

A)-1
B)-.3
C)0
D)+.2
E)+.9

Question 43

The correlation between "commercial relevance" and "message importance" is -.89.The negative sign indicates that this is a weak correlation that can be ignored.

Question 44

It is not possible to determine the statistical significance of a correlation coefficient.

Question 45

Statistical significance does not always imply practical or meaningful significance.

Question 46

The correlation matrix below provides the results of a recent commercial test.A * indicates a statistically significant correlation.
Age Income Rating of ad Rating of ad Purchase
believability liking Intent
Age 1.0
Income .57* 1.0
Rating of ad
believability -.38 .02 1.0
Rating of ad
liking .09 -.05 .87* 1.0
Purchase
intent -.15 .04 .83* .57* 1.0
The researcher concludes: "This is good news.The more we increase the commercial's believability the more we can cause purchase intent to rise."
Do you agree or disagree with this conclusion?

Question 47

Explain the concept of "statistical significance."

Question 48

Explain the statement "let statistical tests guide,not replace,your judgment."

Question 49

A statistically significant correlation indicates causation.

Question 50

What is a factorial design? What is the primary advantage of conducting an experiment using a factorial design versus simultaneous or sequential experiments with single factor manipulations in each experiment?