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Marketing Research > Ch 11: Basic Data Analysis for Quantitative Research > Flashcards

Ch 11: Basic Data Analysis for Quantitative Research Flashcards

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1
Q

Market analytics can help __________

A

better understand the responses

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2
Q

Almost all data needs summary statistics to ___

A

describe the information it contains

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3
Q

Statistical Analysis

A

every set of data collected needs a summary developed that describes the number it contains

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4
Q

Three types of statistical analysis

A

Central Tendency & Dispersion
Relationships of the Sample Data
Hypothesis Testing

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5
Q

Measures of Central Tendency

A

Mean, Median, Mode

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6
Q

What do the measures of central tendency locate?

A

the center of the distribution

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7
Q

Likely to recommend X to a friend

A

7-point scale (Interval Scale) Question

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8
Q

Mean

A

The arithmetic average of the sample. All values of the distribution are added and divided by the number of responses.

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9
Q

Median

A

The middle value of a rank-ordered distribution. Exactly half the value is above and half are below the value.

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10
Q

Mode

A

The most common value in the set of responses in a question. The most given responses to a question.

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11
Q

Mean should only be calculated with _____

A

interval and radio data.

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12
Q

Median and Mode can be calculated on _____

A

all types of data.

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13
Q

x24 – Likely to Recommend Restaurant to a Friend – Jose’s Mean (4.07) is higher than Santa Fe Mean (3.61). This means _____________

A

Jose’s customers are more likely to recommend that restaurant to others than are the customers of Santa Fe.

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14
Q

Mean is the most commonly used measure of central tendency (T/F)

A

True

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15
Q

Mean is fairly insensitive to data values being added or deleted. (T/F)

A

True

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16
Q

If extreme values are added to the distribution, the Mean is NOT subject to distortion. (T/F)

A

False

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17
Q

Compare coffee consumption between two groups: Male and Female.
A=1 cup, B=10 cups, C=5 cups, D=6 cups.

Males (A+B) = 1+10= 11 / 2 = 5.5
Females (C=D) = 5+6=11 / 2 = 5.5

By looking at the mean, you don’t see any differences between the two groups. However, considering _____________ , we must conclude there are some differences. Therefore, the mean is ________ our understanding of coffee consumption patterns of males and females.

A

Underlying Distribution, Distorting

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18
Q

The Median is ordered in ONLY ascending sequence. (T/F)

A

False.

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19
Q

If the Median number of coffee cups consumed is 4, that means ___________________

A

the number of cups of coffee consumed above and below this number would be the same.

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20
Q

If there is an even number of data observations, the median is generally considered to be __________

A

the average of two middle values

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21
Q

If there is an odd number of data observations, the median is generally considered to be __________

A

middle value

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22
Q

Ordinal data and skewed data (left or right) are most useful for which measure of central tendency?

A

Median

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23
Q

Income data is skewed right since there is no upper limit on income. Which measure of central tendency is best for this?

A

Median

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24
Q

The mode represents the _________ in the distribution’s graph.

A

highest peak

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25
The mode is especially useful as a measure of data that has been somehow grouped into categories. (T/F)
True
26
Each measure of central tendency has its own strengths and weaknesses. (T/F)
True
27
Nominal data best measure is ___
Mode
28
Ordinal data best measure is ____
Median
29
Interval or Radio data best measure is ___
Mean, except when there are extreme values/outliers
30
When outliers are present, the __________ are likely to provide more useful information about the central tendency of the distribution.
median and mode
31
If you want to report the mean with outliers, you should _______
remove the outliers first
32
Measures of Dispersion
Range, Standard Deviation, Variance
33
What do measures of dispersion describe?
How close the mean, or other measures of central tendency, fall
34
Using measures of dispersion, you can find out if most of the respondents had similar opinions. (T/F)
True
35
Range and Standard Deviation describe the ________
variability in a distribution of numbers
36
Range
The distance between the smallest and largest values in a set of responses; the spread of data.
37
Standard Deviation
The average distance of the distribution values from the mean
38
Variance
The average squared deviation about the mean of a | distribution of values
39
Definitely will recommend (7) and Definitely will not recommend (1) for -- Variable x24 : Likely to Recommend. Ranges: Santa Fe: 4, Jose Cafe: 5 What is the maximum possible range?
6. | 7-1
40
If we subtracted each value in a distribution from the mean and added them up, the result would be ________
close to zero
41
Square the individual deviations before we add them up
How to calculate the estimated standard deviation Formula
42
If the estimated standard deviation is small...
you know the distribution values are close to the mean
43
If the estimated standard deviation is large...
the responses in the distribution of numbers do not fall very close to the mean of the distribution.
44
What does the size of the estimated standard deviation tell you?
something about the level of agreement among respondents when they answered a particular question.
45
Which descriptive statistics reveal a lot about the distribution of a set of numbers representing the answers to an item on a questionnaire?
Central tendency and measures of dispersion
46
Preparation of Charts
Charts and other visual communication approaches should be used whenever practical
47
the preparation of charts helps information users quickly grasp the essence of results developed in data analysis and can be an effective ________ & ________
Visual aid to enhance the communication process, | Add clarity and impact to research reports and presentations
48
a bar chart shows
tabulated data in the form of bars that may be horizontally or vertically oriented.
49
Researchers have preliminary ideas regarding data relationships based on research objectives (T/F)
True
50
Hypotheses
Ideas derived by researchers from previous research, theory and/or the current business situation
51
The hypothesis is developed prior to data collection, As a part of the _______
research plan
52
Null hypothesis
Based on the notion that any change from the past is due entirely to random error
53
Alternative hypothesis
States the opposite of the null hypothesis
54
The ___ hypothesis is no difference in the group means, while ____ hypothesis is that there is a difference between the group means.
null, alternative
55
Methods to test hypotheses
Chi-square analysis, t distribution
56
Sample statistics
are useful in making inferences regarding the population’s parameter
57
Population parameter
A variable or some sort of measured characteristic of the entire population
58
sample statistics are measures obtained ____
directly from the sample or calculated from the data in the sample
59
actual population parameters are unknown due to the cost of the true census and are
prohibitive
60
A nominal scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______
Mode, None, Chi-Square (non-parametric)
61
An ordinal scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______
Median, Percentile, Chi-Square
62
An Interval or Ratio scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______
Mean, Standard Deviation, T-test/ANOVA (parametric)
63
Considerations influencing the choice of appropriate statistical technique
number of variables, the scale of measurements, parametric versus nonparametric statistics
64
Univariate Statistical Tests
Used to test hypotheses when a researcher wishes to test a proposition about a sample characteristic against a known or given standard
65
the major difference between parametric and nonparametric lies within the
underlying assumptions about the data
66
Example of propositions for Univariate Statistical Test
- the new product or service will be preferred by 80% of our current customers - more than 50% of current coke zero customers will prefer the new coke zero that includes a lime taste.
67
Bivariate Statistical Tests
Test hypotheses that compare the characteristics of two groups or two variables
68
Three types of bivariate hypothesis | tests
– Chi-square -- nominal – t-test -- compare two means – Analysis of variance -- compare three+ means
69
Cross-Tabulation
Useful for examining relationships and | reporting the findings for two variables
70
the purpose of cross-tabulation is to
determine if differences exist between subgroups of the total sample
71
Cross-tabulation is one of the simplest methods for describing sets of relationships. It's purpose is to
determine if differences exist between subgroups of the total sample
72
Example questions that can be answered with chi-square analysis with cross-tabulations
Does frequency of dining (very, frequent,somewhat) differ between Santa Fe Grill and Hose's Cafe? Is brand awareness (aware/unaware) related to the geographic area in which people live? (NA, Europe,Asia,Africa,etc)
73
Chi-Square Analysis
Assesses how closely the observed frequencies fit the pattern of the expected frequencies – Referred to as a “goodness-of-fit” test
74
Independent samples
Two or more groups of responses that are tested as though they may come from different populations
75
Two or more groups of responses that originated from the sample population
Related samples
76
Using the t -Test to | Compare Two Means
t-test: A hypothesis test that utilizes the t distribution – Used when the sample size is smaller than 30 and the standard deviation is unknown
77
Analysis of Variance (ANOVA)
A statistical technique that determines whether three or more means are statistically different from one another
78
Null hypothesis for ANOVA always | states that
there is no difference | between the dependent variable group
79
Analysis of Variance (ANOVA) • F-test:
The test used to statistically evaluate the differences between the group means in ANOVA
80
Follow-up tests:
A test that flags the means that are statistically different from each other
81
follow up tests are performed after an
ANOVA determines | there are differences between means
82
n-Way ANOVA
A type of ANOVA that can analyze several independent variables at the same time
83
n-Way ANOVA
Multiple independent variables in an ANOVA can act together to affect dependent variable group means
84
Perceptual Mapping
Used to develop maps showing the | perceptions of respondents
85
Maps are visual representations of | respondents’ perceptions of
a company, product, service, brand, or | any other object in two dimensions
86
three Approaches used to develop | perceptual maps
- Rankings – Medians – Mean ratings
87
Perceptual Mapping Applications in Marketing Research
* New-product development * Image measurement * Advertising * Distribution
88
independent samples
two or more groups of responses that are tested as though they may come from different populations
89
related samples
two or more groups of responses that originated from the sample population
90
interaction effect
multiple independent variables in an ANOVA can act together to affect dependent variable group means
91
new product development
perceptual mapping can identify gaps in perceptions and thereby help to position new products
92
image measurement
perceptual mapping can be used to identify the image of the company to help to position one company relative to the competition
93
advertising
perceptual mapping can assess advertising effectiveness in positioning the brand
94
distribution
perceptual mapping could be used to assess similarities of brands and channel outlets

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