Ch11 Flashcards
Mean
describes the average of values in a sample data
median
represents the middle value of an ordered set of values
mode
the most frequently occurring value in the distribution of values
what are the measures of center of distribution?
mean, median, mode
range
defines the spread of data, the distance between smallest and largest values of distribution
standard deviation
average distance of the distribution values from the mean
what does a large deviation indicate?
the individual values are spread out and farther away from the mean
what do marketing researchers base themselves on to form hypotheses?
on sample data and characteristics of population
what kind of hypothesis is appropriate for the use of univariate statistical test?
when the hypothesis testing involves examining one variable at a time
what kind of hypothesis is appropriate for the use of bivariate statistical test?
when the hypothesis testing involes two variables
What is the purpose of chi-square
To test for differences between the frequency of distribution of 2 or more groups
what can be tested for statistical differences ?
sex, race, profession etc
what are the 2 possibles situations available when researchers want to compare the means of 2 groups?
- independent samples
- related samples
independent samples
respondents come from different populations so their answers don’t affect each others
related samples
the same respondents answer several questions, so comparing answers require t-test
