chapter 11 Flashcards
(17 cards)
Mean
The arithmetic average of the sample; all values of a distribution of responses are summed and divided by the number of valid responses.
Median
The middle value of a rank-ordered distribution; exactly half of the responses are above and half are below the median value.
Mode
The most common value in the set of responses to a question; that is, the response most often given to a question.
Range
The difference between the highest and lowest values in a dataset.
Formula: Max value – Min value. Use: Gives a quick sense of how spread out the data is.
Scale of measurement
Refers to the type of data collected, which determines what kind of statistical analysis can be used. The four main types are:
1. Nominal – Categories with no order (e.g., gender, brand names)
2. Ordinal – Categories with order, but unequal spacing (e.g., rankings)
3. Interval – Numeric scales with equal spacing but no true zero (e.g., temperature)
4. Ratio – Numeric scales with equal spacing and a true zero point (e.g., income, age)
t-Test
stastical test that compares compares the avarges of 2 variables
Independent samples
Two or more groups of responses that are tested as though they may come from different populations.
Related samples
Two or more groups of responses that originated from the sample population.
Chi-square (X Squared) analysis
Assesses how closely the observed frequencies fit the pattern of the expected frequencies and is referred to as a ‘goodness-of-fit’ test.
Standard deviation
The average distance of the distribution values from the mean.
Variance
The average squared deviation about the mean of a distribution of values.
Analysis of variance (ANOVA)
A statistical technique that determines whether three or more means are statistically different from one another.
F-test
The test used to statistically evaluate the differences between the group means in ANOVA.
n-Way ANOVA
This is a type of ANOVA that can analyze several independent variables at the same time.
Interaction effect
Multiple independent variables in an ANOVA can act together to affect dependent variable group means.
Perceptual mapping
A process that is used to develop maps showing the perceptions of respondents. The maps are visual representations of respondents’ perceptions of a company, product, service, brand, or any other object in two dimensions.
Follow-up test
A test that flags the means that are statistically different from each other; follow-up tests are performed after an ANOVA determines there are differences between means.
