Deck 14: Basic Data Analysis

Question 1

A planogram is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.

Answer 1

False
A histogram is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.

Question 2

Cross-tabulation allows the inspection and comparison of differences among groups based on nominal or ordinal categories.

Answer 2

True

Question 3

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.

Answer 3

True

Question 4

The row and column totals in a contingency table are called subtotals because they are less than the total.

Question 5

Researchers are usually most interested in the marginals of a contingency table.

Question 6

Suppose a third variable inserted into an analysis changes the results of when two other variables were studied previously.This third variable is called a moderator variable.

Question 7

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.

Question 8

The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader.

Question 9

The type of measurement scale used in the research study determines the possible statistical tests that can be used appropriately with the resulting data.

Question 10

A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the sample under study.

Question 11

Descriptive statistics are a type of univariate statistics.

Question 12

A 3 x 4 table represents a contingency table with twelve variables.

Question 13

When a data set is unimodal,a median split of the data is inappropriate.

Question 14

The process of changing data from their original form to a format that more closely fits the objectives of the research study is called data transformation.

Question 15

An index split means that respondents below the observed median go into one category and respondents above the median go into another.

Question 16

All statistics that are appropriate to use for higher-order scales are also appropriate to use with lower-order scales.

Question 17

The distribution of the dependent variable determines which marginal total will serve as a base for computing percentages.

Question 18

Combining the data from adjacent categories of a Likert-scale item is a common form of data transformation.

Question 19

An extreme value that lies far beyond range of most of the data in a distribution (either as a very high score or as a very low score)is called an outlier.

Question 20

Tabulation refers to the orderly arrangement of data in a summary format.

Question 21

A Type I error occurs when the researcher fails to reject the null hypothesis when the alternative hypothesis is true.

Question 22

Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category?

A)perceptual map
B)histogram
C)contingency table
D)frequency chart

Question 23

Which of the following is the appropriate technique for addressing research questions involving relationships among multiple variables that are measured with a less-than interval scale?

A)cross-tabulation
B)ANOVA
C)regression
D)cluster analysis

Question 24

A researcher interested in a data matrix that displays the frequency of some combination of possible responses to multiple variables should construct a ____.

A)perceptual map
B)contingency table
C)regression equation
D)marginal table

Question 25

Counting the number of responses to questions in a survey by hand is called ____.

A)indexing
B)tallying
C)collating
D)moderating

Question 26

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

A)descriptive analysis
B)outlier analysis
C)computer mapping
D)box and whisker plotting

Question 27

The number of respondents or observations (in a row or column)used as a basis for computing percentages in a contingency table is referred to as the ____.

A)reference point
B)moderator
C)statistical base
D)analytical point

Question 28

The t-test is appropriate for small sample sizes with unknown standard deviations.

Question 29

Suppose 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.The proportion of the sample who recognize this brand name is approximately ____.

A).35
B).58
C).64
D).79

Question 30

Counting the different ways respondents answered a question and arranging them in a simple summary form yields a(n)____.

A)elaboration analysis
B)spurious analysis
C)marginal tabulation
D)index analysis

Question 31

Carlos is examining the row and column totals in a contingency table.What are these called?

A)marginals
B)subtotals
C)totals
D)running totals

Question 32

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"),he or she should use a ____ contingency table.

A)1 x 2
B)2 x 2
C)2 x 3
D)normal

Question 33

The nature of the problem the researcher wishes to answer will determine which ____ will serve as a base for computing percentages.

A)independent variable
B)marginal total
C)dependent variable
D)column mean

Question 34

The researcher examining descriptive statistics for any particular variable is using which type of statistics?

A)multivariate
B)interval
C)nominal
D)univariate

Question 35

The researcher who uses a sample rather than the entire population runs the risk of committing two types of errors: primary errors and secondary errors.

Question 36

An arrangement of data that shows the number of times each category occurs is called a(n)____ table.

A)cross-tabulation
B)frequency
C)percentage
D)pre-coding

Question 37

The term p-value stands for power-value.

Question 38

Examining responses to the question "Have you ever purchased a ticket online for an American Airlines flight?" by looking at subgroups based on gender and zip code is an example of ____.

A)a box and whisker plot analysis
B)an index number
C)elaboration analysis
D)interquartile analysis

Question 39

The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____.

A)tabulation
B)frequency
C)analysis
D)interpretation

Question 40

A Type II error occurs when the researcher rejects the null hypothesis when,in fact,it is true.

Question 41

Scores or observations recalibrated to indicate how they relate to a base number are referred to as ____.

A)index numbers
B)rank orders
C)elaborated numbers
D)real numbers

Question 42

Another name for data transformation is ____.

A)index analysis
B)data conversion
C)quadrant analysis
D)data exchange

Question 43

When a researcher sets an acceptable significance level a priori,the researcher is determining how much tolerance will be allowed for a ____ error.

A)Type I
B)Type II
C)Type A
D)Type B

Question 44

When sample size (n)is larger than ____,the t-distribution and Z-distribution are almost identical.

A)10
B)20
C)25
D)30

Question 45

The error caused by rejecting the null hypothesis when it is,in fact,true is called a ____.

A)Type II error
B)confidence level error
C)confidence interval error
D)Type I error

Question 46

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

A)Type I
B)Type II
C)Type A
D)Type B

Question 47

Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error.

A)primary
B)secondary
C)Type I
D)Type II

Question 48

When tabulation is done by hand to create a frequency table,the data are said to be ____________________.

Question 49

When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions,____ is being used.

A)data indexing
B)data transformation
C)contingency analysis
D)data indexing

Question 50

When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage,the researcher is using ____.

A)data indexing
B)collapsing the data
C)the outlier effect
D)a box and whisker plot

Question 51

Which type of statistical analysis tests hypotheses involving only one variable?

A)primary statistical analysis
B)bivariate statistical analysis
C)univariate statistical analysis
D)monovariate statistical analysis

Question 52

A graph in which the height of a bar indicates the frequency with which that category occurred is called a(n)____________________.

Question 53

Data with a(n)____ distribution are appropriate for division based on the median split.

A)normal
B)unimodal
C)bimodal
D)uniform

Question 54

A researcher is reviewing average household income data and sees that one household reported an annual income of over $1 million.This value lies outside the normal range of the data and is called a(n)____.

A)abnormality
B)marginality
C)outlier
D)quartile

Question 55

It is hypothesized that an individual's style of processing information (i.e.,verbal or visual)will influence the impact of advertising on attitudes toward the brand being advertised.Style of processing,then,is considered which type of variable?

A)dependent variable
B)external variable
C)internal variable
D)moderating variable

Question 56

The arrangement of data into a row-and-column format that gives the number of responses for each category of the variable is known as a(n)____________________ table.

Question 57

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way,the third variable is called a(n)____.

A)spurious variable
B)moderator variable
C)contingency variable
D)outlier variable

Question 58

The appropriate technique for addressing a research question involving relationships among multiple less-than interval variables is ____________________.

Question 59

The orderly arrangement of data into a summary form is known as ____________________.

Question 60

The use of index numbers requires the ____ level of measurement.

A)nominal
B)interval
C)ratio
D)ranked

Question 61

The process of changing data from its original form to a format that more closely matches the research objectives of the study is called data ____________________.

Question 62

Another name for an observed or computed significance level is the ____________________.

Question 63

A two-way contingency table in which each variable has two possible levels is a(n)____________________ table.

Question 64

Explain the appropriate statistical analysis for the following hypothesis:
H₁: The average household income in zip code 71227 is greater than $50,000.

Question 65

An analysis of the basic cross-tabulation for each level of a variable not previously considered,such as subgroups of the sample,is referred to as____________________ analysis.

Question 66

The appropriate test to use for hypotheses involving an observed mean compared to specified value is the univariate ____________________.

Question 67

What are descriptive statistics and why are they used in marketing research?

Question 68

What is a contingency table and how is it useful in marketing research?

Question 69

A value that lies far beyond the range of the rest of the data set is called a(n)____________________.

Question 70

Explain what an index number is and how it is computed.What level of measurement is required to compute index numbers?

Question 71

Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.

Question 72

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

Question 73

Compare and contrast Type I errors and Type II errors and explain which one is of more concern to researchers.

Question 74

A data matrix that displays the frequency of some combination of possible responses to multiple variables called a(n)____________________ table.

Question 75

When a third variable changes the relationship between the independent variable and a dependent variable in important ways,the third variable is called a(n)____________________ variable.