Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 1

The measures of central tendency discussed in this chapter are designed to reveal information about the center of a distribution of values. Measures of dispersion provide information about the spread of all the values in a distribution around the center values. Assume you were conducting an opinion poll on voters' approval ratings of the job performance of the mayor of the city where you live. Do you think the mayor would be more interested in the central tendency or the dispersion measures associated with the responses to your poll? Why?