Question 1

The column percentages table divides the raw frequencies by the column total raw frequency.

Accepted Answer

This is correct as column percentages are calculated by dividing the raw frequencies by the total for that column, which is essentially the column raw frequency.

Question 2

In reporting correlation findings,researchers should keep in mind that they must adhere to the marketing research industry standard on how to report statistically significant correlations to clients.

Accepted Answer

Correlation findings should be reported according to the specific guidelines of the journal, academic institution, or organization for which the research is being conducted, rather than a universal marketing research industry standard.

Question 3

The correlation coefficient that can be computed between two variables is a measure of the"separation"of the scatter points to the straight line.

Accepted Answer

The correlation coefficient measures the strength and direction of the linear relationship between two variables, not the "separation" of scatter points to a straight line.

Question 4

Researchers should follow a procedure for reporting correlation findings with one of the primary guidelines being that the researcher must test to determine that a significant correlation has been found before reporting it.

Accepted Answer

It is important for researchers to test for statistical significance in order to confirm that a correlation exists between two variables before reporting it. This helps to ensure that the results are reliable and that the correlation is not simply due to chance.

Question 5

The Pearson product moment correlation measures the circular relationship between two interval-and/or ratio-scaled variables(scale variables)such as those depicted conceptually by Venn diagrams.

Accepted Answer

The Pearson product-moment correlation measures the linear relationship between two interval- and/or ratio-scaled variables, not a circular relationship. Venn diagrams are used to show sets and their intersections, not the type of relationship between numerical variables.

Question 6

Any correlation that is equal to or greater than the absolute value of .20 is typically uninteresting to marketing researchers because it rarely identifies a meaningful association between two variables.

Accepted Answer

This statement is false. A correlation of .20 or greater can still identify a meaningful association between two variables, although it may not be strong. The interpretation of the correlation also depends on the context and field of study.

Question 7

Cross-tabulation can only be used for two variables;each variable must have well-defined labels.

Accepted Answer

Cross-tabulation can be used for more than two variables, and the variables do not necessarily have to have well-defined labels. It is a statistical technique used to summarize and analyze data, typically in a two-dimensional table format.

Question 8

With correlation analysis,each correlation will have a unique significance level.

Accepted Answer

Each correlation coefficient has its own significance level, which indicates the probability that the observed correlation is due to chance.

Question 9

Chi-square analysis assesses the statistical significance of monotonic associations in cross- tabulation tables.

Accepted Answer

Chi-square analysis assesses the statistical significance of the association between categorical variables in cross-tabulation tables, not specifically monotonic associations.

Question 10

Pearson product moment correlation and other linear association correlation coefficients indicate not only the degree of association but the direction as well.

Accepted Answer

Pearson product moment correlation and other linear association correlation coefficients indicate both the degree and direction of association between two variables. Positive correlation coefficients indicate a positive relationship, while negative correlation coefficients indicate a negative relationship.

Question 11

Rules of thumb exist concerning the strength of a correlation based on its absolute size.

Accepted Answer

Rules of thumb do exist regarding the strength of a correlation based on its absolute size, such as "weak" (0.1-0.3), "moderate" (0.3-0.5), and "strong" (0.5-1.0) correlations, but their applicability may vary depending on the context and the type of data being analyzed.

Question 12

Raw percentages are row frequencies divided by the grand total.

Accepted Answer

Raw percentages are row frequencies divided by the row total, not the grand total.

Question 13

In using the Pearson product moment correlation,positive correlation coefficients reveal that the relationship is increasing: Larger quantities of one variable are associated with larger quantities of another variable.

Accepted Answer

This is correct. Positive correlation coefficients indicate that the relationship between the two variables is increasing, meaning that as one variable increases, the other variable also tends to increase.

Question 14

It is important to note that the angle or the slope of an ellipse has everything to do with the size of the correlation coefficient.Everything hinges on the width of the ellipse.

Accepted Answer

The angle or slope of an ellipse has nothing to do with the size of the correlation coefficient. The width and height of the ellipse are determined by the strength of the correlation, with stronger correlations resulting in narrower and taller ellipses.

Question 15

Within the guidelines on the reporting of correlation findings,marketing researchers usually have a"target"or a"focal"variable in mind,and they look at correlations of other variables of interest with this target variable.

Accepted Answer

This statement is true. Marketing researchers often select a focal variable and examine its correlations with other variables of interest in order to better understand the relationships among variables and inform decision-making.

Question 16

A cross-tabulation table is sometimes referred to as an"r × c"(r-by-c)table.

Accepted Answer

True, a cross-tabulation table is commonly referred to as an r x c table, where r represents the number of rows and c represents the number of columns.

Question 17

The correlation for a ball-shaped scatter diagram is zero because there is no discernable linear relationship.

Accepted Answer

The correlation coefficient measures the degree of linear relationship between two variables. A ball-shaped scatter diagram indicates that there is no linear relationship between the variables, so the correlation coefficient would be zero.

Question 18

In using the Pearson product moment correlation,negative correlation coefficients reveal that the relationship is opposite: As one variable increases,the other variable increases.

Accepted Answer

Negative correlation coefficients reveal that as one variable increases, the other variable decreases.

Question 19

A cross-classification table can have four types of numbers in each cell: frequency,raw percentage,column percentage,and row percentage.

Accepted Answer

A cross-classification table can indeed have these four types of numbers in each cell - frequency (the raw number of observations), raw percentage (the percentage of observations in the cell out of the total sample), column percentage (the percentage of observations in the cell out of the column total), and row percentage (the percentage of observations in the cell out of the row total).

Question 20

The frequencies table(often referred to as the observed frequencies table)contains calculated numbers determined from the completed tabulation.

Accepted Answer

The frequencies table contains the actual observed counts from the data, not calculated numbers. Calculated numbers are typically found in expected frequencies tables.

Quiz 14: Making Use of Associations Tests