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exam 2 part II - Flashcards

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Class:MKTG 4154 - Marketing Research
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:Spring 2013
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Coding The process of assigning a numerical score or other character symbol to previously edited data
Codes rules for interpreting, classifying and recording data

Dummy coding numerical 1 or 0, each number represents male or female
effects coding values -1 to 1
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Class coding coding assigning numbers to categories to identify some characteristic
Descriptive analysis transformation of raw data that describes basic characteristics such as central tendency and variation
Histogram graphical way of showing a frequency distribution in which height of bar corresponds to frequency
Tabulation orderly arrangement of data in a table showing the number of responses to each response category
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Cross-tabulation comparing 2 groups of to compare how the respond to a question
  • one variable in rows and the other on columns
Contingency table data matrix that displays frequency of some combination of responses to multiple variables
Marginals the row and column totals in a contingency table
Statistical base number of respondents or observations used as a basis for computing percentages
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Elaboration analysis analysis of basic cross tabulation for each level of variable not previously considered (subgroups of the sample)
Moderator variable 3rd variable that changes the nature of the relationship b/w the original independent and dependent variables
Median split divide data by placing respondents below who were above median in one category and those above it in another
  • best if data exhibits bimodal characteristics
Index numbers scores or observations re-calibrated to indicate how they relate to a base number
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Univariate statistical analysis tests of hypothesis involving one variable
Significance level a critical probability associated with a statistical hypothesis test indicating how likely an inference will occur
P-value probability value or observed significance level
Type I error concluding that a relationship exists when in reality it doesn't exist
  • Rejecting a true null hypothesis
  • probability of alpha
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Type II error concluding that there is no relationship when if face one does exist
  • failing to reject the null hypothesis
  • probability of beta
Legal System Null Hypothesis A person is innocent until proven guilty. Null hypothesis is saying there is no relationship
  • Type I error: sending an innocent person to prison
  • Type II error: setting a guilty person free
T-distribution symmetrical bell shaped distribution with a mean of 0 and standard deviation of 1
  • when n>30 t and z distribution are almost identical, researchers usually apply T-test with larger samples
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 CodingThe process of assigning a numerical score or other character symbol to previously edited data
 Codesrules for interpreting, classifying and recording data

 Dummy codingnumerical 1 or 0, each number represents male or female
 effects codingvalues -1 to 1
 Class codingcoding assigning numbers to categories to identify some characteristic
 Descriptive analysistransformation of raw data that describes basic characteristics such as central tendency and variation
 Histogramgraphical way of showing a frequency distribution in which height of bar corresponds to frequency
 Tabulationorderly arrangement of data in a table showing the number of responses to each response category
 Cross-tabulationcomparing 2 groups of to compare how the respond to a question
  • one variable in rows and the other on columns
 Contingency tabledata matrix that displays frequency of some combination of responses to multiple variables
 Marginalsthe row and column totals in a contingency table
 Statistical basenumber of respondents or observations used as a basis for computing percentages
 Elaboration analysisanalysis of basic cross tabulation for each level of variable not previously considered (subgroups of the sample)
 Moderator variable3rd variable that changes the nature of the relationship b/w the original independent and dependent variables
 Median splitdivide data by placing respondents below who were above median in one category and those above it in another
  • best if data exhibits bimodal characteristics
 Index numbersscores or observations re-calibrated to indicate how they relate to a base number
 Univariate statistical analysistests of hypothesis involving one variable
 Significance levela critical probability associated with a statistical hypothesis test indicating how likely an inference will occur
 P-valueprobability value or observed significance level
 Type I errorconcluding that a relationship exists when in reality it doesn't exist
  • Rejecting a true null hypothesis
  • probability of alpha
 Type II errorconcluding that there is no relationship when if face one does exist
  • failing to reject the null hypothesis
  • probability of beta
 Legal System Null HypothesisA person is innocent until proven guilty. Null hypothesis is saying there is no relationship
  • Type I error: sending an innocent person to prison
  • Type II error: setting a guilty person free
 T-distributionsymmetrical bell shaped distribution with a mean of 0 and standard deviation of 1
  • when n>30 t and z distribution are almost identical, researchers usually apply T-test with larger samples
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