AS&A Marketing Exam 1 Flashcards
When marketing researchers use statistical procedures to generalize the results of a sample to the target population it represents, the process is referred to as inferential analysis. T or F?
True
A beer company recently introduced an upscale dark beer. The company’s manager wants to know whether a customer’s willingness to purchase the upscale dark beer is associated with his/her ethnicity. To answer this research question, the manager asked customers two questions. The first question is “Will you purchase the upscale dark beer?” There are two options to the question: (1) Yes (2) No. The other question is “What is your ethnicity?” with five options of (1) Caucasian (2) African American (3) Hispanic (4) Asian (5) Other. What analysis should you run?
Chi-Square Analysis
A researcher obtained a p-value of 0.75 based on the sample information. The researcher wants to test his null and alternative hypothesis with 95% confidence. Based on the p-value and a 95% confidence level, should the researcher reject the null hypothesis or not?
Do not reject null hypothesis
An estimate of the population mean in the form of a single value is called a ________.
point estimate
What analysis focuses on determining whether two or more groups are different (difference, inference, descriptive, or associative)?
Difference Analysis
Let’s say that your research question is “Is the service satisfaction with Milwaukee Burger Company different between male and female UWEC students?”
You will use two survey questions as follows.
What is your gender? □ Male □ Female
Please indicate your level of agreement with the following statement (1 = strongly disagree, 5 = strongly agree): “I am satisfied with the service that Milwaukee Burger Company Provides.”
Which statistical analysis should you use to test your research question?
Independent Samples T-Test
Let’s say that your research question is “Is the service satisfaction with Milwaukee Burger Company different among different ethnic groups of UWEC students?”
You will use two survey questions as follows.
Which ethnic group do you belong to? □ African American □ Asian □ Caucasian
□ Hispanic □ Native American □ Other
Please indicate your level of agreement with the following statement (1 = strongly disagree, 5 = strongly agree). “I am satisfied with the service that Milwaukee Burger Company provides.”
Which statistical analysis should you use to test your research question?
ANOVA
If you want to test if there is any relationship between sales of beer and sales of baby diapers, which analysis should you use? (difference, inferential, descriptive, or associative)?
Associative Analysis
A company wants to know if preferred magazine type is related to gender. The preferred magazine type is measured as a nominal variable (1 = business and money magazine, 2 = music and entertainment magazine, 3 = family and parenting magazine, 4 = sports and outdoors magazine, 5 = home and garden magazine, 6 = cooking, food, and wine magazine, 7 = trucks, cars, and motorcycles magazine, 8 = news, politics, and current events magazine). Gender is also measured as a nominal variable (1 = male, 2 = female).
To determine whether the two nominal-scaled variables are statistically related in the population, we can conduct a(n) _______________.
Chi-Square Analysis
When you see two correlation coefficients ( - .80 and +.30) between two variables, which one does show a stronger linear relationship?
-.80
____________analysis is an exploratory tool designed to identify the natural number of clusters within a dataset. _______________ is useful when a researcher is not sure how many clusters exist within a dataset (Two-step or K-means)
Two-Step Cluster
This type of cluster analysis requires a pre-determined number of clusters, so the researcher needs to specify the number of clusters in advance.
K-means cluster
_________segmentation is based on customers’ actual behaviors toward products and services. Characteristics used in this segmentation include brand loyalty, usage rate (light purchases vs. heavy purchasers), usage status (potential customers, first-time purchasers, and regular customers), and occasion (such as holidays and events that increase purchases).
Behavioral segmentation
Cluster analysis makes no distinction between independent and dependent variables. T or F?
True
If you have categorical variables and continuous variables and you want to include all the variables together and quickly run cluster analyses, then you may want to run ____________________.
Two-step cluster
