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Marketing Research > Ch 11: Basic Data Analysis for Quantitative Research > Flashcards

Ch 11: Basic Data Analysis for Quantitative Research Flashcards

1
Q

Market analytics can help __________

A

better understand the responses

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2
Q

Almost all data needs summary statistics to ___

A

describe the information it contains

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3
Q

Statistical Analysis

A

every set of data collected needs a summary developed that describes the number it contains

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4
Q

Three types of statistical analysis

A

Central Tendency & Dispersion
Relationships of the Sample Data
Hypothesis Testing

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5
Q

Measures of Central Tendency

A

Mean, Median, Mode

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6
Q

What do the measures of central tendency locate?

A

the center of the distribution

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7
Q

Likely to recommend X to a friend

A

7-point scale (Interval Scale) Question

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8
Q

Mean

A

The arithmetic average of the sample. All values of the distribution are added and divided by the number of responses.

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9
Q

Median

A

The middle value of a rank-ordered distribution. Exactly half the value is above and half are below the value.

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10
Q

Mode

A

The most common value in the set of responses in a question. The most given responses to a question.

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11
Q

Mean should only be calculated with _____

A

interval and radio data.

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12
Q

Median and Mode can be calculated on _____

A

all types of data.

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13
Q

x24 – Likely to Recommend Restaurant to a Friend – Jose’s Mean (4.07) is higher than Santa Fe Mean (3.61). This means _____________

A

Jose’s customers are more likely to recommend that restaurant to others than are the customers of Santa Fe.

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14
Q

Mean is the most commonly used measure of central tendency (T/F)

A

True

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15
Q

Mean is fairly insensitive to data values being added or deleted. (T/F)

A

True

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16
Q

If extreme values are added to the distribution, the Mean is NOT subject to distortion. (T/F)

A

False

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17
Q

Compare coffee consumption between two groups: Male and Female.
A=1 cup, B=10 cups, C=5 cups, D=6 cups.

Males (A+B) = 1+10= 11 / 2 = 5.5
Females (C=D) = 5+6=11 / 2 = 5.5

By looking at the mean, you don’t see any differences between the two groups. However, considering _____________ , we must conclude there are some differences. Therefore, the mean is ________ our understanding of coffee consumption patterns of males and females.

A

Underlying Distribution, Distorting

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18
Q

The Median is ordered in ONLY ascending sequence. (T/F)

A

False.

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19
Q

If the Median number of coffee cups consumed is 4, that means ___________________

A

the number of cups of coffee consumed above and below this number would be the same.

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20
Q

If there is an even number of data observations, the median is generally considered to be __________

A

the average of two middle values

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21
Q

If there is an odd number of data observations, the median is generally considered to be __________

A

middle value

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22
Q

Ordinal data and skewed data (left or right) are most useful for which measure of central tendency?

A

Median

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23
Q

Income data is skewed right since there is no upper limit on income. Which measure of central tendency is best for this?

A

Median

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24
Q

The mode represents the _________ in the distribution’s graph.

A

highest peak

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25
Q

The mode is especially useful as a measure of data that has been somehow grouped into categories. (T/F)

A

True

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26
Q

Each measure of central tendency has its own strengths and weaknesses. (T/F)

A

True

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27
Q

Nominal data best measure is ___

A

Mode

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28
Q

Ordinal data best measure is ____

A

Median

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29
Q

Interval or Radio data best measure is ___

A

Mean, except when there are extreme values/outliers

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30
Q

When outliers are present, the __________ are likely to provide more useful information about the central tendency of the distribution.

A

median and mode

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31
Q

If you want to report the mean with outliers, you should _______

A

remove the outliers first

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32
Q

Measures of Dispersion

A

Range, Standard Deviation, Variance

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33
Q

What do measures of dispersion describe?

A

How close the mean, or other measures of central tendency, fall

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34
Q

Using measures of dispersion, you can find out if most of the respondents had similar opinions. (T/F)

A

True

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35
Q

Range and Standard Deviation describe the ________

A

variability in a distribution of numbers

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36
Q

Range

A

The distance between the smallest and largest values in a set of responses; the spread of data.

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37
Q

Standard Deviation

A

The average distance of the distribution values from the mean

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38
Q

Variance

A

The average squared deviation about the mean of a

distribution of values

39
Q

Definitely will recommend (7) and Definitely will not recommend (1) for – Variable x24 : Likely to Recommend.

Ranges: Santa Fe: 4, Jose Cafe: 5

What is the maximum possible range?

A

6.

7-1

40
Q

If we subtracted each value in a distribution from the mean and added them up, the result would be ________

A

close to zero

41
Q

Square the individual deviations before we add them up

A

How to calculate the estimated standard deviation Formula

42
Q

If the estimated standard deviation is small…

A

you know the distribution values are close to the mean

43
Q

If the estimated standard deviation is large…

A

the responses in the distribution of numbers do not fall very close to the mean of the distribution.

44
Q

What does the size of the estimated standard deviation tell you?

A

something about the level of agreement among respondents when they answered a particular question.

45
Q

Which descriptive statistics reveal a lot about the distribution of a set of numbers representing the answers to an item on a questionnaire?

A

Central tendency and measures of dispersion

46
Q

Preparation of Charts

A

Charts and other visual communication approaches should be used whenever practical

47
Q

the preparation of charts helps information users quickly grasp the essence of results developed in data analysis and can be an effective ________ & ________

A

Visual aid to enhance the communication process,

Add clarity and impact to research reports and presentations

48
Q

a bar chart shows

A

tabulated data in the form of bars that may be horizontally or vertically oriented.

49
Q

Researchers have preliminary ideas
regarding data relationships based on
research objectives (T/F)

A

True

50
Q

Hypotheses

A

Ideas derived by
researchers from previous research,
theory and/or the current business
situation

51
Q

The hypothesis is developed prior to data collection, As a part of the _______

A

research plan

52
Q

Null hypothesis

A

Based on the notion
that any change from the past is due
entirely to random error

53
Q

Alternative hypothesis

A

States the opposite of the null hypothesis

54
Q

The ___ hypothesis is no difference in the group means, while ____ hypothesis is that there is a difference between the group means.

A

null, alternative

55
Q

Methods to test hypotheses

A

Chi-square analysis, t distribution

56
Q

Sample statistics

A

are useful in making inferences regarding the population’s parameter

57
Q

Population parameter

A

A variable or some
sort of measured characteristic of the
entire population

58
Q

sample statistics are measures obtained ____

A

directly from the sample or calculated from the data in the sample

59
Q

actual population parameters are unknown due to the cost of the true census and are

A

prohibitive

60
Q

A nominal scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______

A

Mode, None, Chi-Square (non-parametric)

61
Q

An ordinal scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______

A

Median, Percentile, Chi-Square

62
Q

An Interval or Ratio scale is appropriately measured with the central tendency ____, with the measure of dispersion ____, and the appropriate statistic is ______

A

Mean, Standard Deviation, T-test/ANOVA (parametric)

63
Q

Considerations influencing the choice of appropriate statistical technique

A

number of variables, the scale of measurements, parametric versus nonparametric statistics

64
Q

Univariate Statistical Tests

A

Used to test hypotheses when
a researcher wishes to test a proposition
about a sample characteristic against
a known or given standard

65
Q

the major difference between parametric and nonparametric lies within the

A

underlying assumptions about the data

66
Q

Example of propositions for Univariate Statistical Test

A
  • the new product or service will be preferred by 80% of our current customers
  • more than 50% of current coke zero customers will prefer the new coke zero that includes a lime taste.
67
Q

Bivariate Statistical Tests

A

Test hypotheses that compare the
characteristics of two groups or two
variables

68
Q

Three types of bivariate hypothesis

tests

A

– Chi-square – nominal
– t-test – compare two means
– Analysis of variance – compare three+ means

69
Q

Cross-Tabulation

A

Useful for examining relationships and

reporting the findings for two variables

70
Q

the purpose of cross-tabulation is to

A

determine if differences
exist between subgroups of the total
sample

71
Q

Cross-tabulation is one of the simplest methods for describing sets of relationships. It’s purpose is to

A

determine if differences exist between subgroups of the total sample

72
Q

Example questions that can be answered with chi-square analysis with cross-tabulations

A

Does frequency of dining (very, frequent,somewhat) differ between Santa Fe Grill and Hose’s Cafe?

Is brand awareness (aware/unaware) related to the geographic area in which people live? (NA, Europe,Asia,Africa,etc)

73
Q

Chi-Square Analysis

A

Assesses how closely the observed
frequencies fit the pattern of the
expected frequencies
– Referred to as a “goodness-of-fit” test

74
Q

Independent samples

A

Two or more groups of responses that are tested as
though they may come from different
populations

75
Q

Two or more groups of
responses that originated from the
sample population

A

Related samples

76
Q

Using the t -Test to

Compare Two Means

A

t-test: A hypothesis test that utilizes
the t distribution
– Used when the sample size is smaller than
30 and the standard deviation is unknown

77
Q

Analysis of Variance (ANOVA)

A

A statistical technique that determines
whether three or more means are
statistically different from one another

78
Q

Null hypothesis for ANOVA always

states that

A

there is no difference

between the dependent variable group

79
Q

Analysis of Variance
(ANOVA)
• F-test:

A

The test used to statistically
evaluate the differences between the
group means in ANOVA

80
Q

Follow-up tests:

A

A test that flags the
means that are statistically different
from each other

81
Q

follow up tests are performed after an

A

ANOVA determines

there are differences between means

82
Q

n-Way ANOVA

A

A type of ANOVA that can analyze
several independent variables at the
same time

83
Q

n-Way ANOVA

A

Multiple independent variables in an
ANOVA can act together to affect
dependent variable group means

84
Q

Perceptual Mapping

A

Used to develop maps showing the

perceptions of respondents

85
Q

Maps are visual representations of

respondents’ perceptions of

A

a company, product, service, brand, or

any other object in two dimensions

86
Q

three Approaches used to develop

perceptual maps

A
  • Rankings
    – Medians
    – Mean ratings
87
Q

Perceptual Mapping
Applications in Marketing
Research

A
  • New-product development
  • Image measurement
  • Advertising
  • Distribution
88
Q

independent samples

A

two or more groups of responses that are tested as though they may come from different populations

89
Q

related samples

A

two or more groups of responses that originated from the sample population

90
Q

interaction effect

A

multiple independent variables in an ANOVA can act together to affect dependent variable group means

91
Q

new product development

A

perceptual mapping can identify gaps in perceptions and thereby help to position new products

92
Q

image measurement

A

perceptual mapping can be used to identify the image of the company to help to position one company relative to the competition

93
Q

advertising

A

perceptual mapping can assess advertising effectiveness in positioning the brand

94
Q

distribution

A

perceptual mapping could be used to assess similarities of brands and channel outlets

Marketing Research (2 decks)

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