Chapter 11

Question 1

A measure of the association of the relatedness of two or more variables like income and age

Answer 1

Correlation

Question 2

The likelihood or probability that observed results could have occurred by chance

Answer 2

Statistical Significance

Question 3

inserting data into a dummy table, so the plan of analysis primarily consists of determining which variables should be simultaneously examined for possible relationships to get answers to questions, test hypotheses, or to fill in dummy tables

Answer 3

Cross-Tabbed Table

Question 4

An analysis technique that is used to compare two or more variables by “crossing” one variable by another like product preference by age.

Answer 4

Cross Tabulations

Question 5

Calculated measures that are used to summarize data by using a number to represent the shape or typical values of a data set such as the mean, median or mode.

Answer 5

Central Tendency

Question 6

A set of data that has been organized based on certain criteria such as number of occurrences or percentage of occurrences

Answer 6

Frequency Distribution

Question 7

Measures used to summarize data by percentages or representative values.

Answer 7

Summary Statistics

Question 8

Specification of how the data will be broken down and the analytical techniques to be used to process the data.

Answer 8

Plan of Analysis

Question 9

Before leaving percentages a topic, must consider what important aspects:

Answer 9

1. Percents cannot be averaged unless the percentage is weighted by the size of the sample
2. Do not refer only to percentages when the base of their computation is very small.
3. Dealing with “don’t know” responses is a matter of analysis judgment.

Question 10

Measures of the variation of values from a central tendency such as the range, quartiles of standard deviation.

Answer 10

Dispersion