Chapter 12

Question 1

5 types of statistical analysis used in marketing research

Answer 1

Descriptive, Inferential, Differences, Associative, and Predictive.

Question 2

Measures of central tendency

Answer 2

Any statistical measure used that somehow reflects a typical or frequent response.

Question 3

Descriptive Analysis

Answer 3

Used by marketing researchers to describe the sample dataset in such a way as to portray the “typical” respondent and to reveal the general pattern of responses

Question 4

Inference Analysis

Answer 4

Used when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents

Question 5

Difference Analysis

Answer 5

Used to determine the degree to which real and generalizable differences exist in the population

Question 6

Association Analysis

Answer 6

Investigates if and how two variables are related

Question 7

Predictive Analysis

Answer 7

Statistical procedures and models to help make forecasts about future events

Question 8

Variability/dispersion

Answer 8

How similar (dissimilar) respondents or responses are to (from) “typical” respondents or responses