Exam 2 TB

Question 1

Descriptive statistics are a type of univariate statistics.

a. True
b. False

Answer 1

True

Question 2

The type of measurement scale used in the research study determines the possible statistical tests that can be used appropriately with the resulting data.

a. True
b. False

Answer 2

True

Question 3

All statistics that are appropriate to use for higher-order scales are also appropriate to use with lower-order scales.

a. True
b. False

Answer 3

False

RATIONALE: All statistics appropriate for lower-order scales are suitable for higher-order scales.

Question 4

A planogram is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.

a. True
b. False

Answer 4

False
RATIONALE: A histogram is a graphical way of showing the frequency distribution in which the height of a
bar corresponds to the frequency of a category.

Question 5

Tabulation refers to the orderly arrangement of data in a summary format.

a. True
b. False

Answer 5

True

Question 6

Cross-tabulation allows the inspection and comparison of differences among groups based on nominal or ordinal categories.

a. True
b. False

Answer 6

True

Question 7

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.

a. True
b. False

Answer 7

True

Question 8

The row and column totals in a contingency table are called subtotals because they are less than the total.

a. True
b. False

Answer 8

False

RATIONALE: These are called marginals because they appear in the table’s margins.

Question 9

Researchers are usually most interested in the marginals of a contingency table.

a. True
b. False

Answer 9

False

RATIONALE: Researchers are usually more interested in the inner cells of a contingency table.

Question 10

A 3 x 4 table represents a contingency table with twelve variables.

a. True
b. False

Answer 10

False
RATIONALE: This represents a two-way contingency table displaying two variables – one with three levels
and the other with four levels.

Question 11

The distribution of the dependent variable determines which marginal total will serve as a base for computing
percentages.
a. True
b. False

Answer 11

False
RATIONALE: The nature of the problem the researcher wishes to answer will determine which marginal total will serve as a base for computing percentages.

Question 12

A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the sample under study.

a. True
b. False

Answer 12

True

Question 13

Suppose a third variable inserted into an analysis changes the results of when two other variables were studied previously. This third variable is called a moderator variable.

a. True
b. False

Answer 13

True

Question 14

The process of changing data from their original form to a format that more closely fits the objectives of the research study is called data transformation.

a. True
b. False

Answer 14

True

Question 15

Combining the data from adjacent categories of a Likert-scale item is a common form of data transformation.

a. True
b. False

Answer 15

True

Question 16

An index split means that respondents below the observed median go into one category and respondents above the median go into another.

a. True
b. False

Answer 16

False
RATIONALE: A median split means that respondents below the observed median go into one category and
respondents above the median go into another.

Question 17

When a data set is unimodal, a median split of the data is inappropriate.

a. True
b. False

Answer 17

True

Question 18

The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader.

a. True
b. False

Answer 18

True

Question 19

An extreme value that lies far beyond range of most of the data in a distribution (either as a very high score or as a very low score) is called an outlier.

a. True
b. False

Answer 19

True

Question 20

A significance level is a critical probability associated with a statistical hypothesis test that indicates how likely it is that an inference supporting a difference between an observed value and some statistical expectation is true.

a. True
b. False

Answer 20

True

Question 21

The term p-value stands for power-value.

a. True
b. False

Answer 21

False

RATIONALE: The term stands for probability-value.

Question 22

The researcher who uses a sample rather than the entire population runs the risk of committing two types of errors: primary errors and secondary errors.

a. True
b. False

Answer 22

False

RATIONALE: The two types of errors are Type I and Type II errors

Question 23

A Type I error occurs when the researcher fails to reject the null hypothesis when the alternative hypothesis is true.

a. True
b. False

Answer 23

False

RATIONALE: A Type I error occurs when the researcher rejects the null hypothesis when it is true.

Question 24

A Type II error occurs when the researcher rejects the null hypothesis when, in fact, it is true.

a. True
b. False

Answer 24

False
RATIONALE: This is a Type I error. A Type II error is caused by failing to reject the null hypothesis when
the alternative hypothesis is true.

Question 25

The t-test is appropriate for small sample sizes with unknown standard deviations. a. True b. False

Answer 25

True

Question 26

The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____. a. descriptive analysis b. outlier analysis c. computer mapping d. box and whisker plotting

Answer 26

A

Question 27

The researcher examining descriptive statistics for any particular variable is using which type of statistics? a. multivariate b. interval c. nominal d. univariate

Answer 27

D

Question 28

``` Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category? a. perceptual map b. histogram c. contingency table d. frequency chart ```

Answer 28

B

Question 29

``` The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____. a. tabulation b. frequency c. analysis d. interpretation ```

Answer 29

A

Question 30

Counting the number of responses to questions in a survey by hand is called ____. a. indexing b. tallying c. collating d. moderating

Answer 30

B

Question 31

An arrangement of data that shows the number of times each category occurs is called a(n) ____ table. a. cross-tabulation b. frequency c. percentage d. pre-coding

Answer 31

B

Question 32

``` Counting the different ways respondents answered a question and arranging them in a simple summary form yields a(n) ____. a. elaboration analysis b. spurious analysis c. marginal tabulation d. index analysis ```

Answer 32

C

Question 33

Suppose 60 males are asked if they recognize the brand name, "Focus," and 35 of them correctly identify the product as a model of Ford’s product line. The proportion of the sample who recognize this brand name is approximately ____. a. .35 b. .58 c. .64 d. .79

Answer 33

B

Question 34

Which of the following is the appropriate technique for addressing research questions involving relationships among multiple variables that are measured with a less-than interval scale? a. cross-tabulation b. ANOVA c. regression d. cluster analysis

Answer 34

A

Question 35

A researcher interested in a data matrix that displays the frequency of some combination of possible responses to multiple variables should construct a ____. a. perceptual map b. contingency table c. regression equation d. marginal table

Answer 35

B

Question 36

Carlos is examining the row and column totals in a contingency table. What are these called? a. marginals b. subtotals c. totals d. running totals

Answer 36

A

Question 37

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. a. 1 x 2 b. 2 x 2 c. 2 x 3 d. normal

Answer 37

B

Question 38

The number of respondents or observations (in a row or column) used as a basis for computing percentages in a contingency table is referred to as the ____. a. reference point b. moderator c. statistical base d. analytical point

Answer 38

C

Question 39

``` The nature of the problem the researcher wishes to answer will determine which ____ will serve as a base for computing percentages. a. independent variable b. marginal total c. dependent variable d. column mean ```

Answer 39

B

Question 40

Examining responses to the question "Have you ever purchased a ticket online for an American Airlines flight?" by looking at subgroups based on gender and zip code is an example of ____. a. a box and whisker plot analysis b. an index number c. elaboration analysis d. interquartile analysis

Answer 40

C

Question 41

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n) ____. a. spurious variable b. moderator variable c. contingency variable d. outlier variable

Answer 41

B

Question 42

It is hypothesized that an individual’s style of processing information (i.e., verbal or visual) will influence the impact of advertising on attitudes toward the brand being advertised. Style of processing, then, is considered which type of variable? a. dependent variable b. external variable c. internal variable d. moderating variable

Answer 42

D

Question 43

Another name for data transformation is ____. a. index analysis b. data conversion c. quadrant analysis d. data exchange

Answer 43

B

Question 44

``` When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions, ____ is being used. a. data indexing b. data transformation c. contingency analysis d. data indexing ```

Answer 44

B

Question 45

When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage, the researcher is using ____. a. data indexing b. collapsing the data c. the outlier effect d. a box and whisker plot

Answer 45

B

Question 46

Data with a(n) ____ distribution are appropriate for division based on the median split. a. normal b. unimodal c. bimodal d. uniform

Answer 46

C

Question 47

Scores or observations recalibrated to indicate how they relate to a base number are referred to as ____. a. index numbers b. rank orders c. elaborated numbers d. real numbers

Answer 47

A

Question 48

The use of index numbers requires the ____ level of measurement. a. nominal b. interval c. ratio d. ranked

Answer 48

C

Question 49

A researcher is reviewing average household income data and sees that one household reported an annual income of over $1 million. This value lies outside the normal range of the data and is called a(n) ____. a. abnormality b. marginality c. outlier d. quartile

Answer 49

C

Question 50

Which type of statistical analysis tests hypotheses involving only one variable? a. primary statistical analysis b. bivariate statistical analysis c. univariate statistical analysis d. monovariate statistical analysis

Answer 50

C

Question 51

The error caused by rejecting the null hypothesis when it is, in fact, true is called a ____. a. Type II error b. confidence level error c. confidence interval error d. Type I error

Answer 51

D

Question 52

Which type of error occurs when the researcher concludes a relationship exists, when in fact one does not exist? a. Type I b. Type II c. Type A d. Type B

Answer 52

A

Question 53

``` When a researcher sets an acceptable significance level a priori, the researcher is determining how much tolerance will be allowed for a ____ error. a. Type I b. Type II c. Type A d. Type B ```

Answer 53

A

Question 54

``` Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error. a. primary b. secondary c. Type I d. Type II ```

Answer 54

D

Question 55

When sample size (n) is larger than ____, the t-distribution and Z-distribution are almost identical. a. 10 b. 20 c. 25 d. 30

Answer 55

D

Question 56

The orderly arrangement of data into a summary form is known as ____________________.

Answer 56

tabulation

Question 57

The arrangement of data into a row-and-column format that gives the number of responses for each category of the variable is known as a(n) ____________________ table.

Answer 57

frequency

Question 58

When tabulation is done by hand to create a frequency table, the data are said to be ____________________.

Answer 58

tallied

Question 59

A graph in which the height of a bar indicates the frequency with which that category occurred is called a(n) ____________________.

Answer 59

histogram

Question 60

The appropriate technique for addressing a research question involving relationships among multiple less-than interval variables is ____________________.

Answer 60

cross-tabulation | cross tabulation

Question 61

A data matrix that displays the frequency of some combination of possible responses to multiple variables called a(n) ____________________ table.

Answer 61

contingency

Question 62

A two-way contingency table in which each variable has two possible levels is a(n) ____________________ table.

Answer 62

2 x 2

Question 63

An analysis of the basic cross-tabulation for each level of a variable not previously considered, such as subgroups of the sample, is referred to as____________________ analysis.

Answer 63

elaboration

Question 64

When a third variable changes the relationship between the independent variable and a dependent variable in important ways, the third variable is called a(n) ____________________ variable.

Answer 64

moderator

Question 65

The process of changing data from its original form to a format that more closely matches the research objectives of the study is called data ____________________.

Answer 65

transformation

Question 66

Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.

Answer 66

index

Question 67

A value that lies far beyond the range of the rest of the data set is called a(n) ____________________.

Answer 67

outlier

Question 68

Analyses that test hypotheses and models involving multiple (three or more) variables or sets of variables are referred to as ____________________ statistical analyses.

Answer 68

multivariate

Question 69

Another name for an observed or computed significance level is the ____________________.

Answer 69

p-value

Question 70

The appropriate test to use for hypotheses involving an observed mean compared to specified value is the univariate ____________________.

Answer 70

t-test

Question 71

What are descriptive statistics and why are they used in marketing research?

Answer 71

Descriptive analysis is the elementary transformation of data in a way that describes the basic characteristics such as central tendency, distribution, and variability. Averages, medians, modes, variance, range, and standard deviation typify widely applied descriptive statistics that can summarize responses from large numbers of respondents.

Question 72

What is a contingency table and how is it useful in marketing research?

Answer 72

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables. Two-way contingency tables, meaning they involve two less-than interval variables, are used most often. The row and column totals often are called marginals because they appear in the table’s margins. Researchers usually are more interested in the inner cells of a contingency table because they display conditional frequencies (combinations). Using these values, we can draw more specific conclusions.

Question 73

Explain what an index number is and how it is computed. What level of measurement is required to compute index numbers?

Answer 73

Index numbers represent simple data transformations that allow researchers to track a variable’s value over time and compare a variable with other variables. Recalibration allows scores or observations to be related to a certain base period or base number. To calculate an index number, a base number is first selected. Index numbers are computed by dividing the score for each category by the base number and multiplying by 100. If the data are timerelated, a base year is chosen, and the index numbers are computed by dividing each year’s activity by the base-year activity and multiplying by 100. Index numbers require ratio measurement scales.

Question 74

Explain the appropriate statistical analysis for the following hypothesis: H1: The average household income in zip code 71227 is greater than $50,000.

Answer 74

This is a univariate hypothesis dealing with one variable: income. Univariate hypotheses are typified by tests comparing some observed sample mean against a benchmark value. The test addresses the question, is the sample mean truly different from the benchmark? The level of scale measurement is ratio scaled, and if the sample size is large, parametric statistical procedures are appropriate. In this case, a univariate t-test is appropriate for testing this hypothesis because in involves an observed mean income against the value of $50,000.

Question 75

Compare and contrast Type I errors and Type II errors and explain which one is of more concern to researchers.

Answer 75

Hypothesis testing using sample observations is based on probability theory. Because we cannot make any statement about a sample with complete certainty, there is always the chance that an error will be made. The researcher using sampling runs the risk of committing two types of errors. A Type I error occurs when a condition that is true in the population is rejected based on statistical observations. When a researcher sets an acceptable significance level a priori (a), he or she is determining how much tolerance he or she has for a Type I error. When testing for relationships, a Type I error occurs when the researcher concludes a relationship exists when in fact one does not exist. A Type II error is the probability of failing to reject a false null hypothesis. Alternatively, one can think of this as failing to identify a hypothesized difference using a sample result when one really does exist in the population. This incorrect decision is called beta (b), Type I errors generally are considered more serious than Type II errors. Thus, more emphasis is placed on determining the significance level, a, than in determining b