Lecture 9 Flashcards
What do cross-tabulation and chi-square tests enable marketers to analyse?
The association between two ‘categorical variables’
What are the limitations of a chi-squared test?
1- A sample size too large or too small
2- It can only determine whether two variables are related; does not establish causality
What does the t-test determine?
Whether the sample mean and mean of the population differ
What does the Pearson’s chi-squared test show?
Determines if there is a significant difference between observed and expected frequencies in categorical data
What is typically the critical value?
0.5
What can we do if our P-value is smaller than the critical value?
The null hypothesis can be rejected
What is one of the most popular hypothesis tests in statistics?
T-test
What groups are used for an independent sample t-test?
Two independent groups (categories)
Independent = participants cannot be in both groups
What groups are used for a paired sample t-test?
Two paired groups (categories)
Paired = participants at two different time points
What groups are used for an ANOVA test?
Three or more groups (categories) (participants cannot be in more than one group)
What do t-tests examine?
The differences between group means measured on interval or ratio scales.
What type of statistic is a t-test?
Inferential
What three data values are required to calculate a t-test?
1- The difference between the mean values from each data set (the mean difference)
2- The standard deviation of each group(s)
3- The number of data values for each group
What does interval and ratio data provide for t-tests?
Provides mean and we can calculate the standard deviation (SD) from this
What test checks for ‘normality’?
Kolmogorov-Smirnov & Shapiro-Wilk test
