Deck 20: Basic Data Analysis: Descriptive Statistics

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

All statistics that are appropriate to use for higher-order scales (ratio scales are the highest)are also appropriate to use with lower-order scales (nominal scales are the lowest).

Question 5

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

Question 6

When ranking data are transformed,the frequency of the ranking score should be divided by the score.

Question 7

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

Question 8

The researcher examining descriptive statistics for any particular variable is using univariate statistics.

Question 9

In cross-tabulation of data,the basic rule is to compute the percentages in the direction of the dependent variable.

Question 10

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

Question 11

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.

Question 12

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

Question 13

When a data set is unimodal,a median split of the data will lead to error.

Question 14

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

Question 15

When a third variable inserted into the analysis changes the results when two other variables were studied previously,this third variable is called a moderator variable.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

When responses to two rating scale questions are plotted in four quadrants of a two- dimensional table,the result is called a histogram.

Question 21

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)creating a box and whisker plot

Question 22

Box and whisker plots provide graphic representations of central tendencies,percentiles,variabilities,and the shapes of frequency distributions.

Question 23

Which of the following is the appropriate technique for addressing research questions involving relationships among multiple less-than interval variables?

A)cross-tabulation
B)ANOVA
C)regression
D)cluster analysis

Question 24

Arranging data so that the number of times each category occurs is called a(n)____ table.

A)cross-tabulation
B)frequency
C)percentage
D)pre-coding

Question 25

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

Question 26

Arranging data into a table is called:

A)tabulation
B)frequency
C)analysis
D)interpretation

Question 27

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"),he or she would use a ____ contingency table.

A)1 x 2
B)2 x 2
C)2 x 3
D)normal

Question 28

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 a(n):

A)reference point
B)moderator
C)statistical base
D)analytical point

Question 29

Even with toady's advances in technology,computing power is still a barrier to completing a research project.

Question 30

Breaking down the answer to the question: "Have you ever purchased a ticket online for an American Airlines flight?" into 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

Question 31

In marketing research,the process of interpretation should explain the meaning of the data in the research study to the reader of the research report.

Question 32

An extreme value that lies far outside of the normal 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.

Question 33

Which of the following is a graphical way of showing the 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

Question 34

Counting the number of responses to questions in a survey by hand is called:

A)index analysis
B)tallying
C)elaboration analysis
D)moderator analysis

Question 35

If 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 within Ford Motor Co. ,the proportion of males in the sample who recognize this brand name is approximately:

A).60
B).58
C).35
D).79

Question 36

Counting the number of responses to different parts of a question in a survey and arranging these responses in a frequency distribution is called:

A)elaboration analysis
B)spurious analysis
C)marginal tabulation
D)index analysis

Question 37

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

Question 38

The researcher examining descriptive statistics for any particular variable is using which type of statistics?

A)multivariate
B)interval
C)nominal
D)univariate

Question 39

Data are sometimes merely reported and not interpreted.

Question 40

The conventional rule for computing percentages in a contingency table is to compute the percentages in the direction of the:

A)independent variable
B)marginal totals
C)dependent variable
D)column mean

Question 41

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.

Question 42

Which of the following is used to simplify and clarify data?

A)tables
B)graphs
C)charts
D)all of the above

Question 43

Another name for data transformation is:

A)index analysis
B)data conversion
C)quadrant analysis
D)data exchange

Question 44

When a researcher makes inferences about the meaning of the data from a research study and draws conclusions about what these data mean in terms of their marketing implications,this is an example of:

A)data indexing
B)data analysis
C)quadrant analysis
D)data interpretation

Question 45

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)marginal
C)outlier
D)quartile

Question 46

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

Question 47

Data with which type of distribution are appropriate for division based on the median split?

A)normally distributed
B)unimodal distribution
C)bimodal distribution
D)uniform distribution

Question 48

When tabulation is done by hand to create a frequency table,this is called ____________________ the data.

Question 49

Which of the following is an extension of cross-tabulation in which responses to two rating-scale questions are plotted in four quadrants of a two-dimensional table?

A)performance analysis
B)transformation analysis
C)quadrant analysis
D)median split analysis

Question 50

A researcher desires a graphical representation of central tendencies,percentiles,variabilities,and the shapes of frequency distributions of the data.Which of the following will do this for the researcher?

A)interquartile map
B)perceptual map
C)histogram
D)box and whisker plot

Question 51

When a third variable is included in the analysis that is studying the relationship between an independent variable and a dependent variable,and this third variable changes the relationship between the independent variable and the dependent variable in an important way,this third variable is called a(n):

A)spurious variable
B)moderator variable
C)contingency variable
D)outlier variable

Question 52

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

Question 53

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

Question 54

Index numbers require which level of measurement?

A)nominal
B)interval
C)ratio
D)ranked

Question 55

When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage,this is an example of:

A)data indexing
B)collapsing the data
C)the outlier effect
D)a box and whisker plot

Question 56

When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions,this is an example of:

A)data indexing
B)data transformation
C)contingency analysis
D)data indexing

Question 57

All of the following are software packages that can be used for data analysis EXCEPT:

A)Excel
B)SPSS
C)SAS
D)Word

Question 58

An analysis that compares the answer to the question: "How important is each of these attributes to you for an overnight delivery service?" (e.g.on-time delivery,accurate invoicing,price,and so forth)when comparing several delivery service companies with a rating scale that rates these companies on the quality of their service on these same attributes is known as a(n):

A)moderator analysis
B)contingency analysis
C)importance-performance analysis
D)index analysis

Question 59

It is hypothesized that an individual's style of processing information (i.e. ,verbal or visual)will influence the impact an advertising execution will have on attitudes toward the brand advertised.Style of processing,then,is considered which type of variable?

A)dependent variable
B)external variable
C)internal variable
D)moderating variable

Question 60

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

Question 61

When the responses to two survey questions are presented as a cross-tabulation of the two variables studied in these two questions,the result is called a(n)____________________ table.

Question 62

Explain what a contingency table is and discuss how it is useful in marketing research.

Question 63

When responses to two rating scale questions are plotted in four quadrants of a two- dimensional graph,this is called ____________________ analysis.

Question 64

An analysis of the cross-tabulations for each level of a variable as it applies to sub-groups of the sample is known as ____________________ analysis.

Question 65

Explain the components of a box and whisker plot.

Question 66

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

Question 67

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

Question 68

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

Question 69

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

Question 70

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 ____________________.

Question 71

List different computer software products designed for descriptive statistical analysis.

Question 72

A two-way contingency table is referred to as a(n)____________________ table.

Question 73

A graphic representation of the range,central tendency,percentiles,and variabilities of a variable is called a(n)____________________ plot.

Question 74

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

Question 75

Making inferences about the data and drawing conclusions about the implications suggested by a research study is called ____________________.