Deck 14: Basic Data Analysis

Question 1

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

Answer 1

False

Question 2

Researchers will often use dummy coding and effects coding together.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

Researchers usually are more interested in the inner cells of a contingency table, which display conditional frequencies (combinations).

Question 5

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

Question 6

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

Question 7

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

Question 8

Coding involves assigning some representative value to units of data having similar meaning.

Question 9

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

Question 10

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

Question 11

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.

Question 12

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

Question 13

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

Question 14

CHAID (chi-square automatic interaction detection)software makes searches through large numbers of variables possible.

Question 15

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

Question 16

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

Question 17

Index numbers represent simple data transformations that allow researchers to track a variable's value over time and compare a variable(s)with other variables.

Question 18

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.

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

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

Question 25

Which data matrix displays the frequency of some combination of possible responses to multiple variables?

A) perceptual map
B) histogram
C) contingency table
D) frequency chart

Question 26

___________ involves the basic cross-tabulation within various subgroups of the sample.

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

Question 27

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

Question 28

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.

Question 29

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

A) indexing
B) tallying
C) collating
D) moderating

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

An analysis of the basic cross-tabulation for each level of a variable not previously considered is called _______________.?

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

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

Question 36

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

Question 37

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 38

The t-test is appropriate for small sample sizes with unknown standard deviations.

Question 39

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

Question 40

The term p-value stands for power-value.

Question 41

Data with a(n)____ distribution are appropriate for division based on the median split.

A) normal
B) unimodal
C) bimodal
D) uniform

Question 42

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

Question 43

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

Question 44

The use of index numbers requires the ____ level of measurement.

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

Question 45

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

Question 46

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 47

An alternative to dummy coding using the values of -1 and +1 to represent two categories of responses is known as ____________________.

Question 48

Another name for data transformation is ____.

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

Question 49

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

Question 50

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

Question 51

What is the first step in the process of testing a hypotheses?

A) a sample is obtained
B) the measured value obtained in the sample is compared to the stated/implied value
C) potential errors are measured
D) the hypothesis is state clearly based on the research objectives

Question 52

Researchers often perform a _______________ to collapse a scale with multiple response points into two categories.

A) data indexing
B) median split
C) data transformation
D) bivariate

Question 53

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

Question 54

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

Question 55

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

Question 56

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

Question 57

When sample size (n)is larger than ____, the t-distribution and Z-distribution are almost identical.

A) 10
B) 20
C) 25
D) 30

Question 58

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 59

Which errors are generally considered to be more serious?

A) Type I
B) Type II
C) Type A
D) Type B

Question 60

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

Question 61

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.

Question 62

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

Question 63

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

Question 64

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

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 ____________________.

Question 66

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.

Question 67

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

Question 68

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

Question 69

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

Question 70

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

Question 71

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

Question 72

Tests of hypotheses involving only one variable.are called ____________________ statistical analyses.

Question 73

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

Question 74

Discuss the use of a univariate tests of means.

Question 75

When row and column totals in a contingency table are shown in the margins, they are called ______________.

Question 76

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