A researcher conducted a study examining top of mind awareness of brands after respondents watched a pilot television program with advertisements. After watching the program, respondents were asked to list the first brand that came to mind for several product categories, which included the ones advertised as well as many more not advertised. Answers were coded "1" if respondents listed a brand that was advertised and "0" for all other brands. Which measure of central tendency is most appropriate for this data?
A) mean
B) median
C) mode
D) chi square
E) t

Question

Quizplus · Accepted Answer

The mode is the most appropriate measure of central tendency for categorical data, such as the binary coding used in this study (1 for advertised brands, 0 for others). It identifies the most frequently occurring value.

A Researcher Conducted a Study Examining Top of Mind Awareness