Marketing Research Notecards For Final

Front 1

5 Types of Statistical analysis:

Back 1

Descriptive
Inferential
Group Differences
Associative
Predictive

Front 2

____ analysis is used for data reduction
Used to describe the variables (question responses) in a data matrix (all respondents's answers)

Back 2

Descriptive

Front 3

____ analysis is used to generate conclusions about the population's characteristics based on the sample data

Back 3

Inferential

Front 4

____ anaylsis is used to compare the mean of responses of one group to that of another group, such as satisfaction ratings for "heavy" users vs "light users"

Back 4

Differences

Front 5

____ analysis determines the strength and direction of relationships between two or more varioables (questions in the survey)

Back 5

Associative

Front 6

___ analysis allows on to make forcasts of future events

Back 6

Predictive

Front 7

3 measures of Central Tendency:

Back 7

Mean - arithmetric average of a set of numbers

Median - value whose occurance lies in the middle

Mode - # that appears most often

Front 8

____ are not central tendency values; extreme scores in a data set. These only affect the ____

Back 8

Outliers

Mean

Front 9

Disperson is measures of ___: (3)

Back 9

variability

1. Range - Max and Min in a set of numbers

2. SD - degree of variation

3. Frequency - # of occurances of each # in a set

Front 10

Research is both ___ and ___ in nature. Concerned with devloping and testing ___

Back 10

Theoretical and Emperical

Hypothesises

Front 11

___ refers to laws and rules that pertain to the genereal case, whereas, ____ research is individual specific

Back 11

Nomothetic

Idiographic

Front 12

Probablistic - 100% certainty is regarded as ____

Back 12

Unattainable

Front 13

Steps in scientific progress: (5)

Back 13

Posting of conecptual hypothesis

Deduction of specific study hypothesis

Design of study and collection of data

Analysis of data and conclusions about the study hypotheses

Modification of the conecptual hypotheses if necessary

Front 14

As we report our hypothesis testing results, we report ___ of our hypothesis being ___

Back 14

probabilities

correct

Front 15

___ ___ is the degree to which the conclusions in your study would hold for other persons in other places and at other times

Back 15

external validity

Front 16

___ hypothesis is the possibility that an observed effect is genuine and the ___ hypothesis is the rival possibility that it has resulted from random chance.

Back 16

Alternative

Null

Front 17

Which two tests are used for group comparisons?

Null hypothesis?

Back 17

T-Test and ANOVA

Group difference does not exist

Front 18

For group comparisons (t-test and ANOVA) if the p<.05, then group difference _ exist

Back 18

Do

Front 19

Which two tests are used for Associations between variables?

Null hypoth?

Back 19

(correlation and Chi-square tests)

Association between variables does not exist

Front 20

If P<.05 then association between variables ___ exist

Back 20

do

Front 21

Regression Analysis:

Null?

Back 21

Independent variables are not significant predictors

Front 22

Type ___ error: mistakenly accepting hypothesis when you shouldn't

Solution?

Back 22

Type 1 error

Sol = Set p value low enough

Front 23

Type __ error: mistakenly accepting null hypothesis when you shouldn't

Solution?

Back 23

Type 2 error

Sol = Increase Sample

Front 24

Important caveat: The probability estimates do not take into consideration ___ ___ which is an additional source of error.

Back 24

Internal validity.

Front 25

Statistics allow us to ___ uncertainty

Back 25

Quantify

Front 26

___ ___ is a systematic and objective approach to determine "approximate truths"

Back 26

Advanced Ststistics

Front 27

___ ___ is a set of procedures in which the sample size and sample statistic is used to make an estimate of the corresponding population parameter.

Back 27

Statistical Inference

Front 28

Values that are computer from information provided by a sample are referred to as the sample's _____, wheras values that are computed from a complete census, which are considered to precise and valid measures of the population are called ____

Back 28

Statistics

Parameters

Front 29

___ ___ - stats/values you would obtain if you were able to sample the entire population

Back 29

Population Parameters

Front 30

Standard error is derived by dividing the ___ by the square root of the __ ___

Back 30

SD

Sample Size

Front 31

____ refers to the process of dividing the total market for a particular product or product category into relatively homogeneous segments or groups

Back 31

Segmentation

Front 32

"Homogeneous within, heterogeneous between" menas:

Back 32

Groups should consist of members that are similar to each other but dissimilar to other groups

Front 33

T-Tests:
One Sample T-Test:
Independent Sample Test:
Paired Sample Test:

Back 33

Comparing sample mean to another sample's mean

Comparing sub-sample means within your sample

Comparing two variable means within your sample

Front 34

ANOVA is for...

Back 34

testing 3 or more subgroups within a sample.

Front 35

For both t-test and ANOVA, SPSS output shows p-value, which corresponds to the % chance that mean difference is ___ significant

Rule of thumb:

Back 35

NOT

If p<.05 then reject the null hypotesis. = mean difference IS significant

Front 36

____ is a consistent and systematic linkage between variables

Back 36

Relationship

Front 37

A ___ relationship means two variables are associated but only in a very general sense.

test?

Back 37

Nonmonotonic relationship

Chi-square - 2 nominal variables

Front 38

A ____ relationship means you know the general direction of the relationship between two variables

test?

Back 38

Monotonic relationship

Correlation test - 2 interval or ratio scales