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21 Cards in this Set
- Front
- Back
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the variable that is used to identify the groups that are to be compared with respect to differences
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grouping variable
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the variable on which the groups will be compared.
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Target variable
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Gender would be a ---- ----- and the "Yes indication" for the pizza ordering question is the ----- ---- value
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grouping variable, target variable's
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One of the most vital marketing strategy concepts is
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market segmentation
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holds that within a product market, there are different types of consumers who have different requirements, and these differences can be the bases of marketing strategies.
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market segmentation
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market segmentation relies on the discovery of what?
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signigicant differences through the application of the proper data analysis
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when testing for significant differences between two groups the question may use a ----- scale or a ----- scale
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categorical , metric
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categorical scale requires that the researcher compare the ------- for one group to the percentage for the other group
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percentage
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The metric scale compares ------ group to group
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averages
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when a researcher compares two groups to determine whether or not there are statiscially significant differences between them, the researcher is considering them to be two
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independent populations
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65% of males bought a snack when they rented a DVD and 40% of females bought a snack whenthey
rented a DVD. This is an example where a researcher would: |
determine if there is a difference between the percentages of two populations
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there is a true difference between the two group percentages (or averages) that we are computing.
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alternative hypothesis
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marketing researchers are always hopting the null hypothesis
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is not supported
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40% of women video renters buy snacks; 65% of male video renters buy snacks. A computed z of 4.5 is calculated. Assuming the critical value of z is + or – 1.96, this means:
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there is a true difference between the two percentages. Because computed z value is larger than the critical z value
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The research question: do males differ from females in terms of whether or not they buy “munchies” when they rent videos or DVDs? What type of data will we have?
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We have categorical data: buy munchies - do not buy munchies.
Therefore, we are comparing the percentages between two groups, males versus females. |
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If our question has a metric scale we may summarize the question using the -----.
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average
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We can test for significant differences between two groups, such as males versus females, on our ---- ----- ----
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metric scaled variable.
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simply means if we were to do the study over and over for 100 times, 95 times out of 100 the difference we observe now would repeat itself in the sample data.
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A statistical significance
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means that the difference has a managerial application that uses the difference.
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Practical significance
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does not tell us anything about how important a difference is.
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statistical significance
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Researchers must first find a significant difference, and if managers determine that the difference is important and useful, then it has
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practical significance
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