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23 Cards in this Set
- Front
- Back
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creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis
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data entry
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coded raw data from a survey. These data are arranged in columns, which represent answers to the various questions on the survey questionnaire, rows, which represent each respondent or case
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data matrix
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process of describing a data matrix by computing a small number of measures that characterize the data set
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data summarization
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used by marketing researchers to describe the sample data matrix in such a way as to portray the "typical" respondent and to reveal the general pattern of responses (data reduction)
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descriptive analysis
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statistical procedures used by marketing researchers to generalize the results of the sample to the target population that it represents- they allow researchers to draw conclusions about the population based on information contained in the data matrix provided by the sample
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inferential analysis
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determine the degree to which real and generalizable differences exist in the population in order to help the manager make an enlightened decision on which advertising theme to use
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differences analysis
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investigates if and how two variables are related - may indicate the strength of the association and/or the direction of association between two questions on a questionnaire in a given study
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associative analysis
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allows a marketer to make forecasts of future events.
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predictive analysis
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-summarizes data
-applies understandable conceptualizations -communicates underlying patterns -generalizes sample findings to the population |
four functions of data analysis
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used to report a single piece of information that describes the most typical response to a question
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measures of central tendency
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used to reveal the typical difference between the values in a set of values
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measures of variability
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-mode
-median -mean |
measures of central tendency
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value in a string of numbers that occurs most often
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mode
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the value whose occurrence lies in the middle of a set of ordered values
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median
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sometimes referred to as the "arithmetic mean"; the averages value characterizing a set of numbers
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mean
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- frequency distribution
- range - standard deviation |
measures of variability
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reveals the number (percent) of occurrences of each number of set numbers
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frequency distribution
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identifies the maximum and minimum values in a set of numbers
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range
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indicates the degree of variation in a way that can be translated into a bell-shaped curve distribution
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standard deviation
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What descriptive statistics to use when:
- what is your gender? |
Nominal Scale
Mode Frequency or % Distribution |
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What descriptive statistics to use when:
- Rank these 5 brands from your 1st choice to your 5th choice |
Ordinal Scale
Median Cumulative % Distribution |
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What descriptive statistics to use when:
- On a scale of 1 to 5, how does "Starbucks rate on variety of its coffee drinks?" |
Interval Scale
Mean Standard Deviation and/or range |
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What descriptive statistics to use when:
- About how many times did you charge your cell phone last week? |
Ratio Scale
Mean Standard deviation and/or range |
