Marketing Research OSU, MARKETING RESEARCH FINAL EXAM REVIEW (final)

4. The exact probability of getting a computed test statistic that was largely due to chance is referred to as the______________. a. p-value b. chi-square value c. z-test value d. median value e. none of the above

a. p-value

In a regression, we can test the predictive value of each variable in the model. If there are three variables in the model, what would be the null hypotheses: a. t1, t2 , t3 = 0 b. t1 not= t2 not= t3 c. t1 - t2 - t3 = 0 d. t1 = t2 = t3

a. t1, t2 , t3 = 0

(H1) suggests an effect

alternative hypothesis

Which of the following techniques is not appropriate when using categorical independent variables? a. regression analysis b. ANOVA c. independent sample t-test d. all are appropriate

d. all are appropriate

The change in the dependent variable given a one-unit change in the independent variable is expressed by the ________________. a. coefficient of determination b. correlation coefficient c. coefficient of covariation d. regression coefficient e. none of the above

d. regression coefficient

Y

dependent variable

involve methods for summarizing and organizing data

descriptive statistics

Which one of the following is correct about coding multiple choice (choose only one) type questions? a. There is one correct way to code the data b. The answers are always converted into a single column in the data set c. The data is always converted into dummy variables d. all of the above e. none of the above

e. none of the above

disadvantages of probability sampling

expensive, take time and effort to design and execute

why are frequency tables useful

for understanding patterns and trends in categorical data

displays the distribution of a variable and shows how often each value occurs.

frequency table

What is the procedure to code open ended questions?

generate a lengthy list of possible responses before coding

A systematic process to make inferences about a population based on sample data.

hypothesis testing

_________________ variables needs to be dummy coded for regression

independent

X

independent (predictor) variable used to model changes in Y

what test to use when comparing mean of one group to multiple groups (one continuous and one categorical variable)

independent sample t-test

continuous DV and categorical IV

independent sample t-test (if two groups) ANOVA (if two or more groups) Regression (if dummy coded)

An experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member

judgment

Three measures of central tendency

mean, median, mode

correlation coefficient

measure of association between two continuous variables

common techniques of descriptive statistics

measures of central tendency and measures of dispersion

Procedure for predicting the level or magnitude of a dependent variable based on the levels of multiple independent variables.

multiple linear regression

Probability of selecting any particular member is unknown

non-probability sampling

A symmetric, bell-shaped curve & a mean, median, and mode that are equal

normal distribution

(H0) assumes no effect

null hypothesis

what test to use when comparing one mean to a number

one sample t-test

one continuous variable

one-sample t-test

what test to use when comparing means of two or more groups ex. Do different ads vary in their effectiveness?

one-way anova

how to create crosstabulation

organizing data into a table with rows and columns representing the categories of each variable

What is statistical significance? What is a p-value?

p-value measures the probability of obtaining the observed results, assuming that the null hypothesis is true

what test to use when comparing mean of two samples asked to the same person

paired t-test

two continuous variables

paired t-test (if comparing means) correlation (if testing association)

The total group of people from whom we need to obtain information

population

includes all individuals or items with a specific characteristic

population

what test to use when comparing means of two or more groups and their interaction ex. Do different ads vary in their effectiveness and does this effect vary depending on platform (phone vs. PC)

two-way anova

What is a hypothesis?

unproven proposition that explains a certain phenomena AND is empirically testable

multicollinearity

when your Xs are highly collinear with each other

What are the steps in preparing the data?

-Validating the accuracy, clarity, and details of data is necessary to mitigate any project defects -Without validating data, you run the risk of basing decisions on data with imperfections that are not accurately representative of the situation at hand

When do we accept / fail to accept null hypothesis? What does that mean?

-accept/fail to reject null when there is not enough evidence, p>0.05 -reject null when there is enough evidence, p<0.05

What is a normal distribution? What are its properties?

-all 3 CT are similar -bell shaped and symmetric

adjusted R squared

-corrects for number of independent variables -prefer using over R squared if you have more than 4-5 variables, or if there is a discrepancy between R squared and adjusted R squares

How do we code closed-ended variables?

-for each question, assign different codes to different answers, including missing answers -across questions, assign the same code to the similar answer

What is a frequency table? When it is used? How is it useful?

-frequency table shows the distribution of observations based on the options in a variable. -helpful to understand which options occur more or less often in the dataset

Why is validation and coding important? How do they help the later steps in data analysis?

-identify interviewer fraud, omissions, ambiguities, and errors in response -identify mistakes in the way data is written out by software

properties of R squared

-it increases as more IV's are added -it can NOT decrease as more IV's are added

What are the measures of central tendency? What are the different types? How are they different from each other When are they used? What types of scales allow for which measure? How are they useful?

-mean, median, mode -mean:simply the average of all the items in a sample -mode: the value that occurs most often -median: midpoint of the distribution -mean is susceptible to outliers -if all 3 are similar - normal distribution

What is the relationship between coding and choice of data analyses?

Coding is a qualitative data analysis strategy in which some aspect of the data is assigned a descriptive label that allows the researcher to identify related content across the data

stages in hypothesis testing

Formulation, selection of significance level, data collection, analysis, and conclusion.

what are measures of dispersion used for

Indicate the spread or variability of data, Help understand how values differ from the central tendency

what are measures of central tendency used for

Used to identify the central or typical value in a dataset

what is a normal distribution used for

Useful for certain statistical analyses due to its predictable properties.

Imagine that I have collected data on likelihood to vote (on a 1 - 7 scale) and would liketo know if, on average, my sample is likely to vote. Which test should I be run? a. One sample t-test b. Independent sample t-test c. Paired t-test d. Chi-square e. none of the above

a. One sample t-test

tests differences among group means ex. Do different ads vary in their effectiveness?

ANOVA

Procedure of obtaining the people or units that are most conveniently available.

convenience

non-probability samples

convenience, quota, snowball, judgement

Measures the strength and direction of a linear relationship between two variables

correlation

a method of analyzing the relationship between two categorical variables.

cross tabulation

Sampling frame: a. Operationally defines the target population b. Collects data from every member of the population c. Final group that is selected to sample d. A list of elements from which sample may be selected e. none of the above

d. A list of elements from which sample may be selected

You are interested in whether your product is more positively evaluated by different ethnic groups (Caucasian, African American, Asian American, Latin American, Other). You ask your respondents to indicate their ethnicity and to indicate whether or their evaluation of the product (on a 7-point scale). What test would you conduct to determine whether different ethnicities are equally interested in buying your magazine? a. paired t-test b. independent samples t-test c. Chi-square d. ANOVA e. regression

d. ANOVA

A subset of the population

sample

a subset of the population used to make inferences about the entire population.

sample

The process of obtaining information from a subset of a larger group

sampling

Systematic problems due to Sample selection, sampling frame determination or non-response

sampling bias

The difference between the sample result and the result of a census collected with identical procedures

sampling error

A list of elements from which the sample may be drawn

sampling frame

Group that is selected for the sample

sampling unit

Analyzing the strength of relationship between the dependent and the independent variable (both continuous)

simple (bivariate) linear regression

A sampling procedure that ensures that each element in the population will have an equal chance of being included in the sample ex. Randomly select from the registrar, alumni and admissions lists

simple random sampling

managerial implications arise from the size of the ______ coefficient

slope

Initial respondents are selected by probability methods. Additional respondents are obtained from information provided by the initial respondents

snowball

The original population is divided into two or more mutually exclusive and exhaustive subsets ex. Determine the % distribution of colleges and then match % of past, present and future students for each using random sampling

stratified sampling

Every nth name form the list is drawn ex. Choose the nth name from the registrar, alumni and admissions lists

systematic sampling

compares a sample mean to a known value.

t-test

Operationally define the relevant population (specify characteristics)

target population

What are the measures of dispersion? What are the different types? How are they different from each other? When are they used? What types of scales allow for which measure? How are they useful?

-range, mean absolute deviation, standard deviation, variance -range: distance between the smallest and largest value in the set -deviation score: the differences between each observation value and the mean -variance: measures variability from the average or mean -standard deviation: square root of variance -tightness of distribution -even if CT are the same, your spread might vary

What are cross-tabs? How do we create them?

-simply data tables that present the results of the entire group of respondents, as well as results from subgroups of survey respondents --examine relationships within the data that might not be readily apparent when only looking at total survey responses

What is descriptive statistics?

-used to describe the basic features of the data in a study -provide simple summaries about the sample and the measures -together with simple graphics analysis, they form the basis of virtually every quantitative analysis of data

Stages in hypothesis testing

1. Formulate the null and alternative hypotheses 2. Choose the significance level 3. Compute the test-statistic 4. Prepare a statistical decision (p-value) 5. Make a statistical decision: reject or not reject 6. Make a managerial decision/interpretation

range of correlation

1.0 to -1.0

Steps in Developing a Sample Plan

Define the population, select sampling method, determine sample size, and execute the plan.

True or False: All three types of t-tests examine the relationship between two distinct variables. a. TRUE b. FALSE

b. FALSE

Imagine that I am trying to understand if gender influences political involvement. To examine that question, I collect data from 200 college students, asking their likelihood to vote in the upcoming elections. The resulting data includes gender (coded 0/1) and intention to vote (on a 1-7 scale). Which test should I run? a. One sample t-test b. Independent sample t-test c. Paired t-test d. Chi-square e. none of the above

b. Independent sample t-test

TRUE or FALSE: "Quota sampling method uses probability sampling.

b. false

Given an arch plot, which of the following provides the best description? a. perfect linear association b. strong non-linear association c. u-shape association d. no association e. weak negative association

b. strong non-linear association

Types of graphical representation

bar charts, histograms, pie charts, scatter plots, box plots

As a part of this survey, I also asked my participants how likely would they be to vote fora Republican candidate (on a 1-7 scale) AND how would they be to vote for aDemocratic candidate (on a 1-7 scale). Now, I want to know if participants on average prefer a Democratic candidate over a Republican one. Which test should I be run? a. One sample t-test b. Independent sample t-test c. Paired t-test d. Chi-square e. none of the above

c. Paired t-test

You are interested in understanding the factors that contribute to your sales. You have measures of advertisement spending, whether a promotion was present or not and the price charged for your product. You want to see whether sales is affected by these marketing variables. Which analyses method would you use? a. ANOVA b. paired t-test c. multiple regression d. correlation e. none of the above

c. multiple regression

Suppose you had the following breakdown about Fisher student's selected majors: Accounting 12% Finance 31% Human Resources 9% Logistics Management 4% Marketing 27% Operations Management 15% Other 2 % If you were asked to advise how to best visually represent this data, which one of the following would you recommend? a. Line chart b. Bar chart c. Pie chart d. Histogram e. All are equally effective

c. pie chart best to represent one variable with multiple categories

Data about every member of the population

census

one categorical variable

chi-sqaure

Analyzes the association between categorical variables.

chi-square test

The population of interest is divided into mutually exclusive and exhaustive subsets then A random sample of the subsets is selected ex. Divide the OSU population based on colleges and then randomly choose a few to survey

cluster sampling

Grouping and assigning numeric codes tovarious responses in a question

coding

Known, non-zero probability for every element

probability sampling

Important characteristics in the same proportion as in the population

quota

ex. Determine the % distribution of colleges and then match % for each using convenience

quota

four measures of dispersion

range, variance, standard deviation, Mean absolute deviation

Examines the relationship between one dependent variable and one or more independent variables.

regression

when to reject null hypothesis

reject H0 if p-value is below the significance level

Advantages of Probability Sampling

representative, accurately generalizable