BMGT-375 Test #3
AFC is a gym and you are interpreting the codebook. The following information is what you see: DayPart Normal time to visit AFC? 1 = morning 2 = afternoon 3 = evening Assuming this was asked as a closed-ended question, how many response options could the participant select from?
3
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? a. factorial experimental design b. basic experimental design c. counterbalanced experimental design d. primary experimental desig
b. basic experimental design
Suppose the price of MP3 players in Denver range from $59 to $179. Then, the range of these prices is ____. a. $238 b. $59 c. $179 d. $120
d. $120
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments? a. the Hawthorne effect b. confounding c. compounding d. constancy of conditions
d. constancy of conditions
An arrangement of data that shows the number of times each category occurs is called a(n) ____ table. a. cross-tabulation b. pre-coding c. percentage d. frequency
d. frequency
Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? a. expressive behavior b. spatial relations c. pictorial records d. verbal behavior
d. verbal behavior
When developing your codebook for the following question, you would use 0,1, 2, 3, 4, and 5 as response options Gender __ male ___female t/f
false
When a data set is summarized by counting the number of times each value for a variable occurs in the sample, this is known as a ____________________.
frequency distribution
Experimental Group
is one in which experimental treatment is administered
Control Group
is one in which no experimental treatment is administered
Psychogalvanometer
measures involuntary changes in the electrical resistance of the skin
Sample Size Formula
n = [(z*s)/ e ] ^ 2 Z - standardized value that corresponds to the confidence level S - sample standard deviation or estimate of the population standard deviation E - acceptable error amount, plus or minus error factor (recall the range is one-half of the total confidence interval
Contrived Observation
observation in which the investigator creates an artificial environment in order to test a hypothesis. Can increase the frequency of certain behavior patterns. If situations are not contrived, the research time spent waiting and observing would expand considerably
Voice-pitch analysis
records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli
Coding
represents the way meaning is assigned to a response within previously edited data Codes represent meaning in data by assigning some measurement symbol to different categories of responses A code may be a number, letter, or word The proper form of coding relates back to the level of scale measurement Any mistakes in coding can dramatically change the conclusions Dummy coding assigns a 0 to one category and a 1 to the other
Standard Deviation
the method of calculating how far any observation is from the mean is to calculate the individual scores.
Median
the midpoint of the distribution or 50th percentile. A better measure of central tendency is the presence of extreme values or outliners.
Randomization
the random assignment of subjects and treatments to groups & Equally distributes the effects of extraneous variables
Direct observation
the systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place The investigator does not create an artificial situation
Pupilometer
used to observe and record changes in the diameter of a subject's pupils
Eye-tracking
used to observe eye movements
Confidence Interval for 95%
z = 1.96
Confidence Interval for 99%
z = 2.57
The row and column totals in a contingency table are called subtotals because they are less than the total. T/F
False Rationale: These are called marginals because they appear in the table's margins.
Mechanical Observation
as performed by supermarket scanners or traffic counters, can very accurately record behavior that is routine, repetitive, or programmatic
Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ____________________ observation.
Direct
AFC is a gym and you are interpreting the codebook. The following information is what you see: DayPart Normal time to visit AFC? 1 = morning 2 = afternoon 3 = evening What question might have been asked on the survey?
During what part of the day do you normally visit AFC (check one).
Neurological devices
Magnetic resonance imaging (MRI) device—one measure portions of the brain active at a given time
The error caused by rejecting the null hypothesis when it is, in fact, true is called a ____. a. Type I error b. Type II error c. confidence level error d. confidence interval error
a. Type I error
When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____. a. content analysis b. indirect analysis c. entrapment d. contrived analysis
a. content analysis
Which of the following is not a measure of the central tendency of a set of scores? a. range b. mode c. mean d. median
a. range
The number of respondents or observations (in a row or column) used as a basis for computing percentages in a contingency table is referred to as the ____. a. statistical base b. reference point c. moderator d. analytical point
a. statistical base
If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ____ may occur. a. systematic error b. experimenter bias c. subject bias d. sampling error
a. systematic error
Which of the following is the symbol for the sample standard deviation? a. σ2 b. S c. σ d. µ2
b. S
The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____. a. box and whisker plotting b. outlier analysis c. computer mapping d. descriptive analysis
d. descriptive analysis
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____. a. external validity b. a matching study c. a repeated measures study d. internal validity
d. internal validity
Attitudes cannot be directly observed but can be inferred from other measures. T/F
True
If between 125 and 150 units of a product have been produced each day during the past month, the range of this production is 25 units. T/F
True
The chi-square test tests the significance of the relationship shown in an R X C contingency table in which R stands for row and C stands for column. T/F
True
The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader. T/F
True
Which of the following is the appropriate technique for addressing research questions involving relationships among multiple variables that are measured with a less-than interval scale? a. regression b. ANOVA c. cluster analysis d. cross-tabulation
d. cross-tabulation
Independent variable
The marketing experimenter manipulates one or more independent variables. It's the cause.
Mode
The measure of central tendency that merely identifies the value that occurs most often.
Dependent variable
The variable that stays the same throughout the experiment. Its the effect.
When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____. a. external validity b. internal validity c. constant error d. the repeated measures effect
a. external validity
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience? a. maturation effect b. history effect c. selection effect d. testing effect
a. maturation effect
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) ____ effect has occurred. a. mortality b. instrumentation c. history d. confounding
a. mortality
Mean
arithmetic average, a common measure of central tendency, is the sum of all observations divided by the number of observations. can sometimes be misleading, particularly when extreme values or outliers are present.-- X-bar
Which of the following refers to the proportion of respondents who choose the most positive choice in a multiple-choice question? a. mode b. heteroskedasticity c. median d. top-box score
d. top-box score
Average Deviation
determined by calculating the deviation score of each observation value (i.e., its difference from the mean) and summing these scores; then dividing by the sample size (n)
Variance
useful for describing the sample variability; will equal to zero if and only if each and every observation in the distribution is the same as the mean
Variance formula
∑(x - X)²/n-1
Matching
Involves assigning subjects in a way that a particular characteristic is the same in each group. For example: if gender influences taste, then distribute males and females equally to experimental cells
The simplest measure of the dispersion of a set of scores is the ____________________.
Range
A frequency distribution organized into a table or graph that summarizes percentage values associated with particular values of a variable is called a(n) ____________________.
Percentage distribution
Observable Behaviors
Physical Movements, Verbal behavior, Expressive behavior, spatial tensions, temporal patterns, physical objects, verbal & pictorial records, neurological, internet, geographical info, and physical distribution
Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category? a. histogram b. frequency chart c. perceptual map d. contingency table
a. histogram
Observing the movement of a shopper in a supermarket is an example of what type of observation? a. physical actions b. verbal behavior c. mall interception d. expressive behavior
a. physical action
Which experimental research design involves repeated measures? a. within-subjects design b. interdependent-subjects design c. squared-subjects design d. between-subjects design
a. within-subjects design
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? a. Use an experimental disguise, b. Administer multiple experimental treatment levels to each subject. c. Isolate experimental subjects. d. Use a "blind" experimental administrator.
b. Administer multiple experimental treatment levels to each subject.
A researcher is reviewing average household income data and sees that one household reported an annual income of over $1 million. This value lies outside the normal range of the data and is called a(n) ____. a. marginality b. abnormality c. outlier d. quartile
C. outlier
Chi-Square formula
Chi-Square = (O-E)^2/E
Cross-tabulation
Cross-tabulation is the appropriate technique for addressing research questions involving relationships among multiple less than interval variables ** Nominal & Ordinal Data. One key to interpreting a cross-tabulation table is comparing the observed table values with hypothetical values that would result from pure chance
Finding Expected value formula
Finding Expected: (Rt*Ct)/sample size
In a test marked study, 206 out of a sample of 560 people state that they "liked" the product being studied. The proportion of people in this study who said that they liked this product was about: a. .37 b. .71 c. .23 d. .56
a. .37
If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. a. 2 x 2 b. 2 x 3 c. 1 x 2 d. normal
a. 2 x 2
The value below which half the values in a distribution fall is the ____ a. median b. mean c. mode d. range
a. median
Carlos is examining the row and column totals in a contingency table. What are these called? a. running totals b. totals c. marginals d. subtotals
c. marginals
Suppose 60 males are asked if they recognize the brand name, "Focus," and 35 of them correctly identify the product as a model of Ford's product line. The proportion of the sample who recognize this brand name is approximately ____. a. .79 b. .35 c. .58 d. .64
c. .58
Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error. a. secondary b. Type I c. Type II d. primary
c. Type II
Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution? a. dispersion b. entropy c. central-limit d. prospect
c. central-limit
The mean is simply the arithmetic average. t/f
True
Increases in sample size reduce sampling error at a decreasing rate.
True
Which statement about scanner data is FALSE, as compared to standard mail diary panel data? a. Scanner data measures (actual) purchase behavior rather than reported behavior. b. Scanner data measures are considered to be extremely obtrusive. c. Scanner data are collected mechanically, resulting in improved accuracy. d. Scanner data collects more extensive purchase data.
b. Scanner data measures are considered to be extremely obtrusive.
The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____. a. analysis b. interpretation c. frequency d. tabulation
d. tabulation
Contingency Tables
Data matrices that display the frequency of some combination of possible responses to multiple variables Two-way contingency tables (i.e., involve two less than interval variables) are used most often The row and column totals are often called marginals because they appear in the table's margin
Nonverbal Communication
Facial Expressions, Body Language, Eye Activity, Personal Space, Gestures, and Manners
The midpoint of a distribution, above which and below which half of the scores fall, is called the mode. T/F
False
When a researcher needs to compare ranges for two categories, the t-test is appropriate. T/F
False
In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable. T/F
False Rationale: The researcher manipulates the independent variable(s) and measures its effect on the dependent variable.
Three factors are required to specify sample size: (1) the variance of the population; (2) the population mean; and (3) the confidence level.
False Rationale: Three factors are required to specify sample size: (1) the variance of the population; (2) the magnitude of acceptable error; and (3) the confidence level.
Researchers are usually most interested in the marginals of a contingency table. T/F
False Rationale: Researchers are usually more interested in the inner cells of a contingency table.
What is your gender? __Male __Female When developing your codebook, specify the Description you would use for this question.
Gender
Frequency Tables
Simple tabulation tells how frequently each response occurs, and this starting point for analysis requires the counting of responses or observations for each category or code Frequency column: shows the number of respondents for each category Percent column: shows the total percentage in each category Cumulative percentage: shows the percentage indicating either a particular category or any preceding category
Review the following responses received on a survey. How would you code the data? Specify the 3 categories and corresponding numbers of the comments you would assign to each category. 1. The crispiness of the flakes enhances the taste. 2. The price is low enough that I don't find it unaffordable, while being high enough that it I think the product is of reasonable quality. 3. The packaging looks nice and stands out on the shelf. 4. My family appreciates reading the jokes on the package. 5. The container is sturdy and withstands our daily use. 6. I like the amount of frosting coating on the flakes. 7. The sizes of packages work for my storage area. 8. The fruit adds a nice flavor. 9. I feel that $4.29 is a reasonable price. 10. The price is reasonable compared to competitive products. 11. The coupons help make the price more competitive. 12. The box is easy open so I like that.
Taste #1, #6, #8 Price #2, #9, #10, #11 Packaging #3, #4, #5, #7, #12
Dependent variable-
The variable that stays the same throughout the experiment. Its the effect.
Internal Validity
This exists to the extent that an experimental variable is truly responsible for any variance in the dependent variable.
External Validity
This is the accuracy with which experimental results can be generalized beyond the experimental subjects.
A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the sample under study. T/F
True
A significance level is a critical probability associated with a statistical hypothesis test that indicates how likely it is that an inference supporting a difference between an observed value and some statistical expectation is true. T/F
True
Cross-tabulation tables typically provide an easy, intuitive way of understanding data. T/F
True
The type of measurement scale used in the research study determines the possible statistical tests that can be used appropriately with the resulting data. T/F
True
You are developing the codebook for this question (1) which of the following AFC services have you utilized at least once in the last 30 days? (Please Check all that apply) __weight training __exercise circut __therapy pool __classes __circulation station you should include a seperate variable and description for each of the services listed (ie. weight training, classes, etc.) T/F
True
Examining responses to the question "Have you ever purchased a ticket online for an American Airlines flight?" by looking at subgroups based on gender and zip code is an example of ____. a. interquartile analysis b. a box and whisker plot analysis c. elaboration analysis d. an index number
c. elaboration analysis
Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category? a. frequency chart b. contingency table c. histogram d. perceptual map
c. histogram
The formula for the chi-square test uses ____. a. the two sample means b. the two sample standard deviations c. observed and expected frequencies d. observed and expected percentages
c. observed and expected frequencies
Systematic or nonsampling error
may occur if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable
