46) When ________ are encountered by marketing researchers, the marketing researcher
performs the appropriate hypothesis test and interprets the findings.
A) implicit hypotheses
B) explicit hypotheses
C) concurrent hypotheses
D) exclusive hypotheses
47) Data analysis distills the dataset while retaining enough information so the client can
mentally envision its salient characteristics.
48) The five basic types of statistical analysis techniques are progressively more complex, but at
the same time, they do not necessarily convert raw data into increasingly more useful
information as they increase in complexity.
49) Descriptive measures are typically used early in the analysis process and become foundations
for subsequent analysis.
50) Inferential statistics include hypothesis testing and estimating approximate population values
without using confidence intervals.
51) Important market segmentation information may come from difference analysis.
52) The researcher uses difference analysis to determine the degree to which real but specific
similarities exist in the population in order to help the manager make an enlightened decision.
53) Association analysis determines the strength and direction of relationships between two or
more variables (questions in the survey).
54) Regression analysis is not the method of choice used by the marketing researcher to
understand complex relationship connections.
55) The basic data analysis goal involved in all measures of central tendency is to report a single
piece of information that describes the most typical response to a question.
56) With a set of numbers, the mode is that number appearing least often.
57) An alternative measure of central tendency is the median, which expresses the value whose
occurrence lies in the middle of an ordered set of values.
58) Measures of variability reveal the typical similarities between the values in a set of values.
59) Knowing the variability of data could greatly impact a marketing decision based on the data
because it expresses how similar the respondents are to one another on the topic under
examination.
60) Frequencies themselves are not raw counts, and normally these frequencies cannot be
converted into percentages for ease of comparison.
61) A frequency distribution is an accounting of the occurrences of values in a set, quickly
communicates all the different values in the set, and expresses how similar the values are.
62) The range provides the same amount of information supplied by a frequency distribution.
63) The range also does not tell you how often the maximum and minimum occurred, but it does
provide some information on the dispersion by indicating how far apart the extremes are found.
64) Marketing researchers often rely on the standard deviation when performing basic analyses,
and never report it in their tables.
65) The standard deviation embodies the properties of a bell-shaped distribution of values.
66) All measures of variability are concerned with depicting the “typical” difference between the
values in a set of values.
67) The squaring operation in the standard deviation formula is used to enable the cancellation
effect.
68) If standard deviation is small, distribution is greatly compressed. With a large standard
deviation value, the distribution is consequently stretched out at both ends.
69) As a general rule, statistical measures that communicate the most information should be used
with scales that contain the most information; measures that communicate the least information
should be used with scales that contain the least information.
70) A frequency distribution and mode are inappropriate for nominal scales.
71) Computer statistical programs cannot distinguish the level of measurement of various
questions. Consequently, it is necessary for the analyst to discern the level of measurement and
to select the correct procedure(s).
72) It is the researcher’s responsibility to build tables or other presentation methods, such as
graphs, to efficiently and effectively communicate the basic findings to a manager.
73) Non-scale data are summarized with the following descriptive measures: average, median,
mode, standard deviation, minimum, and maximum.
74) Typically, the researcher works with several variables or questions in the survey that are
related either by the research objectives or logically.
75) Whenever a probability sample is drawn from a population, it is not enough to simply report
the sample’s descriptive statistics, for these measures contain a certain degree of error due to the
sampling process.
76) Statistics are population values, whereas parameters are corresponding sample values.
77) Statistical inference is based on sample size and variability, which then will determine the
amount of sampling error.
78) Two types of statistical inference are parameter estimation and hypothesis tests.
79) Population estimation is the process of using sample information to compute an interval that
describes the range of a population such as the parameter mean (μ) or the parameter percentage
(π).
80) In parameter estimation, the sample statistic is usually a mean or a percentage.
81) The most commonly used level of confidence in marketing research is the 90% level,
corresponding to 1.65 standard errors with the 90% level of confidence usually the default level
found in statistical analysis programs such as SPSS.
82) The range of your estimate of the population mean or percentage depends largely on the
sample size and the variability found in the sample.
83) Statistical inference procedures are the indirect linkages between probability sample design
and data analysis.
84) Detailed confidence intervals are typically not reported.
85) The mode is a relative measure of central tendency, for it does not require that a majority of
responses occurred for this value.
86) There are guidelines for presentation of confidence levels. The General Case Approach is not
universally the industry standard but is popular with marketing researchers and used with almost
all opinion polling.
87) There are guidelines for presentation of confidence levels. To decide whether or not to use
the Findings-Specific Approach, the researcher must answer the following question, “Are there
findings that require more than the general case of reporting sample error?”
88) A hypothesis test is a statistical procedure used to “accept” or “reject” the hypothesis based
on sample evidence.
89) The hypothesized population parameter value can be determined using a percentage, mean,
or a median.
90) The crux of statistical hypothesis testing is the sampling distribution concept.
91) Sample information is invariably more accurate than a hypothesis. However, the sampling
procedure must adhere strictly to nonprobability sampling requirements.
92) There are four steps or guidelines for presentation of hypothesis tests, which are followed for
each explicitly stated hypothesis.
93) There are five basic types of statistical analyses that can be used by marketing researchers to
reduce a dataset: descriptive analysis, inference analysis, difference analysis, association
analysis, and relationships analysis. Under which circumstances is each type used?
94) What are measures of central tendency and what is its basic goal? Briefly describe and define
each.
95) There are several tools in descriptive analysis available to the researcher to summarize the
data obtained from a sample of respondents. How is descriptive analysis performed?
96) Although they are extremely useful, measures of central tendency are incomplete descriptors
of the values in a particular set of numbers because they do not indicate the variability of
responses to a particular question or the diversity of respondents on some characteristic
measured in a survey. Define and describe the measures of variability.
97) What is the concept of statistical inference? Discuss the key factor in inference and why it is
important.
98) What is parameter estimation? What three values does it use?
99) There are guidelines for the presentation of confidence intervals. What are the two reporting
options marketing researchers use with clients to report confidence intervals? Describe the
appropriate use for each option.
100) What is hypothesis testing? How can a researcher use the sample findings to test a
hypothesis about a mean or a percentage?