Chapter 14—Basic Data Analysis
TRUE/FALSE
1. Coding is the process of assigning a numerical score or other character symbol to previously edited
data.
2. Discrete coding can be used for dichotomous responses like “yes “or “no.”
3. Coding using the rule that a male appearing in an advertisement is coded as “1,” a female is “2,” a
child is “3,” and an animal is “4,” is an example of class coding.
4. The researcher examining descriptive statistics for any particular variable is using univariate statistics.
5. The type of measurement scale used in the research study determines the possible statistical tests that
can be used appropriately with the resulting data.
6. All statistics that are appropriate to use for higher-order scales (ratio scales are the highest) are also
appropriate to use with lower-order scales (nominal scales are the lowest).
7. A planogram is a graphical way of showing the frequency distribution in which the height of a bar
corresponds to the frequency of a category.
8. Tabulation refers to the orderly arrangement of data in a table or other summary format.
9. A simple tabulation of a variable’s frequency distribution is sometimes called a marginal tabulation.
10. Cross-tabulation allows the inspection and comparison of differences among groups based on interval
or ratio measures.
11. A contingency table is a data matrix that displays the frequency of some combination of possible
responses to multiple variables.
12. The row and column totals in a contingency table are called subtotals because they are less than the
total.
13. Researchers usually are most interested in the marginals in a contingency table.
14. A 3 x 4 table represents a contingency table with twelve variables.
15. The reference base is the number of respondents or observations (in a row or column) used as a basis
for computing percentages in a cross-tabulation.
16. A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the
sample under study.
17. When a third variable inserted into the analysis changes the results when two other variables were
studied previously, this third variable is called a moderator variable.
18. The process of changing data from their original form to a format that more closely fits the research
objectives of the research study is called data transformation.
19. Combining the data from adjacent categories of a Likert-scale item is a common form of data
transformation.
20. A category split means respondents below the observed median go into one category and respondents
above the median go into another.
21. When a data set is bimodal, a median split of the data will lead to error.
22. Index numbers allow researchers to track a variable’s value over time and compare a variable with
other variables.
23. Monovariate statistical analysis tests hypotheses involving only one variable.
24. Multivariate statistic analyses require five or more variables.
25. A statistical test’s significance level or p-value becomes a key indicator of whether or not a hypothesis
can be supported.
26. 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.
27. The term p-value stands for power-value.
28. The researcher using sampling runs the risk of committing two types of errors: primary errors and
secondary errors.
29. A Type I error occurs when a condition that is true in the population is rejected based on statistical
observations.
30. The t–test is most appropriate for small samples (e.g., smaller than 30).
MULTIPLE CHOICE
1. The assignment of numbers to edited data is known as _____.
a.
editing
b.
adjusting with a plug value
c.
coding
d.
all of the above
2. Assigning males the value of zero and females the value of one in a database to record the gender of
the respondents is an example of _____.
a.
coding
b.
test tabulation
c.
editing
d.
verification
3. Codes are rules for ______ data.
a.
interpreting
b.
classifying
c.
recording
d.
all of these choices
4. Assigning a “1” or “0” code where each number represents an alternate response such as “yes” or
“no,” is an example of _____.
a.
editing
b.
dummy coding
c.
reverse coding
d.
plugging
5. A survey question asked respondent how much of the Super Bowl they watched by asking them to
check one of the four following choices: “all of it,” “most of it,” “some of it,” or “none of it.” How
many dummy variables would a researcher need to dummy code this question?
a.
one
b.
two
c.
three
d.
four
6. Which of the following is an alternative to dummy coding using the values of -1 and +1 to represent
two categories of responses?
a.
reverse coding
b.
inverse coding
c.
effects coding
d.
verified coding
7. Coding that assigns numbers to categories in an arbitrary way merely as a means of identifying some
characteristic is called _____.
a.
nominal coding
b.
descriptive coding
c.
labeling
d.
class coding
8. The transformation of raw data into a form that makes the data easier to understand and to interpret is
called _____.
a.
descriptive analysis
b.
outlier analysis
c.
computer mapping
d.
creating a box and whisker plot
9. All of the following are examples of descriptive statistics EXCEPT _____.
a.
p-value
b.
average
c.
range
d.
standard deviation
10. The researcher examining descriptive statistics for any particular variable is using which type of
statistics?
a.
multivariate
b.
interval
c.
nominal
d.
univariate
11. Which of the following is a graphical way of showing the frequency distribution in which the height of
a bar corresponds to the frequency of a category?
a.
perceptual map
b.
histogram
c.
contingency table
d.
frequency chart
12. Arranging data into a table is called _____.
a.
tabulation
b.
frequency
c.
analysis
d.
interpretation
13. Counting the number of responses to questions in a survey by hand is called _____.
a.
index analysis
b.
tallying
c.
elaboration analysis
d.
moderator analysis
14. Arranging data so that the number of times each category occurs is called a _____ table.
a.
cross-tabulation
b.
frequency
c.
percentage
d.
pre-coding
15. A researcher is creating a table to present to a client that gives the number of respondents selecting the
various product concepts of interest in the study. The client will use this information in the decision
of which product concept to pursue. This table is referred to as a _____.
a.
frequency table
b.
concept table
c.
results table
d.
decision table
16. Counting the number of responses to different parts of a question in a survey and arranging these
responses in a frequency distribution is called _____.
a.
elaboration analysis
b.
spurious analysis
c.
marginal tabulation
d.
index analysis
17. If 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 within Ford Motor Co., the proportion of males in the
sample who recognize this brand name is approximately _____.
a.
0.60
b.
0.58
c.
0.35
d.
0.79
18. Which of the following is the appropriate technique for addressing research questions involving
relationships among multiple less-than interval variables?
a.
cross-tabulation
b.
ANOVA
c.
regression
d.
cluster analysis
19. If a business wants to know if more males or females purchase their product or a competitor’s product,
which of the following answers this question?
a.
regression analysis
b.
cluster analysis
c.
cross-tabulation
d.
interaction analysis
20. A researcher interested in a data matrix that displays the frequency of some combination of possible
responses to multiple variables should construct a _____.
a.
perceptual map
b.
contingency table
c.
regression equation
d.
marginal table
21. A researcher is examining the row and column totals in a contingency table of stores shopped at by
gender. What are these called?
a.
marginals
b.
subtotals
c.
totals
d.
running totals
22. If a researcher wants to summarize the responses of subjects by gender and awareness of a particular
brand (“Yes” or “No”), he or she would use a ______ contingency table.
a.
1 x 2
b.
2 x 2
c.
2 x 3
d.
normal
23. 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 a(n) _____.
a.
reference point
b.
moderator
c.
statistical base
d.
analytical point
24. An analysis of the basic cross-tabulation for each level of a variable not previously considered, such as
subgroups of the sample, is referred to as _____.
a.
group analysis
b.
cluster analysis
c.
ANOVA
d.
elaboration analysis
25. Breaking down the answer to the question: “Have you ever purchased a ticket online for an American
Airlines flight?” into subgroups based on gender and zip code is an example of _____.
a.
a box and whisker plot analysis
b.
an index number
c.
elaboration analysis
d.
interquartile analysis
26. When a third variable is included in the analysis that is studying the relationship between an
independent variable and a dependent variable, and this third variable changes the relationship between
the independent variable and the dependent variable in an important way, this third variable is called
a(n) _____.
a.
spurious variable
b.
moderator variable
c.
contingency variable
d.
outlier variable
27. It is hypothesized that an individual’s style of processing information (i.e., verbal or visual) will
influence the impact an advertising execution will have on attitudes toward the brand advertised.
Style of processing, then, is considered which type of variable?
a.
dependent variable
b.
external variable
c.
internal variable
d.
moderating variable
28. Another name for data transformation is _____.
a.
index analysis
b.
data conversion
c.
quadrant analysis
d.
data exchange
29. When a respondent’s answers to ten Likert-scale items are added up to form a total subtest score for
these questions, this is an example of _____.
a.
data indexing
b.
data transformation
c.
contingency analysis
d.
data indexing
30. When a researcher combines the “Strongly Disagree” and “Disagree” responses on a Likert scale item
to a single “Strongly Disagree/Disagree” percentage, this is an example of _____.
a.
data indexing
b.
collapsing the data
c.
the outlier effect
d.
a box and whisker plot
31. Dividing a data set into two categories by placing respondents below the median in one category and
respondents above the median in another is called a(n) _____.
a.
median split
b.
mediation
c.
elaboration analysis
d.
bimodal split
32. Data with which type of distribution are appropriate for division based on the median split?
a.
normally distributed
b.
unimodal distribution
c.
bimodal distribution
d.
uniform distribution
33. Scores or observations recalibrated to indicate how they relate to a base number are referred to as
_____.
a.
index numbers
b.
rank orders
c.
elaborated numbers
d.
real numbers
34. If the price of Brand A is transformed to a value of 100 and Brand B’s value is 75, indicating its price
is 25 percent lower than Brand A’s price, 100 and 75 represent _____.
a.
nominal rankings
b.
bivariate statistics
c.
p-values
d.
index numbers
35. Index numbers require which level of measurement?
a.
nominal
b.
interval
c.
ratio
d.
ranked
36. Which of the following is used to simplify and clarify data?
a.
tables
b.
graphs
c.
charts
d.
all of these choices
37. Which type of statistical analysis test hypotheses involves only one variable?
a.
primary statistical analysis
b.
bivariate statistical analysis
c.
univariate statistical analysis
d.
monovariate statistical analysis
38. Which of the following becomes a key indicator of whether or not a hypothesis can be supported?
a.
critical value
b.
significance level
c.
chi-square
d.
degrees of freedom
39. A researcher is testing a hypothesis and is examining the data to determine whether or not the observed
relationship between a salesperson’s age and sales are significantly related. Which of the following
will he use to determine the significance level of the results?
a.
b.
c.
y-value
d.
p-value
40. The two types of errors researcher run the risk of committing when sampling are _____.
a.
primary and secondary errors
b.
Type I and Type II errors
c.
critical and noncritical errors
d.
Type A and Type B errors
41. Which type of error occurs when the researcher concludes a relationship exists when in fact one does
not exist?
a.
Type I
b.
Type II
c.
Type A
d.
Type B
42. When a researcher sets an acceptable significance level a priori (), he or she is determining how
much tolerance he or she has for which type of error?
a.
Type I
b.
Type II
c.
Type A
d.
Type B
43. Failing to identify a hypothesized difference using a sample result when one really does exist in the
population is which type of error?
a.
primary
b.
secondary
c.
Type I
d.
Type II
44. When the probability of a Type II error is ______ , the probability of a Type I error is _____.
a.
reduced, increased
b.
reduced; reduced
c.
increased; increased
d.
none of these choices
45. Which test is appropriate for testing hypotheses involving an observed mean against a specified value?
a.
F-ratio
b.
µ-test
c.
t-test
d.
-test
COMPLETION
1. Assigning numbers to edited data is known as _____.
2. _____ analysis is the elementary transformation of data in a way that describes the basic characteristics
such as central tendency, distribution, and variability.
3. The orderly arrangement of data into a table is known as ______.
4. The arrangement of data into a row-and-column format that gives the number of responses for each
category of the variable is known as a(n) ______ table.
5. When tabulation is done by hand to create a frequency table, this is called ______ the data.
6. The appropriate technique for addressing research questions involving relationships among multiple
less-than interval variables is _____.
7. When the responses to two survey questions are presented as a cross-tabulation of the two variables
studied in these two questions, the result is called a(n) ______ table.
8. A two-way contingency table is referred to as a(n) _____ table.
9. The _____ is the number of respondents or observations used as a basis for computing percentages.
10. An analysis of the cross-tabulations for each level of a variable as it applies to sub-groups of the
sample is known as ______ analysis.
11. When a third variable changes in important ways the relationship between an independent variable and
a dependent variable, this third variable is called a(n) ______ variable.
12. The process of changing data from its original form to a format that more closely matches the research
objectives of the study is called data ______.
13. Researchers often perform a(n) _____ to collapse a scale with multiple response points into two
categories.
14. Scores or observations recalibrated to indicate how they relate to a base number are called _____
numbers.
15. The type of statistical analysis that deals with a hypothesis about a single variable (e.g. market share)
is called ______ statistical analysis.
16. Analyses that test hypotheses and models involving multiple (three or more) variables or sets of
variables are referred to as _____ statistical analyses.
17. The 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 is
called _____.
18. The term _____ stands for probability-value.
19. A(n) ____ error occurs when a condition that is true in the population is rejected based on statistical
observation.
20. A univariate _____ is appropriate for testing hypotheses involving an observed mean from a small
sample (i.e., n < 30) against a specified value.
ESSAY
1. Explain what coding is and describe why and how dummy coding is done.
2. What is descriptive analysis and how is it used in marketing research?
3. Explain what a contingency table is and discuss how it is useful in marketing research.
(2)
Compute the standard error.
4. Explain what an index number is and how it is computed. What level of measurement is required to
compute index numbers?
5. Compare and contrast Type I errors and Type II errors and explain which one is of more concern to
researchers.
6. A restaurant owner is interested in knowing if the average number of visits by regular customers is
greater than three times per month. What is the appropriate test to address this research question?
Describe how this test is performed.
0.05.
