5. If you tested a mean hypothesis that was supported by your sample data, what value
would necessarily be included in the 95% confidence interval of the difference?
Assessing Differences Between Means for 2 Groups (Independent) Review Questions
1. There are two different situations where 2 means can be examined for statistically
significant differences. Identify and describe each case.
2. With an Independent Samples T-test, how many groups are involved, and why are the
groups considered “independent?”
3. How do you designate the group identities in an Independent Samples T-test?
4. If you had an SPSS dataset with a variable, USERTYPE, measured as NONUSER (=1),
LIGHT USER (=2), and HEAVY USER (=3), how would you go about comparing the
means of each user type to other user types for the variable, HOWMUCH?
5. Indicate how to determine if the variances of two compared means are equal or unequal.
On the Independent Samples Test output, identify the column labeled, “Levene’s Test for
Equality of Variances” and look immediately under for the “Sig.”column. This number
6. What statistic on the output table indicates the level of statistical significance that has
been found in an Independent Samples T-Test?
First, determine if the variances are equal or unequal. This determination identifies
which row to use. Then, under the “Sig. (2–tailed)” heading, find the significance level in
Assessing Differences Between Means for 2 Questions (Paired) Review Questions
1. How many groups are involved in a Paired Samples T-test? Explain.
2. If a dataset had the following variables, and you wanted to compare the means of the
pairings listed below, indicate the steps you would take with SPSS for Windows to
accomplish this end.
FRIENDLY – SPEEDY
ACCURATE – CHEAP
SPEEDY – ACCURATE
3. What is found in the first output table of a paired samples t-test?
4. Describe how you would determine if the means of two variables in the same dataset are
significantly different. Specifically, what output table would you inspect, and how would
you determine the significance level?
Examine the Paired Samples Test table and look at the “Sig. (2–tailed)” occupying the
last column. Using 95% level of confidence, if the value is less than or equal to .05, there
5. Suppose you had a 7-point rating scale where respondents indicate how important a
store’s attributes are in deciding to be loyal to that store, and a 1-5 rating scale where
respondents indicated how well that store performed on each of these attributes. What is
the proper use of a Paired Samples Test in this instance?
Applying ANOVA (Analysis of Variance) Review Questions
1. What is the purpose of an ANOVA test?
2. When you perform a Means procedure in SPSS, what statistics are provided, and can you
determine statistical significance?
3. With ANOVA, differentiate a dependent variable from a factor. Indicate the scaling
assumptions of each.
4. What is a Post Hoc Test, and how many are available with SPSS for Windows?
5. How many output tables are provided with One-Way ANOVA?
6. What is contained in an ANOVA table?
7. How does one interpret the significance level reported in an ANOVA table?
8. The Global Motors survey example ANOVA resulted in a significance level of .000. Does
this number mean that there is absolutely no support for the null hypothesis?
9. Describe how a Duncan’s test presents significantly different group means.
10. What is the default level of statistical significance in One-Way ANOVA Post Hoc tests?
How can you change that level?
Setting Up and Analyzing Cross-Tabulations Review Questions
1. What are the appropriate scaling assumptions of crosstabulated variables?
2. Where is the “crosstabs” command found in SPSS for Windows?
3. What is a crosstabulation, and why is it used?
4. Explain the following:
a. Row variable
The variable whose levels or categories constitute the rows in a crosstabulation.
b. Column variable
The variable whose levels of categories constitute the columns in a crosstabulation.
5. What are the “observed” counts in a crosstabulation table?
6. What is reported in the Case Processing Summary table of a crosstabulation procedure
in SPSS for Windows?
7. Describe and explain the following in a crosstabulation table.
a. The column labeled “Total”
8. In the Chi-Square Tests table, how many statistics are reported if you select “Chi–
Square” in the statistics dialog box of the crosstabs routine? Which one(s) are relevant
to crosstabulation analysis (as it is described by your textbook)?
9. How can you determine if a crosstabulation result is statistically significant? Explain
10. Describe a procedure in SPSS that will help you to “see” a crosstabulation association.
Working with Correlations Review Questions
1. What are the appropriate scaling assumptions of variables analyzed using Pearson
Product Moment correlations?
2. Indicate the appearance of a scatter diagram illustrating each of the following
correlational relationships:
a. strong negative correlation
An ellipse that falls down to the right of an xy graph.
b. weak positive correlation
A barely identifiable ellipse the goes up to the right of an xy graph.
3. How many different types of correlations are available under the SPSS for Windows
bivariate correlation procedure? Name each type. Which one is the default?
4. Explain what is meant by a “correlation matrix” and explain why it is a symmetric
matrix.
5. What three types of information are present in Pearson Product Moment correlation
output?
6. What is the null hypothesis in correlation analysis, and how do you determine the degree
of support for the null hypothesis?
The null hypothesis is that there is no correlation between the two variables under
analysis (null hypothesis of zero correlation), and the significance level is identified in
the Sig (2-tailed) portion of the Correlations output table. The sig value indicates the
7. If you were inspecting an SPSS correlation matrix, and you found a correlation
coefficient without any asterisk(s) beside it, what would this signify?
It signifies, that the correlation is not significant at a the .05 level or less. If the “Flag
significant correlations“ box is checked (the default) in the variables selection window of
the correlations procedure, those correlations is significant at the 0.01 level or less (2–
8. Why does SPSS report the sample size for every pair of variables for which it computes a
correlation? That is, why not just report the total sample size?
SPSS uses only those cases where there is no missing data for either variable. Because
each correlated variable pair is unique, the sample size is unique, and SPSS reports how
9. Suppose you found a correlation of .546 between sales and sales force size with a
significance level of .95. How would you interpret this finding?
10. Is it correct to claim that its higher prices in some territories caused Novartis’ sales to be
lower in those territories? Why or why not?
Running and Interpreting Multiple Regression Review Questions
1. What are the appropriate scaling assumptions of variables analyzed using multiple
regression?
2. Explain the value of the use of multiple regression in a marketing situation such as the
Auto Concepts example.
3. Write out the general equation for multiple regression. Identify the dependent and
independent variables in the equation. Indicate why this equation is called “additive.”
Y = X1 + X2 + X3 + … + Xn
The dependent variable is Y, and the independent variables are the Xis.
4. When using SPSS to run multiple regression, is it possible to mistakenly select a variable
as both an independent and a dependent variable? Explain.
5. What information is contained in the second table generated by SPSS when you run a
multiple regression analysis?
6. What does the ANOVA table in a multiple regression output tell you? Explain.
7. What is meant by a “nonsignificant” coefficient (B)?
8. What is a trimmed multiple regression model? When should you trim a multiple
regression model?
A trimmed multiple regression means that independent variables with nonsignificant
slopes have been removed and the regression rerun. You should trim when one or more
9. What are standardized beta coefficients, and how should they be interpreted?
Making Professional Graphs with SPSS for Windows Review Questions
1. How can SPSS save you time in preparing your final marketing research report?
2. What Marketing Research Insights in your Marketing Research textbook describe how to
make professional tables and graphs?
3. How do you activate “TableLooks?”
4. What can you do with TableLooks?
5. How do you direct SPSS to make a basic pie chart or a basic bar chart?
Use the Graphs-Chart Builder feature and then select Pie/Polar chart “Slice by?” location.
6. How do you activate the Chart Editor?
7. What can you do with the SPSS Chart Editor?
8. When you have a final, professional table or graph, what can you do with it?