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Chapter 15
Marketing Research Final
24
Marketing
Undergraduate 3
05/10/2013

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Term
Test of Differences
Definition
Hypothesis that 2 or more groups differ with respect to measures on a variable
Term
Choosing the right statistic depends on:
Definition
- Type of measurement
- Nature of comparison
- # of groups to be compared
Term
Cross-tabulation tables: x2 test for goodness-of-fit
Definition
x2 test tests the statistical significance of a contingency table
- Compares observed frequencies with expected frequencies
- Goodness-of-fit of observed distribution with expected distribution
Term
When to use x2 test
Definition
- Used for nominal, ordinal, and transformed interval variables
- Difficult to interpret when a variable has 5+ categories
Term
Univariate Hypothesis
Definition
One variable
- ex) Papa John's restaurants are more likely to be located in stand-alone location or in a shopping center
Term
Bivariate Hypothesis
Definition
2 variables
- ex) stand-alone locations are more likely to be profitable than shopping center locations
Term
2 steps to testing the hypothesis
Definition
1) examine the statistical significance of the observed contingency table
2) examine whether the differences between the observed and expected values are consistent with the hypothesized prediction
Term
Independent samples t-test
Definition
- tests difference between means taken from 2 independent samples
- tests if the differences between the two means is 0
Term
Standard error of a t-test
Definition
Estimate of the standard error for a t-test of independent means that assumes the variances of both groups are equal
Term
problems with t-test
Definition
- Use for samples < 30
- t-test and z-test yield similar results as sample size increases
Term
Paired samples t-test
Definition
- Compares scores of 2 interval variables from related populations
- Used when means need to be compared that are not from independent samples
Term
z-test for comparing 2 proportions
Definition
- Tests the hypothesis that proportions are significantly different for 2 independent samples
- Must use sample size > 30
Term
One-way analysis of variance (ANOVA)
Definition
- One way = one independent variable
- Analysis that investigates the effects of 1 treatment variable on an interval-scaled dependent variable
Term
ANOVA hypothesis tested is:
Definition
- At least one group mean is not equal to another group mean
Term
Dividing variance in ANOVA
Definition
Total variability
- Grand mean: mean of a variable over all observations
- ASK CAILEY
Term
Dividing variance in ANOVA
Definition
Total variability
- Grand mean: mean of a variable over all observations
- ASK CAILEY
Term
Between-groups variance
Definition
- Sum of differences between the group mean and the grand mean summed over all groups for a given set of observations
Term
Within-group error or variance
Definition
- Sum of differences between observed values and the group mean for a given set of observations
- AKA total error variance
Term
F-test
Definition
- Test statistic for ANOVA
- Used to determine whether there is more variability in the scores of one sample than in the scores of another sample
- Variance components are used to compute F-ratios
Term
General linear model
Definition
- Way of modeling how different IVs cause fluctuations in DV
Term
Regression analysis
Definition
- Type of general linear model
- Best fit line
Term
Multiple Regression
Definition
- Two or more IVs
Term
How to interpret a multiple regression model
Definition
1) examine f-test for significance
2) examine individual statistical tests for each IV for significance
3) examine the model's R^2
4) diagnose multicollinearity
Term
Multicollinearity
Definition
A case of multiple regression in which the predictor variables are themselves highly correlated.
- AKA extent to which IVs are correlated
- Variance inflation factors between 1 and 2 are okay
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