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Definition
information not gathered for the immediate study at hand but for some other purpose 


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Definition
Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level 


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Definition
a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it 


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Definition
normal patterns of behavior exhibited by an individual, the attributes, traits, and mannerisms that distinguish one individual from another 


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Definition
an individuals overall evaluation of something 


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Definition
insight into, or understanding of facts about, some object of phenomenon 


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Definition
anticipated or planned future behavior 


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Definition
a need, want, drive, urge, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs behavior towards goals 


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Definition
what individuals have done or are doing 


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Definition
a method of data collection involving questioning of respondents to secure desired information, using a data collection instrument called a questionnaire 


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Definition
a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded 


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the amount of time a respondent deliberates before answering a question 


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Definition
a device used to measure changes in the electrical resistance of the skin that are associated with emotion 


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Definition
A commonly used expression for nominal and ordinal measures 


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Definition
a count of the number of cases that fall into each category when the categories are based on one variable 


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Definition
an observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case 


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Definition
a form of bar chart on whicht he values of the variable are places along the x axis and the absolute or relative frequency of the values is show on the y axis 


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Definition
a projection of the range within which a population parameter will lie at a given level of confidence, based on a statistic obtained from a probabilistic sample 


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Definition
a commonly used expression for interval and ratio measures 


Term

Definition
statistics that describe distribution of responses on a variable. The most commonly used descriptive statistics are the mean and standard deviation 


Term

Definition
the arithmetic average value of the responses on a variable 


Term
Sample Standard Deviation 

Definition
a measure of the variation of responses on a variable. The SD is the sqaure root of the calculated variance on a variable 


Term

Definition
A technique for converting a continuous measure into a categorical measure with two approximately equalsized groups. The groups are formed by "splitting" the continuous measure as its median value 


Term
Cumulative Percent Breakdown 

Definition
A technique for converting a continuous measure into categorical measure. The categories are formed based on the cumulative percentages obtained in a frequency analysis 


Term

Definition
a technique for converting an intervallevel rating scale into a categorical measure, usually used for presentation purposes. The percentage of respondents choosing one of the top two positions on a rating scale is reported. 


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Definition
unproven propositions about some phenomenon of interest 


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Definition
the hypothesis that a proposed result is not rue for the population 


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Definition
the hypothesis that a proposed result is true for the proposition 


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Definition
the acceptable level of error selected by the researchers, usually set for .05. The level of error refers to the probability of rejecting the null hypothesis when it is actually true for the population 


Term

Definition
the probability of obtaining a given result if in fact the null hypothesis were true in the population. A result is regarded as statistically significant if the p value is less than the chosen significance level os the test 


Term
ChiSqaure GoodnessOfFit Test 

Definition
a statistical test to determine whether some observed pattern of frequencies corresponds to an expected pattern 


Term

Definition
a multivariate technique used for studying the relationship between two or more categorical variables. The Technique considers the joint distribution of sample elements across variables 


Term
Pearson ChiSqaure (X2) Test of Independence 

Definition
a commonly used statistic for testing the null hypothesis that categorical varaibles are independent of one another 


Term

Definition
a statistic used to measure the strength of relationship between categorical variables 


Term
Independent Samples tTest 

Definition
a technique commonly used to determine whether two groups differ on some characteristic assessed on a continuous measure 


Term

Definition
a technique for comparing two means when scores for both variables are provided by the same sample 


Term
Pearson ProductMoment Correlation Coefficient 

Definition
A statistic that indicates the degree of linear association between two continuous variables. The correlation coefficient can range from 1 to +1 


Term

Definition
a statistical technique used to derive an equation representing the influence of a single (simple regression) or multiple (multiple regression) independent variables on a continuous, dependent, or outcome, variable 


Term
Coefficient of Multiple Determination (r2) 

Definition
a measure representing the relative proportion of the total variation in the dependent variable that can be explained or accounted for by the fitted regression equation. When there is only one predictor variable, this value is referred to as the coefficient of determination 

