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| information not gathered for the immediate study at hand but for some other purpose |
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| Data that allow researchers to link together purchase behavior, household characteristics, and advertising exposure at the household level |
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| 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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| normal patterns of behavior exhibited by an individual, the attributes, traits, and mannerisms that distinguish one individual from another |
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| an individuals overall evaluation of something |
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| insight into, or understanding of facts about, some object of phenomenon |
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| anticipated or planned future behavior |
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| 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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| what individuals have done or are doing |
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| 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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| 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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| a device used to measure changes in the electrical resistance of the skin that are associated with emotion |
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| A commonly used expression for nominal and ordinal measures |
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| a count of the number of cases that fall into each category when the categories are based on one variable |
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| 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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| 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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| 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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| a commonly used expression for interval and ratio measures |
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| statistics that describe distribution of responses on a variable. The most commonly used descriptive statistics are the mean and standard deviation |
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| the arithmetic average value of the responses on a variable |
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| Sample Standard Deviation |
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| a measure of the variation of responses on a variable. The SD is the sqaure root of the calculated variance on a variable |
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| A technique for converting a continuous measure into a categorical measure with two approximately equal-sized groups. The groups are formed by "splitting" the continuous measure as its median value |
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| Cumulative Percent Breakdown |
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| A technique for converting a continuous measure into categorical measure. The categories are formed based on the cumulative percentages obtained in a frequency analysis |
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| a technique for converting an interval-level 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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| unproven propositions about some phenomenon of interest |
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| the hypothesis that a proposed result is not rue for the population |
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| the hypothesis that a proposed result is true for the proposition |
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| 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 |
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| 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 |
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| Chi-Sqaure Goodness-Of-Fit Test |
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| a statistical test to determine whether some observed pattern of frequencies corresponds to an expected pattern |
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| 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 |
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| Pearson Chi-Sqaure (X2) Test of Independence |
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| a commonly used statistic for testing the null hypothesis that categorical varaibles are independent of one another |
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| a statistic used to measure the strength of relationship between categorical variables |
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| Independent Samples t-Test |
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| a technique commonly used to determine whether two groups differ on some characteristic assessed on a continuous measure |
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| a technique for comparing two means when scores for both variables are provided by the same sample |
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| Pearson Product-Moment Correlation Coefficient |
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| A statistic that indicates the degree of linear association between two continuous variables. The correlation coefficient can range from -1 to +1 |
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| 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 |
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| Coefficient of Multiple Determination (r2) |
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| 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 |
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