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Marketing Research
Auburn University
37
Marketing
Undergraduate 4
12/12/2009

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Cards

Term
5 Steps to Data Processing
Definition
1) Editing
2) Coding
3) Data Entry
4) Cleaning
5) Tabulation and Statistical Analysis
Term
2 stages of data editing
Definition
1) field edit
2) central office edit
Term
The goal of data editing
Definition
check for interviewer/respondent mistakes
(Inspection/Correction)
Term
In coding, numbers are...
Definition
1) associated to closed-ended questions
2) better kept to raw numbers than collapse into categories
3) mutually exclusive unless specified otherwise
Term
When coding you should define...
Definition
- variable names
- value labels
- missing value codes
all of which are for entry into a computer
Term
Coding Rules of Thumb:
Definition
1) ID each respondent
2) use only numerical values
3) standardize codes for no answer (example: 8 = don't know; 9 = no answer)
Term
When data is put into software it is called a
Definition
codebook
Term
Data Entry is either
Definition
Automatic or Manual
Term
CATI
Definition
Computer Assisted Telephone Interviewing
Term
CAPI
Definition
Computer Assisted Personal Interview
Term
Other types of Automatic Data Entry
Definition
- internet
- optical scanning
Term
Data Cleaning
Definition
- generate frequencies for categories
- check to see if codes are within specified range (check for outliers)
Term
What is "simple tabulation?"
Definition
counting a single variable
Term
Why should you tabulate?
Definition
1) Locate mistakes, outliers, and unusual observations
2) Determine degree of item non-response
3) Determine empirical distribution
4) Calculate summary stats
Term
Dealing with nonresponse
Definition
substitute missing values by:
regression
or
mean
Term
Kolmogorov-Smirnov Test
Definition
used for ordinal variables
Term
Cross Tabs
Definition
Study relationships between variables
Term
Variables
Definition
are either naturally nominal or ordinal, or they represent categorizations of continuous (ratio scale) measures
Term
lack of initial (2-way) cross tab relationship...
Definition
doesn't mean there isn't a 3-way relationship
Term
How to best present tabular data
Definition
1) condense into one table
2) use no more than one decimal in percentages
Term
the greater the difference between expected and observed values...
Definition
the more we suspect the variables are related; the closer the difference to zero, the more we suspect the variables are independent (not related)
Term
Degrees of Freedom
Definition
= (r-1)*(c-1)
Term
X2 STAT > X2 CRIT
Definition
Reject the Null
Term
X2 STAT < X2 CRIT
Definition
Fail to Reject The Null
Term
If you reject the Null, how do you calculate the strength of the effect?
Definition
1) Phi Coefficient
2) Contingency Coefficient
Term
Phi Coefficient
Definition
- measures strength in 2x2 table
- it takes the value of zero when there is no association, which would also mean a chi-square value of zero
- when values are perfectly associated, phi equals 1 (observations fall on the main or major diagonal)
Term
Contingency Coefficient
Definition
- table of any size
- varies between 0 and 1
- should only be used to compare tables of the same size
Term
Cross Tabs are good for...
Definition
ALL types of data
Term
Nominal
Definition
(Also called categorical)
- 5 different genotypes, can be reordered and not effected
- mean/average is meaningless
Term
Ordinal
Definition
- The values simply express an order
- The spacing between variables may not be the same (example 3 to 5 =/= 5 to 7)
Term
Interval
Definition
The distance between 2 values is meaningful (temperature)
Term
Ratio
Definition
Has all the characteristics of interval, but it also has a clear zero. (height/weight)
Term
for means, use...
Definition
t-test
Term
for proportions, use...
Definition
z-test
Term
the T-Statistic assumes
Definition
- variable is normally distributed
- mean is known
- population variance is est from the sample
Term
T STAT > T CRIT
Definition
Reject the Null
Term
T STAT < T CRIT
Definition
Fail to Reject The Null
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