MRKT 345 EXAM 3 QUESTIONS AND ANSWERS
What is the purpose of data preparation in marketing research? - Answers -To assess
and control data integrity and quality by detecting biases and data entry errors.
What are the key steps involved in data preparation? - Answers -Data validation,
editing, coding, data entry, and data tabulation.
What does data validation assess? - Answers -It determines if data collection was
conducted correctly and if the data are free of errors and bias.
What is curbstoning in the context of data validation? - Answers -When data collection
personnel fill out surveys for fake respondents.
What are the five areas covered by data validation? - Answers -Fraud, screening,
procedure, completeness, and courtesy.
What is missing data in surveys? - Answers -Data that is not reported by respondents,
which can occur more often in self-reporting surveys.
What are the two types of missing data? - Answers -Missing at random and missing not
at random.
What is an outlier? - Answers -An atypical response well outside the normal range.
What does skewness indicate in data distribution? - Answers -The shape of the data
distribution, indicating whether it is left-skewed or right-skewed.
What are the three common measures of central tendency? - Answers -Mean, median,
and mode.
What is the mean? - Answers -The average of all values, sensitive to extremes.
What is the median? - Answers -The middle value when data is ordered, less affected
by outliers than the mean.
What is the mode? - Answers -The most frequently occurring value, best for nominal
data.
What does variability measure in a distribution? - Answers -The diversity or
heterogeneity in a distribution of scores.
What are common measures of variability? - Answers -Range, variance, and standard
deviation.
, What is the range in statistics? - Answers -The difference between the highest and
lowest values.
What is variance? - Answers -The average of the squared differences from the mean.
What is standard deviation? - Answers -The square root of the variance, measuring the
amount of variation around the mean.
What is hypothesis testing? - Answers -A statistical method used to make inferences
about a population based on a sample.
What is the null hypothesis (H0)? - Answers -A statement indicating no effect or no
difference in group means.
What is the alternative hypothesis (H1 or Ha)? - Answers -It suggests that there is an
effect or difference.
What is the significance level (α)? - Answers -The probability of rejecting the null
hypothesis when it is actually true, commonly set at .05 or .01.
What is a p-value in hypothesis testing? - Answers -The probability of observing the
given data (or something more extreme) if the null hypothesis is true.
What does it mean to reject the null hypothesis? - Answers -It means the p-value is
less than α, indicating that the observed data is unlikely under the null hypothesis.
What is the difference between a one-tailed and a two-tailed test? - Answers -A one-
tailed test is directional (greater than or less than), while a two-tailed test is non-
directional (unequal).
What is a Type I Error? - Answers -Rejecting a true null hypothesis, also known as a
false positive.
What is a Type II Error? - Answers -Failing to reject a false null hypothesis, also known
as a false negative.
What is Chi-Square Analysis used for? - Answers -To determine if there's a significant
association between two categorical variables.
What is the null hypothesis (H0) in Chi-Square Analysis? - Answers -There is no
significant association between the two categorical variables.
What does the Chi-Square Statistic (X²) compare? - Answers -It compares the
observed counts in each category to expected counts if there were no relationship.
What is the purpose of data preparation in marketing research? - Answers -To assess
and control data integrity and quality by detecting biases and data entry errors.
What are the key steps involved in data preparation? - Answers -Data validation,
editing, coding, data entry, and data tabulation.
What does data validation assess? - Answers -It determines if data collection was
conducted correctly and if the data are free of errors and bias.
What is curbstoning in the context of data validation? - Answers -When data collection
personnel fill out surveys for fake respondents.
What are the five areas covered by data validation? - Answers -Fraud, screening,
procedure, completeness, and courtesy.
What is missing data in surveys? - Answers -Data that is not reported by respondents,
which can occur more often in self-reporting surveys.
What are the two types of missing data? - Answers -Missing at random and missing not
at random.
What is an outlier? - Answers -An atypical response well outside the normal range.
What does skewness indicate in data distribution? - Answers -The shape of the data
distribution, indicating whether it is left-skewed or right-skewed.
What are the three common measures of central tendency? - Answers -Mean, median,
and mode.
What is the mean? - Answers -The average of all values, sensitive to extremes.
What is the median? - Answers -The middle value when data is ordered, less affected
by outliers than the mean.
What is the mode? - Answers -The most frequently occurring value, best for nominal
data.
What does variability measure in a distribution? - Answers -The diversity or
heterogeneity in a distribution of scores.
What are common measures of variability? - Answers -Range, variance, and standard
deviation.
, What is the range in statistics? - Answers -The difference between the highest and
lowest values.
What is variance? - Answers -The average of the squared differences from the mean.
What is standard deviation? - Answers -The square root of the variance, measuring the
amount of variation around the mean.
What is hypothesis testing? - Answers -A statistical method used to make inferences
about a population based on a sample.
What is the null hypothesis (H0)? - Answers -A statement indicating no effect or no
difference in group means.
What is the alternative hypothesis (H1 or Ha)? - Answers -It suggests that there is an
effect or difference.
What is the significance level (α)? - Answers -The probability of rejecting the null
hypothesis when it is actually true, commonly set at .05 or .01.
What is a p-value in hypothesis testing? - Answers -The probability of observing the
given data (or something more extreme) if the null hypothesis is true.
What does it mean to reject the null hypothesis? - Answers -It means the p-value is
less than α, indicating that the observed data is unlikely under the null hypothesis.
What is the difference between a one-tailed and a two-tailed test? - Answers -A one-
tailed test is directional (greater than or less than), while a two-tailed test is non-
directional (unequal).
What is a Type I Error? - Answers -Rejecting a true null hypothesis, also known as a
false positive.
What is a Type II Error? - Answers -Failing to reject a false null hypothesis, also known
as a false negative.
What is Chi-Square Analysis used for? - Answers -To determine if there's a significant
association between two categorical variables.
What is the null hypothesis (H0) in Chi-Square Analysis? - Answers -There is no
significant association between the two categorical variables.
What does the Chi-Square Statistic (X²) compare? - Answers -It compares the
observed counts in each category to expected counts if there were no relationship.
