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Consumer Behavior #4

AB
ANALYTICSusing statistics to analyze the big data resulting from data mining
BAR CHARTa chart which can be used with most scales of measurement
CONFOUNDING VARIABLEanother variable which can influence the dependent variable and make it difficult to interpret the impact of the independent variable
CONTINGENCY TABLEa cross tabulation for showing the relationship between two variables
CONTROL GROUPin an experiment, this group is compared with the experimental group
PLACEBOthis is what is given to the control group in order to equalize expectations
CORRELATIONthe relationship between two variables
POSITIVE CORRELATIONa direct relationship between two variables
NEGATIVE CORRELATIONan inverse relationship between two variables
LETTER Ethis letter stands for scientific notation (a very large or very small number)
LETTER Nthis letter stands for the number of participants in our sample
LETTER Rthis letter stands for correlation coefficient, especially a Pearson product moment correlation coefficient
LETTER Pthis letter stands for the probability of the null hypothesis
EXPERIMENTthis research is best for inferring causation because it manipulates an independent variable
INFERENTIALstatistics which allow us to calculate or estimate the probability of the null hypothesis
LIKERTthis ordinal scale measures an attitude in terms of level of agreement
LINE GRAPHthis graph is useful in a time series
MEDIANthis measure of central tendency is appropriate for a skewed distribution
NOMINAL SCALEthis scale measures a variable by categorizing responses
ORDINAL SCALEthis scale measures a variable by ranking responses
NONPARAMETRICthese inferential statistics are appropriate when the data set is not normally distributed
NULL HYPOTHESISthis explanation should be accepted if the results could be attributed to pure chance
PIE CHARTthis circular chart is appropriate for nominal and ordinal scales when there are few categories or levels
SKEWthis term defines a non-symmetrical data distribution
QUASI-EXPERIMENTthis is a separate groups design in which the grouping is not based upon random assignment
RANDOM ASSIGNMENTwhen each subject in the sample has an equal chance (compared to every other subject) of being assigned to the experimental group
RATIO SCALEwhen a variable is measured by a score reflecting a number; the scale has a true zero point and proportionate scaling
RELIABILITYconsistency of measurement
REPEATED MEASURES DESIGNa research design in which each subject receives more than one measure per variable, e.g., before/after, matched pairs
SAMPLE VS. NORMSa research design in which the entire sample is compared to some external norms, e.g., census data
SCATTERPLOTa chart appropriate for showing a correlation between bivariate data
SEPARATE GROUPSa research design in which two (or more) parts of the sample are compared to each other
STATISTICAL SIGNIFICANCEwhen inferential statistics determine that the results were probably not produced by pure chance
SPURIOUS CORRELATIONa correlation between two dependent variables due to them both being the results of the same independent variable
VALIDITYwhen a test measures what it is supposed to measure


Professor of Psychology
Crafton Hills College
Long Beach, CA

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