MKT 3340 Study Guide - Midterm Guide: Likert Scale, Contingency Table, Categorical Variable

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 3340
• Professor: Prasad Ashutosh

Document Summary

Ordinal (has order, but not distance: exm. Metric (synthetic metric, or interval, for attitudinal scales such as likert scale; natural metric or ratio when the zero has a physical meaning: zero has physical meaning, exm. Categorical variables use: frequency distribution (histogram), mode, proportions and compare proportions and cross-tab. Metric variables use: can be interpreted as categorical also. Description: summarizing the sample data with. Averages, range and standard deviation (metric data: simple complexity, some value, categorical scale. Frequency plots (can also be used by metric) If sample n-1 on bottom for s. d and variance. Generalization: generalizing the sample findings to the population. Confidence intervals: low medium complexity, low medium value. Differences: comparing averages or percent in the sample data to see if there are meaningful differences with. Average difference tests: high medium complexity, high medium value. Relationships: relating variables to each other in a meaningful way with.