MKTG 121 Chapter 18 Analysis and Interpretation

These flashcards cover key concepts and terms from the MKTG 121 Chapter 18 lecture on analysis and interpretation of multiple variables.

Multivariate Analysis

A set of statistical techniques used to examine relationships among two or more variables simultaneously.

Cross Tabulation

A multivariate technique for studying the relationship between two or more categorical variables.

Independent Samples t-test

A statistical test used to determine whether there are significant differences between the means of two independent groups.

Paired Sample t-test

A statistical test that compares two means when scores for both variables are provided by the same sample.

Pearson Product-Moment Correlation Coefficient

A statistic that indicates the direction and degree of linear association between two continuous variables.

Regression Analysis

A statistical technique used to derive an equation representing the influence of one or more predictor variables on a continuous dependent variable.

Cramer’s V

A statistic used to measure the strength of the relationship between categorical variables, ranging from 0 (no association) to 1 (perfect association).

Null Hypothesis

A statement used in statistical testing that assumes no relationship or effect exists between variables.

Statistical Significance

A measure of whether an observed effect or relationship exists, with a p-value less than a specified threshold (usually 0.05) indicating significance.

Coefficient of Determination (R²)

A measure in regression analysis that explains the proportion of variance in the dependent variable accounted for by the independent variable(s).