Chapter 15: Marketing Research

Frequency Distribution
A mathematical distribution whose objective is to obtain a count of the number of responses associated with different values of one variable and to express these counts on percentage terms with one variable considered at a times
Measures of Location
A statistic that describes a location within a data set. Measures of central tendency describe the center of the distribution
Mean
The average; that value obtained by summing all elements in a set and dividing by the number of elements
Mode
A measure of central tendency given as the value that occurs the most in a sample distribution
Median
A measure of central tendency given as the value above which half of the values fall
Measures of Variability
A statistic that indicates the distribution’s dispersion
Range
The difference between the largest and smallest values of a distribution
Interquartile Range
The range of a distribution encompassing the middle 50 percent of the observations
Variance
The mean squared deviation of all the values from the mean
Standard Deviation
Square root of the variance
Coefficient of Variation
A useful expression in sampling theory for the standard deviation as a percentage of the mean
Skewness
A characteristic of a distribution that assesses its symmetry about the mean
Kurtosis
A measure of the relative peakedness of flatness of the curve defined by the frequency distribution