Summary: Research 2

Read the summary and the most important questions on Research 2

• Basic Concepts

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• Give DBC examples of variables

  Frequency of the use of an application
  CTR (Click-Through-Rate) of a website
  Perceived trustworthiness of a brand
  Amount of time saved by implementing a digital solution
  The influence of type of packaging on the perceived quality of the product

• What are the two main types of variables

  Independent variables may cause change in the dependent variables.
  
  Independent - age, gender, years of education
  Dependent - frequency of usage, perceived trustworthiness, level of income, years of education

• What is the importance of levels of measurement

  • It tells you what is the quantitative value of the variable numbers

  
  

  • It is useful for:
  • Interpretation
  • Meaning of difference
  • Meaning of a given interval
  • Meaning of a given ratio

  
  

  • It is useful to decide what type of comparison/test you should use (because research is often about comparing numbers)     

• What are the two opposing hypotheses used in science

  A scientific hypothesis needs to be testable making it falsifiable
  
  

  • Null hypothesis: no relationship/effect (difference between groups = 0)
  • Alternative hypothesis: there is a relationship/effect

• Describing data, uni/bivariate analysis & conclusions

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• What is a univariate analysis

  We only perform an analysis on one dependent variable (uni = one)

• What are the 3 types of univariate analysis?

  1. Frequency distributions of attributes
  2. Graphs of an attribute (graphical display of the dependent variable)
  3. Summary measures: central tendencies and variability 

• What columns are there in frequency distribution?

  • Frequency: display of the raw numbers of observed frequency

  
  

  • Percent: percentage of observations relative to all datapoints (% yes, no and answers missing)

  
  

  • Valid percent: percentage of observations relative to datapoints containing usable information (% yes and no)

  
  

  • Cumulative percent: percentage of summed up valid observations thus far (77% + 23% = 100%)

• Which measures of central tendency are there?

  MODE  the most often occuring observation
  MEDIAN a value or category that splits your observations into two equal parts
  MEAN the sum of all scores divided by the number of total observations

• What are measures of variability

  Measures that describe the spread of a variable. Knowing this, gives you extra information.

• What are the 2 types of data representation in bivariate analysis

  1. Graphs (bar charts, line charts, scatter plots)
  2. Crosstabs (a table which crosses the frequencies of 2 or more variables)