# Summary: Research 2

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## Read the summary and the most important questions on Research 2

• ### Basic Concepts

This is a preview. There are 7 more flashcards available for chapter 08/02/2021

• #### 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

This is a preview. There are 11 more flashcards available for chapter 15/02/2021

• #### 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)
PLEASE KNOW!!! There are just 48 flashcards and notes available for this material. This summary might not be complete. Please search similar or other summaries.