Summary: Research 2
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Basic Concepts
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Give DBC examples of variables
Frequency of the use of an application
CTR (ClickThroughRate) 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 thedependent 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 thevariable 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)
 It tells you what is the

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 dependentvariable (uni = one) 
What are the 3 types of univariate analysis?
 Frequency
distributions of attributes  Graphs of an attribute (
graphical display of the dependent variable)  Summary measures: central tendencies and
variability
 Frequency

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
Graphs (bar charts, line charts, scatter plots)Crosstabs (a table which crosses the frequencies of 2 or morevariables )
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