Download Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation:
Individual Variables
Independently
Chapter 12
Basic Statistics: Categorical
Measures

Categorical Measures

Frequency Analysis

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Valid percent
Cumulative percent
Frequency Analysis

Outliers

Histogram
Confidence Intervals: Proportions

“A projection of the
range within which a
population parameter
will lie at a given level
of confidence, based
on sample statistic.”

Sampling error:
Basic Statistics: Continuous
Measures

Continuous Measures

Descriptive Statistics


Sample mean
Sample standard
deviation
Source: echrblog.blogspot.com
Basic Statistics: Continuous
Measures

Converting to Categorical Measures





Judgment
Client’s predetermined structure
Media split
Cumulative percentage breakdown
Two-box technique
Confidence Intervals: Means

Same idea

Equation:
Hypothesis Testing

Null hypothesis

Significance level


Alternative hypothesis

Significance level

“The acceptable level of
error; refers to the
probability of rejecting the
null hypothesis when it is
actually true”
P-value

“The probability of
obtaining a given result if
in fact the null hypothesis
were true.”
Hypothesis Testing

What does this mean?

If p > α

If p < α
Hypothesis Testing

Categorical Variables


Chi-square tests
Continuous Variables

T-Tests