MMC 3420 EXAM 2 QUESTIONS & ANSWERS
Categorical Data - Answer -Data that places observations into classes. Reported as
counts, percentages, and proportions
(nominal, ordinal)
continuous data - Answer -Data that places observations on a continuum. Reported as
averages, ranges, standard deviations (interval & ratio)
nominal - Answer -categorical data, at least 2 mutually exclusive categories, no overlap
good for independent variables ex: male or female?
ordinal - Answer -places data into an order, • values have a greater than/ lesser than
relationship ex: age and income, team rank
interval - Answer -uses a scale to place data, differences between points are
meaningful, but there is no "real" zero, assumes equal distance between variables ex:
likert scales, semantic differentials
ratio - Answer -has a true zero point and can be expressed in the negative, not an
equal distance of data, Ratios of numbers reflect ratios of magnitude, ex: reaction times,
height, bank account balance
validity - Answer -a tests measures what it is supposed to measure
reliability - Answer -the test performs consistently
content analysis - Answer -content, expert, construct, convergent, divergent, predictive
test-retest - Answer -test is given and repeated to compare results, measure correlation
split-half - Answer -Split question items and correlate for consistency, done statistically
Ex: First half of measure should correlate with the second have of measures (public
relations attitude measurement)
intercoder/ observer reliability - Answer -Are observer A and B consistent? Ex: if you
when out and coded all cars in parking lot as certain colors, is that consistent with what I
saw when I did the exact same thing with the exact same cars.
parametric - Answer -used for continuous data and makes assumptions about the
parameters
terms for discussion inferential statistics - Answer -nonparametric, parametric
Categorical Data - Answer -Data that places observations into classes. Reported as
counts, percentages, and proportions
(nominal, ordinal)
continuous data - Answer -Data that places observations on a continuum. Reported as
averages, ranges, standard deviations (interval & ratio)
nominal - Answer -categorical data, at least 2 mutually exclusive categories, no overlap
good for independent variables ex: male or female?
ordinal - Answer -places data into an order, • values have a greater than/ lesser than
relationship ex: age and income, team rank
interval - Answer -uses a scale to place data, differences between points are
meaningful, but there is no "real" zero, assumes equal distance between variables ex:
likert scales, semantic differentials
ratio - Answer -has a true zero point and can be expressed in the negative, not an
equal distance of data, Ratios of numbers reflect ratios of magnitude, ex: reaction times,
height, bank account balance
validity - Answer -a tests measures what it is supposed to measure
reliability - Answer -the test performs consistently
content analysis - Answer -content, expert, construct, convergent, divergent, predictive
test-retest - Answer -test is given and repeated to compare results, measure correlation
split-half - Answer -Split question items and correlate for consistency, done statistically
Ex: First half of measure should correlate with the second have of measures (public
relations attitude measurement)
intercoder/ observer reliability - Answer -Are observer A and B consistent? Ex: if you
when out and coded all cars in parking lot as certain colors, is that consistent with what I
saw when I did the exact same thing with the exact same cars.
parametric - Answer -used for continuous data and makes assumptions about the
parameters
terms for discussion inferential statistics - Answer -nonparametric, parametric
