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Analysis & Interpretation: Individual Variables Independently

This chapter provides a comprehensive overview of basic statistics for analyzing and interpreting individual variables independently. It covers categorical measures, frequency analysis, outliers, sampling error, confidence intervals, proportions, continuous measures, descriptive statistics, converting to categorical measures, judgment, hypothesis testing, and more.

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Analysis & Interpretation: Individual Variables Independently

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  1. Analysis & Interpretation: Individual Variables Independently Chapter 12

  2. Basic Statistics: Categorical Measures • Categorical Measures • Frequency Analysis • Valid percent • Cumulative percent

  3. Frequency Analysis • Outliers • Histogram

  4. “A projection of the range within which a population parameter will lie at a given level of confidence, based on sample statistic.” Sampling error: Confidence Intervals: Proportions

  5. Basic Statistics: Continuous Measures • Continuous Measures • Descriptive Statistics • Sample mean • Sample standard deviation Source: echrblog.blogspot.com

  6. Basic Statistics: Continuous Measures • Converting to Categorical Measures • Judgment • Client’s predetermined structure • Media split • Cumulative percentage breakdown • Two-box technique

  7. Confidence Intervals: Means • Same idea • Equation:

  8. Null hypothesis Alternative hypothesis Significance level 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

  9. Hypothesis Testing • What does this mean? • If p > α • If p < α

  10. Hypothesis Testing • Categorical Variables • Chi-square tests • Continuous Variables • T-Tests

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