Indicator 3.05 Interpret marketing information to test hypotheses and/or to resolve issues.

Need for physical inspection of paper- based marketing data

Questions to ask when screening initial data

Actions that can be taken with incomplete records

Reasons for data entry errors that limit the use of marketing research data

Reasons that questionable entries are found in raw marketing research data

Role of coding in processing marketing data

Generally accepted coding principles

Importance of editing coded information

Data-entry options

Paper-based marketing information vs. computer-based marketing information

Importance of using a codebook to describe data and to indicate where and how they can be accessed

Vocabulary Descriptive statistics Mean Medium Mode Range Standard deviation skewed

Objectives of using descriptive statistics to interpret data

Advantages and disadvantages of using the mean, median, and mode as measures of central tendency

When to use the mean, median, and mode

Importance of using the median when working with skewed distributions

Use of the standard deviation in data analysis