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

2. Need for physical inspection of paper- based marketing data

3. Questions to ask when screening initial data

4. Actions that can be taken with incomplete records

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

6. Reasons that questionable entries are found in raw marketing research data

7. Role of coding in processing marketing data

8. Generally accepted coding principles

9. Importance of editing coded information

10. Data-entry options

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

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

13. Vocabulary Descriptive statistics Mean Medium Mode Range Standard deviation skewed

14. Objectives of using descriptive statistics to interpret data

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

16. When to use the mean, median, and mode

17. Importance of using the median when working with skewed distributions

18. Use of the standard deviation in data analysis