Author Question: What is a contingency table and how is it useful in marketing ... (Read 37 times)

sam.t96 · **on:** Jun 28, 2018

What is a contingency table and how is it useful in marketing research?

Question 2

Customer segments shown on perceptual maps offer marketing managers information about what's going on in the marketplace.
a. True
b. False
Indicate whether the statement is true or false

bulacsom · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables. Two-way contingency tables, meaning they involve two less-than interval variables, are used most often. The row and column totals often are called marginals because they appear in the table's margins. Researchers usually are more interested in the inner cells of a contingency table because they display conditional frequencies (combinations). Using these values, we can draw more specific conclusions.

Answer to Question 2

True