PrefaceIndex of Applications1. Data and Decisions (E-Commerce)1.1 Data and Decisions1.2 Variable Types1.3 Data Sources: Where, How, and When Ethics in Action Technology Help: Data on the Computer Brief Case: Credit Card Bank2. Displaying and Describing Categorical Data (Keen, Inc.)2.1 Summarizing a Categorical Variable2.2 Displaying a Categorical Variable 2.3 Exploring Two Categorical Variables: Contingency Tables 2.4 Segmented Bar Charts and Mosaic Plots 2.5 Simpson's Paradox Ethics in Action Technology Help: Displaying Categorical Data on the Computer Brief Case: Credit Card Bank3. Displaying and Describing Quantitative Data (AIG)3.1 Displaying Quantitative Variables 3.2 Shape 3.3 Center 3.4 Spread of the Distribution3.5 Shape, Center, and Spread-A Summary3.6 Standardizing Variables 3.7 Five-Number Summary and Boxplots 3.8 Comparing Groups,3.9 Identifying Outliers,3.10 Time Series Plots3.11 Transforming Skewed Data Ethics in Action Technology Help: Displaying and Summarizing Quantitative Variables Brief Cases: Detecting the Housing Bubble and Socio-Economic Data on States4. Correlation and Linear Regression (Amazon.com)4.1 Looking at Scatterplots4.2 Assigning Roles to Variables in Scatterplots4.3 Understanding Correlation4.4 Lurking Variables and Causation4.5 The Linear Model4.6 Correlation and the Line4.7 Regression to the Mean4.8 Checking the Model4.9 Variation in the Model and R24.10 Reality Check: Is the Regression Reasonable?4.11 Nonlinear Relationships Ethics in Action Technology Help: Correlation and Regression Brief Cases: Fuel Efficiency, Cost of Living, and Mutual Funds Case Study I: Paralyzed Veterans of America5. Randomness and Probability (Credit Reports and the Fair Isaacs Corporation)5.1 Random Phenomena and Probability5.2 The Nonexistent Law of Averages5.3 Different Types of Probability5.4 Probability Rules5.5 Joint Probability and Contingency Tables5.6 Conditional Probability5.7 Constructing Contingency Tables5.8 Probability Trees5.9 Reversing the Conditioning: Bayes' Rule Ethics in Action Technology Help: Generating Random Numbers Brief Case6. Random Variables and Probability Models (Metropolitan Life Insurance Company)6.1 Expected Value of a Random Variable6.2 Standard Deviation of a Random Variable6.3 Properties of Expected Values and Variances6.4 Bernoulli Trials6.5 Discrete Probability Models Ethics in Action Technology Help: Random Variables and Probability Models Brief Case: Investment Options7. The Normal and other Continuous Distributions (The NYSE)7.1 The Standard Deviation as a Ruler7.2 The Normal Distribution7.3 Normal Probability Plots7.4 The Distribution of Sums of Normals7.5 The Normal Approximation for the Binomial7.6 The Other Continuous Random Variables Ethics in Action Technology Help: Probability Calculations and PlotsBrief Case8. Surveys and Sampling (Roper Polls)8.1 Three Ideas of Sampling8.2 Populations and Parameters8.3 Common Sampling Designs8.4 The Valid Survey8.5 How to Sample Badly Ethics in Action Technology Help: Random Sampling Brief Cases: Market Survey Research and The GfK Roper Reports Worldwide Survey9. Sampling Distributions and Confidence Intervals for Proportions (Marketing Credit Cards: The MBNA Story)9.1 The Distribution of Sample Proportions9.2 A Confidence Interval9.3 Margin of Error: Certainty vs. Precision9.4 Choosing and Sample Size Ethics in Action Technology Help: Confidence Intervals for Proportions Brief Case: Real Estate SimulationCase Study II10. Testing Hypotheses about Proportions (Dow Jones Industrial Average)10.1 Hypotheses10.2 A Trial as a Hypothesis Test10.3 P-Values10.4 The Reasoning of Hypothesis Testing10.5 Alternative Hypotheses10.6 p-Values and Decisions: What to Tell About a Hypothesis Test Ethics in Action Technology Help: Hypothesis Tests Brief Cases: Metal Production and Loyalty Program11. Confidence Intervals and Hypothesis Tests for Means (Guinness & Co.)11.1 The Central Limit Theorem11.2 The Sampling Distribution of the Mean11.3 How Sampling Distribution Models Work11.4 Gossett and the t -Distribution11.5 A Confidence Interval for Means11.6 Assumptions and Conditions11.7 Testing Hypothesis about Means-the One-Sample t-Test Ethics in Action Technology Help: Inference for Means Brief Cases: Real Estate and Donor Profiles12. More About Tests and Intervals (Traveler's Insurance)12.1 How to Think About P-Values12.2 Alpha Levels and Significance12.3 Critical Values12.4 Confidence Intervals and Hypothesis Tests12.5 Two Types of Errors12.6 Power Ethics in Action Technology Help: Hypothesis Tests Brief Case13. Comparing Two Means (Visa Global Organization)13.1 Comparing Two Means13.2 The Two-Sample t-Test13.3 Assumptions and Conditions13.4 A Confidence Interval for the Difference Between Two Means13.5 The Pooled t-Test13.6 Paired Data13.7 Paired MethodsEthics in Action Technology Help: Two-Sample Methods Technology Help: Paired t Brief Cases: Real Estate and Consumer Spending Patterns (Data Analysis)14. Inference for Counts: Chi-Square Tests (SAC Capital)14.1 Goodness-of-Fit Tests14.2 Interpreting Chi-Square Values14.3 Examining the Residuals14.4 The Chi-Square Test of Homogeneity14.5 Comparing Two Proportions14.6 Chi-Square Test of Independence Ethics in Action Technology Help: Chi-Square Brief Cases: Health Insurance and Loyalty Program Case Study III: Investment Strategy Segmentation15. Inference for Regression (Nambe Mills)15.1 A Hypothesis Test and Confidence Interval for the Slope15.2 Assumptions and Conditions15.3 Standard Errors for Predicted Values15.4 Using Confidence and Prediction Intervals Ethics in Action Technology Help: Regression Analysis Brief Cases: Frozen Pizza and Global Warming?16. Understanding Residuals (Kellogg's)16.1 Examining Residuals for Groups16.2 Extrapolation and Prediction16.3 Unusual and Extraordinary Observations16.4 Working with Summary Values16.5 Autocorrelation16.6 Transforming (Re-expressing) Data16.7 The Ladder of Powers Ethics in Action Technology Help: Examining Residuals Brief Cases: Gross Domestic Product and Energy Sources17. Multiple Regression (Zillow.com)17.1 The Multiple Regression Model17.2 Interpreting Multiple Regression Coefficients17.3 Assumptions and Conditions for the Multiple Regression Model17.4 Testing the Multiple Regression Model17.5 Adjusted R2 and the F-statistic17.6 The Logistic Regression Model Ethics in Action Technology Help: Regression Analysis Brief Case: Golf Success18. Building Multiple Regression Models (Bolliger and Mabillard)18.1 Indicator (or Dummy) Variables18.2 Adjusting for Different Slopes-Interaction Terms18.3 Multiple Regression Diagnostics18.4 Building Regression Models18.5 Collinearity18.6 Quadratic Terms Ethics in Action Technology Help: Building Multiple Regression Models Brief Case19. Time Series Analysis (Whole Food Market)19.1 What Is a Time Series?19.2 Components of a Time Series19.3 Smoothing Methods19.4 Summarizing Forecast Error19.5 Autoregressive Models19.6 Multiples Regression-based Models19.7 Choosing a Time Series Forecasting Method19.8 Interpreting Time Series Models: The Whole Foods Data Revisited Ethics in Action Technology Help Brief Cases: Intel Corporation and Tiffany & Co. Case Study IV: Health Care Costs20. Design and Analysis of Experiments and Observational Studies (Capital One)20.1 Observational Studies20.2 Randomized Comparative Experiments20.3 The Four Principles of Experimental Design20.4 Experimental Designs20.5 Issues in Experimental Design20.6 Analyzing a Design in One Factor-The One-Way Analysis of Variance20.7 Assumptions and Conditions for ANOVA20.8 Multiple Comparisons20.9 ANOVA on Observational Data20.10 Analysis of Multifactor Designs Ethics in Action Technology Help: Analysis of Variance Brief Case: Multifactor Experiment Design21. Quality Control (Sony)21.1 A Short History of Quality Control21.2 Control Charts for Individual Observations (Run Charts)21.3 Control Charts for Measurements: (x-bar) and R Charts21.4 Actions for Out-of-Control Processes21.5 Control Charts for Attributes: p Charts and c Charts21.6 Philosophies of Quality Control Ethics in Action Technology Help: Quality Control Charts Brief Case: Laptop Touchpad Quality22. Nonparametric Methods (i4cp)22.1 Ranks22.2 The Wilcoxon Rank-Sum/Mann-Whitney Statistic22.3 Kruskal-Wallace Test22.4 Paired Data: The Wilcoxon Signed-Rank Test22.5 Friedman Test for a Randomized Block Design22.6 Kendall's Tau: Measuring Monotonicity22.7 Spearman's Rho22.8 When Should You Use Nonparametric Methods? Ethics in Action Technology Help Brief Case: Real Estate Reconsidered23. Decision Making and Risk (Data Description, Inc.)23.1 Actions, States of Nature, and Outcomes23.2 Payoff Tables and Decisions Trees23.3 Minimizing Loss and Maximizing Gain23.4 The Expected Value of an Action23.5 Expected Value with Perfect Information23.6 Decisions Made with Sample Information23.7 Estimating Variation23.8 Sensitivity23.9 Simulation23.10 More Complex Decisions Ethics in Action Technology Help Brief Cases: Texaco-Pennzoil and Insurance Services, Revisited24. Introduction to Data Mining (Paralyzed Veterans of America)24.1 The Big Data Revolution24.2 Direct Marketing24.3 The Goals of Data Mining24.4 Data Mining Myths24.5 Successful Data Mining24.6 Data Mining Problems24.7 Data Mining Algorithms24.8 The Data Mining Process24.9 Summary Ethics in Action Case Study V Marketing ExperimentAppendicesA. AnswersB. Photo AcknowledgmentsC. Tables and Selected FormulasIndex