Abstract
The paper examines the responses of more than 300 non-naive students of first-year Business Data Analysis to a question asking what information is provided by a value of r in a certain context. It shows that few students appreciate that they can find information about both association and variance from this required to '[interpret] scatter plots, considering whether there is positive, negative or no association ... ' (AEC, 1994, p.125). It would be reasonable to assert that in general throughout Australia appropriate pedagogies for teaching parameter. Many responses were either incomplete or aberrant, and a summary of the most significant responses is provided.