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MKG 450 – Adv Marketing Research Analytics
Assignment 2
Directions : Use SPSS and the Santa Fe Grill database to answer the following questions. Fill in your answers and submit this file electronically by uploading via the Bb dropbox link.
1. Are there statistically significant differences in mean reported lifestyle attributes between Santa Fe Grill and Jose’s Southwestern Café patrons?
Hint: Variables of interest are X_S4 and X1 through X11.
Use t-test to test significant difference between means.
Menu sequence:
Analyze
Compare Means
Independent Samples
Test variables are X1 through X11
Grouping variable is X_S4
Define Groups: Group 1 = 0
Group 2 = 1
a. Fill in the appropriate cell values in table following:
|
Mean |
|||||
|
Lifestyle Variable |
Santa Fe |
Jose’s |
t-value |
p=? |
Signif? Yes/No |
X1 Try new and different things |
|||||
X2 Like parties w/ music and talk |
|||||
X3 People come to me for product info. |
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X4 Try to avoid fired food |
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X5 Like to go out and socialize |
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X6 Friends/neighbors come to me for advice |
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X7 Self confident about myself and future |
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X8 Eat balanced, nutritious meals |
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X9 When I see new products in stores, I buy |
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X10 Careful about what I eat |
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X11 Try new brands before friends/neighbors |
|||||
b. What is the measurement scale defining the sample groups? ____
c. What is the measurement scale for the lifestyle variables? ___
d. Why are the groups considered independent samples? ____
2. a. In the following table, enter only the pair-wise correlation coefficients between lifestyle variables that are significant at p =.05.
|
X1 |
X2 |
X3 |
X4 |
X5 |
X6 |
X7 |
X8 |
X9 |
X10 |
X11 |
|
|
X1 |
1.00 |
||||||||||
|
X2 |
1.00 |
||||||||||
|
X3 |
1.00 |
||||||||||
|
X4 |
1.00 |
||||||||||
|
X5 |
1.00 |
||||||||||
|
X6 |
1.00 |
||||||||||
|
X7 |
1.00 |
||||||||||
|
X8 |
1.00 |
||||||||||
|
X9 |
1.00 |
||||||||||
|
X10 |
1.00 |
||||||||||
|
X11 |
1.00 |
b. Did you use Pearson’s or Spearman’s correlation, and why? ___
c. What does the pattern of significant correlation coefficients suggest? ___
d. Assume that you were asked to use all 11 lifestyle variables above (i.e., X1 through X11) as a set of independent variables in a multiple regression analysis using X22 (Satisfaction) as the dependent variable. Before you even attempt to run the regression, would you expect to encounter a problem based on your inspection of the coefficients in the above table? Explain why or why not. __________________
e. If you think there would be a problem (Part d above), how would to prepare the data to mitigate/resolve the problem before running the regression?
3. Variable X22 in the Santa Fe Grill database is a measure of reported customer satisfaction (all respondents combined including both Santa Fe’s and Jose’s patrons).
a. What’s the sample mean?
b. Is the distribution of this variable normally distributed? Explain.
c. What’s the 95% confidence interval for the population mean?
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