MKT403 MODULE 4 CASE

Module 4 – Case

PROCESS THE RESEARCH DATA

Case Assignment

Question 1

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Prior to the 2008 presidential election, the results of a cookie poll were:

Obama	6477	68%
McCain	3090	32%

For a description of how the cookie poll was conducted, see

Neff, Jack (2008). Obama ahead in all-important cookie poll. ;Ad Age (October 23).

Available March 7, 2013, at

http://adage.com/article/campaign-trail/cookie-milks-pr-effort/131961/

In California, the unofficial results of the Obama-McCain Presidential election were:

Obama	6,308,015	62%
McCain	3,849,023	38%

Are the California unofficial results significantly different from the results of the Ohio cookie poll? In other words, was there a significant difference between the results that were expected and the results that were realized?

For ;Questions 2–7, you are to use the ;HouseholdData.xls ;document in the Presentations file, the Excel spreadsheet containing the data on 60 households that you used in Module 2.

Column	Variable
A	Household Identification Number 1-60
B	Weekly food expenditure, actual, e.g., 34.50
C	Number of persons in household, coded in nine categories
D	Annual income of household, actual, e.g., $10,000
E	Age of head of household, actual, e.g., 38
F	Education of head of household, coded in seven categories
G	Any children under 6 years in household, coded into two categories
H	Any children 6-18 years in household, coded into two categories
I	Annual income of household, coded in six categories
J	Age of head of household, coded into seven categories, 1-7

Assume that HouseholdData/sheet 1 is census data and that HouseholdData/sheet 2 is data taken on a subset of the census data. Your task is to describe the sample. Nominal, ordinal, and interval variables have been included so that you will get a chance to work with nominal, ordinal, and interval variables.

Question 2

What is the mean and standard deviation for variable D in HouseholdData.xls/sheet 2?

Does the mean and standard deviation variable D in HouseholdData.xls/sheet 2 (the sample) differ significantly from the mean and standard deviation for variable B in HouseholdData.xls/sheet 1 (the population)?

Question 3

What is the income distribution for variable I in HouseholdData.xls/sheet 2?

Does the income distribution for variable I in HouseholdData.xls/sheet 2 (the sample) differ significantly from the income distribution for variable I in HouseholdData.xls/sheet 1 (the population)?

Question 4

Using the data from HouseholdData.xls/sheet 1, what is the degree of association between the criterion variable weekly food expenditure of each household (variable B) and the annual income of each household (variable D)?

Question 5

Using the data from HouseholdData.xls/sheet 1, what is the degree of association between the criterion variable weekly food expenditure of each household (variable B) and the annual income of each household (variable I)?

Question 6

Does coding make a difference; that is, is the degree of association the same when the data is coded versus when it is not coded? (Hint, compare the degree of association between variables A and D (Question 4) with the degree of association between variables A and I (Question 5.) That is, is the relationship between variable B and variable D significantly different from the relationship between variable B and variable I?

Question 7

Using the data from HouseholdData.xls/sheet 1, what is the weekly food expenditure of each household (variable B) among households with income less than $4,000, between $4,000 and $8,000, and over $8,000?

Assignment Expectations

In preparing Case Assignment 4, that is, in choosing statistics to measure difference, test the significance of the difference, measure relationships, and test the significance of a relationship, ensure that you demonstrate your learning of the marketing research concepts and frameworks for analysis outlined as follows:

• Explain fundamental marketing research concepts such as “measuring differences,” and “testing the significance of the difference.”
• Explain fundamental marketing concepts such as “measuring relationship,” and “testing the significance of the relationship.”

Attachments: ;


copy_of_householddata_mkt403_case_4.xls