MKT403 MODULE 4 CASE
MKT403 MODULE 4 CASE
- 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.”
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: