MKT403 MODULE 4 CASE

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MKT403 MODULE 4 CASE

  • Module 4 - Case

    PROCESS THE RESEARCH DATA

    Case Assignment

    Question 1

    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.

    ColumnVariable
    AHousehold Identification Number 1-60
    BWeekly food expenditure, actual, e.g., 34.50
    CNumber of persons in household, coded in nine categories
    DAnnual income of household, actual, e.g., $10,000
    EAge of head of household, actual, e.g., 38
    FEducation of head of household, coded in seven categories
    GAny children under 6 years in household, coded into two categories
    HAny children 6-18 years in household, coded into two categories
    IAnnual income of household, coded in six categories
    JAge 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.”


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