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Filename: springdale shopping case.docx Date: 2018-07-03 22:55 UTC
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Running head: SPRINGDALE SHOPPING SURVEY 1
Springdale Shopping Survey
(Name)
(Course)
(Date)
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SPRINGDALE SHOPPING SURVEY 2
Springdale Shopping Survey
Introduction
Statistics can widely be used in the interpretation of the results obtained from a marketing
survey. In this regard, the present example describes the use of probabilities as an essential tool
in understanding the customer preferences (Burns & Buns, 2014). For this purpose, the analysis
uses the database collecting the responses of 150 randomly selected individuals of the city of
Springdale. This database contains information, among others, of the amount of money spent by
each individual on a regular visit to the three shopping centers in the city and the relative
perception that the individual has about the quality of such shopping centers.
Question 1
According to the analysis of the database carried out, there are 106 people that spend
more than $15 when they go shopping to the Springdale Mall, 81 people that spend more than
$15 when they shop at Downtown, and 79 people that spend more than $15 at West Mall. Since
150 people responded to the survey, the probabilities that a randomly selected person spends
more than $15 at each of the shopping centers are:
( )=106
150 = 0.70667
( )=81
150 = 0.54000
( )=79
150 = 0.52667
The rank of the different shopping centers according to such probabilities would be:
1. Springdale Mall
2. Downtown
3. West Mall
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SPRINGDALE SHOPPING SURVEY 3
Question 2
The analysis of the provided information regarding the perception that the different
customers have about the quality of the different shopping malls highlights how the Springdale
Mall is ranked as the highest quality for 79 respondents of the survey, the Downtown mall for 44
respondents, and the West Mall for 12 respondents. Taking these data into account, the
probability that a randomly selected person ranks each of the shopping centers as the one having
the highest quality is:
( )=79
150 = 0.52667
( )=44
150 = 0.29333
( )=12
150 = 0.08000
As in the previous case, the rank of the different shopping centers according to such probabilities
would be:
1. Springdale Mall
2. Downtown
3. West Mall
Question 3
Table 1 summarizes the results obtained from the creation of a contingency table
evaluating how many female and male respondents spent more than $15 on a visit to each of the
three shopping centers.
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SPRINGDALE SHOPPING SURVEY 4
Table 1. Contingency table
Springdale Mall
Downtown
West mall
Male (61)
Spends more: 37
Spends more: 33
Spends more: 27
Spends less: 24
Spends less: 28
Spends less: 34
Female (89)
Spends more: 69
Spends more: 48
Spends more: 52
Spends less: 20
Spends less: 41
Spends less: 37
Taking the data of the contingency table into account the probability that a randomly
selected person spends more than $15 in the West mall assuming that the person is a female is:
( | )=52
89 = 0.58427
On the other hand, the probability that the individual spends more than $15 in the West Mall
assuming that the person is a man is:
( | )=27
61 = 0.44262
Conclusion
The exer...