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Deck 14: Determining Relationships
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Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Circle K's customers? That is, what characteristics are related to patronage of Circle K?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Circle K's customers? That is, what characteristics are related to patronage of Circle K?
Question
Question
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What is the lifestyle profile related to Friendly Market's customers?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What is the lifestyle profile related to Friendly Market's customers?
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A researcher has conducted a survey for Michelob Light beer. There are two questions in the survey being investigated in the following cross-tabulation table.
The computed chi-square value of 81.6 is greater than the chi-square table critical value of 3.8. Interpret the researcher's findings.
The computed chi-square value of 81.6 is greater than the chi-square table critical value of 3.8. Interpret the researcher's findings. Question
Following is some information about ten respondents to a mail survey concerning candy purchasing. Construct the various types of cross-tabulation tables that are possible. Label each table, and indicate what you find to be the general relationship apparent in the data.
Question
Morton O'Dell is the owner of Mort's Diner, which is located in downtown Atlanta, Georgia. Mort's opened up about twelve months ago, and it has experienced success, but Mort is always worried about what food items to order as inventory on a weekly basis. Mort's daughter, Mary, is an engineering student at Georgia Tech, and she offers to help her father. She asks him to provide sales data for the past ten weeks in terms of pounds of food bought. With some difficulty, Mort comes up with the following list.
Mary uses these sales figures to construct scatter diagrams that illustrate the basic relationships among the various types of food items purchased at Mort's Diner over the past ten weeks. She tells her father that the diagrams provide some help in his weekly inventory ordering problem. Construct Mary's scatter diagrams with Excel to indicate what assistance they are to Mort. Perform the appropriate correlation analyses with the XL Data Analyst and interpret your findings.
Mary uses these sales figures to construct scatter diagrams that illustrate the basic relationships among the various types of food items purchased at Mort's Diner over the past ten weeks. She tells her father that the diagrams provide some help in his weekly inventory ordering problem. Construct Mary's scatter diagrams with Excel to indicate what assistance they are to Mort. Perform the appropriate correlation analyses with the XL Data Analyst and interpret your findings. Question
Question
A pizza delivery company like Domino's Pizza wants to predict how many of its pizzas customers order per month. A multiple regression analysis finds the following statistically significant results.
Compute the predicted number of pizzas ordered per month by each of the following three pizza customers.
a. Aman who strongly agrees that pizza is a large part of his diet but strongly disagrees that he worries about pizza calories
b. A woman who is neutral about pizza being a large part of her diet and who somewhat agrees that she worries about calories in pizzas
c. A man who somewhat disagrees that he worries about pizza calories and is neutral about pizza being a large part of his diet
Compute the predicted number of pizzas ordered per month by each of the following three pizza customers.a. Aman who strongly agrees that pizza is a large part of his diet but strongly disagrees that he worries about pizza calories
b. A woman who is neutral about pizza being a large part of her diet and who somewhat agrees that she worries about calories in pizzas
c. A man who somewhat disagrees that he worries about pizza calories and is neutral about pizza being a large part of his diet Question
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Question
Question
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
Do customers patronize both Friendly Market and Circle K?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
Do customers patronize both Friendly Market and Circle K?
Question
Question
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Friendly Market's customers? That is, what characteristics are related to patronage of Friendly Market?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Friendly Market's customers? That is, what characteristics are related to patronage of Friendly Market?
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Deck 14: Determining Relationships
1
When a researcher finds a statistically significant chisquare result for a cross-tabulation analysis, what should the researcher do next?
Analysis of statistically significant chi-square result :
A significant relationship calculates two extra cross-tabulation tables that are valued in revealing essential relationships. The column percentages table divides the raw frequencies by their associated column total raw frequency. The row percentages table presents the data with row totals as
base for each.
Inspection of the table yields a model of association or relationship between the two variables.
Thus, a researcher should inspect the tables, while finding a statistically significant chi-square result.
A significant relationship calculates two extra cross-tabulation tables that are valued in revealing essential relationships. The column percentages table divides the raw frequencies by their associated column total raw frequency. The row percentages table presents the data with row totals as
base for each.Inspection of the table yields a model of association or relationship between the two variables.
Thus, a researcher should inspect the tables, while finding a statistically significant chi-square result.
2
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Circle K's customers? That is, what characteristics are related to patronage of Circle K?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Circle K's customers? That is, what characteristics are related to patronage of Circle K?
Case summary:
In this case, the target market description is compared with different categories using XL data analyst Add-Ins.
The procedure to perform analysis is listed as follows:
• Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'Where do you live' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in following table:
The procedure to perform the analysis is listed as follows:
• Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'What is your gender' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in the following table:
The procedure to perform the analysis is listed as follows:
• Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'What is your work status' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in the following table:
Inference:
From the crosstabs obtained all the tables, none of the three demographic variables is related to use/nonuse of Circle K. This is typical for convenience stores as just about anyone uses them.
Thus, the relationship analysis using XL data analyst is performed.
In this case, the target market description is compared with different categories using XL data analyst Add-Ins.
The procedure to perform analysis is listed as follows:
• Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'Where do you live' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in following table:
The procedure to perform the analysis is listed as follows: • Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'What is your gender' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in the following table:
The procedure to perform the analysis is listed as follows: • Open 'FriendlyMarket.xlsm' excel sheet.
• From trust center setting enable all macros.
• Add 'Analysis ToolPak' Add-Ins from Excel Options.
• Select 'Add-Ins' from the menu bar and click on 'XL Data Analyst'.
• From the drop box select 'Relate' and from that drop box select 'Crosstabs'.
• In 'Select from Available Variables window', select 'Do you use circle K regularly' and click 'Select column variable.
• In 'Select from Available Variables window', select 'What is your work status' and click 'Add row variable'.
• Click 'OK'.
The crosstabs obtained is shown in the following table:
Inference: From the crosstabs obtained all the tables, none of the three demographic variables is related to use/nonuse of Circle K. This is typical for convenience stores as just about anyone uses them.
Thus, the relationship analysis using XL data analyst is performed.
3
Use a scatter diagram and illustrate the covariation for the following correlations:
a. -.99
b. +.21
c. +.76
a. -.99
b. +.21
c. +.76
not answer
4
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What is the lifestyle profile related to Friendly Market's customers?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What is the lifestyle profile related to Friendly Market's customers?
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5
Explain why the statistical significance of a correlation is important. That is, what must be assumed when the correlation is found to not be statistically significant?
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6
Your Integrated Case
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
1. Use each unique hybrid model demographic profile to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Do not forget to use the Zen Motors advertising division's preferred demographic.
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
1. Use each unique hybrid model demographic profile to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Do not forget to use the Zen Motors advertising division's preferred demographic.
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7
Describe the connection between a correlation and a bivariate regression analysis. In your discussion, specifically note (1) statistical significance, (2) sign, and (3) use or application.
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8
Your Integrated Case
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
2. What is the lifestyle of each of the possible target markets, and what are the implications of this finding for the advertising message that would "speak" to this market segment when the hybrid model is introduced?
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
2. What is the lifestyle of each of the possible target markets, and what are the implications of this finding for the advertising message that would "speak" to this market segment when the hybrid model is introduced?
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9
Relate how a bivariate regression analysis can be used to predict the dependent variable. In your answer, identify the independent and dependent variables, intercept, and slope. Also, give an example of how the prediction should be accomplished.
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10
Your Integrated Case
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
Perform the proper analyses to identify the salient demographic, belief, and/or attitude factors that are related to preferences for each of the five different hybrid models under consideration. With each hybrid automobile model, prepare a summary that:
a. Lists the statistically significant independent variables (use 95% level of confidence).
b. Interprets the direction of the relationship of each statistically significant independent variable with respect to the preference for the hybrid model concerned.
c. Assesses the strength of the statistically significant independent variables as they join to predict the preferences for the hybrid model concerned.
The Advanced Automobile Concepts Survey Relationships Analysis
Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market profile for each model. Brown had summarized her findings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possibility of five "winner" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model.
Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, "Zen does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising recommendations based on media usage research. I did not realize at the time that we would be working on all five hybrid models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."
Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Concepts project. Rogers says, "I recall that we have a lot of detail on the media habits of theAACsurvey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his team are moving very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income."
Brown says, "Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches." Rogers concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation."
Your task in Case is to revisit Case where Celeste Brown (that is, you) used differences analyses to find the unique demographic profiles for each of the five possible new hybrid models.
Case Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
1. Super cycle one-seat model; 120+ mpg city
2. Runabout sport two-seat model; 90 mpg city, 80 mpg highway
3. Runabout with luggage two-seat model; 80 mpg city, 70 mpg highway
4. Economy four-seat model; 70 mpg city, 60 mpg highway
5. Standard four-seat model; 60 mpg city, 50 mpg highway
Perform the proper analyses to identify the salient demographic, belief, and/or attitude factors that are related to preferences for each of the five different hybrid models under consideration. With each hybrid automobile model, prepare a summary that:
a. Lists the statistically significant independent variables (use 95% level of confidence).
b. Interprets the direction of the relationship of each statistically significant independent variable with respect to the preference for the hybrid model concerned.
c. Assesses the strength of the statistically significant independent variables as they join to predict the preferences for the hybrid model concerned.
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11
When a regression analysis is performed, what assures the researcher that the resulting regression equation is the best or optimal regression equation? Explain this concept.
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12
How does multiple regression differ from bivariate regression? How is it similar?
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13
Define and note how each of the following is used in multiple regression:
a. Dummy independent variable
b. Standardized beta coefficients
c. Multiple R
a. Dummy independent variable
b. Standardized beta coefficients
c. Multiple R
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14
How should you regard your knowledge and command of multiple regression analysis that is based on its description in this chapter? Why?
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15
A researcher has conducted a survey for Michelob Light beer. There are two questions in the survey being investigated in the following cross-tabulation table.
The computed chi-square value of 81.6 is greater than the chi-square table critical value of 3.8. Interpret the researcher's findings.
The computed chi-square value of 81.6 is greater than the chi-square table critical value of 3.8. Interpret the researcher's findings. Unlock Deck
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16
Following is some information about ten respondents to a mail survey concerning candy purchasing. Construct the various types of cross-tabulation tables that are possible. Label each table, and indicate what you find to be the general relationship apparent in the data.
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17
Morton O'Dell is the owner of Mort's Diner, which is located in downtown Atlanta, Georgia. Mort's opened up about twelve months ago, and it has experienced success, but Mort is always worried about what food items to order as inventory on a weekly basis. Mort's daughter, Mary, is an engineering student at Georgia Tech, and she offers to help her father. She asks him to provide sales data for the past ten weeks in terms of pounds of food bought. With some difficulty, Mort comes up with the following list.
Mary uses these sales figures to construct scatter diagrams that illustrate the basic relationships among the various types of food items purchased at Mort's Diner over the past ten weeks. She tells her father that the diagrams provide some help in his weekly inventory ordering problem. Construct Mary's scatter diagrams with Excel to indicate what assistance they are to Mort. Perform the appropriate correlation analyses with the XL Data Analyst and interpret your findings.
Mary uses these sales figures to construct scatter diagrams that illustrate the basic relationships among the various types of food items purchased at Mort's Diner over the past ten weeks. She tells her father that the diagrams provide some help in his weekly inventory ordering problem. Construct Mary's scatter diagrams with Excel to indicate what assistance they are to Mort. Perform the appropriate correlation analyses with the XL Data Analyst and interpret your findings. Unlock Deck
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18
What is a relationship between two variables, and how does a relationship help a marketing manager? Give an example using a demographic variable and a consumer behavior variable, such as satisfaction with a brand.
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19
A pizza delivery company like Domino's Pizza wants to predict how many of its pizzas customers order per month. A multiple regression analysis finds the following statistically significant results.
Compute the predicted number of pizzas ordered per month by each of the following three pizza customers.
a. Aman who strongly agrees that pizza is a large part of his diet but strongly disagrees that he worries about pizza calories
b. A woman who is neutral about pizza being a large part of her diet and who somewhat agrees that she worries about calories in pizzas
c. A man who somewhat disagrees that he worries about pizza calories and is neutral about pizza being a large part of his diet
Compute the predicted number of pizzas ordered per month by each of the following three pizza customers.a. Aman who strongly agrees that pizza is a large part of his diet but strongly disagrees that he worries about pizza calories
b. A woman who is neutral about pizza being a large part of her diet and who somewhat agrees that she worries about calories in pizzas
c. A man who somewhat disagrees that he worries about pizza calories and is neutral about pizza being a large part of his diet Unlock Deck
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20
What is the basis for a cross-tabulation table? What types of variables are best analyzed with a crosstabulation table relationship and why?
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21
Segmentation Associates, a company that specializes in using multiple regression as a means of describing market segments, conducts a survey of various types of automobile purchasers. The table on the previous page summarizes a recent study's findings. The values are the standardized beta coefficients of those segmentation variables found to be statistically significant. Where no value appears, that regression coefficient was not statistically significant.
Interpret these findings for an automobile manufacturer that has a compact automobile, a sports car, and a luxury automobile in its product line.
Interpret these findings for an automobile manufacturer that has a compact automobile, a sports car, and a luxury automobile in its product line.
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22
Illustrate how a cross-tabulation cell occurs in a crosstabulation table. Provide an example using the variables of gender (categories: male and female) and vehicle type driven (SUV, sedan, sports car).
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23
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
Do customers patronize both Friendly Market and Circle K?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
Do customers patronize both Friendly Market and Circle K?
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24
Describe chi-square analysis by explaining the following:
a. Observed frequencies
b. Expected frequencies
c. Chi-square formula
a. Observed frequencies
b. Expected frequencies
c. Chi-square formula
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25
Friendly Market Versus Circle K
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Friendly Market's customers? That is, what characteristics are related to patronage of Friendly Market?
Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All Circle K stores have large redand-white store signs, identical merchandise assortments, standardized floor plans, and they are open 24-7. Friendly Market, in contrast, is a one-of-a-kind "mom-and-pop" variety convenience store owned and managed by Billy Wong. Billy's parents came to the United States from Taiwan when Billy was ten years old. After graduating from high school, Billy worked in a variety of jobs, both full and part time, and for most of the past ten years, Billy has been a Circle K store employee.
In 2002, Billy made a bold move to open his own convenience store. Don's Market, a mom-and-pop convenience store across the street from the Circle K, went out of business, so Billy gathered up his life savings and borrowed as much money as he could from friends, relatives, and his bank. He bought the old Don's Market building and equipment, renamed it Friendly Market, and opened its doors for business in November 2008. Billy's core business philosophy is to greet everyone who comes in and to get to know all his customers on a first-name basis. He also watches Circle K's prices closely and seeks to have lower prices on at least 50% of the merchandise sold by both stores.
To the surprise of the manager of the Circle K across the street, Friendly Market has prospered. In 2009, Billy's younger sister, who held a master's degree from Indiana University, conducted a survey of Billy's target market to gain a better understanding of why Friendly Market was successful. She drafted a simple questionnaire and did the telephone interviewing herself. She used the local telephone book and called a random sample of over 150 respondents whose residences were listed within three miles of Friendly Market. She then created an XL Data Analyst data set with the following variable descriptions and values.
In addition to these demographic questions, respondents were asked if they agreed (coded with a 3), disagreed (coded with a 1), or neither agreed nor disagreed (coded with a 2) with each of the following five different lifestyle statements.
I often shop for bargains.
I always pay cash.
I like quick, easy shopping.
I shop where they know my name.
I am always in a hurry.
The data set for this case accompanies this textbook. It is named "FriendlyMarket.xlsm." Use the XL Data Analyst to perform the relationship analyses necessary to answer the following questions.
What demographic characteristics profile Friendly Market's customers? That is, what characteristics are related to patronage of Friendly Market?
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