8 - Chapter 11 Activity Assignment(1)
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MKT 604 Marketing Research
Chapter 11 Activity Assignment
Answer the questions below in the space provided. Once you have answered all the questions, save this document as “Chapter 11 Activity Assignment – (INSERT YOUR NAME)” and submit this document on
Blackboard. THIS ASSIGNMENT IS DUE SUNDAY, NOVEMBER 19.
Before beginning this assignment, review Chapter 11 of the text. Instructions
While descriptive statistics provide descriptions of the sample through data summarization, inferential statistics make inferences and predictions about a population based on the sample of data. Inferential statistics help determine whether the relationships or differences between groups seen in data are strong enough to provide support for a hypothesis that the findings exist in the target market population as a whole. Therefore, inferential statistics are used to test hypotheses. Below is data for several business decisions. For each, determine if a t-test or z-test is the most appropriate. Then, use the online calculator links to test each hypothesis. Z-test calculator: https://www.socscistatistics.com/tests/ztest/default2.aspx
T-test calculator: https://select-statistics.co.uk/calculators/two-sample-t-test-calculator/
Hypothesis 1
H
0
: Receiving a 20 percent off coupon does not increase the number of customers visiting the Lotions and Potions soap store.
H
a
: Receiving a 20 percent off coupon increases customers visiting the Lotions and Potions soap store.
Data
●
Customers on file (4,500) who visited the store during coupon promo: 32 percent ●
Customers on file (4,500) who visit the store during a typical week: 30 percent
Questions
●
Did you use a z-test or t-test? Why? Enter your answer here ●
What is the P value? Enter your answer here
●
Do you accept or reject the alternative hypothesis? Enter your answer here
●
Should Lotions and Potions continue to offer this promotion to increase visits? Why or why not? Enter your answer here
1
Hypothesis 2
H
0
: When given the choice, vegetarians have no preference between the Impossible Burger and the Awesome Burger. H
a
: When given the choice, vegetarians prefer the Impossible Burger to the Awesome Burger. Data
●
Vegetarians surveyed who prefer Impossible Burger: 52.4 (.524) percent
○
Sample size: 450
●
Vegetarians surveyed who prefer Awesome Burger: 47.6 (.476) percent
○
Sample size: 408
Questions
●
Did you use a z-test or t-test? Why? Enter your answer here
●
What is the P value? Enter your answer here
●
Do you accept or reject the alternative hypothesis? Enter your answer here
●
Is there a significant preference difference between the two vegetarian burger options? Enter your answer here
Hypothesis 3
H
0
: Those under 40 years of age and those over 40 years of age prefer the television commercial concept equally. H
a
: Those under 40 years of age prefer the television commercial concept more than those over 40 years of age.
Data
Those under 40
●
Preference score (1-5 preference scale): 4.3
●
Standard deviation: 1.18
●
Sample size: 250
Those over 40 ●
Preference score (1-5 preference scale): 4.6
●
Standard deviation: 1.30
●
Sample size: 60
Questions
●
Did you use a z-test or t-test? Why? Enter your answer here
●
What is the P value? Enter your answer here
●
Do you accept or reject the alternative hypothesis? Enter your answer here
●
Should the marketing team produce a separate television commercial for those over the age of 40? Enter your answer here
2
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