AS&A Marketing Exam 1 Flashcards
When marketing researchers use statistical procedures to generalize the results of a sample to the target population it represents, the process is referred to as inferential analysis. T or F?
True
A beer company recently introduced an upscale dark beer. The company’s manager wants to know whether a customer’s willingness to purchase the upscale dark beer is associated with his/her ethnicity. To answer this research question, the manager asked customers two questions. The first question is “Will you purchase the upscale dark beer?” There are two options to the question: (1) Yes (2) No. The other question is “What is your ethnicity?” with five options of (1) Caucasian (2) African American (3) Hispanic (4) Asian (5) Other. What analysis should you run?
Chi-Square Analysis
A researcher obtained a p-value of 0.75 based on the sample information. The researcher wants to test his null and alternative hypothesis with 95% confidence. Based on the p-value and a 95% confidence level, should the researcher reject the null hypothesis or not?
Do not reject null hypothesis
An estimate of the population mean in the form of a single value is called a ________.
point estimate
What analysis focuses on determining whether two or more groups are different (difference, inference, descriptive, or associative)?
Difference Analysis
Let’s say that your research question is “Is the service satisfaction with Milwaukee Burger Company different between male and female UWEC students?”
You will use two survey questions as follows.
What is your gender? □ Male □ Female
Please indicate your level of agreement with the following statement (1 = strongly disagree, 5 = strongly agree): “I am satisfied with the service that Milwaukee Burger Company Provides.”
Which statistical analysis should you use to test your research question?
Independent Samples T-Test
Let’s say that your research question is “Is the service satisfaction with Milwaukee Burger Company different among different ethnic groups of UWEC students?”
You will use two survey questions as follows.
Which ethnic group do you belong to? □ African American □ Asian □ Caucasian
□ Hispanic □ Native American □ Other
Please indicate your level of agreement with the following statement (1 = strongly disagree, 5 = strongly agree). “I am satisfied with the service that Milwaukee Burger Company provides.”
Which statistical analysis should you use to test your research question?
ANOVA
If you want to test if there is any relationship between sales of beer and sales of baby diapers, which analysis should you use? (difference, inferential, descriptive, or associative)?
Associative Analysis
A company wants to know if preferred magazine type is related to gender. The preferred magazine type is measured as a nominal variable (1 = business and money magazine, 2 = music and entertainment magazine, 3 = family and parenting magazine, 4 = sports and outdoors magazine, 5 = home and garden magazine, 6 = cooking, food, and wine magazine, 7 = trucks, cars, and motorcycles magazine, 8 = news, politics, and current events magazine). Gender is also measured as a nominal variable (1 = male, 2 = female).
To determine whether the two nominal-scaled variables are statistically related in the population, we can conduct a(n) _______________.
Chi-Square Analysis
When you see two correlation coefficients ( - .80 and +.30) between two variables, which one does show a stronger linear relationship?
-.80
____________analysis is an exploratory tool designed to identify the natural number of clusters within a dataset. _______________ is useful when a researcher is not sure how many clusters exist within a dataset (Two-step or K-means)
Two-Step Cluster
This type of cluster analysis requires a pre-determined number of clusters, so the researcher needs to specify the number of clusters in advance.
K-means cluster
_________segmentation is based on customers’ actual behaviors toward products and services. Characteristics used in this segmentation include brand loyalty, usage rate (light purchases vs. heavy purchasers), usage status (potential customers, first-time purchasers, and regular customers), and occasion (such as holidays and events that increase purchases).
Behavioral segmentation
Cluster analysis makes no distinction between independent and dependent variables. T or F?
True
If you have categorical variables and continuous variables and you want to include all the variables together and quickly run cluster analyses, then you may want to run ____________________.
Two-step cluster
Let’s say you obtain two segments from a cluster analysis, you want to profile your customers’ age distribution for each segment using the following survey question.
Which age group are you in?
Under 25 _________
25 to 30 _________
31 to 40 _________
41 to 45 _________
46 to 55 _________
55 and over _______
Which statistical analysis should you use to profile customers’ age distribution?
Chi-squared Test
Let’s say you obtain two segments from a cluster analysis, you want to profile your customers based on their willingness to purchase an upscale dark beer using the following survey question.
“Will you purchase the upscale dark beer?”
There are two options to the question: (1) Yes (2) No
Independent Samples T-Test should be use to profile customer segments based on their intention to purchase the upscale dark beer for each segment.
T or F?
False
Which cluster analysis should be used if you use the following questions and find three segments of customers?
Q1
My shopping experiences at this store have always been pleasant.
Q2
I am satisfied with the price/quality ratio offered at this store.
Q3
I care about the long-term success of this store.
All three questions are 5-point Likert-scale items on a scale of 1 = Strongly Disagree to 5 = Strongly Agree.
K-means
Which cluster analysis should be used if you use the following questions and let the optimal number of clusters determined from the test result?
Q1Gender
Male (coded as 1), Female (coded as 2)
Q2Marriage
Married (coded as 1), Single (coded as 2)
Q3Children
Yes (coded as 1), No (coded as 2)
Q4
I will recommend this store to someone who seeks advice.
Q5
This store is service-oriented.
Q6
This products at this store are of high quality.
Three questions (Q4 - Q6) are 5-point Likert-scale items on a scale of 1 = Strongly Disagree to 5 = Strongly Agree.
Two-Step Analysis
Let’s say you obtain three segments from a cluster analysis; you want to profile your customer segments based on their satisfaction with a service delivery robot.
“I am satisfied with the delivery service provided by a service delivery robot” (5-point Likert-scale items on a scale of 1 = Strongly Disagree to 5 = Strongly Agree)
Which statistical analysis should you use to profile three segments based on their satisfaction?
ANOVA
What scale of measurement would be used?
Please rank these 1 to 5
GE ______
Westinghouse _______
Frigidaire ______
Maytag _______
Whirlpool _______
Ordinal
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
They are a modern, up-to-date company
Their refrigerators offer better value than those made by other companies
Their refrigerators last longer than those made by other companies
They are a company that stands behind their products
Interval
Do you currently own any major appliances made by Frigidaire
-Yes
-No
Nominal
Are you male or female?
-Male
-Female
-Other
Nominal
Which age group are you in?
Under 25 _____
25 to 30 _______
31 to 40 ________
41 to 45 ________
46 to 55 _______
55 and over _______
Ordinal
What is the likelihood that you will recommend Eau Claire PC Mall to others?
-Very unlikely
-Unlikely
-Neutral
-Likely
-Very Likely
Interval
Identify which statistical analyses that you need to conduct.
When you want to segment customers using survey questions that are interval, Nominal, and Ordinal. (Two step or K-means)
Two-Step
Because you have categorical and continuous variables you would use two-
When you want to segment customers using the an interval question and you want to have three segments (K-means or Two-step)
K-means
When you want to answer whether the likelihood of recommendation to others is different between customers who ranked GE as their first rank and customers who ranked Frigidaire as their first rank?
Independent Sample T-Test
