MKT403 MODULE 4 CASE Module 4 – CasePROCESS THE RESEARCH DAT.

MKT403 MODULE 4 CASE Module 4 – CasePROCESS THE RESEARCH DATACase AssignmentQuestion 1Prior to the 2008 presidential election, the results of a cookie poll were:Obama647768%McCain309032%For a description of how the cookie poll was conducted, seeNeff, Jack (2008). Obama ahead in all-important cookie poll. Ad Age (October 23).Available March 7, 2013, athttp://adage.com/article/campaign-trail/cookie-milks-pr-effort/131961/In California, the unofficial results of the Obama-McCain Presidential election were:Obama6,308,01562%McCain3,849,02338%Arethe California unofficial results significantly different from theresults of the Ohio cookie poll? In other words, was there a significantdifference between the results that were expected and the results thatwere realized?For Questions 2–7, you are to use the HouseholdData.xls document in the Presentations file, the Excel spreadsheet containing the data on 60 households that you used in Module 2.ColumnVariableAHousehold Identification Number 1-60BWeekly food expenditure, actual, e.g., 34.50CNumber of persons in household, coded in nine categoriesDAnnual income of household, actual, e.g., $10,000EAge of head of household, actual, e.g., 38FEducation of head of household, coded in seven categoriesGAny children under 6 years in household, coded into two categoriesHAny children 6-18 years in household, coded into two categoriesIAnnual income of household, coded in six categoriesJAge of head of household, coded into seven categories, 1-7Assumethat HouseholdData/sheet 1 is census data and that HouseholdData/sheet 2is data taken on a subset of the census data. Your task is to describethe sample. Nominal, ordinal, and interval variables have been includedso that you will get a chance to work with nominal, ordinal, andinterval variables.Question 2What is the mean and standard deviation for variable D in HouseholdData.xls/sheet 2?Doesthe mean and standard deviation variable D in HouseholdData.xls/sheet 2(the sample) differ significantly from the mean and standard deviationfor variable B in HouseholdData.xls/sheet 1 (the population)?Question 3What is the income distribution for variable I in HouseholdData.xls/sheet 2?Doesthe income distribution for variable I in HouseholdData.xls/sheet 2(the sample) differ significantly from the income distribution forvariable I in HouseholdData.xls/sheet 1 (the population)?Question 4Usingthe data from HouseholdData.xls/sheet 1, what is the degree ofassociation between the criterion variable weekly food expenditure ofeach household (variable B) and the annual income of each household(variable D)?Question 5Usingthe data from HouseholdData.xls/sheet 1, what is the degree ofassociation between the criterion variable weekly food expenditure ofeach household (variable B) and the annual income of each household(variable I)?Question 6Doescoding make a difference; that is, is the degree of association thesame when the data is coded versus when it is not coded? (Hint, comparethe degree of association between variables A and D (Question 4) withthe degree of association between variables A and I (Question 5.) Thatis, is the relationship between variable B and variable D significantlydifferent from the relationship between variable B and variable I?Question 7Usingthe data from HouseholdData.xls/sheet 1, what is the weekly foodexpenditure of each household (variable B) among households with incomeless than $4,000, between $4,000 and $8,000, and over $8,000?Assignment ExpectationsInpreparing Case Assignment 4, that is, in choosing statistics to measuredifference, test the significance of the difference, measurerelationships, and test the significance of a relationship, ensure thatyou demonstrate your learning of the marketing research concepts andframeworks for analysis outlined as follows:Explainfundamental marketing research concepts such as ‘measuringdifferences,’ and “testing the significance of the difference.”Explain fundamental marketing concepts such as ‘measuring relationship,’ and “testing the significance of the relationship.”Attachments: copy_of_householddata_mkt403_case_4.xls

MKT403 MODULE 4 CASE Module 4 – CasePROCESS THE RESEARCH DAT