MKT403 MODULE 4 CASE

Module 4 – Case

PROCESS THE RESEARCH DATA

Case Assignment

Question 1

Prior to the 2008 presidential election, the results of a cookie poll were:

Obama	6477	68%
McCain	3090	32%

For a description of how the cookie poll was conducted, see

Neff, Jack (2008). Obama ahead in all-important cookie poll. Ad Age (October 23).

Available March 7, 2013, at

http://adage.com/article/campaign-trail/cookie-milks-pr-effort/131961/

In California, the unofficial results of the Obama-McCain Presidential election were:

Obama	6,308,015	62%
McCain	3,849,023	38%

Are
the California unofficial results significantly different from the
results of the Ohio cookie poll? In other words, was there a significant
difference between the results that were expected and the results that
were 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.

Column	Variable
A	Household Identification Number 1-60
B	Weekly food expenditure, actual, e.g., 34.50
C	Number of persons in household, coded in nine categories
D	Annual income of household, actual, e.g., $10,000
E	Age of head of household, actual, e.g., 38
F	Education of head of household, coded in seven categories
G	Any children under 6 years in household, coded into two categories
H	Any children 6-18 years in household, coded into two categories
I	Annual income of household, coded in six categories
J	Age of head of household, coded into seven categories, 1-7

Assume
that HouseholdData/sheet 1 is census data and that HouseholdData/sheet 2
is data taken on a subset of the census data. Your task is to describe
the sample. Nominal, ordinal, and interval variables have been included
so that you will get a chance to work with nominal, ordinal, and
interval variables.

Question 2

What is the mean and standard deviation for variable D in HouseholdData.xls/sheet 2?

Does
the mean and standard deviation variable D in HouseholdData.xls/sheet 2
(the sample) differ significantly from the mean and standard deviation
for variable B in HouseholdData.xls/sheet 1 (the population)?

Question 3

What is the income distribution for variable I in HouseholdData.xls/sheet 2?

Does
the income distribution for variable I in HouseholdData.xls/sheet 2
(the sample) differ significantly from the income distribution for
variable I in HouseholdData.xls/sheet 1 (the population)?

Question 4

Using
the data from HouseholdData.xls/sheet 1, what is the degree of
association between the criterion variable weekly food expenditure of
each household (variable B) and the annual income of each household
(variable D)?

Question 5

Using
the data from HouseholdData.xls/sheet 1, what is the degree of
association between the criterion variable weekly food expenditure of
each household (variable B) and the annual income of each household
(variable I)?

Question 6

Does
coding make a difference; that is, is the degree of association the
same when the data is coded versus when it is not coded? (Hint, compare
the degree of association between variables A and D (Question 4) with
the degree of association between variables A and I (Question 5.) That
is, is the relationship between variable B and variable D significantly
different from the relationship between variable B and variable I?

Question 7

Using
the data from HouseholdData.xls/sheet 1, what is the weekly food
expenditure of each household (variable B) among households with income
less than $4,000, between $4,000 and $8,000, and over $8,000?

Assignment Expectations

In
preparing Case Assignment 4, that is, in choosing statistics to measure
difference, test the significance of the difference, measure
relationships, and test the significance of a relationship, ensure that
you demonstrate your learning of the marketing research concepts and
frameworks for analysis outlined as follows:

• Explain
  fundamental marketing research concepts such as “measuring
  differences,” 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