Act10-YumChaAns - Department of Marketing MKT3602 Marketing...

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Department of Marketing MKT3602 Marketing Research Class Activities - Data Analysis Techniques (Suggested Solutions) 1. Are there any significant differences in the level of creativity among customers who preferred Siu Mai, Shrimp Dumpling, Spring Roll, Roaster Pork Bun and Beef Ball? Which group has the highest level of creativity? How about optimism? (ANOVA) H 0 : There is no difference in the level of creativity among customers preferring various dim sums. H 1 : There is a significant difference in the level of creativity among customers preferring various dim sums. ANOVA Level of creativity 12.634 4 3.158 2.794 .026 565.176 500 1.130 577.810 504 Between Groups Within Groups Total Sum of Squares df Mean Square F Sig. From the ANOVA table above, p-value is (0.026) smaller than alpha (0.05). Null hypothesis is thus rejected. There is a significant difference in the level of creativity among customers preferring various dim sums/ At least one group has a different level of creativity. (Analyze – Compare Means – Means – Dependent List (level of creativity) – Independent List (favorite dim sum) - OK) 1
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Report Level of creativity 4.13 149 .991 3.74 19 .991 4.28 111 1.011 3.97 217 1.142 4.67 9 1.000 4.09 505 1.071 Favorite Dim Sum Siu Mai Shrimp Dumpling Spring Roll Roasted Prok Bun Beef Ball Total Mean N Std. Deviation From the report above, it reveals that customers preferring Beef Ball exhibit the highest level of creativity. H 0 : There is no difference in the level of optimism among customers preferring various dim sums. H 1 : There is a significant difference in the level of optimism among customers preferring various dim sums. ANOVA Level of optimism 48.891 4 12.223 8.255 .000 734.439 496 1.481 783.329 500 Between Groups Within Groups Total Sum of Squares df Mean Square F Sig. From the ANOVA table above, p-value is (0.00) smaller than alpha (0.05). Null hypothesis is thus rejected. There is a significant difference in the level of optimism among customers preferring various dim sums/ At least one group has a different level of optimism. (Analyze – Compare Means – Means – Dependent List (level of optimism) – Independent List (favorite dim sum) - OK) Report Level of optimism 3.57 148 1.229 3.79 19 1.134 4.15 110 1.119 3.38 215 1.254 4.33 9 1.414 3.64 501 1.252 Favorite Dim Sum Siu Mai Shrimp Dumpling Spring Roll Roasted Prok Bun Beef Ball Total Mean N Std. Deviation 2
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From the report above, it reveals that customers preferring Spring Roll exhibit the highest level of creativity. 2.
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This note was uploaded on 06/17/2010 for the course MKT 3602 taught by Professor Michelle during the Spring '10 term at City University of Hong Kong.

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Act10-YumChaAns - Department of Marketing MKT3602 Marketing...

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