MARKETING RESEARCH FINAL EXAMINATION Part 2

MARKETING RESEARCH FINAL EXAMINATION Part 2 -...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
MARKETING RESEARCH FINAL EXAMINATION: PART 2 The datafile contains 2 worksheets, one for the blinded condition, and the other for the  branded. Use SPSS for this analysis. The first thing you need to do is import the XLS  datafile into SPSS: you can do this either through the “File” tab at the top, then either  “Open” or “Open database”, or you can simply cut-and-paste it from XLS to SPSS.  Then you have 2 options for analyses: one could be the “Analyze” tab at the top, then  “Descriptive Statistics”, then “Frequencies” tab to compute the necessary statistics; the  other would be to click on “Explore” instead of “Frequencies”  (if you use this one, you  need to combine the two datafiles first). Given the delay in getting this to you, if you’re more comfortable using EXCEL for the  analysis, feel free to do so. This is a pretty straightforward analysis: all you’re doing is comparing the preference  data for the two products, under blinded and then branded conditions, and for males and  females. 1) In the  blinded condition , what is the % preference for Dasani and for Aquafina ?  For those responses that are “Neither”, don’t include them in your analysis; note  that this will reduce your sample size by the number of “neither” responses  dropped . The percentage preference for Dasani is 31/70=44%
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

MARKETING RESEARCH FINAL EXAMINATION Part 2 -...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online