Problem Set 4-Internationals

Problem Set 4-Internationals - Do Ads Lead Them to the...

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Do Ads Lead Them to the Brand? - -A Statistical Analysis of Impact of Ads on Brand Preference Problem Set #4 BADM 5140 Dr. D Nicolas Bilweis Jed Dahl Hui Li Brandon Kear Harold Riddle
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BADM 5140 Problem Set #4 A market researcher was interested in studying the effect of advertisements on brand preference of new car buyers. Prospective purchasers of new cars were first asked whether they preferred Toyota or GM and then watched video advertisements of comparable models of the two manufacturers. After viewing the ads, the prospective customers again indicated their preferences. The results are summarized in the following table. Preference After Ads Preference Before Ads Toyota GM Total Toyota 97 3 100 GM 11 89 100 Total 108 92 200 a. Is there evidence of a difference in the proportion of respondents who prefer Toyota before and after viewing the ads? (Use alpha = 0.05) a. Yes, we Reject the Null Hypothesis and conclude that there is statistical significant evidence to conclude that the advertisement effected the perception of prospective customers from GM to Toyota. b. Compute the p value and interpret its meaning. a. P-value is near 0. Because the p-value is near 0, we can say with ~100% confidence that the findings above are correct. (~ means almost, or near) c. Show how the following table was derived from the table above: a. Manufacturer Preference Toyota GM Total Before ad 100 100 200 After ad 108 92 200 Total 208 192 400 d. Using the second table, is there evidence of a difference in preference for Toyota before and after viewing the ad? (Use alpha = 0.05) a. No. There is no statistically significant evidence to conclude that more people prefer Toyota after their ad then before. If you like Toyota, you like it, if you don’t you don’t. It appears that An advert will not, statistically, change your opinion. Though, this conclusion is made with 0% confidence. e. Determine the p-value and interpret its meaning. a. P-value is 0.5791. Thus we can say with 42.09% confidence that there is statistical significant evidence to conclude that the Toyota Advertisement effects the opinions of probable consumers to purchase Toyotas instead of GM’s. f. Explain the difference in the results of (a) and (d). Which method of analyzing the data should you use? Why? a. I don’t yet understand the differences between A and D. If someone else figures it out before I get to it, great! b. I believe we should be the McNemar test. I currently don’t know why, though. Executive Summary
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We, the marketing research group of Toyota Motor Sales,U.S.A., did a statistical research on the impact of advertisements on brand preference at the request of our Chairman & CEO Yoshimi Inaba. Our reseach objective is to determine if advertisements could make a difference in brand preference of
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This note was uploaded on 07/21/2011 for the course BADM 5140 taught by Professor Rag during the Spring '11 term at East Tennessee State University.

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Problem Set 4-Internationals - Do Ads Lead Them to the...

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