Mini Task 10.pdf - Marketing Research Week 11 Mini-task Segmentation Before attempting this mini-task you should study Chapter 17 of the prescribed

Mini Task 10.pdf - Marketing Research Week 11 Mini-task...

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1 of 2 Department of Marketing Marketing Research Week 11 Mini-task: Segmentation Before attempting this mini-task you should study Chapter 17 of the prescribed textbook and look through Week 10 Lecture Notes. This Mini-Task is due by Sunday June 11, 11:55 PM. Penalty for late submission 10% for each day delayed. You need SPSS for this task. This exercise makes use of the HP Case Data questionnaire (pages 754-756 of the textbook), and dataset which can be downloaded from Moodle (under “ HP Case Running Example tab). 1. You, as part of the Market Research team for HP computers, want to understand whether customers of different genders have different determinants of the likelihood of recommending HP computers. Particularly, you want to test whether the association between the likelihood of recommending HP computers to family and friends (Q5) with - Satisfaction with ease of ordering a computer system (Q8_1) Satisfaction with competitive pricing (Q8_4) Satisfaction with high-quality computers (Q8_7) differs between male and female consumers. This is expressed as the following research
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