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Comm 291 Statistics Populations Parameters 2014 Assignment 2 Berkowitz

Comm 291 Statistics Populations Parameters 2014 Assignment 2 Berkowitz

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1 COMM 291 – Application of Statistics in Business (Jan–Apr 2014) ASSIGNMENT 2 – Submit On-line to Connect Due 1:00 pm, Wednesday, February 5, 2014 Instructions and Advice: This assignment comprises four questions: All four questions use data from the accompanying Excel spreadsheet < Asst2_2014_Data.xlsx >. IMPORTANT: Use the following naming convention for the file you submit on-line. Assignment#_Surname_GivenNames_291_Section.docx OR .xlsx OR .pdf (where #=1, 2, 3, 4, 5, or 6 and Section = 201 or 202 or 203) If I were a student in Section 201, my solutions Word document for Assignment 1 would be called: Assignment1_Berkowitz_Jonathan_291_201.docx Present the parts of each question in order. Do not include any original data in your submission. All text must be typed, preferably all charts and tables as well, except where noted.
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2 Question 1 – Market Segmentation A major department store chain undertakes a market research study to learn about its customers. Questionnaires about personal and family values are used to identify which segment a woman falls into, along with what they consider the most important attribute of value and whether a woman worked outside the home. The spreadsheet <Market_Segmentation> has data on a random sample of 1000 customers; there are three variables: Segment (3 categories): 1 = Conservative; 2 =Traditional; 3 = Contemporary. Work (5 categories): 1 = No; 2 =Part-time job; 3 = Full-time job Value (3 categories): 1 = Price; 2 = Quality; 3 = Fashion a) Construct three frequency tables (use counts and percentages) to summarize the three variables. Segment Count Frequency Conservative 239 23.9% Traditional 285 28.4% Contemporary 476 47.7% Total 1000 100% Work Count Frequency Conservative 348 34.8% Traditional 112 11.2% Contemporary 540 54% Total 1000 100% Value Count Frequency Conservative 419 41.9% Traditional 294 29.4% Contemporary 287 28.7% Total 1000 100%
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3 b) (i) The marketing manager wants to know whether a different employment status results in being in a different market segment. That is, does employment explain segment? Create a crosstab (i.e. a contingency table) of Segment (rows) by Work (columns). In the crosstab, each cell should contain the count and its corresponding column percentage. But if you prefer, create two versions of the table, one just with counts, and the other just with column percentages. Make sure you add labels for each of the rows and columns; don’t just use the numerical codes. Work No Part-­‐ time Full-­‐ time Total Conservative 94 25 120 239 Segment Traditional 119 28 138 285 Contemporary 135 59 282 476 Total 348 112 540 1000 Work No Part-­‐ time Full-­‐ time Conservative 27% 22% 22% Segment Traditional 34% 26% 26% Contemporary 39% 52% 52% (ii) Explain why column percentages are more appropriate here than row percentages. The focus in this question is on whether employment status is dependant on market segment. For this reason, we are more interested in what percentage of each employment status is made up of different market segments. Should it be the other way around, row percentages would be more favorable for analysis.
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