Dr.R.Schultz
Mktg376
Fall2014
THE UNIVERSITY OF ARIZONA
Eller College of Management  MARKETING
MARKETINGANALYTICSMKTG376
FALL2014SECTIONS1AND2
Professor:
Dr.RobertaSchultz
Office:
325McClellandHall
Phone:
520626xxxx
Email:
[email protected]
Offi
1.Awareness
Ho: There is no statistical difference between usage group and awareness.
Ha: There is a statistical difference between usage group and awareness.
F: 49.234
Df:(2,41)
Significance: .000, Statistically significant .000<.050
The means from respo
Marketing Plan
Introduction
In this marketing plan we will introduce the four key aspects of marketing, which are: product,
price, place, and promotion, and how they correlate with our decision making. With each of the
four key aspects we will justify why
Chapter FiveCustomer Profitability
Agenda: To explore the value and
performance of individual
customers relationships.
Explores metrics that measure the
performance of individual customer
relationships.
How do you measure the
profitability of a customer?
Homework 6 (9 questions x 1 point = 9 points possible) Upload a WORD file on Blackboard by
April 29 5 p.m. Please show your formulas and your final answer.
Phyllis at XYZ tech company has recently noticed a sales decline due to lowerprices at ABC
tech co
A)
Awareness
Attitude
Preference
Intention
Attitude
Preference Intention
Loyalty
0.79*
0.596*
0.031
0.068
0.601*
0.102
0.081
0.226
0.193
0.759*
The correlation between Awareness and attitude was significant
The correlation between Awareness and preference
MKTG 376 REVIEW FOR TEST 1
Frequency Distributions describes one variable at a time
Distribution for a variable produces:
Frequency counts
Percentages
Cumulative percentages
Process:
Calculate frequency and % for each value of the variable
Calc. % an
MKTG 376 TEST 2: Bivariate Analyses
ANOVA

used as test of means for 2 or more populations
Dependent variable (X) must be interval/ratio (metric)
one or more independent variables (Y) that are nonmetric
o called factors
o treatment particular combinatio
MKTG 376
Homework 6 (9 questions x 1 point = 9 points possible) Upload a WORD file on Blackboard by
April 29 5 p.m. Please show your formulas and your final answer.
Phyllis at XYZ tech company has recently noticed a sales decline due to lowerprices at AB
Mktg 376 Extra Problems Metrics Chapters 8, 9, 10, 5
Stu's Mellow Meter Miser (MMM) has recently experienced a sales decline due to the entry of a
lowerpriced competitor, Kelly's Calorie Counter (KCC). Stu is convinced that an advertising
campaign toutin
Marketing 376 Notes
1/26/15
Nominal questions are easy to form, but give least useful data
o Ex. Gender
o Frequency distribution, mode, range
Ordinal=rankings ex. 1st, 2nd, 3rd just in order of rank, not equal distance between
1st 2nd and 3rd
o Median, cu
Final Marketing Plan
Introduction
In this final marketing plan we will introduce the four key aspects of marketing which are:
product, price, place, and promotion, and how they correlate with our decision making, explain
what are performance objectives we
1. Null: There is no statistical difference between usage amount
and gender
Alternative: There is a statistical difference between usage
amount and gender
2. There is not a statistical difference between usage amount and
gender. It is a 1 tailed test and
A=Awareness
B=Attitude
C=Loyalty
Research Question
Do Males and Females Differ in:
A) Their awareness for Apple? Yes
B) Their attitude for Apple? NO
C) Their loyalty for Apple? NO
1.
A) Ho: There is no difference between males and females in their
awarene
Regression
Notes
Output Created
Comments
Input
Missing Value
Handling
Syntax
24FEB2015 20:33:30
Data
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1.sav
DataSet1
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<none>
Active Dataset
Filter
Weight
Split File
N of Rows in
45
Working D
The first step in any marketing research project is to _
Answer: define the problem
_are data obtained by passing merchandise over a laser scanner that reads the
UPC code from the packages
Answer: scanner data
In contrast to_ research, the findings of _ r
Correlations and Regression
Value of Testing for Association
Knowledge of relationships between customers
characteristics and their behavior is useful.
A relationship is a condition under which there is a
consistent and systematic linkage between two or
Hypotheses Tests, z and ttests
What is a ttest?
When to use a Z test
A ttest is the most common and popular
statistical test when comparing TWO
means.
The strategy of a ttest is to compare the
actual mean differences observed
between two groups or var
Marketing Metrics
Chapter EightPromotion
Agenda: To explore temporary price promotions,
coupons, rebates, and trade allowances.
What are promotions?
How are promotions profitable?
Price Promotions: Seek to change the behavior of consumers and trade custom
Analysis of Variance
ANOVA
Relationship Among Techniques
Analysis of variance (ANOVA) is used as a test
of means for two or more populations. The null
hypothesis, typically, is that all means are equal.
Analysis of variance must have a dependent
variabl
MKTG 376 SPSS HW #3 (TTest)
A. Awareness
Null Hypothesis There is no difference in mean awareness for Apple between males and females.
Alternate Hypothesis There is a statistically significant difference in mean awareness for Apple between males and fe
A.
Attitude
Preferen
ce
Intention
Loyalty
Awarene Attitude
ss
.790*
.596*
.601*
.031
.068
.102
.081
Preferen Intentio
ce
n
.226
.193
.759*
The attitude, awareness value of .790 is significant.
The preference, awareness value of .596 is significant.
The pr
1.
For awareness, the mean was 4.18, the median was 4, and the mode was 6. For gender, the median and mode
were 1. For Usage Group, the median was 2, and the mode was 1.
2.
The skewness of the intention variable was .014, meaning it only varied slightly f
1. H0: There is no statistical difference between usage amount
and gender
HA: There is a statistical difference between usage amount and
gender
2. Reject H0, there is a statistical difference between usage
amount and gender; .025<.042.
3. The ChiSquare v
Correlations and Regression
Value of Testing for Association
Knowledge of relationships between customers
characteristics and their behavior is useful.
A relationship is a condition under which there is a
consistent and systematic linkage between two or
Measurement and Scaling:
Fundamentals
Measurement and Scaling
Measurement means assigning numbers or
other symbols to characteristics of objects
according to certain prespecified rules.
Onetoone correspondence between the numbers and
the characteristic
Descriptive Statistics, Frequency Distribution
You will learn a lot this semester
Part 1 Use SPSS statistical analysis package
to do the following:
Descriptive statistics, analysis of group data,
charts and graphs
Single sample ttests
Two sample tte