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In a pre-test, data on Nike were obtained from 45 respondents. These data are given in the table which gives the

usage, gender, awareness, attitude, preference, intention, and loyalty towards Nike of a sample of Nike users. Usage has been coded as 1, 2, or 3, representing light, medium or heavy users. The gender has been coded as 1 for females and 2 for males. Awareness, attitude, preference, intention, and loyalty are measured on 7-point Likert-type scales (1 = very unfavourable, 7 = very favourable). The five respondents have missing values that are denoted by 9.

What tests will you run in order to answer each of the following questions?Justify.


1.      Does awareness of Nike follow a normal distribution?

2.      Is there any association between usage and gender? 

3.      Does the awareness for Nike exceed 3.0?

4.      Do the males and females differ in their awareness of Nike?

5.      Do the respondents in the pre-test have a higher level of awareness than loyalty?

6.      Assume that awareness of Nike was measured on an ordinal scale rather than an interval scale. Do males and females differ in their awareness of Nike?

7.      Do the three usage groups differ in terms of preference for Nike?

8.      Is there any association between Preference and Loyalty?

9.      Form a linear equation to predict loyalty on the basis of intention. 

10.  Form a linear equation to predict loyalty on the basis of awareness, attitude, preference, and intention taken together as the independent variables. 

11. Form a model to predict membership in any usage group for an individual respondent on the basis of awareness, attitude, preference, intention, and loyalty toward Nike when these variables are considered simultaneously.

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