Statistical Marketing Research


Marketing Research 

Spring 2016

Final Exam (Take Home Part)

Total Points: 50

The data set of “printing service” is collected for research on the printing market of KSU students.  A new printing shop is proposed for the KSU market and the survey will help the company making the decision on whether or not to enter the market and what service may be offered.

Please open the file in SPSS (open DATA, choose “EXCEL” file, and “sheet 1”) and conduct the following analysis. Assume 5% significance level for all the test.

1. Please conduct frequency analysis of the following variables: “visit”, “use most”, “service use”, “how often”, “pay”, and “gender”.  What do the results tell you about the market?  Please be specific on your findings.  (5 points)

  1. Please conduct descriptive analysis of the following variables of their experience rating: “copying”, “black and white”, “color”, “blue prints”, “project org.”, and “binding”. (min., max., mean, std. deviation) What can you say about their current experience based on the average rating?  (5 points)
  2. Since the new shop is not located too close to the campus but will provide very competitive pricing. Please find out if the importance of “price” is more than that of “location” at 5% significance level. (8 points)
  3. The new shop will provide email delivery and would like to know if the “email” variable is higher than the neutral point of 3. What would you tell them?  (8 points)
  4. Is there gender difference on whether they will consider use another printing service? (8 points)
  5. Are the gender variable related to “use most” variable? (5 points)
  6. Is the variable “consider another” related to any of the six experience rating variables? Is it related to any of the importance rating variable? (5 points)
  7. Please run a regression with “consider another” as dependent variable, and all the satisfaction ratings as well as all the importance rating as independent variables. What is the adjusted r square of your model? Is there any variable that is significant in predicting the dependent variable?   If so, what is the regression coefficient (6 points)

 

ID Use Use Most service use How often copying Black and white color blue prints project org. Binding Pay Price services offered staff attitude Location email name consider another gender
1 1 1 2 2 5 5 5 3 5 3 1 5 5 4 5 5 3 5 1
2 1 1 2 5 4 5 5 3 3 3 1 5 5 4 5 5 2 5 1
3 1 2 2 5 4 4 4 3 3 3 1 5 4 4 5 4 2 4 1
4 1 2 2 5 4 4 3 3 3 3 1 5 4 3 5 4 1 4 1
5 1 2 2 5 3 4 3 3 3 3 1 5 3 3 5 4 1 4 1
6 1 2 2 6 3 4 3 3 3 3 1 5 3 3 5 3 1 4 1
7 1 2 3 6 3 3 3 3 3 3 2 4 3 3 5 1 1 2 2
8 0 2 5 6 3 3 3 3 3 3 3 4 3 1 4 1 1 2 2
9 1 1 2 6 2 3 1 3 3 3 3 5 5 3 4 5 3 4 2
10 0 1 6 3 4 4 4 4 4 4 2 4 4 5 5 2 2 4 1
11 1 3 3 1 5 5 5 5 5 5 1 5 4 4 3 4 1 3 1
12 1 2 1 1 4 5 3 3 4 3 1 5 5 4 4 3 1 3 2
13 1 2 2 1 3 3 3 3 3 3 1 5 1 1 1 1 1 2 2
14 0 2 3 1 3 4 4 3 3 3 2 4 4 2 4 2 1 3 2
15 0 1 2 2 3 5 4 3 3 3 4 4 4 3 4 4 1 2 2
16 0 2 3 1 3 4 4 3 3 3 2 4 4 2 4 2 1 3 2
17 1 2 3 1 3 3 3 2 2 2 1 4 4 1 3 2 1 2 2
18 1 2 1 1 4 5 3 3 4 3 1 5 5 4 4 3 1 3 2
19 1 1 3 1 5 5 5 5 5 5 1 5 4 4 3 4 1 3 1
20 0 1 6 3 4 4 4 4 4 4 2 4 4 5 5 2 2 4 1
21 1 1 2 6 2 3 1 3 3 3 3 5 5 3 4 5 3 4 2
22 0 5 2 4 5 5 5 5 4 4 1 5 5 5 4 1 5 3 2
23 0 2 2 4 4 5 5 3 3 2 1 5 5 4 5 5 3 2 1
24 1 1 2 2 4 5 4 3 3 3 3 4 5 4 5 3 4 3 1
25 1 2 1 2 4 4 4 3 3 3 2 4 3 3 4 2 2 5 2
26 0 5 2 2 3 4 3 2 4 3 1 5 2 2 4 4 1 5 1
27 1 4 3 2 5 5 5 3 3 3 3 4 5 4 2 4 2 4 1
28 1 2 2 4 4 4 4 3 3 3 1 5 4 3 4 2 2 4 2
29 1 1 1 2 5 5 5 3 3 3 3 4 5 4 4 4 5 4 1
30 1 2 3 3 4 4 4 3 3 3 2 4 4 4 4 3 3 5 1
31 1 2 2 2 4 4 4 3 3 3 1 5 4 3 4 4 3 4 2
32 0 2 2 1 4 5 5 2 2 2 1 5 5 3 4 5 1 5 1
33 0 5 3 1 4 4 5 2 2 2 1 5 5 2 4 4 1 5 1
34 1 3 4 3 3 3 3 5 5 4 4 5 5 3 4 5 1 5 1
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