# MKT403 MODULE 4 CASE

# MKT403 MODULE 4 CASE

- Explain fundamental marketing research concepts such as “measuring differences,” and “testing the significance of the difference.”
- Explain fundamental marketing concepts such as “measuring relationship,” and “testing the significance of the relationship.”

# Module 4 – Case

## PROCESS THE RESEARCH DATA

### Case Assignment

**Question 1**

Prior to the 2008 presidential election, the results of a cookie poll were:

Obama |
6477 |
68% |

McCain |
3090 |
32% |

For a description of how the cookie poll was conducted, see

Neff, Jack (2008). Obama ahead in all-important cookie poll. *Ad Age (*October 23).

Available March 7, 2013, at

http://adage.com/article/campaign-trail/cookie-milks-pr-effort/131961/

In California, the unofficial results of the Obama-McCain Presidential election were:

Obama |
6,308,015 |
62% |

McCain |
3,849,023 |
38% |

Are the California unofficial results significantly different from the results of the Ohio cookie poll? In other words, was there a significant difference between the results that were expected and the results that were realized?

For **Questions 2–7**, you are to use the HouseholdData.xls document in the Presentations file, the Excel spreadsheet containing the data on 60 households that you used in Module 2.

Column |
Variable |

A | Household Identification Number 1-60 |

B | Weekly food expenditure, actual, e.g., 34.50 |

C | Number of persons in household, coded in nine categories |

D | Annual income of household, actual, e.g., $10,000 |

E | Age of head of household, actual, e.g., 38 |

F | Education of head of household, coded in seven categories |

G | Any children under 6 years in household, coded into two categories |

H | Any children 6-18 years in household, coded into two categories |

I | Annual income of household, coded in six categories |

J | Age of head of household, coded into seven categories, 1-7 |

Assume that HouseholdData/sheet 1 is census data and that HouseholdData/sheet 2 is data taken on a subset of the census data. Your task is to describe the sample. Nominal, ordinal, and interval variables have been included so that you will get a chance to work with nominal, ordinal, and interval variables.

**Question 2**

What is the mean and standard deviation for variable D in HouseholdData.xls/sheet 2?

Does the mean and standard deviation variable D in HouseholdData.xls/sheet 2 (the sample) differ significantly from the mean and standard deviation for variable B in HouseholdData.xls/sheet 1 (the population)?

**Question 3**

What is the income distribution for variable I in HouseholdData.xls/sheet 2?

Does the income distribution for variable I in HouseholdData.xls/sheet 2 (the sample) differ significantly from the income distribution for variable I in HouseholdData.xls/sheet 1 (the population)?

**Question 4**

Using the data from HouseholdData.xls/sheet 1, what is the degree of association between the criterion variable weekly food expenditure of each household (variable B) and the annual income of each household (variable D)?

**Question 5**

Using the data from HouseholdData.xls/sheet 1, what is the degree of association between the criterion variable weekly food expenditure of each household (variable B) and the annual income of each household (variable I)?

**Question 6**

Does coding make a difference; that is, is the degree of association the same when the data is coded versus when it is not coded? (Hint, compare the degree of association between variables A and D (Question 4) with the degree of association between variables A and I (Question 5.) That is, is the relationship between variable B and variable D significantly different from the relationship between variable B and variable I?

**Question 7**

Using the data from HouseholdData.xls/sheet 1, what is the weekly food expenditure of each household (variable B) among households with income less than $4,000, between $4,000 and $8,000, and over $8,000?

### Assignment Expectations

In preparing Case Assignment 4, that is, in choosing statistics to measure difference, test the significance of the difference, measure relationships, and test the significance of a relationship, ensure that you demonstrate your learning of the marketing research concepts and frameworks for analysis outlined as follows: