• 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

Available March 7, 2013, at

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:

• 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.”

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