Questions

1 What is meant by data interpretation? Discuss the kinds of pitfall that we have to watch for when interpreting data.

2 Explain data tabulation and editing and coding.

3 Calculate the percentage of house owners across all age groups for the whole sample, using data from Table 10.17.

TABLE 10.17

Number and percentage of house owners among three age groups

TABLE 10.17

Number and percentage of house owners among three age groups

18-29 (number) 30-49 (number) 50+ (number)

Total interviews % house owners

150 230 140 36 65 29

4 Calculate the mean, the median and the mode in the case given in Table 10.18.

4 Calculate the mean, the median and the mode in the case given in Table 10.18.

TABLE 10.18

Cars per household

Number of cars per household in 25 surveyed households

Number of cars per household in 25 surveyed households

Which average best describes the data?

5 What is the range in the data in Question 4?

6 What is the standard deviation and variance of the data in Question 4?

7 In a survey of 281 consumers, the question asked was: Are you aware of brand X? The tally of responses are shown separately for both men and women in Table 10.19.

Awareness of brand X

Yes No

Men Women

55 85 65 76

Is there a difference between men and women in terms of their respective levels of awareness of brand X?

8 What are analysis of variance techniques? What do they attempt to measure? In the context of what kinds of problem might they be useful?

9 Data for 14 brands of cider and their price and alcohol content per glass are shown in Table 10.20.

Cider brands, price and alcohol content per glass

Brand

Price (£)

Alcohol content (%)

1

1.71

3.3

2

1.62

3.2

3

1.94

3.1

4

1.81

3.6

5

1.65

4.3

6

1.67

2.2

7

1.56

3.6

8

1.54

1.8

9

1.76

1.7

10

1.88

2.4

11

1.91

2.1

12

1.93

3.2

13

1.72

3.3

14

1.88

(a) Produce a scattergraph to show the relationship between the two variables.

(b) Calculate the Pearson correlation coefficient to measure the relationship between the two variables.

(c) Calculate the bivariate regression equations (i) using alcohol content as the independent variable and (ii) using the price of cider as the independent variable.

(d) Interpret and comment on the analysis you have undertaken.

10 Table 10.21 is a dataset similar to that in Table 10.8, which refers to a different area of the country. Use multiple regression analysis to analyse the dataset.

Houses for sale in another part of the country

Price

Area

Acres

Rooms

Baths

£128,500

1220

1.50

6

2

£142,000

1670

0.74

7

2

£146,000

1330

0.25

6

2

£159,000

1560

1.38

8

1

£186,000

1430

0.40

7

1

£174,000

1730

1.95

6

2

£119,000

2210

1.34

8

2

£198,000

1780

0.52

9

1

£134,000

1290

2.30

6

2

£153,000

1340

0.70

7

1

£170,000

1810

1.20

8

1

£185,000

1740

1.90

6

2

£91,000

1330

1.76

6

1

£154,000

2700

0.60

9

3

£125,000

1400

0.55

7

1

£145,000

1850

0.38

7

2

£146,500

1750

0.72

8

2

£118,000

1000

0.40

8

1

£210,000

2950

1.20

9

3

£138,000

1900

0.57

8

1

11 Indicate the possible applications, in marketing research, for:

(a) cluster analysis

(b) factor analysis

(c) conjoint analysis

(d) multidimensional scaling.

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