Objectives

Spss Activities

Frequency Distribution
How many users of the brand may be
characterized as brand loyal?
What percentage of the market
consists of heavy users, medium users,
light users, and nonusers?
How many customers are very familiar
with a new product offering?
How many are familiar, somewhat
familiar, and unfamiliar with the
brand?
What is the mean familiarity rating?

Frequency Distribution
Is there much variance in the extent
to which customers are familiar with
the new product?
What is the income distribution of
brand users? Is this distribution
skewed toward low-income brackets?
Most important factor that motivated
persons to make a decision

Cross Tabulation

Any combination of two variables

How many brand-loyal users are males?
Is product use (measured in terms of
heavy users, medium users, light users,
and nonusers) related to interest in
outdoor activities (high, medium, and
low)?
Is familiarity with a new product related
to age and education levels?
Is product ownership related to income
(high, medium, and low)?

One Sample T-test

The department store is being patronized
by more than 10% of the households

Independent Sample T-test

The heavy and light users of a brand differ
in terms of psychographic characteristics
One hotel has a more upscale image than
its close competitor
Familiarity with a restaurant results in
greater preference for that restaurant

Marketing Research
Decision
What is the relative importance of the four
variables (nutritious, fast, convenient, and
good taste) in influencing women to buy
Haromony? What type of analysis should
be conducted?
Discuss the role of the data analysis you
recommend in enabling Stephen W.
Sanger to understand womens preference
for and consumption of Harmony.

Marketing Management
Decision
The advertising for Haromny should
stress which of the four factors
(nutritious, fast, convenient, or good
taste)
Discuss
how
the
marketing
management decision action that
you recommend to Stephen W.
Sanger is influenced by the type of
data analysis that you suggested
earlier and by the findings of that

For above MDP MRP

Using;
Frequency
Cross tabs
T-test (One Sample, two independent
sample)

One-Way Analysis of
Variance
Do the various segments differ in terms of their
volume of product consumption?
Do the brand evaluations of groups exposed to
different commercials vary?
Do retailers, wholesalers, and agents differ in their
attitudes toward the firms distribution policies?
How do consumers intentions to buy the brand
vary with different price levels?
What is the effect of consumers familiarity with the
sore (measured as high, medium, and low) on
preference for the store?

N-Way Analysis of Variance

How do the consumers intentions to buy a
brand vary with different levels of price and
different levels of distribution?
How do advertising levels (high, medium, and
low) interact with price levels (high, medium,
and low) to influence a brands sale?
Do educational levels (Less than high school,
high school graduate, some college and college
graduate) and age (less than 35, 35-55, more
than 55) affect consumption of a brand?
What is the effect of consumers familiarity with
a department store (high, medium, and low)
and store image (positive, neutral, and
negative) on preference for the store?

Analysis of Covariance
In determining how consumers intentions
to buy a brand vary with different levels of
price, attitude toward the brand may have
to be taken into consideration
In determining how different groups
exposed to different commercials evaluate
a brand, it may be necessary to control for
prior knowledge
In determining how different price levels will
affect a households cereal consumption, it
may be essential to take household size into
account

Product Moment
Correlation
How strongly are sales related to
advertising expenditures?
Is there an association between
market share and size of the sales
force?
Are consumers perceptions of
quality related to their perceptions
of prices?

Partial Correlation
How strongly are sales related to advertising
expenditures when the effect of price is
controlled?
Is there an association between market
share and size of the sales force after
adjusting for the effect of sales promotion?
Are consumers perceptions of quality
related to their perceptions of prices when
the effect of brand image is controlled?
What is the relationship between Brand
Image and Purchase intention for individuals
with income less than 10,000

Bivariate Regression
Analysis

Can Variation in sales be explained

in terms of variation in advertising
expenditures?
Can the variation in market share
be accounted for by the size of the
sales force?
Are consumers perceptions of
quality determined by their
perceptions of price?

Multiple Regression
Analysis

Can variation in sales be explained in

terms of variation in advertising
expenditures, prices, and level of
distribution?
Can variation in market shares be
accounted for by the size of the sales
force, advertising expenditures, and sales
promotion budgets?
Are consumers perceptions of quality
determined by their perceptions of prices,
brand image, and brand attributes?

Multiple Regression
Analysis

How much of the variation in sales can be

explained by advertising expenditures,
prices, and level of distribution?
What is the contribution of advertising
expenditures in explaining the variation in
sales when the levels of prices and
distribution are controlled?
What levels of sales may be expected,
given the levels of advertising
expenditures, prices and level of
distribution?

Case wise Regression

Analysis

How much of the variation in sales can

be explained by advertising
expenditures, prices, and level of
distribution? If controlled for Male only
What levels of sales may be expected,
given the levels of advertising
expenditures, prices and level of
distribution? For Masters degree holders
Can people with income (10,000-20,000)
perceptions of quality determined by
their perceptions of price?

Stepwise Regression
analysis
Which of the variables (demographics,
shopping behavior, and psychological
variables) are the most powerful predictors
of browsing behavior.
Determine the optimized mix of attributes
(Information, experience, trust, compatibility
and channels rejection capability) for TV
To determine the optimum level of
communication channel mix for Food related
products