Analysis of Correlation and Crosstabulation in SPSS

MARK303 Strategic Marketing Management

Answered

Questions:

		Attitude toward brand O: 1 = negative, 9 = positive	purchase intention of brand O: 1 = very strong, 9 = very low	Gender : 1 = male, 2 = female
Attitude toward brand O: 1 = negative, 9 = positive	Pearson Correlation	1	-.338^**	.174^*
	Sig. (2-tailed)		.000	.013
	N	202	202	202
purchase intention of brand O: 1 = very strong, 9 = very low	Pearson Correlation	-.338^**	1	-.066
	Sig. (2-tailed)	.000		.350
	N	202	202	202
Gender : 1 = male, 2 = female	Pearson Correlation	.174^*	-.066	1
	Sig. (2-tailed)	.013	.350
	N	202	202	202
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

(a) What are the hypotheses for this test? (3 points)

(b) Report the results and interpret the results (7 points).

Part B. Here is the part of output of an SPSS analysis. (10 points)

DV: Brand O awareness (1 = not aware, 2 = aware)

IV: Income level (1= low income, 2 = middle income, 3 = high income)

Income level brand awareness: 1 = not aware, 2 = aware Crosstabulation

income level * brand awareness: 1 = not aware, 2 = aware Crosstabulation
			brand awareness: 1 = not aware, 2 = aware		Total
			not aware	aware	Total
income level	low income	Count	25	10	35
	low income	% within income level	71.4%	28.6%	100.0%
	middle income	Count	29	21	50
	middle income	% within income level	58.0%	42.0%	100.0%
	high income	Count	57	60	117
	high income	% within income level	48.7%	51.3%	100.0%
Total		Count	111	91	202
Total		% within income level	55.0%	45.0%	100.0%

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 15.77.

A. What are the hypotheses for this test? (3 points)

B. Report the results and interpret the results. (7 points)

Part C. A market researcher is interested in the attitude toward Brand O from different levels of income and gender. Here is the part of output of an SPSS analysis. (10 points)

Dependent Variable: Attitude toward brand O: 1 = negative, 9 = positive
income level	Gender : 1 = male, 2 = female	Mean	Std. Deviation	N
low income	male	2.96	2.244	27
	female	1.00	.000	8
	Total	2.51	2.133	35
middle income	male	3.50	2.714	12
	female	2.00	1.771	38
	Total	2.36	2.107	50
high income	male	3.03	2.248	73
	female	6.45	3.393	44
	Total	4.32	3.191	117
Total	male	3.06	2.283	112
	female	4.09	3.514	90
	Total	3.52	2.934	202

A. What are the hypotheses for this test? (3 points)

B. Report the results and interpret the results. (7 points)

Tests of Between-Subjects Effects
Dependent Variable: Attitude toward brand O: 1 = negative, 9 = positive
Source	Type III Sum of Squares	df	Mean Square	F	Sig.
Corrected Model	543.604^a	5	108.721	17.955	.000
Intercept	1164.867	1	1164.867	192.375	.000
income	216.715	2	108.357	17.895	.000
gender	.004	1	.004	.001	.979
income * gender	257.638	2	128.819	21.274	.000
Error	1186.817	196	6.055
Total	4233.000	202
Corrected Total	1730.421	201
a. R Squared = .314 (Adjusted R Squared = .297)