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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

income level

low income

Count

25

10

35

% within income level

71.4%

28.6%

100.0%

middle income

Count

29

21

50

% within income level

58.0%

42.0%

100.0%

high income

Count

57

60

117

% within income level

48.7%

51.3%

100.0%

Total

Count

111

91

202

% 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

543.604a

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)

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