Excel Exercises for Marketing Research, 7th Edition

PREFACE This Excel User Guide is provided for students who will be working with the Excel version of the SPSS Exercises to cco!p n" #c$ niel nd G tes%# rketing Rese rch& 'e( )t consists of det iled step*b"*step instructions for e ch exercise& cco!p nied b" rel tive visu l ids& such s +screen shots&, to further serve s +ro d ! p, indic tors ensuring th t "ou re on the right tr ck( The guide lso includes periodic +troubleshooting, tips such s& +)f "ou see +-----, in cell A.& then "ou need to/, 01TE2 All Exercises !ust be co!pleted in chronologic l order& o!itting none& for successful co!pletion of this d t n l"sis pro3ect( 01TE2 4ou !ust h ve the 5$ t An l"sis Toolp ck5 inst lled for "our #icrosoft Excel progr !( To check to see if "ou h ve it2 open Excel nd click 5Tools5 on the toolb r t the top of the screen( )f "ou see 5$ t An l"sis5 in the tools !enu& then "ou re re d" to go6 )f "ou do not see 5$ t An l"sis5 "ou will h ve to select 5Add*)ns(((5 fro! the !enu& click the 5$ t An l"sis ToolP ck5 box& nd hit 51k5(

)f so!ething h ppens to where the co!puter c n7t find the file needed to inst ll the p ck& then sk "our professor or l b ssist nt for help6

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TA89E 1F C10TE0TS Pref ce ii Ch pter :.2 S !ple Si;e $eter!in tion Exercise -:2 S !ple Si;e $eter!in tion Using the S !ple #e ns #ethod Exercise -<2 $eter!ining the Reli bilit"%Confidence of S !ple Results Ch pter :>2 $ t Processing nd Fund !ent l $ t An l"sis Exercise -:2 # chine Cle ning $ t Exercise -<2 An l"sis of $ t with Fre?uenc" $istributions :: Exercise -.2 An l"sis of $ t with $escriptive St tistics :. Exercise ->2 An l"sis of $e!ogr phic Ch r cteristics Using Ch rts := Ch pter :=2 St tistic l Testing of the $ifferences :@ Exercise -:2 An l";ing $ t using Crosst bul tion An l"sis :@ Exercise -<2 T%A Test for independent s !ples <' Exercise -.2 A01BA Test for independent s !ples .C Ch pter :D2 8iv ri te Correl tion nd Regression .> Exercise -:2 8iv ri te Regression .> Exercise -<2 Pe rsonEs Product*#o!ent Correl tion .D : : = ' '

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Ch pter :'2 #ultiv ri te $ t An l"sis >C Exercise -:2 #ultiv ri te Regression >C Exercise -<2 F ctor An l"sis >

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Chapter 13 Sample Size Determination Exercise #1: Sample Size Determination Using the Sample Means Method F:G Go to the Hile" website t www(wile"(co!%college%!cd niel nd downlo d the +Segmenting the College Student Market for Movie Attendance d t b se for Excel( Also downlo d cop" of the +Segmenting the College Student Market for Movie Attendance ?uestionn ire so th t "ou c n underst nd the d t b se contents( The !ost i!port nt ite!s in the surve" re in ?uestion -=( )t cont ins I !ovie ite!s in which respondents r te their rel tive i!port nce( Hhen "ou open the d t b se& t ke note of the v ri ble descriptions nd the co!puter coding for e ch of the v ri bles& which re cont ined in the +B ri ble 9 bels, nd the +B lue 9 bels, worksheets of the Excel Horkbook(

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As "ouEve le rned in cl ss nd fro! re ding the course text& the S !ple #e ns !ethod of s !ple si;e deter!in tion consists of2 i( re?uired confidence level FzG ii( level of toler ble error FeG iii( esti! ted popul tion v ri nce FoG iv( esti! ted s !ple si;e (n) v. Formula: n = (z2 o2)!e2 1f the v rious !ethods of deriving s !ple si;e& esti! ted popul tion st nd rd devi tion c n be esti! ted b sed on prior studies& expert 3udg!ent& or b" conducting pilot s !ple( For this proble!& we re going to esti! te popul tion st nd rd devi tion using pilot sample( To do this "ou will use onl" the first <CC c ses in the Segmenting the College Student Market for Movie Attendance d t b se( He re ssu!ing th t these re responses to pilot s !ple& nd we will use the! to esti! te the needed s !ple si;e(

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Do This2 )n the d t b se& "ouEll notice th t ?uestionn ire nu!ber <CC f lls into line <C: bec use the field titles re in row nu!ber :( So& highlight row +<C<, in the d t b se& click +insert, on toolb r t top of screen& nd select +row(, 4ou do this so th t "ou c n h ve bl nk working sp ce in which to c lcul te the st nd rd devi tion of the pilot s !ple( Fif "ou !ess up nd insert row in the wrong pl ce& 3ust select the row& click +edit, nd select +delete,J then insert the row in the right pl ceG( F>G 0ow& Do This: select cell F<C< nd enter this for!ul 2 =S DE!"#$:#$%1& This for!ul co!putes the st nd rd devi tion for ll <CC responses for v ri ble K= ( )f "ou h ve -0A#E inste d of so!e deci! l nu!ber in cell F<C< of "our d t b se worksheet& then "ou forgot to put the colon F2G between the F< nd F<C: in "our for!ul ( Hhen "ou h ve so!ething to the n ture of C(= in "our cell F<C<& then "ouEre good to go( 0ow select th t cell nd position the cursor until "ou h ve the fill tool indic tor th t looks like cross( 0ow dr g the tool cursor ll the w " to v ri ble K=i nd drop it(

Congr tul tions& "ou 3ust c lcul ted the st nd rd devi tion for ll of the co!ponents of ?uestion five of the surve" Fthe !ost i!port nt ?uestions th t we re interested in& s st ted boveG( He re ssu!ing th t e ch of the I v ri bles is e?u ll" i!port nt with respect to the rese rch ob3ective(

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As "ou h ve le rned fro! cl ss lectures nd fro! re ding "our course text& s !ple si;e deter!in tion c n be re ched b" selecting the v ri ble with the l rgest co!puted st nd rd devi tion(

'ns(er the follo(ing )*estions: :( <( Hhich of the I !ovie the tre ite!s h d the l rgest st nd rd devi tionL MMMMMMMMMMMMMMMM 0ow& using the for!ul for the s !ple !e ns !ethod of s !ple si;e deter!in tion th t "ou le rned in cl ss& ! ke the necess r" co!put tions for e ch of the following2 ( Co!pute s !ple si;e given the following2 i( re?uired confidence level (") is I=(>>N( ii( toler ble error (e) is (: or :%:C of response point( iii( st nd rd devi tion (o) O MMMMMMMMMMMMMMMMMMMMM iii( s !ple si;e (n) O MMMMMMMMMMMMMMMMMMMMMMMM b( Co!pute s !ple si;e given the following2 i( re?uired confidence level (") is II('<N( ii( toler ble error (e) is (: or :%:C of response point( iii( st nd rd devi tion Fo) = ################### iv( s !ple si;e (n) O MMMMMMMMMMMMMMMMMMMMMMMM Pow do "our co!puted s !ple si;es in the proble!s bove co!p re to the tot l nu!ber of c ses in the Segmenting the College Student Market for Movie Attendance d t b seL MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM He re going to ssu!e th t the ob3ective of our rese rch concerning students ttend nce t !ovies c n be expressed s dichoto!" Fgre ter or lesser& etc(G& for ex !ple& it doesnEt ! tter how !uch one group ttends !ovies over nother group& but 3ust $ho ttends the !ost( To cco!plish this we c n use the !uch less co!plic ted %am&le &ro&ortion% for!ul ( He re going to ssu!e th t we h ve no prior studies& hence& in the s !ple proportions for!ul P O (= nd F: Q PG O (=( You will not need Excel to assist you with this computation( ( Co!pute s !ple si;e given the following2 i( re?uired confidence level (") is I=(>>N( ii( toler ble error (e) is (C= or ccur c" within =N of the true popul tion !e n( iii( st nd rd devi tion P O (= nd F: Q PG O (= iv( s !ple si;e (n) O MMMMMMMMMMMMMMMMMMMMMMMM

.(

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b(

Co!pute s !ple si;e given the following2 v( re?uired confidence level (") is II('<N( vi( toler ble error (e) is (C. or ccur c" within .N of the true popul tion !e n( vii( st nd rd devi tion P O (= nd F: Q PG O (= viii( s !ple si;e (n) O MMMMMMMMMMMMMMMMMMMMMMMM

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Exercise #$: Determining the +elia,ilit-.Confidence of Sample +es*lts F:G )nste d of deter!ining the needed s !ple si;e& we will now ev lu te the confidence level of results derived fro! the entire Segmenting the College Student Market for Movie Attendance d t b se( To ev lu te this t"pe of confidence& using the s !ple !e ns for!ul & solve for " inste d of n( Pence& use the for!ul "2 = n e2!o2" Then t ke the s?u re root of "2. 'ou can go to the nor! l distribution t ble in the ppendix of "our text to deter!ine the confidence level ssoci ted with the d t b se( For the s !ple proportions for!ul & solve for A using the for!ul /$ = "n e2#!$%&' ( %#)( then t ke the s?u re root of A<( 4ou c n lso use Excel to c lcul te the confidence level for the entire d t b se( As "ou know fro! cl ss& confidence level for nor! l distribution re?uires two t ils( So "ou !ultipl" :*R b" two( 8ut donEt worr" bout th t b" itself/ 3ust enter the following for!ul into bl nk cell& such s =C.A2 =$012+MSD3S "your * +alue&41( A good A*v lue is :('=& since it corresponds to confidence level of little over ICN Fthe gener l cut*off for signific nceG( F<G 0ow& re!e!ber th t we ssu!e th t ?uestion -= h s the !ost i!port nt ?uestions in the ?uestionn ire& with respect to the rese rch ob3ectives( 9etEs c lcul te the st nd rd devi tion for these ?uestions& but this ti!e for the entire d t b se inste d of 3ust the first <CC responses( F.G Do This, select cell F=C> nd enter this for!ul 2 =S DE!"#$:#5%1& in order to h ve Excel co!pute the st nd rd devi tion for ll responses for ?uestion = ( )t should be so!ething close to C(=I(

0ow select th t cell nd position the cursor until "ou h ve the fill tool indic tor th t looks like cross( 0ow dr g the tool cursor ll the w " to v ri ble K=i nd drop it( 0ow "ou h ve co!puted the st nd rd devi tion for ll responses to K= through K=i( Choose the ?uestion with the l rgest st nd rd devi tion nd use it in the for!ul for co!puting the confidence level in the following proble!(

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Given the preceding& co!pute the confidence level ssoci ted with the Segmenting the College Student Market for Movie Attendance d t b se& given the following2 :( ( toler ble error is (: or :%:C of response point( b( s !ple si;e O =CC( c( st nd rd devi tion MMMMMMMMMMMMMMMMMMMMMM <( .( Confidence 9evel O MMMMMMMMMMMMMMMMMMMMMMMN Pow do the results in <( bove co!p re to the results in <( of the s !ple si;e deter!in tion proble!L MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

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S !ple Proportions For!ul 2 Given the infor! tion below& co!pute the confidence level ssoci ted with the Segmenting the College Student Marketing for Movie Attendance d t b se( You will not need Excel to make this computation( ( toler ble error is (C= or =N b( s !ple si;e O =CC c( st nd rd devi tion P O (= nd F: Q PG O (= :( <( Confidence 9evel O MMMMMMMMMMMMMMMMMMMMMMMMN Pow the results in this proble! co!p re the confidence level in -< of F.GL MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

Chapter 16 Data 7rocessing and #*ndamental Data 'nal-sis Exercise #1: Machine Cleaning Data F:G Go to the Hile" website t www(wile"(co!%college%!cd niel nd downlo d the +Segmenting the College Student Market for Movie Attendance Excel d t b se( This d t b se will h ve sever l errors for "ou to correct( Click on the +B lue 9 bels, t b t the botto! of the Excel worksheet nd notice the comp*ter coding for e ch v ri ble( Also fro! the Hile" website& downlo d cop" of the +Segmenting the College Student Market for Movie Attendance ?uestionn ire( 0otice the co!puter coding for e ch of the v ri blesJ it is the s !e s th t in the +B lue 9 bels, in the Excel worksheet( This infor! tion will be i!port nt in finding errors in the d t b se( 0ow itEs ti!e to check the d t b se for errors( As "ou noticed in the +B lue 9 bels, worksheet& there re li!ited nu!ber of possible nswers to e ch ?uestion( For ex !ple& for K:& +$id "ou ttend t le st one !ovie t !ovie the tre in the p st "e rL&, respondent is onl" ble to nswer +4es, or +0o(, Therefore& the !ini!u! v lue possible for th t ?uestion is +C&, the nu!eric l v lue l bel ssigned to th t response for the +0o, response to for ?uestionJ nd the ! xi!u! v lue possible is +:&, the nu!eric l l bel ssigned to the +4es, response for th t ?uestion( )n Excel& we c n use for!ul s to find the !ini!u! nd ! xi!u! v lues !ong ll =CC responses to n" given ?uestion( So& if we find th t the ! xi!u! v lue !ong ll of the responses for K: is +<&, then we know th t there w s n error in the d t entr" process& bec use the onl" possible ! xi!u! v lue is +:&, !e ning th t the respondent nswered +4es, to the ?uestion( So& Do his: )n bl nk cell& such s 8=C.& enter this for!ul : =M31"8$:85%1& 4ou should get c lcul ted v lue of ;ero& which is wh t we expected( 0ow& Do his: )n the bl nk cell directl" bene th the one "ou put the #)0 for!ul in& s " 8=C>& enter this for!ul 2 =M'9"8$:85%1& 4ou should get c lcul ted v lue of :& theoretic ll"& but "ouEll see th t "ou ctu ll" get c lcul ted v lue of <& which !e ns th t so!eone !essed up in entering the d t ( So& we need to find the error in the K: colu!n(

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Do his: Select the K: colu!n Fcolu!n 8G to highlight it( Then click +Edit, on the toolb r t the top of the screen nd select +find, Fof for shortcut& hold the +ctrl, button nd hit +f&, which is the +find, co!! ndG( The +find, window will pop up( Enter +<, in the box nd hit enter( Excel will go to the loc tion of the first < th t it finds in the colu!n for K:(

Follow this procedure for finding errors in the colu!ns for the rest of the v ri bles( For ex !ple& for K<& +)ndic te how i!port nt "ou consider going to the !ovies t !ovie the tre& rel tive to other leisure ctivities&, the !ini!u! possible v lue is +:, for +Ber" Uni!port nt&, nd the ! xi!u! possible v lue is +>, for +Ber" )!port nt(, Since "ou h ve lre d" entered the #)0 nd #AS for!ul s for K:& ll "ou re ll" h ve to do is highlight cells 8=C. nd 8=C>& position the cursor so th t "ou h ve the fill tool th t looks like cross& nd dr g the cursor ll the w " to the cells AE=C. nd AE=C>(

Hhen "ou n l";e wh t "ou h ve 3ust done& "ou see th t2 we h ve n error in the colu!n for K: F s we lre d" discussedG there re no errors in the colu!n for K< the #)0 nd #AS for K. donEt ! tter bec use itEs n open*ended ?uestion we h ve n error in the colu!n for K=f Fthe #AS v lue is '& which is not possible responseG we h ve n error in the colu!n for KD the #)0 nd #AS for K@ *d donEt ! tter bec use the" re open*ended ?uestions Fhowever& we c n check these for errors using nother w "& which we will do in !inuteG we h ve n error in the colu!n for KI we h ve n error in the colu!n for K:C there re no errors in the colu!n for K:: we h ve n error in the colu!n for K:< there re no errors in the colu!n for K:. there re no errors in the colu!n for K:>

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Hhen "ou h ve deter!ined which v ri bles h ve input errors& su!! ri;e the errors using the te!pl te below s guide( Kuestionn ire 0u!ber B ri ble cont ining error )ncorrect B lue Correct v lue

F=G 0ow& s we st ted bove& nother possible source of errors is in ?uestion @( 0otice th t in this ?uestion th t the su! of the nswers should be :CCN( To check th t these dd up to :CCN for e ch respondent& 3ust enter the following for!ul into bl nk cell for Kuestionn ire 0u!ber : Fsuch s cell AF<G2 =SUM"!$::$& Fthere re lso other w "s to c lcul te the su! of cert in cells using ExcelJ see if "ou c n pl " round with the tools or if "ou c n figure out v r"ing but e?uiv lent for!ul s will do the trick6G

0ow ll th t "ou h ve to do to c lcul te the su! of K@ *d for the rest of the d t b se is to use the +fill, tool th t "ou h ve !ost likel" ! stered b" now6 TPighlight cell AF<& position the cursor to get the +fill, tool& then +dr g, the cursor ll the w " to the l st Kuestionn ire entr"(U Hhen "ou look over the c lcul ted su!s& "ou will notice th t there is n error in the row for Kuestionn ire nu!ber <.@& bec use the su! of K@ *d is ::C& when it should onl" be :CC(

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1nce "ou h ve co!pleted su!! ri;ing the v ri bles cont ining errors& position the cursor on e ch of the v ri ble colu!ns cont ining errors Fone t ti!eG to highlight the colu!n( Use the ctrl)f function to find the ?uestionn ire nu!bers where the errors occurred( At this point& "ou will need the corrected d t b se& or d t b se with no errors( 4our professor h s ccess to this d t b se with no errors( After getting the corrected d t b se& finish filling in the T ble in p rt F>G bove with the correct v lues( Then ! ke the ch nges in "our d t b se& so th t "ou h ve d t b se with no errors( 8e sure to res ve "our d t b se fter correcting it for errors( After ! chine cle ning "our d t & "ou will notice th t the v lues for "our #)0 nd #AS for!ul s for "our corrected d t b se re now in ccord nce with the correct r nge for the v lue l bels(

Exercise #$: 'nal-sis of Data (ith #re)*enc- Distri,*tions

0ow th t "ou h ve cle n d t b se& letEs obt in fre?uencies for ll of the v ri bles6 First& letEs cre te !ultiple worksp ces2 position "our cursor on the top!ost left corner of the worksheet nd click it to highlight the entire worksheet(

0ow hold +Ctrl, nd hit +c, for the +cop", co!! nd( Click Sheet < on the botto! of the screen to open bl nk worksheet& position the cursor in cell A:& nd hold +Ctrl, nd hit +v, for the +p ste, co!! nd F"ou c n lso use the cop" nd p ste icons on the toolb r t the top of the screen for these co!! ndsG( 4ouEll see th t "ou 3ust cre ted n ex ct replic of "our origin l cle n d t b se( $o this g in in bout = or D other worksheets F"ou ! " not use the! llG& nd n !e the! e ch so!ething uni?ue whenever "ou st rt to use the! b" double*clicking on the word +Sheet :, Fetc(G to highlight it nd repl ce the text(

To ! ke it e sier to work with "our worksheets& "ou c n +free;e, the p nes th t indic te the Kuestionn ire nu!ber nd the B ri bles2 Pighlight cell 8<& click +Hindow, on the toolb r t the top of the screen& nd select +Free;e P nes(, Fro! now on& no ! tter where "ou re in the d t b se& "ou will still be ble to see the v ri ble l bels nd the ?uestionn ire nu!bers(

He will now use the C2U1 3# functions to deter!ine fre?uencies for e ch v ri ble( -ow many people answered .Yes/ to 0uestion '1 )n cell 8=C. enter the following for!ul 2 =C2U1 3#"8$:85%1;1& Excel c lcul tes th t >=C respondents nswered +4es, to K: 2hat percent o3 the respondents answered .Yes/ to 0'1 )n cell 8=C> enter the following for!ul 2 O8=C.%=CC Fre!e!ber =CC is the tot l nu!ber of respondentsG Excel c lcul tes th t ICN of the respondents nswered +4es, to K: -ow many people answered .4o/ to 0uestion '1 )n cell 8=CD enter the following for!ul 2 =C2U1 3#"8$:85%1;%& Excel c lcul tes th t =C respondents nswered +0o, to K: 2hat percent o3 the respondents answered .4o/ to 0'1 )n cell 8=C' enter the following for!ul 2 O8=CD%=CC Excel c lcul tes th t :CN of the respondents nswered +0o, to K: Use this C2U1 3# !ethod to nswer the following ?uestions& but re!e!ber th t for so!e ?uestions& not ll =CC respondents ! rked n nswer( So& in c ses where "ou re sked to find percent ges& "ou will h ve to divide the C2U1 3# c lcul tion b" the true nu!ber of respondents for th t ?uestion( 'ns(er the follo(ing: :( Hh t percent ge of ll respondents ttended t le st ' !ovie in the p st "e rL MMMMMMN <( Hh t percent ge of ll respondents never *u+ food item% t !ovieL MMMMMMN (,int: -=C./012F(32:3456(7)!4558 ) .( Produce t ble indic ting the percent ge of ll respondents th t consider e ch of the !ovie the tre ite!s in Kuestion = of the ?uestionn ire ver+ im&ortant. 9ist the top = !ovie ite!s in descending order Fst rt with the !ovie ite! h ve the highest percent ge of ver+ im&ortant responsesG( Percent ge of Respondents '=(CN .I(<N

#or Example: #ovie )te! #ovie )te! with the highest percent ge #ovie )te! with the <nd highest percent ge& etc( >(

Hh t percent ge of respondents consider the +newsp per, ver+ im&ortant source of infor! tion bout !ovies pl "ing t !ovie the tresL MMMMMMMN

=( D(

Hh t percent ge of respondents consider the +)nternet, ver+ unim&ortant source of infor! tion bout !ovies pl "ing t !ovie the tresL MMMMMMMN 8" observing the distribution of responses for K@ & K@b& K@c nd K@d& which is the !ost popul r &urcha%e o&tion for !ovie the tre ticketsL MMMMMMMMMMMMMMM '( Produce t ble listing in descending order the percent ge of respondents th t consider e ch of the !ovie the tre infor! tion sources FK'G ver+ im&ortant.

#or Example: #ovie The tre )nfor! tion Sources )nternet 0ewsp per Percent ge of Respondents indic ting 9er+ 2m&ortant ==N .:N

Exercise #3: 'nal-sis of Data (ith Descripti<e Statistics The ob3ective of this exercise is to n l";e d t using !e sures of centr l tendenc" nd !e sures of dispersion( To n l";e !e ns nd st nd rd devi tions& we will use the ='!E+'=E"& nd =S DE!"& functions( To n l";e !edi ns nd !odes& we will use the =MED3'1"& nd =M2DE"& functions( 1n the ?uestionn ire& Kuestion -= utili;es >*point )te!i;ed R ting sc le Fillustr ted belowG( This sc le is b l nced nd c n be ssu!ed to "ield interv l sc le%!etric d t ( Given the preceding& invoke SPSS to c lcul te the !e n nd st nd rd devi tion for ll of the v ri bles in Kuestion = FK= *K=iG( ESA#P9ES2

Ber" uni!port nt :

So!ewh t uni!port nt <

So!ewh t i!port nt .

Ber" i!port nt >

'ns(er the follo(ing )*estions: :( <( Using onl" the mean for e ch of the v ri bles& which of the !ovie the tre ite!s w s considered +!ost i!port ntL, MMMMMMMMMMMMMMMMMM Using onl" the standard de<iation for e ch of the v ri bles& for which ?uestion w s there the gre test !ount of gree!entL MMMMMMMMMMMMMMMMMM ( ,int: :ea%t amount of di%&er%ion regarding the re%&on%e to the movie item) .( Kuestions > V D utili;e !ultiple choice ?uestions which "ield non*!etric d t & but which is ordin l sc le( The ppropri te !e sures of centr l tendenc" for non* !etric d t re the !edi n nd !ode( ( Hh t is the median response for Kuestion ->& concerning the !ount person spends on food%drink ite!s t !ovieL MMMMMMMMMMMMMMMM

1e<er ,*- food items at mo<ies "%&

Up to >?@6A "1&

>?@5% to >16@AA "$&

>15@%% or more "3&

b(

Concerning Kuestion -D& the dist nce person would drive to see !ovie on +big screen&, wh t is the mode of th t distribution of responsesL
/ero "%& 1 to A miles "1& 11 to $6 miles "$& $5 to 6A miles "3& 5%B miles "6&

>(

)n this ?uestion the ob3ective will be to co!p re the results of !edi n nd !e n responses for K.( ( #e n response2 MMMMMMMMM b( #edi n response2 MMMMMMMMM c( St nd rd $evi tion2 MMMMMMMMM d( #ini!u! response2 MMMMMMMMM e( # xi!u! response2 MMMMMMMMM Hhen the responses to ?uestion cont in extre!e v lues& the !e n response c n be lie in the upper or lower ?u rtile of the response distribution( )n such c se& the !edi n v lue would be better indic tor of n ver ge response th n the !e n v lue( Given the infor! tion "ou obt ined fro! nswering -> bove& is the #e n or #edi n better represent tive of the + ver ge, response to K.L MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

=(

Exercise #6: 'nal-sis of Demographic Characteristics Using Charts

ESA#P9E2(

4ou will use the C2U1 3#"& !ethod described bove to obt in fre?uencies for the de!ogr phic ?uestions F?uestions ::*:>G(

'ns(er the follo(ing )*estions@ :( $ispl " the de!ogr phic d t for e ch of the four de!ogr phic v ri bles in t bles(

G bG Fill in the other de!ogr phics b" dr gging the +fill, tool s in ex !ples fro! previous exercises(

cG

For e ch de!ogr phic v ri ble& illustr te the t ble results using so!e t"pe of gr phic represent tion of the d t Fpie ch rts& line ch rts& or b r ch rtsG( ESA#P9E2

Ethnic Background
Other 20%

Hispanic 10%

AfricanAmerican 50%

Caucasian 20%

FThe d t in the picture to the left would cre te pie ch rt like the one on the right(G

Chapter 15 Statistical esting of Differences and +elationships Exercise #1: 'nal-zing Data *sing Crossta,*lation 'nal-sis Go to the Hile" website t www(wile"(co!%college%!cd niel nd downlo d the worksheet for this exercise( )n this exercise "ou will use Excel to construct +Pivot T ble, in order to perfor! Chi*S?u re test for st tistic ll" signific nt correl tions between specified v ri bles(

)n this exercise we re ssessing whether or not persons who ttend !ovies t !ovie the tres re de!ogr phic ll" different fro! those who do not( He will use the following p irs of v ri bles2 ( b( c( d( K: V K:: K: V K:< K: V K:. K: V K:>

Hhen "ou scroll down& "ou will see so!e t bles( These t bles cont in n l"sis results for K: nd K::( The first t ble is the Pivot T ble( The second t ble is crosst bul tion& which cont ins the ctu l counts of the v ri bles in rel tion to one nother(

The third& fourth& nd fifth t bles cont in the row& colu!n& nd tot l percents rel tive to the v ri bles(

The sixth t ble cont ins the expected count& which is the expected nu!ber in e ch cell if the two v ri bles were line rl" independent& !e ning th t there w s no correl tion between the!(

The seventh t ble cont ins the ele!ents for the Chi*S?u re v lue( Fin ll"& the results of the Chi* S?u re test re t the botto! of the worksheet6

4ou will now need to use these t bles to n l";e the other v ri ble co!bin tions bove( Do This, Cop" the worksheet three ti!es Finto three new worksheets like "ou did for previous exerciseG( Right Click on the Pivot T ble( Click 5Pivot T ble Hi; rd5 on the pop*up !enu nd click 5Finish5(

$r g K:: out to the Pivot T ble into the Pivot T ble Field 9ist( $r g K:< fro! the Pivot T ble Field 9ist into the colu!n he der Ffro! where "ou 3ust re!oved K::G(

4our Pivot T ble should h ve ch nged6

8ut H it6 $o "ou see 5-REF65 in the t bles underne th the Pivot T bleLLL )f 4es& then G11$6 8ec use th t7s wh t7s supposed to h ppen6 This h ppens bec use the Actu l Count t ble is still looking for K::6 Ch nge ll references in the Pivot T ble fro! K:: to K:<( 4ou lso h ve to ch nge the colu!ns fro! r nge of : to 5bl nk5 to r nge of C to :( The following photos depict wh t "ou should see s "ou go long ! king the ch nges2 Ch nge ll the references fro! K:: to K:<(

After "ou do th t& "ou t bles should look like this2

The ---- s"!bols in the following t ble indic te th t the c lcul ted v lue wonEt fit in the cell nd th t "ou h ve to resi;e it b" clicking& holding& nd dr gging the line between colu!n he dings until "our v lues fit(

This is wh t the t bles should look like fter "ou ! ke ll the reference ch nges nd resi;e the colu!ns th t h d ----- s"!bols indic ting th t the v lue wouldnEt fit in the cell2

This is wh t the Chi*S?u re output should look like for the crosst bul tion of K: nd K:<2

0ow do the crosst bul tion n l"sis for the rest of the v ri ble co!bin tions th t we re interested in for this exercise( 'ns(er )*estions 14C *sing onl- the sample data@ Do not consider the res*lts of the chi5 s6uare test" :( <( .( >( =( D( Hh t N of ! les do not ttend !ovies t !ovie the tresL Hh t N of ll respondents re Afric n*A!eric n nd do not ttend !ovies t !ovie the tresL Hh t N of respondents not ttending !ovies t !ovie the tres re in the :I*<C ge c tegor"L Hhich cl ssific tion group is !ost likel" to ttend !ovies t !ovie the tresL Hhich ge c tegor" is le st likel" to ttend !ovies t !ovie the treL Are C uc si ns less likel" to ttend !ovies t !ovie the tres th n Afric n*A!eric nsL MMMMMMMMMN MMMMMMMMMN MMMMMMMMMN MMMMMMMMM MMMMMMMMM MMMMMMMMM

For ?uestion '& the ob3ective is to deter!ine st tistic ll" whether in the popul tion fro! which the s !ple d t w s dr wn& if there were de!ogr phic differences in persons who ttend nd do not ttend !ovies t !ovie the tres( He do this b" using the results of the chi)%;uare te%t for inde&endent %am&le%" '( Ev lu te the chi*s?u re st tistic in e ch of "our crosst b t bles( Construct t ble to su!! ri;e the results( $egrees of Freedo! : s"!p sig( (:C Expl n tion He c n be ICN confident th t b sed on our s !ple results& ! les differ signific ntl" fro! fe! les in their tendenc" to ttend or not ttend !ovies t !ovie the tres(

For ex !ple2 B ri bles Pe rson Chi*S?u re K: <(': F ttend or not ttend !ovies t !ovie the tres V K:< FgenderG Exercise #$:

./ est for independent samples@

Go to the Hile" website t www(wile"(co!%college%!cd niel nd downlo d the worksheet for this exercise( This exercise co!p res ! les nd fe! les FK:<G reg rding the infor! tion sources the" utili;e to se rch for infor! tion bout !ovies t !ovie the tres FK' *eG( As "ou le rned in cl ss& the T%A Test involves the tests for the E?u lit" of #e ns nd the 9evene7s Test for the E?u lit" of B ri nce( The worksheet th t "ou downlo ded lre d" h d the t*test results gener ted for "ou6 To see wh t it7s like to gener te the results of t*test in Excel for K' nd K:<& do the following2 Pit 5)nsert5 on the toolb r t the top of the screen nd select 5Horksheet5( Go b ck to the origin l worksheet th t cont ins the d t nd highlight ll of the d t in r nge 8<2K=C:& hold 5Ctrl5 nd hit 5c5 for the 5cop"5 function( 1pen the bl nk worksheet th t "ou 3ust inserted& click cell A2:& hold 5Ctrl5 nd hit 5v5 for the 5p ste5 function5( 4ou 3ust copied ll the d t th t "ou need to gener te so!e t*test results6 0ow& select bl nk cell& such s 8=C.& click 5Tools5 on the toolb r t the top of the screen nd select 5$ t An l"sis(5 Fro! the !enu th t pops up& select 5t*Test2 Two*S !ple Assu!ing E?u l B ri nces5& enter 58<28=C:5 in the first v ri ble r nge box& enter 5K<2K=C:5 in the second v ri ble r nge box& don7t worr" bout the other stuff& nd 3ust hit 51k5( 4ou will see th t Excel gener ted the t*test results in new worksheet6 9ook over the results(

Hhen "ou do the t*test this w "& "ou c n look t the c lcul ted t st tistic nd co!p re it to the critic l t v lue( )f the c lcul ted t st tistic is gre ter th n the critic l t v lue& then the test is signific nt& !e ning ! les nd fe! les differ signific ntl" concerning the sources b" which the" get their !ovie the tre infor! tion( Powever& we c n7t re ll" tell ver" e sil" how confident we re bout these results( )f "ou enter the TTEST for!ul in bl nk cell of the d t b se worksheet& then "ou will be telling Excel to c lcul te the signific nce for "ou6 Hhen "ou look t the d t b se th t w s given for this ex !ple& "ou notice th t the" re splitJ the first <<I rows cont in the ! le responses nd rows <.C to =C: cont in the fe! le responses(

So& Do This, )n cell 8=C. enter D= ES "8$:8$$A;8$3%:85%1;$;$&@5 )n this for!ul "ou re telling Excel to co!p re the fe! le responses to K' to the ! le responses to K' & using < t ils& with the <nd t"pe of t*test th t Excel h s in it7s !e!or" Fthe 5t*Test2 Two*S !ple Assu!ing E?u l B ri nces5G( Hhen "ou hit 5Enter5 "ou will see th t Excel c lcul ted Signific nce B lue of C(CCC<& which !e ns th t we re over IIN confident th t the difference between the !e ns of the ! le nd fe! le responses is not due to ch nce6 He c n s " th t in the popul tion under stud"& ! les differ signific ntl" fro! fe! les reg rding the i!port nce the" pl ce on v rious infor! tion sources concerning !ovie the tres( 9ook over the results th t were given with the worksheet( 'ns(er the follo(ing )*estions: Fro! these results of our %am&le data& c n we gener li;e our results to the popul tion b" s "ing th t ! les differ fro! fe! les reg rding the i!port nce the" pl ce on v rious infor! tion sources to get infor! tion bout !ovies t !ovie the tres b"2 :( the newsp per FK' GL <( the )nternet FK'bGL <( phoning in to the !ovie the tre for infor! tion FK'cGL .( the television FK'dGL >( friends or f !il" FK'eGL 4ou ! " w nt to use the te!pl te below to su!! ri;e "our T*test results( For ex !ple2 B ri nce #e ns B ri bles Prob of Prob of )nterpret tion of Results Sig diff Sig diff K:< FgenderG (CCC (C.= ID(=N confident th t b sed on our s !ple results& V K' ! les differ signific ntl" fro! fe! les concerning Fnewsp perG the i!port nce the" pl ce on the newsp per s n infor! tion source bout !ovies t !ovie the tres Fmeans testG( :CCN confident th t ! les nd fe! les were signific ntl" different reg rding to the v ri nce of response within e ch gender F<ariance testG(

Exercise #3: '12!' est for independent samples@ Go to the Hile" website www(wile"(co!%college%!cd niel nd downlo d the worksheet for this exercise( This exercise co!p res the responses of fresh!en& sopho!ores& 3uniors& seniors& nd gr du te students to test for signific nt differences in the i!port nce pl ced on sever l !ovie the tre ite!s( The A01BA test produces SU##AR4 t ble b sed on s !ple d t ( Wust like the t*test& if the A01BA test is signific nt& then we c n ! ke inferences bout the gener l popul tion under stud" concerning which student cl ssific tion pl ces !ost i!port nce on co!fort ble se ts& for ex !ple( 4ouEll notice th t the d t in the worksheet h s been grouped together F ll of the responses th t fresh!en ! de for K= re grouped together& etc(G( This is necess r" for Excel to run n A01BA(

0ow& Do This, Click +Tools, on the toolb r t the top of the screen& select +$ t An l"sis,& select +A01BA2 Single F ctor,& nd click +1k,(

Enter the following d t r nge into the box2 E'$:E155,& check the box b" +9 bels in First Row,& nd hit +1k,( 9ook t the results(

Repe t the process nd run A01BA for the other v ri bles( 'ns(er the follo(ing )*estions: Fro! our s !ple d t & c n we gener li;e our results to the popul tion b" s "ing th t there re signific nt differences cross the cl ssific tion of students b" the i!port nce the" pl ce on the following !ovie the tre ite!sL :( <( .( >( =( D( '( @( I( :C( ::( video rc de t the !ovie the tre FK= G soft drinks nd food ite!s K=bG plentiful restroo!s FK=cG co!fort ble ch irs FK=dG uditoriu! t"pe se ting FK=eG si;e of the !ovie the tre screens FK=fG ?u lit" of the sound s"ste! FK=gG nu!ber of screens t !ovie the tre FK=hG cle n restroo! FK=iG Using onl" the de%cri&tive %tati%tic%& which cl ssific tion group FK:.G pl ces the le st !ount of i!port nce on cle n restroo!s FK=iGL MMMMMMMMMMMMMMMMMMM Using onl" the S/MMA<' t ble& which cl ssific tion group FK:.G pl ces the gre test !ount of i!port nce on ?u lit" of sound s"ste! FK=iGL MMMMMMMMMMMMMMMMMMM

Su!! ri;e the results of "our A01BA n l"sis using t ble si!il r to the one below( B ri bles K= Fi!port nce of video rc deG V K:. Fstudent cl ssific tionG $egrees of Freedo! >& >D: F*B lue :<(>. Prob bilit" of )nsignific nce (CC: )nterpret tion of Results II(IN confident th t b sed on the s !ple results& students differ signific ntl" b" cl ssific tion concerning the i!port nce pl ced on there being video rc de t the !ovie the tre(

Chapter 1C 8i<ariate Correlation and +egression Exercise #1: 8i<ariate +egression

This exercise tte!pts to expl in the v ri tion in the num*er of movie% the re%&ondent attend% in an average month FK.GJ so K. is the dependent v ri ble( To do this& we re going to use the Regression fe ture of the $ t An l"sis ToolP k( Use the following ex !ple b sed on the K=c v ri ble s n ex !ple to guide "ou through the l tter p rts of this exercise( Cop" cle n d t b se into new workbook nd cop" it bout D ti!es in different worksheet( )n the first worksheet& delete colu!ns until "ou h ve 3ust the K01 in Colu!n A& K. in Colu!n 8& nd K=c in Colu!n C(

0ow& Do This, )n cell $< enter the for!ul E=C2U1 "8$:C$&, Cop" the for!ul into the r nge $.2$=C: Pighlight the r nge A:2$=C: nd sort the r nge b" colu!n $ in descending order using the +Sort Ascending, icon on the toolb r t the top of the screen(

He do this so th t we c n get ll of the <Es together Fonce we count the! in !inuteG& bec use th tEs wh t we re interested in6

0ow& Do This, Click on +Tools,& select +$ t An l"sis,& select +Regression,& hit +1k, Enter the )nput 4 R nge 8:28>>D Enter the )nput S R nge C:2C>>D Check the box in front of +9 bels, Pit +1k, (,201: 1he num*er of 2=% ma+ not *e u& to <o$ 77> ever+time) 9ook over the d t output( (,201: 'ou ma+ $ant to u%e ?format cell% function to limit the amount of decimal %&ace% to @ or 7 %&ace%)

0ow& use the regression fe ture for the following p irs of v ri bles2 :( <( .( >( =( D( '( K. K. K. K. K. K. K. nd K=d F!ovie the tre ite! Q i!port nce of co!fort ble ch irsG nd K=e F!ovie the tre ite! Q uditoriu! t"pe se tingG nd K' F!ovie the tre infor! tion source Q newsp perG nd K'b F!ovie the tre infor! tion source Q )nternetG nd K'c F!ovie the tre infor! tion source Q phone in for infor! tionG nd KI Fself perception of how ph"sic ll" ctiveG nd K:C Fself perception of how soci ll" ctiveG

Su!! ri;e the results of the biv ri te regression n l"sis& b" filling in t bles si!il r to the ones below( Regression #odel coefficient t Sig( Const nt K=d K=e& etc( B ri bles K=d K=e& etc( #odel R< #odel F*v lue Sig(

:(

At the I=N level of confidence& which of the regression !odels Flist the p irs of v ri blesG re signific nt Flist the dependent v ri blesGL MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM 7nterpretation o3 the regression coe33icients2 Use the following t ble to su!! ri;e the regression coefficient& *( in e ch of the ' regression !odels( Regression Coefficent * (<>> Sig( of * (CCC )nterpret tion of the Regression Coefficient * A one unit incre se in K=b is ssoci ted with (<>> incre se in !onthl" !ovie ttend nce MMMMMMMMM MMMMMMMMM MMMMMMMMM MMMMMMMMM MMMMMMMMM

<(

#odel Ex !ple2 K. V K=b

t >(:>'

.( >( =( D( '(

Using the regression results& co!pute 4FK.G if K=d O >( Using the regression results& co!pute 4FK.Gif K'c O <( Using the regression results& co!pute 4FK.G if KI O .( Hhich of the ' !odels in the biv ri te regression n l"sis expl ined the !ost v ri tion in K. (hint: <2GL )n which of the ' !odels does independent v ri bleEs regression coefficient c use the l rgest ch nge in K. for one unit ch nge in the independent v ri bleL

Exercise #$: 7earsonFs 7rod*ct4Moment Correlation This exercise utili;es the !etric correl tion techni?ue FPe rsonEsG& which re?uires th t both v ri bles in the biv ri te n l"sis be of t le st interv l !e sure!ent sc le( The ob3ective of this exercise is to ex !ine the ssoci tion between v rious p irs of v ri bles( 1pen cle n d t b se( He will use the PEARS10 st tistic l function to ev lu te the ssoci tion between the following p irs of v ri bles2 ( b( c( d( e( K. nd K@ FPurch se 1ption for !ovie tickets Q )nternetG KI Fself perception of how ph"sic ll" ctiveG nd K:C Fself perception of how soci ll" ctiveG K@ FPurch se 1ption for !ovie tickets Q )nternetG nd K'b Fi!port nce of the )nternet s source of infor! tion bout !ovies t !ovie the tresG K=b F#ovie The tre )te! Q i!port nce of soft drinks nd food ite!sG nd KI Fself perception of how ph"sic ll" ctiveG K=h F#ovie The tre )te! Q nu!ber of screens t !ovie the treG nd K:C Fself perception of how soci ll" ctiveG

C lcul ting the signific nce levels for the correl tions is difficult( All "ou need to know for now& however& is to enter the following in se?uence2 )n cell A=C=2 r )n cell A=CD2 n )n cell A=:C2 t )n cell A=::2 p )n cell 8=C>2 =C21C' E1' ED"D1;G(ithG;!1&

)n cell 8=C=2 =C2++EH"D1:D5%1;!1:!5%1&

)n cell 8=CD2 =DC2U1 ">'1:>'E5%1&;GI3G;85%?:85%J&

)n cell 8=C@2 =3S1UM8E+"!$&

)n cell 8=:C2 O85%50SI+ ""85%C4$&."1485%5K$&&

)n cell 8=::2 = D3S "'8S"851%&;85%C4$;$&

0ow& cop" these e?u tions fro! colu!n 8 into colu!ns C through F nd edit the! so th t the" co!pute the other correl tions nd signific nce levels( )n the second c se& inste d of needing d t fro! the v ri bles in colu!ns $ nd B& "ou need d t fro! colu!ns A nd AA( And inste d of the =DC2U1 "& function counting the cells in the colu!n l beled +K.,& it needs to count cells in the colu!n l beled +KI,( These re the onl" ch nges( Hith the results of the biv ri te correl tion using the Pe rson coefficient& fill in t ble si!il r to the one below( Prob bilit" of n insignific nt correl tion in the popul tion Fb sed on the s !ple resultsG

B ri bles

Pe rson Coefficient Finclude X%*G

)nterpret tion of the results

Kuestions to Answer2 FAssu!e signific nt rel tionship re?uires t le st A5L level of confidence(G :( 1f the five correl tions co!puted& which p ir of v ri bles h d the strongest ssoci tionL MMMMMMMMMMMMM

<( .( >(

1f the five correl tions co!puted& which p ir of v ri bles h d the we kest ssoci tionL MMMMMMMMMMMMM $o people who perceive the!selves s !ore ph"sic ll" ctive h ve gre ter or lesser need for food nd drink t !ovie the treL MMMMMMMMMMMMMMMMMMMMMM Are people who use the )nternet to purch se !ovie tickets !ore or less likel" to use the )nternet to get infor! tion bout !ovies t !ovie the tresL MMMMMMMMM

Chapter 1?: M*lti<ariate Data 'nal-sis Exercise #1: M*lti<ariate +egression

Exercise #$: #actor 'nal-sis