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Statistics for Marketing and Consumer Research

Mario Mazzocchi

Chapter 1

Measurement, Errors and Data for Consumer Research - all with Video Answers

Educators


Chapter Questions

01:07

Problem 1

A survey has been conducted on 30 students to measure how much time they spend in the University canteen, between $9 \mathrm{am}$ and $9 \mathrm{pm}$. There are 30 observations in the data-set, measured in minutes:
$$
\begin{array}{rrrrrrrrrr}
\hline 3 & 29 & 0 & 0 & 25 & 60 & 48 & 16 & 25 & 29 \\
25 & 31 & 45 & 90 & 0 & 0 & 30 & 32 & 0 & 65 \\
45 & 15 & 28 & 33 & 10 & 38 & 5 & 110 & 30 & 27 \\
\hline
\end{array}
$$
a. What type of variable is this? And how should it be defined in the SPSS Variable view?
b. While the chronometer could record minutes and seconds, data were only registered in minutes. Two rounding procedures can be chosen: (a) rounding to the nearest minute (e.g. 10 minutes and 20 seconds $=10$ minutes; 10 minutes and 40 seconds $=11$ minutes); (b) registering only minutes whatever the number of seconds (e.g. 10 minutes and 1 second $=10$ minutes, 10 minutes and 59 seconds $=10$ minutes). Are the errors generated by rounding through (a) or (b) systematic or random? If systematic errors are generated, are they downward or upward biases?

Sheryl Ezze
Sheryl Ezze
Numerade Educator
02:34

Problem 2

Classify the following variables according to their type and measure, following the scheme below:
$$
\begin{array}{ll}
\hline \text { METRIC VARIABLES } & \\
\text { Discrete } & \text { (MD) } \\
\text { Continuous } & \text { (MC) } \\
\text { NON-METRIC VARIABLES } & \\
\begin{array}{l}
\text { Nominal } \\
\text { Ordinal }
\end{array} & \text { (NN) } \\
\hline
\end{array}
$$
And indicate the corresponding classification in SPSS (Scale, Nominal or Ordinal)

$$
\begin{array}{lll}
\hline \text { Variable } \quad \text { Example of measurements } & \text { Classification } & \begin{array}{l}
\text { SPSS } \\
\text { classification }
\end{array} \\
\hline
\end{array}
$$

$$
\begin{array}{|c|c|c|c|}
\hline \begin{array}{l}
\text { Price of a laptop } \\
\text { Job }
\end{array} & \begin{array}{l}
\$ 1300.00 ; \$ 1098.22 ; \$ 2000.00 \\
\text { Bus driver; Marketing consultant; } \\
\text { Singer }
\end{array} & \begin{array}{l}
\mathrm{MC} \\
\mathrm{NN}
\end{array} & \begin{array}{l}
\text { Scale } \\
\text { Nominal }
\end{array} \\
\hline \text { Education level } & \begin{array}{l}
\text { Higher education degree, High } \\
\text { School Diploma }
\end{array} & \text { NO } & \text { Ordinal } \\
\hline \text { Monthly income } & \$ 7000 ; \$ 3000 ; \$ 4112 & & \\
\hline \begin{array}{l}
\text { Monthly income } \\
\text { bracket }
\end{array} & \begin{array}{c}
1=[0, \$ 2000] ; 2=[\$ 2001, \$ 5000] ; \\
3=[\text { more than } \$ 5000]
\end{array} & & \\
\hline \begin{array}{l}
\text { Customer } \\
\text { satisfaction }
\end{array} & \begin{array}{l}
1 \text { to } 7 \text { where } 1=\text { completely } \\
\text { unsatisfied; } 7=\text { completely satisfied }
\end{array} & & \\
\hline \begin{array}{l}
\text { Perceived risk of } \\
\text { skying }
\end{array} & \begin{array}{l}
1 \text { to } 10 \text { where } 1=\text { not risky at all; } \\
10=\text { extremely risky }
\end{array} & & \\
\hline \begin{array}{l}
\text { Ranking of } \\
\text { preferred hobbies }
\end{array} & \begin{array}{l}
\text { 1) Reading; 2) Playing baseball; } \\
\text { 3) Gardening }
\end{array} & & \\
\hline \begin{array}{l}
\text { Amount of water } \\
\text { drank in a day }
\end{array} & 2.3 \text { liters; } 1 \text { liter; } 5 \text { liters } & & \\
\hline \begin{array}{l}
\text { Days off work over } \\
\text { the last month }
\end{array} & 12 \text { days; } 6 \text { days; } 8 \text { days } & & \\
\hline \begin{array}{l}
\text { Number of words in } \\
\text { a document }
\end{array} & \begin{array}{l}
1319 \text { words; } 5412 \text { words; } 1000 \\
\text { words }
\end{array} & & \\
\hline \begin{array}{l}
\text { Time spent walking } \\
\text { yesterday }
\end{array} & \begin{array}{l}
38 \text { minutes; } 12 \text { minutes and } \\
40 \text { seconds; } 15 \text { minutes and } \\
20 \text { seconds }
\end{array} & & \\
\hline \begin{array}{l}
\text { Number of SMS sent } \\
\text { last month }
\end{array} & 18 ; 12 ; 15 ; 31 & & \\
\hline
\end{array}
$$

$$
\begin{array}{|c|c|c|c|}
\hline \text { Variable } & \text { Example of measurements } & \text { Classification } & \begin{array}{l}
\text { SPSS } \\
\text { classification }
\end{array} \\
\hline
\end{array}
$$
$$
\begin{array}{ll}
\hline \text { Phone bill } & £ 41 ; £ 32 ; £ 55 \\
\text { Weather today } & \text { Sunny; Rain; Snow } \\
\begin{array}{c}
\text { Preferred mean of } \\
\text { transport to work }
\end{array} & \text { Bike; Walking; Car; } \\
\text { Telephone number } & \begin{array}{c}
0044-123-456789 ; 0039-987- \\
654321
\end{array} \\
\hline
\end{array}
$$

James Kiss
James Kiss
Numerade Educator

Problem 3

Open the TRUST data-set in SPSS:
- Go to VARIABLE view
- Consider the TYPE of variable and the MEASURE column and compare them with the LABEL and VALUES column
- Are the MEASURE types appropriate? Correct them as appropriate

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