Review of some of the things we learned* (please refer to footnote)

1. For each study:
i) Check off whether it is Qualitative or Quantitative
ii) Circle the reason(s) why. Choose at least one reason for each study from these:
1. Need numeric results
2. Need to project sample results to the population
3. To explore deeper feelings/complex thoughts
4. To explore types of responses (not their size/number)

STUDY: Qual-itative Quant-itative Why? Circle the number(s) that correspond to the correct reason(s) (listed above)
A Understand customer’s motivations for buying a luxury car brand   1 2 3 4
B Decide whether to discontinue selling the very popular “Ritz” crackers   1 2 3 4
C Understand the kinds of emotions people feel after hearing a political speech   1 2 3 4
D To be able to identify and segment my target market   1 2 3 4
E Test whether enough people remember my TV advertisement   1 2 3 4

2. Consider our example of the pet preference survey shown in class (where people were asked whether they prefer cats, prefer dogs, like both, like neither). Let’s say we were interested to see what happens with people of a lower versus a higher household income.

a) State the Null Hypothesis (HO) in this scenario:

b) State the Alternative Hypothesis (HA):

c) What do we mean by a “significant difference” (e.g., when comparing those with lower vs. higher incomes)? What happens with the ‘Null hypothesis’ when we find a significant difference?

d) Explain the difference between Type 1 and Type II error, giving concrete examples from this pet preference survey.

3. a) Consider the task of representing each question in the left column with a chart/graph. Which type would be the best to represent the data from that question, and why?

How often do you use…: (Enter one answer on each line)
Never Less than monthly Monthly or more often
Aspirin 1 2 3
Tylenol 1 2 3
Dristan 1 2 3

 Aspirin
 Tylenol
 Dristan
 Excedrin
 Other
 None

Which if any of the following brands do you ever use to relieve headache pain? (Select all that apply)

Which if any of the following brands do you use most often to relieve headache pain? (Select one only)
 Aspirin
 Tylenol
 Dristan
 Excedrin
 Other
 None

BONUS:
3 b) When do you use a line graph?

4. Consider the following data from a question where respondents answered by providing a rating from 1 to 7 – so the possible answers were a rating of 1, 2, 3, 4, 5, 6, or 7. There were 175 people in the sample. The following table shows how many people gave each rating, along with the corresponding percentages.

RATING TOTAL
175
100%
1 Very dissatisfied 4
2%
2 7
4%
3 20
11%
4 52
30%
5 41
23%
6 33
19%
7 Very satisfied 18
10%

4a) What kind of table is this called?

4b) How does this table differ from a cross-tabulation?

4c) What is the mode rating in the above data? Why? (Include an explanation of the meaning of ‘mode’)

4d) What if you wanted to examine the same satisfaction data by those who are newer customers (started using the product within the past 2 years) versus longer-term customers (have used the product for more than 2 years). Can you put these two customer groups in the banner so you can compare them? Why or why not?

5. a) In a sample of children, we find their ages are: 7, 5, 5, 9, 7, 6, 7, 10, 9. Calculate the median and show ALL your work to show how you got the answer.

5 b) What is the mean age of these children? Show your work.

5c) What are two potential limitations we must be aware of when using the mean value?

5e) What does standard deviation measure? Why is it important to us? What does it mean when we see that the standard deviation is a larger number versus smaller number?

6. For each question, indicate if it should be placed at the beginning, middle, or end of a questionnaire, and briefly state why by circling the number(s) corresponding to the following:

QUESTION: Beginning, middle or end? (B, M, E) Why?
A Thinking of your book purchases, please list the details for each book purchase you made over the past 12 months, including the date, what you bought, and the cost of each purchase. Include all in-store and online purchases. B M E
B Thinking of brands of chocolate, including boxed chocolate, bars, or bags, which is the first brand that comes to mind? (open-ended) B M E
C Which, if any of the following pets do you own?
 Dog
 Cat
 Bird
 Fish
 Rodent
 Other pet
 None – don’t own a pet B M E
D Please indicate your age group:
 Under 35 years
 35 to 64 years
 65 years or more
 Prefer not to say B M E
E Please indicate your level of agreement or disagreement with each of the following statements:
 I like to browse when I shop
 I prefer to shop with a friend
 Shopping is a chore B M E

Review Practice Answer “Key” – Where to look for the answers

Q1: Week 2 lecture
Q2a/b: Week 9 – 12
Q2c: Week 9, 12
Q2d: Week 12
Q3a: Week 9
Q4a/b: Week 9
Q4c: Week 11
Q4d: Week 9
Q5a/b/c/e: Week 11
Q6: Week 3