Exam 13: Implementing Basic Differences Tests

When testing the difference between two percentages from two independent samples,SPSS will not make this calculation.You must do it by hand.

ANOVA's null hypothesis is that no single pair of means is significantly different.

Joy Ward is the director of marketing at Helmsley College.She has been studying marketing research data collected on a national sample of high school seniors who are planning on attending college.Joy is trying to determine what appeal she should use in a direct mail campaign that will be targeted at students with high SAT/ACT scores who live within 500 miles of Helmsley.She is intrigued with the marketing research data that measures the students' ratings of importance on a number of factors affecting their decision to choose a particular college.Some of the factors are (1)programs highly valued in the job market, (2)small campus atmosphere where professors know students' names, (3)ample opportunities for an active campus life individualized programs designed around students' needs and interests,and so on.There are eight different factors and each was rated on the same 5-point importance scale ranging from "Very Important" to "Very Unimportant." Joy knows that Helmsley could ethically use either the "small campus" appeal or the "individualized program" appeal.The small campus appeal has a mean score of 4.3 on the importance scale,while the individualized program appeal has a mean score of 3.95.Because both of these numbers indicate that these are important factors for students,she wants to know if the small campus appeal is really more important than the individualized appeal in the total college bound population.Which of the following tests should Joy run?

n-Way ANOVA is a procedure that determines differences between three or more percentages.

A group comparison table is often used to summarize significant differences when reporting group differences to clients.

A meaningful difference is one that the marketing manager:

Mike Shula is a head football coach.His athletic department spends $30,000 a season on Lizard-Ade,a flavored drink that supposedly contributes to the performance of his players.This year,an independent sports testing association has decided to test the merits of Lizard-Ade and Shula's university has been selected as a member of the national sample.The study is an experiment in which the players,unknown to them,are divided into two groups.Group 1 receives the real Lizard-Ade prior to and during the games.Group 2 receives a placebo,which is nothing more than sugar-flavored colored water in containers made to make the sugar-flavored water appear to be Lizard-Ade.It is common practice that,following each game,the coaches evaluate films and give each player a grade ranging from 0 to 100.After the season the sports testing association collects the data.They now have a mean score of performance for each of the two groups for all of the athletic departments participating in the study.If you are the researcher,what statistical test would you conduct?

Duncan's multiple range test,Scheffe's test,and Tukey's test are used for:

In order to be potentially useful for a marketing manager,differences must at minimum be:

An astute marketer will realize that it is impossible to customize the marketing mix to each target market's unique situation.

When a researcher is determining if two groups are statistically significant,he or she is considering the two groups as two separate populations.The question is whether or not the two different populations':

The Duncan's Multiple Range test is a post hoc test that allows the researcher to determine among which pairs of means significant differences exist.

Research determines a significant difference between cold remedy preferences depending on symptoms to be relieved.When the marketing manager markets several different remedies,each designed to reduce a different symptom,we can say the differences found in the research are actionable.

Unfortunately,SPSS cannot run the paired samples t test.

If we were comparing the difference between the mean number of sports drinks consumed by males versus females,and we calculated a z value of 6.43,we would conclude that:

Fortunately,when testing for differences,you will not need to be concerned whether to use the t or z test because:

In the independent samples t test,Levene's test determines whether the variances between the two samples are approximately equal.

If we adopt a 95 percent level of confidence,we need a P value to be significant (i.e. ,flag is waving)if it is:

The findings of a research study presented in the textbook comparing purchasing impulses of French and Swedish supermarket shoppers reveal that marketers who seek to stimulate impulse shopping in supermarkets must vary their strategies according to the customs in each country in which they are operating.

If you want to determine the mean score on a research question measuring whether likelihood to purchase a new product differs between respondents in two separate income groups,you would use the independent samples t test.