Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 13

The analysis for each of the preceding questions follows. Is the analysis appropriate for the scale used
a. About 50% of the sample were born in the fall, while 25% of the sample were born in the spring, and the remaining 25% were born in the winter. It can be concluded that the fall is twice as popular as the spring and the winter seasons.
b. The average income is $25,000. There are twice as many individuals with an income of less than $9,999 than individuals with an income of $40,000 and over.
c. Marlboro is the most preferred brand. The mean preference is 3.52.
d. The median time spent on traveling to school is 8.5 minutes. There are three times as many respondents traveling less 'than 5 minutes as respondents traveling 16 to 20 minutes.
e. The average satisfaction score is 4.5, which seems to indicate a high level of satisfaction with Newsweek magazine.
f. Ten percent of the respondents smoke less than one-half pack of cigarettes a day, while three times as many respondents smoke more than one pack a day.
g. Sales management is the most frequently taken course, since the median is 3.2.
h. The responses indicate that 40% of the sample have some high school education, 25% of the sample are high school graduates, 20% have some college education, and 10% are college graduates. The mean education level is 2.6.