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

Exercise 7

The researchers working with Plaza AutoMall decided to take a closer look at the data. In addition to information about the region where the respondent was located (see Problem 3), they also knew whether or not the respondent had purchased a new or pre-owned car from Plaza. Mean scores (representing the percentage of times the respondent uses the dealership for auto repairs, assessed on a 0% to 100% scale) broken down by region and type of car are as follows:

a. Examine closely the mean scores reported above for the six combinations of region and type of car. Based on these results, does it appear that there is a relationship between region and the proportion of times owners take their cars to Plaza for repair If so, what is the nature of this relationship
b. Explain the ANOVA table. What can you conclude about the effects of region and type of car on the proportion of times owners take their cars to Plaza for repair