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MBA 322 Marketing Analytics

Continuous Assessment - Test1
Scope Unit 3
Descriptive Analytics (Data management and descriptive analytics using IBM SPSS)
Date: February 06, 2014

Name:KRISHNA CHOWDHURY
Registration Number:1321551
Analysis & Results
Question 1
User Group

Frequency Percent Valid Percent
Cumulative
Percent
Valid Light Users 19 42.2 42.2 42.2
Medium Users 10 22.2 22.2 64.4
Heavy Users 16 35.6 35.6 100.0
Total 45 100.0 100.0




INTERPRETATION:
Acc to the question after completing frequency distribution, the valid percentage of the
light users was the maximum i.e. 42.2% followed by heavy users which is 35.6% and then
the medium user, which is 22.2% for the shoe brand power.
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Question 2
User Group * Sex Crosstabulation

Sex
Total Female Male
User Group Light Users Count 14 5 19
% within User Group 73.7% 26.3% 100.0%
% within Sex 58.3% 23.8% 42.2%
% of Total 31.1% 11.1% 42.2%
Medium Users Count 5 5 10
% within User Group 50.0% 50.0% 100.0%
% within Sex 20.8% 23.8% 22.2%
% of Total 11.1% 11.1% 22.2%
Heavy Users Count 5 11 16
% within User Group 31.3% 68.8% 100.0%
% within Sex 20.8% 52.4% 35.6%
% of Total 11.1% 24.4% 35.6%
Total Count 24 21 45
% within User Group 53.3% 46.7% 100.0%
% within Sex 100.0% 100.0% 100.0%
% of Total 53.3% 46.7% 100.0%


INTERPRETATION:
Acc to the question after completing cross tabulation of gender w.r.t. user group, the
total no of respondents were 45, out of which 24 were females and 21 were male. It also
stated the percentage value of both the sex w.r.t. the user group i.e. light, medium and
heavy user.







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Question 3
One-Sample Test

Test Value = 3
t df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Loyalty for Nike 3.760 43 .001 .955 .44 1.47

INTERPRETATION:
Acc to the question t test is carried out and as per the results the significance value is
less than 0.05 the mean loyalty score exceeds 3.0 meaning that more people are loyal
towards the brand.

Question 4


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Question 5

Independent Samples Test

Levene's Test for
Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Loyalty
for Nike
Equal
variances
assumed
.014 .905 .902 42 .372 .460 .509 -.568 1.487
Equal
variances not
assumed

.903 41.719 .372 .460 .509 -.568 1.487


INTERPRETATION:
Acc to the question t test is carried out and as per the results the significance value
(.903)is greater than 0.05 meaning that there is no difference in the loyalty based on
gender i.e. the loyalty of both the genders are same.












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Question 6

Independent Samples Test

Levene's Test for
Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Loyalty
for Nike
Equal
variances
assumed
.011 .919 1.819 17 .087 1.629 .896 -.261 3.518
Equal
variances not
assumed

1.685 6.248 .141 1.629 .967 -.714 3.972


INTERPRETATION:
Acc to the question t test is carried out and as per the results the significance
value(0.919) is greater than 0.05 meaning that there is no difference in the loyalty based
on gender for the user group light .











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Question 7
Descriptives
Loyalty for Nike

N Mean
Std.
Deviation
Std.
Error
95% Confidence Interval for
Mean
Minimum Maximum Lower Bound Upper Bound
Light Users 19 4.00 1.826 .419 3.12 4.88 1 7
Medium
Users
9 4.00 1.732 .577 2.67 5.33 2 6
Heavy Users 16 3.88 1.586 .397 3.03 4.72 2 7
Total 44 3.95 1.684 .254 3.44 4.47 1 7


ANOVA
Loyalty for Nike

Sum of Squares df Mean Square F Sig.
Between Groups .159 2 .080 .027 .974
Within Groups 121.750 41 2.970

Total 121.909 43




INTERPRETATION:
Acc to the question t test is carried out and as per the results the significance value(.974)
is greater than 0.05 meaning that there is no effect on loyalty based on user group..


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