[MARKETING

RESEARCH
ASSIGNMENT]
Submitted to: Prof. Siva

Group 4
Shreyas Naik
Ayush Singhal
Siddhant Joshi
Shawnell
Vishal Prasad
Parul Walia
Akash Chitranshi

PGDM (2015-17)

Chapter 16
Question.1.
ANOVA
Sum of
Squares
Performance of investments with this provider

Fees or commissions charged

Depth of products and services to meet the

range of your investment needs

Ability to resolve problems

Online services offered

Multiple providers' products to choose from

Quality of advice

Knowledge of representatives or advisors you

deal with

Representative knowing your overall situation

and needs

Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups

14.0062
35
324.870
87
338.877
11
1.62131
08
317.941
63
319.562
95
15.9443
7
354.062
91
370.007
28
17.3753
63
344.346
86
361.722
22
14.2715
23
681.961
98
696.233
5
13.1072
91
496.674
89
509.782
18
47.1148
23
307.460
79
354.575
61
35.6493
8
336.891
68
372.541
06
97.5713
98
378.185
88

df
3
41
1
41
4
3
41
7
42
0
3
40
8
41
1
3
41
0
41
3
3
39
0
39
3
3
40
0
40
3
3
40
6
40
9
3
41
0
41
3
3
40
8

Mean
Square

Sig.

4.6687
45
0.7904
4

5.9065
13

0.0005
93

Q1_
a

0.5404
37
0.7624
5

0.7088
16

0.5471
56

Q1_
b

5.3147
9
0.8678
01

6.1244
32

0.0004
41

Q1_
c

5.7917
88
0.8398
7

6.8960
5

0.0001
54

Q1_
d

4.7571
74
1.7486
2

2.7205
3

0.0442
34

Q1_
e

4.3690
97
1.2416
87

3.5186
78

0.0152
28

Q1_
f

15.704
94
0.7572
93

20.738
27

1.61E12

Q1_
g

11.883
13
0.8216
87

14.461
86

5.68E09

Q1_
h

32.523
8
0.9269
26

35.087
8

3.41E20

Q1_
i

Access to other professional resources

Degree to which my provider knows me

Quality of service

Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total

475.757
28
40.7401
58
410.972
74
451.712
9
80.4820
16
434.100
32
514.582
34
2.55072
05
189.031
23
191.581
95

41
1
3
40
7
41
0
3
41
5
41
8
3
41
7
42
0

13.580
05
1.0097
61

13.448
78

2.2E08

Q1_
j

26.827
34
1.0460
25

25.646
94

3.07E15

Q1_
k

0.8502
4
0.4533
12

1.8756
17

0.1330
13

Q1_
l

Question. 2
Null Hypothesis: There is no relationship between the importance of variables considered
individually and the recoded demographic characteristics
Alternate Hypothesis: There is a relationship between the importance of variables considered
individually and the recoded demographic characteristics
No Difference: Accepting the null hypothesis
Yes, there is a difference: Rejecting the null hypothesis/accepting the alternate hypothesis

Refer to Annexure

Chapter 17
Question.1
Yes we can explain Q2 by variables Q6_a to Q6_m using multiple linear regression

Mode
l
1

Regression
Residual
Total

Sum of
Squares
63.966
38.962
102.927

ANOVAb
df
13
110
123

Mean
Square
4.92
0.354

Sig.

13.892 .000a

Rejecting the null hypothesis we can say that the regression line is the best fit model.
Q2= Dependent Variable
Q6_a to Q6_m= independent variable

Regression Equation:
Y= -.127 + .651 (Fac1) + .1.1 (Fac2) -.052 (fac3) + .157 (Fac4) + .169 (Fac5) + .134 (Fac6) - .
210 (Fac7) + .238 (Fac8) -.049(Fac9) +.013(Fac10) - .205(Fac11) +.080 (Fac12) - .160(Fac13)

Question. 2
Mode
l
1

Regression
Residual
Total

Sum of
Squares
50.970489
32.38435
83.354839

ANOVAb
df
13
110
123

Mean
Square
3.9208068
0.2944032

F
13.317814

Sig.
.000a

Regression Equation:
Y=.489+.486(Fac1)+.118(Fac2)-.022(Fac3)-.025(Fac4)+.194(Fac5)+.017(Fac6)-.087(Fac7)+.12
0(Fac8)+.186(Fac9)-.043(Fac10)+.015(Fac11)-.043(Fac12)-.124(Fac13)

Chapter 18:
Question.1

The discriminant function is a good fit model as p is less than 0.05 and therefore rejecting the
null hypothesis.

Discriminant Equation is
Y=3.161+.028(Fac1)-.237(Fac2)+.699(Fac3)-.072(Fac4)+.064(Fac5)-.211(Fac6)-.127(Fac7)-.147(F
ac8)=.723(Fac9)=.086(Fac10)=.134(Fac11)-.086(Fac12)

59.3% of the sample is correctly classified by the model.

As per logistic regression 62.4% of the sample is correctly classified.

Question.2

69.4% of the sample is correctly classified by the model.

As per logistic regression 85.5% of the sample is correctly classified.

Chapter 19
Question.1

As per KMO, sampling adequacy measure is greater 0.5, hence we can conduct factor analysis
for data reduction. Using Bartletts test of sphericity p value is less than 0.05. Thus, we can say
that correlation matrix is not a unitary matrix.

Three factors are formed having eigen values greater than 1 and explain the variance of 65.29%.

Above is the table showing principal component analysis using varimax rotation
The three factors are formed have variables with scores greater than 0.5.
Question.2

As per KMO, sampling adequacy measure is greater 0.5, hence we can conduct factor analysis
for data reduction. Using Bartletts test of sphericity p value is less than 0.05. Thus, we can say
that correlation matrix is not a unitary matrix.

Three factors are formed having eigen values greater than 1 and explain the variance of
71.429%.

Above is the table showing principal component analysis using varimax rotation

The two factors are formed have variables with scores greater than 0.5.
Question.3
Yes we can use the factors score as independent variable for explaining Q2

The regression model is a good fit model as p value is less than 0.05
The regression equation is

Q2= 3.976
+ .468 (Fac1) + .386 (Fac2)
Question.4.

The regression
model is a good
fit model as p value is less than 0.05

The
regression equation is
Q3= 4.194 + .452 (Fac1) + .338 (Fac2)
Question.5.

Yes we can use discriminant analysis to explain Q7 using the factors for Q6_a to Q6_m, the hit
rate is 58.1% whereas in chapter 18 problem 2 the hit rate was 59.3%.

The discriminat equation is

Q7= 0.00 + .828 (Fac1) - .570 (Fac2)
Question.6.
Yes we can use the factors scores to explain Q8 but the hit rate is pretty low which is 36.0%

Using the Wilks Lambda we can use only the first function which is
Q8= 0.012 + .912 (Fac1) - .512 (Fac2)

Question.7.
Yes we can use the factors scores to explain Q8 but the hit rate is pretty low which is 41.3%

Using the Wilks Lambda we can use only the first function which is
Q8= 0.998 + .982 (Fac1) - .766 (Fac2)
Chapter 20:
Question.1.
Using cluster analysis, two clusters are formed with the sample size in each cluster as in table
below

Interpretation:
People in first cluster mostly give low rating in Q1, whereas people in cluster 2 have given high
rating to the provider.
Variable
Performance of investments with this provider
Fees or commissions charged
Depth of products and services to meet the range of your
investment needs
Ability to resolve problems
Online services offered
Multiple providers' products to choose from
Quality of advice
Knowledge of representatives or advisors you deal with
Representative knowing your overall situation and needs
Access to other professional resources
Degree to which my provider knows me
Quality of service
Valid N (listwise)
Question.2.
Using the factors scores for Q1 we get two clusters as table below

Cluster
1
2
3.68032786 4.551094
9
9
3.68032786
3.850365
9
3.09836065 4.083941
6
6
3.27868852 4.281021
5
9
2.21311475 2.854014
4
6
3.722627
2.56557377
7
3.44262295 4.587591
1
2
3.32786885 4.591240
2
9
2.97540983
4.419708
6
3.824817
2.5
5
2.61475409 4.098540
8
1
4.04918032
4.620438
8
122
274

Below is the table with rows as cluster membership for variables Q1_a to Q1_l while the column
denotes cluster membership for the factors of Q1. The hit rate is 44.69%.

Chapter 21
Question 1
Quadrant 1 refers to the bank which are the most profitable
Quadrant 2 refers to
widely spread across the
Quadrant 3 refers to the
large customer base

Quadrant
refers to the banks which are the

the banks which are

world
banks which have a very

4
oldest banks

ANNEXURE
RELATIONSHIP BETWEEN VARIABLES AND AGE OF HOUSEHOLDS:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

59.551

50

1.191

Within Groups

303.381

391

.776

Total

362.932

441

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

39.932
315.440
355.372
70.274
341.542

50
398
448
50
389

411.816

439

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

52.060
361.298
413.358
128.266
609.395
737.661
79.456
472.888
552.343
48.094
330.217
378.311
61.903
345.177

50
393
443
50
368
418
50
380
430
50
386
436
50
391

407.079

441

55.681
445.262

50
388

500.943

438

Access to other

70.131
425.549
495.680
55.178

50
386
436
50

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

1.535

.015

.799
.793

1.008

.464

1.405
.878

1.601

.008

1.041
.919

1.133

.258

2.565
1.656

1.549

.013

1.589
1.244

1.277

.108

.962
.855

1.124

.270

1.238
.883

1.402

.043

1.114
1.148

.970

.534

1.403
1.102

1.272

.111

1.104

.921

.628

GENDER OF HOUSEHOLD:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

1.585

1.585

Within Groups

363.522

446

.815

Total

365.107

447

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

.469
362.161
362.629
2.459
410.161

1
454
455
1
443

412.620

444

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

1.441
411.932
413.373
1.084
749.655
750.739
3.217
550.452
553.669
3.612
376.007
379.620
1.771
406.703

1
446
447
1
423
424
1
433
434
1
440
441
1
445

408.474

446

8.805
494.139

1
443

502.944

444

Access to other

5.349
491.879
497.228
5.453

1
441
442
1

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

1.944

.164

.469
.798

.588

.444

2.459
.926

2.656

.104

1.441
.924

1.560

.212

1.084
1.772

.612

.435

3.217
1.271

2.531

.112

3.612
.855

4.227

.040

1.771
.914

1.938

.165

8.805
1.115

7.893

.005

5.349
1.115

4.796

.029

5.453

4.619

.032

MARITAL STATUS:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

59.551

50

1.191

Within Groups

303.381

391

.776

Total

362.932

441

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

39.932
315.440
355.372
70.274
341.542

50
398
448
50
389

411.816

439

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

52.060
361.298
413.358
128.266
609.395
737.661
79.456
472.888
552.343
48.094
330.217
378.311
61.903
345.177

50
393
443
50
368
418
50
380
430
50
386
436
50
391

407.079

441

55.681
445.262

50
388

500.943

438

Access to other

70.131
425.549
495.680
55.178

50
386
436
50

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

1.535

.015

.799
.793

1.008

.464

1.405
.878

1.601

.008

1.041
.919

1.133

.258

2.565
1.656

1.549

.013

1.589
1.244

1.277

.108

.962
.855

1.124

.270

1.238
.883

1.402

.043

1.114
1.148

.970

.534

1.403
1.102

1.272

.111

1.104

.921

.628

NUMBER OF DEPENDENT CHILDREN:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

2.268

.756

Within Groups

362.752

443

.819

Total

365.020

446

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

5.529
355.051
360.580
7.867
404.700

3
451
454
3
440

412.568

443

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

4.030
408.458
412.488
4.910
747.560
752.471
3.237
551.033
554.270
2.944
376.611
379.556
2.711
406.529

3
443
446
3
421
424
3
430
433
3
437
440
3
442

409.240

445

3.941
500.023

3
440

503.964

443

Access to other

4.176
492.704
496.880
6.870

3
438
441
3

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

.923

.429

1.843
.787

2.341

.073

2.622
.920

2.851

.037

1.343
.922

1.457

.226

1.637
1.776

.922

.430

1.079
1.281

.842

.471

.981
.862

1.139

.333

.904
.920

.982

.401

1.314
1.136

1.156

.326

1.392
1.125

1.237

.296

2.290

1.932

.124

RESPONSIBILITY OF MAJOR FINANCIAL DECISIONS:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

.478

.239

Within Groups

346.713

437

.793

Total

347.191

439

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

1.861
354.267
356.128
6.735
393.837

2
443
445
2
434

400.572

436

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

5.090
401.995
407.084
4.353
730.993
735.346
9.757
530.782
540.539
7.701
364.355
372.055
5.288
388.849

2
436
438
2
413
415
2
424
426
2
430
432
2
436

394.137

438

16.642
480.300

2
434

496.943

436

Access to other

12.719
472.795
485.514
14.088

2
431
433
2

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

.301

.740

.930
.800

1.164

.313

3.368
.907

3.711

.025

2.545
.922

2.760

.064

2.176
1.770

1.230

.293

4.878
1.252

3.897

.021

3.850
.847

4.544

.011

2.644
.892

2.964

.053

8.321
1.107

7.519

.001

6.359
1.097

5.797

.003

7.044

6.078

.002

EDUCATION:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

14.267

1.585

Within Groups

350.427

438

.800

Total

364.694

447

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

16.912
344.272
361.184
14.581
398.039

9
446
455
9
435

412.620

444

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

22.939
389.311
412.250
15.422
734.498
749.920
13.972
542.198
556.170
9.849
370.776
380.624
14.133
395.147

9
438
447
9
415
424
9
425
434
9
432
441
9
437

409.280

446

20.392
482.587

9
435

502.980

444

Access to other

11.649
483.398
495.047
19.055

9
433
442
9

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

1.981

.040

1.879
.772

2.434

.010

1.620
.915

1.771

.072

2.549
.889

2.868

.003

1.714
1.770

.968

.466

1.552
1.276

1.217

.283

1.094
.858

1.275

.248

1.570
.904

1.737

.079

2.266
1.109

2.042

.033

1.294
1.116

1.159

.320

2.117

1.807

.065

HOUSEHOLD HEAD RETIREMENT STATUS:

ANOVA
Sum of
Squares
Performance of

Between Groups

investments with this

provider
Fees or commissions

df

Mean Square

2.762

1.381

Within Groups

362.258

444

.816

Total

365.020

446

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

3.271
357.863
361.134
.786
413.239

2
452
454
2
441

414.025

443

Between Groups
Within Groups
problems
Total
Online services offered Between Groups
Within Groups
Total
Multiple providers'
Between Groups
products to choose from Within Groups
Total
Quality of advice
Between Groups
Within Groups
Total
Knowledge of
Between Groups
Within Groups
representatives or
advisors you deal with Total
Representative knowing Between Groups
Within Groups
your overall situation
Total
and needs

1.099
411.147
412.246
27.978
724.088
752.066
16.885
539.142
556.028
.455
379.100
379.556
3.936
404.497

2
444
446
2
421
423
2
431
433
2
438
440
2
443

408.433

445

5.250
497.694

2
441

502.944

443

Access to other

.051
497.008
497.059
4.051

2
439
441
2

charged
Depth of products and
services to meet the
range of your
investment needs
Ability to resolve

professional resources
Degree to which my

Between Groups
Within Groups
Total
Between Groups

Sig.

1.693

.185

1.635
.792

2.066

.128

.393
.937

.419

.658

.550
.926

.594

.553

13.989
1.720

8.133

.000

8.443
1.251

6.749

.001

.228
.866

.263

.769

1.968
.913

2.155

.117

2.625
1.129

2.326

.099

.026
1.132

.023

.978

2.026

1.705

.183