1. Next PM dependent on GDP, Terrorism - We do regression test.

2. PM Selection in two cities - t test.

3. More than two cities - Annova 1 way

ANOVA ONE WAY

1. Open SPSS from Search Tab.

2. File – New Data.

3. View Variables
4. Type key aspects

5. Open Data view and type the data.

6. Analyse
In options, click on Descriptive.

Click Ok

Sig = 0.030 , which is less than 0.25

Hence Accept Ha
REGRESSION
See Model Summary

R Sq = 0.949. 94.9 % of the data is on straight line.

More than 70 % data should be on straight line.

See Coefficients

Look at Advt_exp significance .000, means Accept Ha…means Advt exp has significance on Sales

Units sold had no significance on sales.

Write Regression Equation

Y = mx + c

Sales = (5.691 x Advt Exp)+ (- 4.855)

Assuming advt exp = 0, Sales = - 4.855, which may not be true practically.

Sales will change by 5.691 for every change in advt exp.

5.691 is called as Predictor / Estimates.

 CORRELATION

1. All variables must be independent.

2. It could be positive or negative.

3. Represented by Pearson Coefficient of Correlation (r)

4. r closer to 1, for positive correlation; closer to -1 for negative correlation; equal to 0, if no

correlation.

Q Correlation Test

No of Salesmen 1 2 3 4 5

Sales of Prod A 48 35 17 23 47

Sales of Prod B 45 20 41 25 45

Is there a correlation between sales of two products?

A & B are only 42.9 % correlated.
 Chi-Square Test

Q -Refer Handout

1. Its for non-parametric analysis; which does not have mean, SD etc.
Interpretation:-

Accept Ho (Null Hypothesis), as Sig is 100 % & 84.90 % where is accepted is 5 %.

There is no significant relation between Age gp and drink choice.

Mobile Phone

1. Is there a diff in male and female buying behavior? T test.

1. Seeing Mean, Men are very clear on their choice.

2. Significance must be less than 0.05,

Significance difference on sex when it comes to ease of use, sat, trust and price.
2. What factors predict trust? Linear Regression

3. Which are the top 3 preferential factors? How can this date be arranged as per gender?

Mean.

4. Is there a correlation between brand and price? Correlation Test

 CLUSTER ANALYSIS

1. Used to ascertain market segmentation.

Click Continue
A New coln ‘TSC’ has also been created in data view. This indicates which customer falls in which cluster.

2 Clusters have been created.

Double click on cluster quality

At the bottom, do as under

Above chart displays the predictor importance of the 6 aspects

Mean of each aspect has been given for each segment

Look at customers who are at mean of 3 out of scale of 5

Cluster 1 would definitely buy.

Cluster 2 are fence sitters.

Besides Predictive importance, I now want to find out the aspects important for purchasing. For this,
we use “Multi Dimensional Scaling” (In Mktg, we call it Perceptual Map”).

Used to assess factors that can be clubbed to understand buying behavior.

Nothing to be done on Model.

On Options, do fwg
Now, to find out only of males,
 CROSS TABULATION

1. It is to understand similarities or difference in consumer ratings.

Norte:- put 3 aspects in top & 3 in bottom

 RELIABIILTY OF DATA : CRONBACH ALPHA

1. Reliability is nothing but consistency of responses

2. Consistency will decide on sample size.

3.
Data being 0.869 is most reliable, as it exists betn 0.7 to 0.9
 NON PARAMETRIC STATISTICS

Mail Shopping behavior excel sheet has ranks 1 to 8, because of 8 factors.

Hence, mean, SD and Variance cannot be calculated or use Normal Distribution methods.

We use

- Mann Whitney U Test [2 Sample test similar to t test]

- K-W Test [more than 2 samples – similar to Annova test]
- Spearman’s Correlation Test [Similar to Pearsons coefficient in Parametric].
- Multi Dimensional Scaling.

Mann Whitney U Test

Add all aspects less timing, into test vairables
In the rank table, looking at the mean rank, it can be inferred that “Lower the value, higher the ranking
as value 1 assigned as high rank”

In the test statistics table, Since Sig (2 tailed) value are > 5 %, there is no significance in data.
MULTI DIMENSIONAL SCALING
SPLIT FILE to see male and female
K-W TEST