As part of a marketing research project for a regional health advisory board, you have been asked to determine if any differences exist in the number of hours spent working out last year between employed and unemployed people.

The Assignment

  1. As part of a marketing research project for a regional health advisory board, you have been asked to determine if any differences exist in the number of hours spent working out last year between employed and unemployed people. The variables to use in answering this question are FitnessHours(i.e. the total number of hours spent working out each year), and EmployStatus(i.e. employed, unemployed). Does the number of hours spent working out each year differ between employed and unemployed?
  2. You work for a national budgeting service organisation that is interested in whether a person’s total personal income is associated with the level of money spent on gambling. The variables to use in answering this question are Income(i.e. a person’s total personal income) and GamblingsSpend(i.e. a person’s total spending on gambling activities). Is there an association between total personal income and how much they spend on gambling?
  3. The tertiary education advisory board is interested in current attitudes within society toward gaining a university qualification. The advisory board believes that a person’s attitude toward university qualifications will be influenced by their age. The variables to use in answering this question are Age(i.e. 18-38, 39-59 or 60+), and Attitude(i.e. a person’s attitude toward gaining a university qualification). Attitude was measured on a seven-point semantic differential scale that was anchored 1=not at all important to 7=very important. Is there a relationship between age and attitude toward gaining a university qualification?
  4. A new magazine, Cycling n’ Running NZ is about to be published. The magazines’ publishers are unsure whether readers of this magazine would be more interested in articles on cycling or articles on running. Accordingly, a study was conducted to find out how interested readers of this magazine would be in articles on either of these topics. The variables to use in answering this question are Cycling and Running. Potential interest in both topics was measured on a five-point semantic differential scale that was anchored 1=Very Uninterested to 5=Very Interested. Is there a difference in the extent of preference for articlesabout cycling compared to articles about running?
  5. The marketing manager of a large retail store is interested in developing a regression model that will predict customer loyalty in a retail setting. This model will help the marketing manager to explore the attributes that contribute toward making individuals loyal customers. Therefore, she conducted a survey of customers in New Zealand and asked them about their shopping experience at their local retail outlet. She collected data on several variables which she believes may influence loyalty. In addition, data on customers’ overall loyalty toward the retailer were also collected. A description of the variables that were measured is as follows:
Variable Measurement Description
Overall Loyalty (LOYAL) Measured on a 5-point scale ranging from 1=Not at all loyal to store, to 5=extremely loyal to store.
Customer Satisfaction (SATISF) Measured on a 5-point scale ranging from 1=not at all satisfied, to 5=extremely satisfied
Friendliness of Staff (STAFF) Measured on a 5-point scale ranging from 1=Staff seldom friendly, to 5=Staff always friendly.
Value for Money (VALUE) The extent to which customers perceive the brand as being good value for money. Measured on a 5-point scale ranging from 1=very poor value for money, to 5=excellent value for money.
Product Range (RANGE) Measured on a 5-point scale ranging from 1= very limited range of products available, to 5=large range of products available.
Service Quality (SQ) Measured on a 5-point scale ranging from 1=very poor level of service, to
5=excellent level of service.
Gift Cards (GIFT) Whether or not the store offers gift cards. A dummy variable coded as 0=does not offer gift cards, 1= offers gift cards.

Conduct a multiple regression analysis to explore the relationship between customer loyalty and the independent variables. Questions (a) to (d) relate to this regression model.
(a) Which variables demonstrate a significant relationship (at the 5% level) with customer loyalty? (Support your answer with two forms of evidence)
(b) Write out the regression model you have developed to predict customer loyalty. (Note: you must write this out with the estimates obtained from SPSS)
(c) What would you predict customer loyalty to be if a customer gave a satisfaction rating of 3, a service quality rating of 3, a value for money rating of 4, rated the product range a 3, the friendliness of staff a 2, and consumers are not able to purchase gift cards? (Show your working)
(d) How good is the overall model fit? (Support your answer with the appropriate evidence)
 
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