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[answered] MKTG 342 Marketing Research SOFT DRINK TASTE EXPERIMENT A r

hello , Out of the 14 pages in the assignment file , i need help in assignment 5 (the last question which is 3 part A and Part b.

thank you

MKTG 342 Marketing Research SOFT DRINK TASTE EXPERIMENT

A regional soft drink firm is concerned about its ability to remain viable in the face of strong

competition from national brands. The firm is currently evaluating a number of options

including the introduction of a nonalcoholic carbonated apple cider. Preliminary research has

been completed, and the company is now conducting a series of taste and preference tests among

several potential market segments.

One market segment of interest is the college student market. As a means of examining the

nature and extent of potential student demand for the product, the firm commissioned a small

?pilot? experiment using students from the largest state university in the area (about 30,000

students). The experiment and the data collected in conjunction with it were designed to

determine a number of different things:

1. The percentage of males, females, and all students who consumer a carbonated beverage at

least one day a week.

2. The amount of carbonated beverages consumed per week by makes, females, and all students.

3. The importance of price in general to students.

4. The importance to students of image or status for publicly used items.

5. The taste reaction of male and female students to the new product.

6. The relative preference for this product compared to five potential competitors by male and

female students.

7. The likelihood of purchasing the product by males, females, and all students.

8. Which of two brand names is better for the product?

9. The difference in reactions between males and females to the product and the brand names.

It was decided that the study would involve a sample of 80 students. To provide a

sampling frame, a list of all females and all males registered at the university was generated.

Sixty percent of the students were male. Random samples of 40 males and 40 females were

selected. The selected students completed a questionnaire dealing with their demographics,

attitudes toward a variety of beverages, and beverage-consumption patterns. Then, the selected

students tasted the new beverage.

Half of each group (20 males and 20 females) tasted the beverage with the label Bravo while the

other half tasted the identical beverage labeled Delight. The students then rated the taste of the

product, ranked its overall appeal compared to four competitors, stated their likelihood of

1 MKTG 342 Marketing Research

purchasing the product, and finally chose either a six-pack of the version they tasted or $3 as a

payment for their participation in the study.

Table 1-1 contains some of the questions used in the study and Table 1-2 contains the

response to these questions from 80 students (i.e., participants). 2 MKTG 342 Marketing Research Table 1-1 Selected Questions and Measurements from the Student Beverage Preference Study

1. What is your ID (Respondent #) _____ (ID)

2. Treatment? _____ Bravo _____ Delight (Treat)

3. What is your gender? (Gender)

Male _____

Female _____

4. What is your age? (Age)

_____

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) _____

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

_____

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

_____

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

_____ a. Perrier (or similar brands) (Rank_A)

_____ b. Coke (or similar brands) (Rank_B)

_____ c. 7_Up (or similar brands) (Rank_C)

_____ d. Hi-C (or other fruit drinks) (Rank_D)

_____ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

_____

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? _____ $3 _____ Bravo (Delight) (Choice) 3 MKTG 342 Marketing Research Table 1-2 Response ? Student 1

1. What is your ID (Respondent #) __1___ (ID)

2. Treatment? __o___ Bravo _____ Delight (Treat)

3. What is your gender? (Gender)

Male __o___

Female _____

4. What is your age? (Age)

__19___

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) __0___

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

__0___

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

__48___

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

__5___ a. Perrier (or similar brands) (Rank_A)

__1___ b. Coke (or similar brands) (Rank_B)

__4___ c. 7_Up (or similar brands) (Rank_C)

__2___ d. Hi-C (or other fruit drinks) (Rank_D)

__3___ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

__20___

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? __o___ $3 _____ Bravo (Delight) (Choice) 4 MKTG 342 Marketing Research Table 1-2 Response ? Student 2

1. What is your ID (Respondent #) __2___ (ID)

2. Treatment? __o___ Bravo _____ Delight (Treat)

3. What is your gender? (Gender)

Male __o___

Female _____

4. What is your age? (Age)

__21___

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) __0___

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

__0___

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

__90___

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

__1___ a. Perrier (or similar brands) (Rank_A)

__2___ b. Coke (or similar brands) (Rank_B)

__5___ c. 7_Up (or similar brands) (Rank_C)

__4___ d. Hi-C (or other fruit drinks) (Rank_D)

__3___ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

__100___

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? __o___ $3 _____ Bravo (Delight) (Choice) 5 MKTG 342 Marketing Research Table 1-2 Response ? Student 21

1. What is your ID (Respondent #) __21___ (ID)

2. Treatment? __o___ Bravo _____ Delight (Treat)

3. What is your gender? (Gender)

Male __ ___

Female __ o ___

4. What is your age? (Age)

__20___

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) __0___

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

__0___

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

__53___

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

__4___ a. Perrier (or similar brands) (Rank_A)

__5___ b. Coke (or similar brands) (Rank_B)

__1___ c. 7_Up (or similar brands) (Rank_C)

__3___ d. Hi-C (or other fruit drinks) (Rank_D)

__2___ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

__50___

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? __o___ $3 _____ Bravo (Delight) (Choice) 6 MKTG 342 Marketing Research Table 1-2 Response ? Student 41

1. What is your ID (Respondent #) __41___ (ID)

2. Treatment? _____ Bravo __o___ Delight (Treat)

3. What is your gender? (Gender)

Male __o___

Female _____

4. What is your age? (Age)

__21___

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) __12___

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

__2___

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

__35___

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

__5___ a. Perrier (or similar brands) (Rank_A)

__4___ b. Coke (or similar brands) (Rank_B)

__3___ c. 7_Up (or similar brands) (Rank_C)

__1___ d. Hi-C (or other fruit drinks) (Rank_D)

__2___ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

__0___

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? __o___ $3 _____ Bravo (Delight) (Choice) 7 MKTG 342 Marketing Research Table 1-2 Response ? Student 61

1. What is your ID (Respondent #) __61___ (ID)

2. Treatment? _____ Bravo __o___ Delight (Treat)

3. What is your gender? (Gender)

Male _____

Female __o___

4. What is your age? (Age)

__23___

5. How many bottles, cans, and/or glasses of carbonated beverages do you drink in a typical

week? (Bottle) __72___

6. How many days in a typical week do you drink at least one carbonated beverage? (Day)

__7___

7. How important is price to you when you purchase beverages? (Price)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

8. How important is the quality image of a brand to you when you purchase beverages? (Image)

Extremely Very

Somewhat Not Somewhat

Very

Extremely

Important Important Important Sure Unimportant Unimportant Unimportant

9. Having tasted Bravo (Delight), indicate how much you like its taste by allocating 100 points

such that 0 indicated extreme dislike, 50 indicated indifference (Neither like nor dislike), and 100

indicated extreme liking. (Use any value between 0 and 100) (Taste)

__85___

10. Please rank the following five brands in order of your overall preference. Let a ?1? represent

your most preferred brand and a ?5? your least preferred brand. No ties, please. (Note: the order

of the brands shown was rotated across the questionnaires.)

Rank

__2___ a. Perrier (or similar brands) (Rank_A)

__1___ b. Coke (or similar brands) (Rank_B)

__3___ c. 7_Up (or similar brands) (Rank_C)

__5___ d. Hi-C (or other fruit drinks) (Rank_D)

__4___ e. Bravo (Delight) (Rank_E)

11. Please indicate the likelihood or probability that you would purchase six or more bottles of

Bravo (Delight) per month if it were available for $ 3.00 per six-pack. Indicate by allocating 100

points such that 0 indicated that there is no possibility that you would purchase the product, 50

indicates that you are equally like to purchase or not purchase the product, and 100 indicated

certainly that you would purchase the product. (Use any number between 0 and 100) (Prob)

__100___

12. As an expression of our appreciation for your assistance, you may have either $3.00 or a sixpack of Bravo (Delight). Which would you prefer? __ ___ $3 __ o__ Bravo (Delight) (Choice) 8 MKTG 342 Marketing Research SOFT DRINK TASTE EXPERIMENT

Assignments 4 ? Data Preparation and Data Analysis (30 points)

Please upload your relevant analyses to Canvas

Dataset: You can download ?Taste_Test.sav? (SPSS format) from ?File? tab. You can use the SPSS

program available on the lab computers.

Description

? You can refer to the description of the soft drink taste experiment above.

? This assignment consists of the five parts which are essential for data analysis:

? Transforming Variables

? Identifying and Deleting Missing Values

? Summarizing the Data

? Hypothesis Testing Transforming Variables 1. Transform Treat into a Categorical variable (Bravo=1, Delight=2). The name of new variable

should be New_Treat. [Excel Hint: Use the IF function, e.g., =IF(B2="Bravo",1,

IF(B2="Delight",2,99))] [SPSS Hint: Use the Transform>Recode into Different Variable

command]

2. Transform Gender into a Categorical variable (Male=1, Female=2). The name of new variable

should be New_Gender. [Excel Hint: Use the IF function, e.g., =IF(D2="Male",1,

IF(D2="Female",2,99))] [SPSS Hint: Use the Transform>Recode into Different Variable

command] 3. Transform Price into a variable (Extremely Important=1, Very Important=2, Somewhat

Important=3, Not Sure=4, Somewhat Unimportant=5, Very Unimportant=6, Extremely

Unimportant=7). The name of new variable should be New_Price. [Excel Hint: Use the IF

function, e.g., =IF(J2="Extremely Important",1,IF(J2="Very Important",2,IF(J2="Somewhat

Important",3,IF(J2="Not Sure",4,IF(J2="Somewhat Unimportant",5,IF(J2="Very

Unimportant",6,IF(J2="Extremely Unimportant",7,99)))))))] [SPSS Hint: Use the

Transform>Recode into Different Variable command] 9 MKTG 342 Marketing Research

4. Transform Image into a variable (Extremely Important=1, Very Important=2, Somewhat

Important=3, Not Sure=4, Somewhat Unimportant=5, Very Unimportant=6, Extremely

Unimportant=7). The name of new variable should be New_Image. [Excel Hint: Use the IF

function, e.g., =IF(L2="Extremely Important",1,IF(L2="Very Important",2,IF(L2="Somewhat

Important",3,IF(L2="Not Sure",4,IF(L2="Somewhat Unimportant",5,IF(L2="Very

Unimportant",6,IF(L2="Extremely Unimportant",7,99)))))))] [SPSS Hint: Use the

Transform>Recode into Different Variable command] 5. Transform Choice into a variable (3=1, Bravo (Delight)=2). The name of new variable should

be New_Choice. [Excel Hint: Use the IF function, e.g., =IF(U2=3,1, IF(U2="Bravo

(Delight)",2,99))] [SPSS Hint: Use the Transform>Recode into Different Variable command] 6. Calculate Age in months. That is, cacluate Age_Month=AGE*12. [Excel Hint: Use an excel

function, e.g., =F2*12] [SPSS Hint: Use the Transform> Compute Variable command]

After finishing the transformation jobs above, you need to capture the screen (using Alt+PrtScn

or Windows>All Programs>Accessories>Snipping Tool) that shows all the new variables in your

excel/SPSS file and then paste it into this Word document. 10 MKTG 342 Marketing Research

Identifying and Deleting Missing Values 7. Identify missing values for New_Gender, Age, New_Price, and New_Image. [Excel Hint:

Click on Data>Data Analysis>Descriptive Statistics (Check Summary statistics) and see

Count] [SPSS Hint: use the Analyze>Descriptive Statistics>Frequencies command]

8. Delete observations (i.e., rows) containing any missing values in the data and save the data for

the following analyses.

Summarizing the Data 9. Explore the minimum, maximum, mean, and standard deviation (Descriptive or Summary

Statistics) of the 8 variables such as New_Treat, New_Gender, Age, New_Price, New_Image,

Taste, Prob, and New_Choice. [SPSS Hint: use the Analyze>Descriptive

Statistics>Frequencies command or use the Analyze>Descriptive Statistics>Descriptives

command]

Descriptive Statistics

N Minimum New_Treat

New_Gender

Age

New_Price

New_Image

Taste

Prob

New_Choice 76

76

76

76

76

76

76

76 Valid N (listwise) 76 1

1

18

1

1

25

0

1 Maximum

2

2

52

7

7

96

100

2 Mean

1.50

1.50

22.96

4.00

4.13

61.84

47.63

1.37 Std. Deviation

.503

.503

6.275

2.298

1.982

18.618

37.775

.486 If your descriptive statistics are exactly the same as the ones above, you can move to the next

step. Otherwise, you need to do the previous steps again until you achieve this goal. Also, you

need to save your current data containing all the transformed variables to use it for later analysis. Hypothesis Testing (T Tests to compare Means)

Instruction: For each question, construct the null and alternative hypotheses, specify which test you

utilize and whether it is a one-tailed or two-tailed test, determine whether or not your hypothesis is

supported based on the p-value associated with your test, and draw the conclusion.

[SPSS Hint: you will want to use one of the 3 types of t-tests. Use Analyze>Compare Means>OneSample T Test, or ANOVA Test command] 11 MKTG 342 Marketing Research

10. Suppose you hypothesize that the average of Price (New_Price) is different from 5. Test this

hypothesis.

11. Suppose you hypothesize that the average of the quality Image of a brand (New_Image) is different

from 5.

12. Suppose you hypothesize that there is a difference in the average purchasing Probability (Prob)

between male (New_Gender=1) and female (New_Gender=2) customers. Show how you would test

the hypothesis. 12 MKTG 342 Marketing Research SOFT DRINK TASTE EXPERIMENT

Assignments 5 ?Data Analysis (30 points)

Please upload your relevant analyses to Canvas

Dataset: You can download ?Taste_Test.sav? (SPSS format) from ?File? tab. You can use the SPSS

program available on the lab computers.

Description

? You can refer to the description of the soft drink taste experiment above.

? This assignment consists of the five parts which are essential for data analysis:

? Correlation and Regression Analysis Correlations 1. Conduct correlation analysis.

(1) Draw scatterplots between Prob and variables such as New_Price, New_Image, Taste, and

New_Gender. [SPSS Hint: Use Graphs>Legacy Dialogs>Scatter/Dot command]

a. Scatterplot between Prob and New_Price

b. Scatterplot between Prob and New_Image

c. Scatterplot between Prob and Taste

d. Scatterplot between Prob and New_Gender

(2) Examine the correlations between Prob and variables such as New_Price, New_Image, Taste,

and New_Gender [Hint: use Pearson Correlation.] [SPSS Hint: Use

Analyze>Correlate>Bivariate command] 13 MKTG 342 Marketing Research

Regression Analysis 2. Run a simple regression of the Prob variable (dependent/response variable) on the Taste

variable (independent/explanatory variable). [SPSS Hint: Use Analyze>Regression>Linear

command]

(1) Construct the equation for this simple regression.

(2) Construct the null and alternative hypotheses, specify which test you utilize,

determine whether or not your hypothesis is supported based on the p-value

associated with your test, and draw the conclusion (the statistical significance of the

coefficient parameter).

(3) If you want to predict Prob with data from a new set of customers, what would be the equation

you would use? What would be the predicted Prob score for a new customer whose taste score is

70? 3. Run a multiple regression of the Prob variable (dependent/response variable) on such variables

as New_Price, New_Image, Taste, and New_Gender (independent/explanatory variables). [SPSS

Hint: Use Analyze>Regression>Linear command]

(1) Construct the equation for this multiple regression.

(2) For each coefficient parameter, specify coefficient estimate, construct the null and

alternative hypotheses, specify which test you utilize and determine whether or not

your hypothesis is supported based on the p-value associated with your test, and

draw the conclusion (the statistical significance of each coefficient parameter).

a.

b.

c.

d. For the coefficient parameter of the New_Price variable (? 1 ),

For the coefficient parameter of the New_Image variable (? 2 ),

For the coefficient parameter of the Taste variable (? 3 ),

For the coefficient parameter of the New_Gender variable (? 4 ), (3) If you want to predict Prob with data from a new set of customers, what would be the

equation you would use? What would be the predicted Prob score for a new customer

(New_Price: 2, New_Image: 7, Taste: 80, New_Gender: 2, i.e., Famale)?...

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