3. A survey asks respondents to respond to the statement “My work is interesting.” Interpret the frequency distribution shown here (taken from an SPSS output): a. My work is interesting: Category Abs....


3. A survey asks respondents to respond to the statement “My work is interesting.” Interpret the frequency distribution shown here (taken


from an SPSS output):


a. My work is interesting:



Category Abs. Rel. Freq. Adj. Freq. Cum. Freq.


Label Code Freq. (Pct.) (Pct.) (Pct.)



Very true 1 650 23.9 62.4 62.4


Somewhat true 2 303 11.2 29.1 91.5


Not very true 3 61 2.2 5.9 97.3


Not at all true 4 28 1.0 2.7 100.0







1,673 61.6 Missing


Total 2,715 100.0 100.0


Valid cases 1,042 Missing cases 1,673


4. Use the data in the following table to


a. Prepare a frequency distribution of the respondents’ ages


b. Cross-tabulate the respondents’ genders with cola preference


c. Identify any outliers



Cola Weekly Unit


Individual Gender Age Preference Purchases



James M 19 Coke 2


Parker M 17 Pepsi 5


Bill M 20 Pepsi 7


Laurie F 20 Coke 2


Jim M 18 Coke 4


Jil F 16 Coke 4


Tom M 17 Pepsi 12


Julia F 22 Pepsi 6


Amie F 20 Pepsi 2


Dawn F 19 Pepsi 3


5. Data on the average size of a soda (in ounces) at all 30 major league baseball parks are as follows: 14, 18, 20, 16, 16, 12, 14, 16, 14, 16, 16,


16, 14, 32, 16, 20, 12, 16, 20, 12, 16, 16, 24, 16, 16, 14, 14, 12, 14, 20. Compute descriptive statistics for this variable including a box


and whisker plot. Comment on the results.


6. The following computer output shows a cross-tabulation of frequencies and provides frequency number N) and row R) percentages.


a. Interpret this output including a conclusion about whether or not the row and column variables are related.



Chapter 20: Basic Data Analysis: Descriptive Statistics 505



b. Critique the way the analysis is presented.


c. Draw a pie chart indicating percentages for having read a book in the past three month for those with and those without high


school diplomas.


7. List and describe at least three basic data transformations.


8. What conditions suggest that a ratio variable should be transformed (recoded) into a dichotomous (two group) variable?


9. A data processing analyst for a research supplier finds that preliminary computer runs of survey results show that consumers love a


client’s new product. The employee buys a large block of the client’s stock. Is this ethical?


A few years ago Vidal Sassoon, Inc., took legal


action against Bristol-Myers over a series of TV


commercials and print ads for a shampoo that


had been named Body on Tap because of its beer


content.



12The prototype commercial featured


a well-known high fashion model saying, “In


shampoo tests with over 900 women like me, Body on Tap got


higher ratings than Prell for body. Higher than Flex for conditioning.


Higher than Sassoon for strong, healthy-looking hair.”


The evidence showed that several groups of approximately


200 women each tested just one shampoo. They rated it on a


six-step qualitative scale, from “outstanding” to “poor,” for 27


separate attributes, such as body and conditioning. It became


clear that 900 women did not, after trying both shampoos, make


product-to-product comparisons between Body on Tap and


Sassoon or between Body on Tap and any of the other brands


mentioned. In fact, no woman in the tests tried more than one


shampoo.


The claim that the women preferred Body on Tap to Sassoon


for “strong, healthy-looking hair” was based on combining the data


for the “outstanding” and “excellent” ratings and discarding the


lower four ratings on the scale. The figures then were 36 percent


for Body on Tap and 24 percent (of a separate group of women) for


Sassoon. When the “very good” and “good” ratings were combined


with the “outstanding” and “excellent” ratings, however, there was


only a difference of 1 percent between the two products in the category


of “strong, healthy-looking hair.”


The research was conducted for Bristol-Myers by Marketing


Information Systems, Inc. (MISI), using a technique known as


blind monadic testing. The president of MISI testified that this


method typically is employed when what is wanted is an absolute


response to a product “without reference to another specific


product.” Although he testified that blind monadic testing was


used in connection with comparative advertising, that was not


the purpose for which Bristol-Myers retained MISI. Rather,


Bristol-Myers wished to determine consumer reaction to the


introduction of Body on Tap. Sassoon’s in-house research expert


stated flatly that blind monadic testing cannot support comparative


advertising claims.



Question



Comment on the professionalism of the procedures used to make


the advertising claim. Why do you believe the researchers performed


the data transformations described?



Case 20.1



Body on Tap



© GETTY IMAGES/


PHOTODISC GREEN



Have You Read


a Book in Past Have High School Diploma?


3 Months?



Yes No Total



Yes 489 174 663


73.8 26.2


No 473 378 851


55.6 44.4


. . . . . . . . . . . . . . . . . .


TOTAL 962 552 1,514

May 13, 2022
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