1. At the 95% level of confidence, which of the regression models (list the pairs of variables) are significant (list the dependent variables)? 2. What are the research findings? 3. What is the conclusion and recommendations? MARKETING 345 LAB #6 Nick Smith Jenna Wright Brian Dunker 5/2/14 TASK #1 Variables Mean Difference Prob of Sig diff (p-value) Interpretation of Results Q12 (gender) & Q7a (newspaper) .373 .000 99.9% confident (strong) that there is a significant difference between males and females regarding using the newspaper for information. Q12 (gender) & Q7b (internet) .116 .096 90.4% confident that there is a difference between males and females regarding the preference of the internet but it is weak. Q12 (gender) & Q7c (phoning in to movie theatre for information) .471 .000 99.9% confident (strong) that there is a significant difference between males and females regarding the preference of phoning in to the theatre for information. Q12 (gender) & Q7d (television) .071 .238 76% confident there is a difference between males and females regarding the preference of using the television to find out information but is very weak. Q12 (gender) & Q7e (friends and family) .090 .140 86% confident that there is a significant difference between males and females regarding using family and friends to find out information but is very weak. Q12 (gender) & Q7f (other) .071 .207 79% confident that there is a significant difference between males and females regarding the preference of using information from other sources but is extremely weak. TASK #2 Model Regression coefficient t Sig. Q5c .1548 2.4755 .0137 Q5d .2446 2.4207 .0159 Q5e .1551 2.0828 .0378 Q7a -.0363 -.6184 .5366 Q7b .0447 .7053 .4810 Q7c .1411 2.4792 .0135 Q9 .0858 1.0269 .3050 Q10 -.0301 -.3717 .7103 Variables Model R2 Model F-value Sig. Q5c .0136 6.1283 .0137 Q5d .0131 5.8596 .0159 Q5e .0097 4.3380 .0378 Q7a .0009 .3824 .5366 Q7b .0011 .4974 .4810 Q7c .0137 6.1463 .0135 Q9 .0024 1.0545 .3050 Q10 .0003 .1381 .7103 1. At the 95% level of confidence, which of the regression models (list the pairs of variables) are significant (list the dependent variables)? ______________________________________________________ ______________________________________________________ 2. Interpretation of the regression coefficients: Use the following table to summarize the regression coefficient, b, in each of the 7 regression models. Model Regression Coefficent b t Sig. of b Interpretation of the Regression Coefficient b Example: Q3 & Q5b .244 4.147 .000 A one unit increase in Q5b is associated with a .244 increase in monthly movie attendance Q3 & Q5c .1548 2.4755 .0137 A one unit increase in Q5c is associated with a .1548 increase in monthly movie attendance Q3 & Q5d .2446 2.4207 .0159 A one unit increase in Q5d is associated with a .2446 increase in monthly movie attendance Q3 & Q5e .1551 2.0828 .0378 A one unit increase in Q5e is associated with a .1551 increase in monthly movie attendance Q3 & Q7a -.0363 -.6184 .5366 A one unit increase in Q7a is associated with a .0363 decrease in monthly movie attendance, but is NOT significant Q3 & Q7b .0447 .7053 .4810 A one unit increase in Q7b is associated with a .0447 increase in monthly movie attendance, but is NOT significant Q3 & Q73 .1411 2.4792 .0135 A one unit increase in Q7c is associated with a .1411 increase in monthly movie attendance Q3 & Q9 .0858 1.0269 .3050 A one unit increase in Q9 is associated with a .0858 increase in monthly movie attendance, but is NOT significant Q3 &Q10 -.0301 -.3717 .7103 A one unit increase in Q10 is associated with a .0301 decrease in monthly movie attendance but is NOT significant NOTE: The values in the table are for illustration purposes only. 3. Using the regression results, compute Y(Q3) if Q5d = 4. Y= .2446x + .6796 Y = .2446(4) + .6796 Y= .9784 + .6796 Y= 1.658 4. Using the regression results, compute Y(Q3)if Q7c = 2. Y= .1411x + 1.1881 Y= .1411(2) + 1.1881 Y= .2822 + 1.1881 Y= 1.4703 5. Using the regression results, compute Y(Q3) if Q9 = 3. Y=.0858x + 1.2918 Y=.0858(3) + 1.2918 Y= .2574 + 1.2918 Y= 1.5492 6. Which of the 7 models in the bivariate regression analysis _Q5e at 97% explained the most variation in Q3 (hint: R2)? 7. In which of the 7 models does independent variable’s regression Q5d at .2446 coefficient cause the largest change in Q3 for a one unit change in the independent variable? TASK #3 Variables Pearson Coefficient Probability of insignificant correlation Interpretation of the results Q3 and Q8a 0.015 0.748 Not Significant, Positive, Weak Q9 and Q10 0.415 .000 Significant, Positive, Moderate Q8 and Q7b 0.088 0.629 Not Significant, Positive, Weak Q5b and Q9 0.037 0.437 Not Significant, Positive, Weak Q5h and Q10 0.072 0.131 Not Significant, Positive, Weak Questions to Answer: (Assume a significant relationship requires at least a 95% level of confidence.) 1. Of the five correlations computed, which pair of variables had the strongest association? ____Q9 and Q10_________ 2. Of the five correlations computed, which pair of variables had the weakest association? _____Q3 and Q8a________ 3. Do people who perceive themselves as more physically active have a greater or lesser need for food and drink at a movie theatre? ___No they don’t have a greater or lesser need for food and drink and movie theatres______ 4. Are people who use the Internet to purchase movie tickets more or less likely to use the Internet to get information about movies at movie theatres? ___They are not more or less likely to use the Internet to get information about movies at movie theatres___

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