marketing data analysis exam by using spss
JasonB
PaulsExcelTemplateforQ1ProfilingResults.xlsxANOVA and Chi2 Profiling
| Segment Size in Percentage | Seg. 1: 37.5% | Seg. 2: 38.9% | Seg. 3: 23.6% | |
| Metric Profiling Variable | A: Segment 1 | B: Segment 2 | C: Segment 3 | Tukey Test Result without Data Weighting |
| x1 Innovator in adopting new technologies | 2.37 | 3.50 | 5.82 | C > B > A |
| x2 Frequency of using pager | 2.00 | 4.75 | 3.65 | B>C>A |
| x3 Freq of using phone or voice mail | 4.70 | 2.29 | 4.53 | A,C>B |
| x4 Freq of using scheduling tools | 4.11 | 2.79 | 5.35 | C>A>B |
| x5 Freq of others sending you time-sensitive info | 3.30 | 4.36 | 2.65 | B>A>C |
| x6 Freq of sending info outside office | 3.41 | 4.29 | 4.53 | C>B>A |
| x7 Time spent outside office | 4.52 | 4.86 | 3.88 | B>A>C |
| x8 Importance of wireless communication | 1.37 | 5.14 | 1.65 | B>C>A |
| x9 Importance of sharing info outside office | 3.52 | 3.86 | 2.47 | B>A>C |
| x10 Monthly service fee you are willing to pay | 12.22 | 33.75 | 10.88 | B>A,C |
| x11 PDA invoice price you are willing to pay | 524.07 | 1083.93 | 1588.24 | C>B>A |
| z1 Age of the respondent | 35.78 | 37.29 | 35.76 | B = A = C |
| z3 Income (in thousands of dolloars) | 40.19 | 39.68 | 64.18 | C > A, B |
| Non-Metric Profiling Variable | Seg 1 | Seg 2 | Seg 3 | Chi-square Test Result with Freq = 10 Weight |
| z2 Education level - High school | 38.9% | 55.6% | 5.6% | chi2 (6) = 239.636 |
| z2 Education level - Some college | 31.6% | 47.4% | 21.1% | p-value = 0.000 |
| z2 Education level - College | 48.1% | 33.3% | 18.5% | |
| z2 Education level - Graduate degree | 12.5% | 0.0% | 87.5% | |
| Overall Sample | 37.5% | 38.9% | 23.6% | |
| z4 Working in Construction (Yes) | 22.20% | 66.70% | 11.10% | |
| z4 Working in Construction (No) | 39.70% | 34.90% | 25.40% | |
| z5 Working in Emergency (Yes) | 16.70% | 66.70% | 16.70% | |
| z5 Working in Emergency (No) | 39.40% | 36.40% | 24.20% | |
| z6 Working in Sales (Yes) | 71.40% | 19.00% | 9.50% | |
| z6 Working in Sales (No) | 23.50% | 47.10% | 29.40% | |
| z7 Working in Maintenance & Service (Yes) | 23.10% | 76.90% | 0.00% | |
| z7 Working in Maintenance & Service (No) | 40.70% | 30.50% | 28.80% | |
| z8 Working in Professional (Yes) | 17.60% | 17.60% | 64.70% | |
| z8 Working in Professional (No) | 43.60% | 45.50% | 10.90% | |
| z9 Do you own a PDA? (Yes) | 22.70% | 18.20% | 59.10% | |
| z9 Do you own a PDA? (No) | 44.00% | 48.00% | 8.00% | |
| z10 Read Businessweek? (Yes) | 33.30% | 14.30% | 52.40% | |
| z10 Read Businessweek? (No) | 39.20% | 49.00% | 11.80% | |
| z11 Read PC Magazine? (Yes) | 32.10% | 32.10% | 35.70% | |
| z11 Read PC Magazine? (No) | 40.90% | 43.20% | 15.90% | |
| z12 Read Field & Stream? (Yes) | 16.70% | 66.70% | 16.70% | |
| z12 Read Field & Stream? (No) | 41.70% | 33.30% | 25.00% | |
| Row Percentages | Seg 1 | Seg 2 | Seg 3 | |
| z13 Read Modern Gourmet? (Yes) | 14.3% | 14.3% | 71.4% | chi2 (2) = 98.3 |
| z13 Read Modern Gourmet? (No) | 40.0% | 41.5% | 18.5% | p-value = 0.000 |
| Overall Sample | 37.5% | 38.9% | 23.6% |
Seg 1 Seg 2 Seg 3 0.143 0.143 0.714 z13 Read Modern Gourmet? (No)
Seg 1 Seg 2 Seg 3 0.4 0.41 5 0.185 Overall Sample
Seg 1 Seg 2 Seg 3 0.375 0.389 0.236
z2 Education level - High school
Seg 1 Seg 2 Seg 3 0.389 0.556 0.056 z2 Education level - Some college
Seg 1 Seg 2 Seg 3 0.316 0.474 0.211 z2 Education level - College
Seg 1 Seg 2 Seg 3 0.481 0.333 0.185 z2 Education level - Graduate degree
Seg 1 Seg 2 Seg 3 0.125 0 0.875 Overall Sample
Seg 1 Seg 2 Seg 3 0.375 0.389 0.236
