Quantitative Research Methods - Current Advertising Campaign - Null and Alternative Hypotheses - Management Assignment Help

Assignment Task:

Quantitative Research Methods Assignment Help

1. The current advertising campaign for Red Bull would be changed if less than 30% of consumers like it.
a. Formulate the null and alternative hypotheses.
b. Discuss the Type I and Type II errors that could occur in hypothesis testing.
c. Which statistical test would you use? Why?
d. A random sample of 300 consumers was surveyed and 84 participants indicated that they liked the campaign. Should the campaign be changed? Why?

2. In an experiment designed to measure the effect of gender and frequency of travel on preference for long-haul holidays, a 2 (gender) × 3 (frequency of travel) between-subjects design was adopted. Five participants were assigned to each cell for a total sample size of 30. Preference for long-haul holidays was measured on a nine-point scale (1 = No preference, 9 = Strong preference). Gender was coded as Male = 1 and Female = 2.
Frequency of travel was coded as light = 1, medium = 2 and heavy = 3. The data obtained are shown in the table:

Using software of your choice, perform the following analysis:
a. Do males and females differ in their preference for long-haul travel?
b. Do the light, medium and heavy travellers differ in their preference for long-haul travel?

3. To understand the role of quality and price in influencing the patronage of shoe shops, 14 major shoe shops in a large city were rated in terms of preference to shop, quality of shoes sold and price fairness. All the ratings were obtained on an 11-point scale, with higher numbers indicating more positive ratings.

a. Run a multiple regression analysis explaining shoe shop preference in terms of shoe quality and price fairness
b. Interpret the regression coefficients.
c. Determine the significance of the overall regression.
d. Determine the significance of the regression coefficients.

4. In a study of the relationship between household behaviour and shopping behaviour, data on the following lifestyle statements were obtained on a seven-point scale (1 = disagree, 7 = agree):
V1 I would rather spend a quiet evening at home than go out to a party.
V2 I always check prices, even on small items.
V3 Magazines are more interesting than movies.
V4 I would not buy products advertised on billboards.
V5 I am a homebody.
V6 I save and cash coupons.
V7 Companies waste a lot of money advertising.

a. Analyse these data using principal components analysis, using the varimax rotation procedure.
b. Interpret the factors extracted.
c. Calculate factor scores for each participant.

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