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Marketing Research Test Questions
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The corresponding test questions for the elaboration of oe106 marketing research's questions. The accompanying test questions for oe106 Marketing Research.
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OE106 2020-2021 Test 1V-Mobile is a telecom provider. A random selection of customers has been selected to analyze. You
find them in 1OE106CASE.XLS. (Please fill out your student number first in the left upper corner.) The
tab ‘data’ contains data concerning 10,000 customers. Please refer to the tab ‘info’ for details about
the data. Note that the file is (also) a historical record; it contains a lot of former customers – those
with “active” status 0.
Assignment: write a report answering the questions below.
- Your answers must be substantiated by arguments. Copy the SPSS output on
which you base your answer into your report by way of an illustration.
Establish a clear link between what is in the table or graph and your line of
reasoning (e.g. by highlighting certain parts).
- Your report must satisfy the usual requirements for reports (including the ban
on plagiarism).
- You must use the datafile on Moodle, with the your own student number filled
out and translated into an SPSS-file (see appendix).
- You must hand in your work through Gradework before April 19th, 8:30 AM, in
MS-Word or PDF format.
Non-compliance with any of these rules will result in the mark 1,0 or NS independent of the quality of the report.
, Part A: Exploring the data [30 pts]
Answer the following questions with help of (statistical) hypothesis testing. (I.e. the questions always
pertain to the customers in general, not just to the sample you have.) State the null hypothesis, the
type of test, the statistical result of the test and the practical conclusion. [3 points per question.]
1. Do the customers who receive a newsletter generate a higher revenue than the others, on
average?
2. Is there a difference in average age depending on the size of the house hold a customer is
part of?
3. Can the monthly revenue be regarded as normally distributed?
4. The average age of customers in 2018 was 44,0 years. Has this number significantly changed
now? (In what direction?)
5. Do females on the whole come from larger households than males? (Disregard the persons
of undisclosed gender.)
6. Is the distribution of urbanization grades the same for all packages or are there one or
several on the whole higher or lower? (The variable ‘urbanization’ is not metric here.)
7. Is there a relationship between (monthly) revenue and age? What kind of relationship? How
strong is it?
8. Is there a relationship between urbanization and age? If so, what kind of relationship, how
strong is it? (Same caveat for ‘urbanization’ as with question 6.)
9. Is there a relationship between accepting the newsletter and accepting email? Do people
who accept email receive the newsletter more than others?
10. Is the distribution of customers over the regions (provinces) equal to that of the general
population? Check with percentages from the Bureau of Statistics CBS on the ‘info’ tab of the
Excel file. [Hint: enter percentages without decimal comma or dot.] If not, which provinces
stand out with relatively few or many customers?
OE106 21-22:1 2
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