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OE106 Research Skills for Marketeers tentamenuitwerking
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Research skills for marketeersTest assessment
Name: Chantal Dekker
Student number: 646460
Educational institution: University of Applied Sciences Inholland
Location: Alkmaar
Programme: Business Studies
Graduation track: Marketing
Class: ALBSMAVT3B-2
Year: 2021-2022
1
,Research skills for marketeers
Test assesement
Name: Chantal Dekker
Student number: 646460
Educational institution: University of Applied Sciences Inholland
Location: Alkmaar
Programme: Business Studies
Graduation track: Marketing
Class: ALBSMAVT3B-2
Year: 2021-2022
Teacher: Hugo Booms
Module: OE106
Date: 19-04-2022
2
,Inhoudsopgave
Part A: Exploring the data ....................................................................................................................... 4
Part B: Logistic Regression..................................................................................................................... 15
Part C: Linear Regression ....................................................................................................................... 24
Pard D: Hierarchical Cluster Analysis..................................................................................................... 24
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, Part A: Exploring the data
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?
The variable newsletter is a binary variable. The variable revenue is a numeric variable. Because of
this an Independent samples T-Test will be done. Because the sample size is bigger than 30 we
assume the variable is normally distributed.
H0 = the average revenue of people who receive a newsletter is the same as the average revenue of
people who do not receive a newsletter.
Secondary H’0 = the variance of the revenue of people who receive a newsletter is equal to the
variance of the revenue of people who do not receive a newsletter.
Group Statistics
newsletter N Mean Std. Deviation Std. Error Mean
revenue no 5676 51,9974 8,92412 ,11845
yes 4324 59,0131 10,45634 ,15901
Secondary test: P-value= 0.670 > 0.05. Do not reject the H’0 and assume that the variances of people
who do and do not receive the newsletter are equal. So we use the first row.
P-value = 0.000 < 0.05
Conclusion: there is a significant difference between the average revenue between people who do
receive the newsletter and people who do not receive the newsletter.
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