Tentamen Marketing Research OE106 met volledige uitwerkingen
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Course
Marketing Research (OE106)
Institution
Hogeschool InHolland (InHolland)
In dit document zijn de vragen van het tentamen Marketing Research OE106 uitgewerkt. Alle onderwerpen van dit vak zijn behandeld in dit document. Bijbehorende vragen en figuren zijn toegevoegd om in beeld te brengen welke functies gebruikt moeten worden voor het beantwoorden van specifieke vragen....
Timo Rouwenhorst
645803
Hogeschool Inholland te Haarlem
Business Studies
Timo Rouwenhorst, 645803, HABSMAVT3B
,Inhoud
Part A: Exploring the data.......................................................................................................................2
Part B: Logistic regression.....................................................................................................................10
Part C. Linear regression.......................................................................................................................18
Part D: Hierarchical cluster analysis......................................................................................................21
1 Timo Rouwenhorst, 645803
, Part A: Exploring the data
1. Do the customers who receive a newsletter generate a higher revenue than the others, on
average?
I used the Independent Sample T-Test, because there is a group who receives a newsletter
and a group who do not.
H0: Do the customers who receive a newsletter generate a higher revenue than the others,
on average?
As you can see the group who receive the newsletter has a average revenue of 59021 and
the group who do not receive the newsletter ownes a lower revenue of 51976. In the other
figure the p-value is ,000 and that is less than 0,05 (0,00<0,05). So we can conclude that the
consumers who receive a newsletter has on average a higher revenu. Thereby the null
hypothesis is not rejected.
2. Is there a difference in average age depending on the size of the house hold a customer is
part of?
By answering this question I used the ANOVA T-Test because the variable, size of the house
hold has multiple groups. P-value 0,000<0,05. So the first pictures says that the average age
on at least one group of house hold differs. But to confirm that I used the Duncan test and in
the second picture the p-value is on each group of house holds 1,000 and that is way to high
to confirm that there is a difference in average age depending on the size of the house hold.
As you can see the average age of the house hold size groups 1-2 persons do not differ
significantly. Also for the other house hold size groups the average age do no differ
significantly. So the null hypothesis is rejected.
2 Timo Rouwenhorst, 645803
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