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MRM Exam November 2015 Questions
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Exam Marketing Research MethodsThursday, November 5 2015
STUDENT
The exam contains 15 pages.
The exam consists of 4 parts with several sub-questions.
Please answer each question in the corresponding answer box.
You have 3 hours to complete the exam (14.00-17.00 hrs).
Make sure that you write your name and student number the first page!
Please answer in English (Dutch is not allowed by the faculty).
The grades for the exam will be published on Nestor.
We wish you lots of success!!!
Name
Student number
Year / semester you followed MRM
Maximum number of credits per question:
Part 1: AN(C)OVA, Regression, and Third variables 29 credits
Part 2: Conjoint analysis & Binary Data 26 credits
Part 3: Factor analysis & Reliability analysis 30 credits
Part 4: Cluster analysis 15 credits
1
, Part 1. AN(C)OVA, Regression, and Third variables (29 credits)
The high-tech Li-Po battery manufacturer HyperLiPo wants to see how the capacity of their manufactured
batteries affects the sales of electric cars in several countries.
1. As a first step, they want to find out whether people want to spend more on cars, when introducing a
new, higher-capacity, battery. To do so, they look at the average money spent on three different types
of cars, gas-only, pure-electrical and hybrid cars, before and after introducing the new batteries. The
table below summarizes the average spending across all countries.
Before (in $K) After (in $K) Mean
Gas 25 22 23,5
Pure-electrical 32 32,5 32,25
Hybrid 29 35 32
Mean 28,667 29,83 29,25
24,67 95,17 49,625
Source Variation (sum of Degree of freedom Variance (mean
squares SS) square)
BetweenSS 2,04 1 2,04 F = 0,07
WithinSS 119,84 4 29,96
TotalSS 121,88 5 24,38 (F critical =6,61)
a. Given the tables above, did the introduction of the new battery had an effect on willingness
to pay for the cars? Explain. (3 credits)
b. You find out that the yearly average income in the countries affects willingness to pay. Since
the company wants to export its products to a wide array of countries, ranging from Finland to
Brazil, the marketing department of the company suggests to account for these contrasts in
income when trying to explain the willingness to pay. How would you account for this variable
in the ANOVA analysis on the previous page? Also, explain what is the advantage of
incorporating income in this way. (3 credits)
(answering box continues on next page)
2
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