The Shampoo Data Set

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The Shampoo Data Set

This data set is generated by a study of Brand X shampoo. It contains two measurements of customer satisfaction (on a scale from 0 to 100) with a shampoo sample. The customer satisfaction measurements were taken from 10 men and 10 women at two separate times. The first measurement is taken before the presentation of an advertising campaign, and the second measurement is taken after the campaign. The last column contains a dichotomous measure of purchase intentions. Each variable is separated by a space.

These are the variables contained in the Shampoo Data Set. Each line in the data set corresponds to one observation (one person):

Columns 1-2OBSserial observation number, from 1 to 20.

Column 4GENDERcontains alphabetic codes describing whether the person is female (F) or male (M).

Columns 6-7SAT1contains the values of the first measurement of the satisfaction scale.

Columns 9-10SAT2contains the values of the second measurement of the satisfaction scale.

Columns 12BUYcontains a numeric code equal to 1 if the respondent intends to purchase Brand X Shampoo, and equal to 0 if the respondent does not intend to purchase Brand X Shampoo. Data

1 F 77 92 1
2 F 63 60 0
3 M 91 91 1
4 M 54 47 1
5 F 85 84 0
6 M 57 79 0
7 F 83 89 1
8 F 38 42 0
9 F 49 45 0
10 M 25 28 0
11 M 90 99 1
12 M 58 68 1
13 F 72 70 1
14 F 80 93 1
15 M 13 50 0
16 F 21 39 0
17 M 60 51 0
18 F 63 60 0
19 M 46 70 1
20 M 77 75 0

Homework #1

a. Enter this data set in Excel or SPSS.
b. Calculate the average and the standard deviation for SAT1 and SAT2 c. Calculate the proportion (or the %) of respondents who intend to purchase Brand X Shampoo.

Homework #2
a. Cross-tabulate the data using Gender as the “row” variable and Buy as the column variable. Calculate the row %. b. Calculate the correlation coefficient between SAT1 and SAT2.

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