Marketing Hw

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Question 1: (4 points)

Consider the ski resort satisfaction data we used in class (“satisfaction.sav” in Week 7 folder). This is data based on a survey of 500 users of a ski resort. In class we did part of the analysis. In this question you will be asked to redo some of the analysis and complete the rest. For part a), b) and c), write down your null and alternative hypotheses and then discuss the hypothesis testing results based on SPSS output. Please show your SPSS output for part a), b), and c).

a) Is there a significant association between usage frequency and satisfaction? If so, which segments are less satisfied?

Null Hypothesis H0: usage frequency and satisfaction are not associated Alternative Hypothesis H1: usage frequency and satisfaction are associated Alpha- 5%

|Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |60.882a |2 |.000 | |Likelihood Ratio |62.613 |2 |.000 | |Linear-by-Linear Association |58.103 |1 |.000 | |N of Valid Cases |500 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 36.74. |

Based on the table above, since P value is zero, the null hypothesis can be rejected. We can conclude that the Usage frequency and satisfaction are associated.

|Satisfaction * Usage Frequency Crosstabulation | | |Usage Frequency |Total | | | | |Value |df |Asymp. Sig. | | | | |(2-sided) | |Pearson Chi-Square |57.277a |2 |.000 | |Likelihood Ratio |56.110 |2 |.000 | |Linear-by-Linear Association |43.538 |1 |.000 | |N of Valid Cases |500 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 15.70.|

Based on the table above, since P value is zero, the null hypothesis can be rejected. We can conclude that the Usage frequency and satisfaction are associated.

|Satisfaction * User Type Crosstabulation | | |User Type |Total | | |Ski |Snowboard |Cross country | | |Satisfaction | | |Value |df |Asymp. Sig. | | | | |(2-sided) | |Pearson Chi-Square |.989a |4 |.911 | |Likelihood Ratio |.986 |4 |.912 | |Linear-by-Linear Association |.000 |1 |.998 | |N of Valid Cases...
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