In a small group, discuss the following issue: ‘Is it meaningful to determine the relative importance of predictors in discriminating between the groups? Why or why not?’ You are a marketing research analyst for a manufacturer of fashion clothing targeted at teenage boys. You have been asked to develop a set of 10 statements for measuring […]
In a study of personal alarms, women were asked to rate eight personal alarms using the following 15 statements: 1 Feels comfortable in the hand. 2 Could be easily kept in the pocket. 3 Would fit easily into a handbag. 4 Could be easily worn on the person. 5 Could be carried to be very […]
Analyse the Benetton data (taken from Exercise 4, Chapter 20). Consider only the following variables: awareness, attitude, preference, intention and loyalty towards Benetton. a Analyse these data using principal components analysis, using the varimax rotation procedure. b Interpret the factors extracted. c Calculate factor scores for each participant. d If surrogate variables were to be […]
Driving nuts for Beetles Consumer preferences for cars need to be continually tracked to identify changing demands and specifications. However, there is one car that is quite an exception – the Volkswagen Beetle. More than 22 million of the original model were built between 1938 and 2003. Surveys have been conducted in different countries to […]
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