SPSS/ Simple Analysis of Consumer Database

QUESTION 1

1. For the cross-tab, explain what the value 60 represents, and then explain what the value 100 represents. 

   Received direct marketing offer or not * Purchased or not Crosstabulation

   Count 

   Purchased or not

   Total

   Purchased

   Did not purchase

   Received direct marketing offer or not

   1=received direct marketing offer

   40

   10

   50

   2=did not receive direct marketing offer

   60

   30

   90

   Total

   100

   40

   140

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6 points   

QUESTION 2

1. Write down the null hypothesis for the Chi-square test of the cross-tab. 

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6 points   

QUESTION 3

1. Based on the Chi-Square Test result, would you reject the Null or do not reject the null from Question 1? Explain Why. 

   Chi-Square Tests

   Value

   df

   Asymptotic Significance (2-sided)

   Exact Sig. (2-sided)

   Exact Sig. (1-sided)

   Pearson Chi-Square

   2.800a

   1

   .094

   Continuity Correctionb

   2.185

   1

   .139

   Likelihood Ratio

   2.903

   1

   .088

   Fisher's Exact Test

   .119

   .068

   Linear-by-Linear Association

   2.780

   1

   .095

   N of Valid Cases

   140

   a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.29.

   b. Computed only for a 2x2 table

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7 points   

QUESTION 4

1. Between Phi and Cramer's V output, which one is appropriate for the cross-tab in this question? and what does the value tell you about the relationship between "Offer" and "Purchased"?

   Symmetric Measures

   Value

   Approximate Significance

   Nominal by Nominal

   Phi

   .141

   .094

   Cramer's V

   .141

   .094

   N of Valid Cases

   140

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