Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 1

The analysis for each of the preceding questions follows. Is the analysis appropriate for the scale used
a. About 50 percent of the sample were born in the fall, while 25 percent of the sample were born in the spring; the remaining 25 percent were born in the winter. It can be concluded that fall is twice as popular as a time to be born as the spring and winter seasons.
b. The average income is $50,000. There are twice as many individuals with an income of less than $19,999 than individuals with an income of $80,000 and over.
c. Spearmint is the most preferred flavor. The mean preference is 1.52.
d. The median time spent on traveling to school is 8.5 minutes. There are three times as many respondents traveling less than 5 minutes as respondents traveling 16 to 20 minutes.
e. The average satisfaction score is 4.5, which seems to indicate a high level of satisfaction with Fortune magazine.
f. Ten percent of the respondents drink more than six cans of soft drinks per day, while three times as many respondents drink 1 to 3 cans per day.
g. Sales management is the most frequently taken course, since the median is 3.2.
h. The responses indicate that 40 percent of the sample have some high school education, 25 percent of the sample are high school graduates, 20 percent have some college education, and 10 percent are college graduates. The mean education level is 2.6.