A marketing research firm runs a well-designed survey to see if the color on the face of a golf club affects a golfer's preference.Golfers can choose one of three club face colors: gold (G), black (B), and tan (T).When 120 golfers are randomly sampled and asked to indicate their preference, 25 prefer the gold, 55 prefer the black, and 40 prefer the tan.The firm reports that it did a chi-square goodness-of-fit test on the data and decided there is enough statistical evidence, at = 0.01, to reject the idea that color does not matter to golfers.As the head of production for the golf club manufacturer that commissioned the study, you might:
A) disregard the survey and continue to produce equal numbers of each color of club because the sample was too small.
B) ask your sales people why they had not reported this trend before now.
C) begin to change the product mix to reflect the survey, checking on sales of each type of club as you go.
D) immediately change all production to reflect the survey because of the high level of certainty at a 0.01 level.

Question

A marketing research firm runs a well-designed survey to see if the color on the face of a golf club affects a golfer's preference.Golfers can choose one of three club face colors: gold (G), black (B), and tan (T).When 120 golfers are randomly sampled and asked to indicate their preference, 25 prefer the gold, 55 prefer the black, and 40 prefer the tan.The firm reports that it did a chi-square goodness-of-fit test on the data and decided there is enough statistical evidence, at  = 0.01, to reject the idea that color does not matter to golfers.As the head of production for the golf club manufacturer that commissioned the study, you might:
A) disregard the survey and continue to produce equal numbers of each color of club because the sample was too small. 
B) ask your sales people why they had not reported this trend before now. 
C) begin to change the product mix to reflect the survey, checking on sales of each type of club as you go. 
D) immediately change all production to reflect the survey because of the high level of certainty at a 0.01 level.

Quizplus · Accepted Answer

The survey suggests that there is a statistically significant preference for certain colors of golf club faces, so it would be wise for the production team to begin changing the product mix to reflect this trend. However, it is important to check on sales of each type of club as changes are made to ensure that the new mix is having a positive effect on the market. It would not be appropriate to disregard the survey due to the sample size or immediately change all production without further analysis. Additionally, it is not relevant to ask sales people why they had not reported the trend before as the focus should be on responding to the new information provided by the survey.

A Marketing Research Firm Runs a Well-Designed Survey to See