OE106 MARKETING
RESEARCH
Report
Sanne Stout
651376
Class 3A
Herbert Maks
April 19, 2022
,Marketing Research
Report
Sanne Stout
651376
OE106: Marketing Research
Semester 2
Class 3A
Business Studies
Hogeschool Inholland. Rotterdam
Herbert Maks
April 19, 2022
Sanne Stout,
1
,Table of content
Part A: Exploring the data ....................................................................................................................... 3
Part B: Logistic regression ..................................................................................................................... 14
Part C: Linear regression ....................................................................................................................... 33
Part D: Hierarchical cluster analysis ...................................................................................................... 41
2
, Part A: Exploring the data
1. Do the customers who receive a newsletter generate a higher revenue than the others, on
average?
2 variables:
- Newsletter: Yes/No → Binary
- Revenue: → Numeric
Assume revenue to be normally distributed (N>30)
Because the variables are binary and numeric test with the Independent-Samples T Test.
H0: The average revenue of customers who receive a newsletter is the same as the average revenue
from the others (that don’t receive a newsletter).
First step:
Output SPSS:
Levene’s sig P-value = 0.600 > 0.05 Do not reject the null hypothesis and assume that the variances
are equal. Because Levene’s sig P-value = 0.600 > 0.05 use the first test.
P-value = <0.001 ≤ 0.05, there is a statistically significant difference, so the H0 is rejected.
Conclusion: there is a significant difference between the average revenue of customers that receive
the newsletter and the average revenue than the others (who don’t receive the newsletter).
3
RESEARCH
Report
Sanne Stout
651376
Class 3A
Herbert Maks
April 19, 2022
,Marketing Research
Report
Sanne Stout
651376
OE106: Marketing Research
Semester 2
Class 3A
Business Studies
Hogeschool Inholland. Rotterdam
Herbert Maks
April 19, 2022
Sanne Stout,
1
,Table of content
Part A: Exploring the data ....................................................................................................................... 3
Part B: Logistic regression ..................................................................................................................... 14
Part C: Linear regression ....................................................................................................................... 33
Part D: Hierarchical cluster analysis ...................................................................................................... 41
2
, Part A: Exploring the data
1. Do the customers who receive a newsletter generate a higher revenue than the others, on
average?
2 variables:
- Newsletter: Yes/No → Binary
- Revenue: → Numeric
Assume revenue to be normally distributed (N>30)
Because the variables are binary and numeric test with the Independent-Samples T Test.
H0: The average revenue of customers who receive a newsletter is the same as the average revenue
from the others (that don’t receive a newsletter).
First step:
Output SPSS:
Levene’s sig P-value = 0.600 > 0.05 Do not reject the null hypothesis and assume that the variances
are equal. Because Levene’s sig P-value = 0.600 > 0.05 use the first test.
P-value = <0.001 ≤ 0.05, there is a statistically significant difference, so the H0 is rejected.
Conclusion: there is a significant difference between the average revenue of customers that receive
the newsletter and the average revenue than the others (who don’t receive the newsletter).
3
