Exam (elaboration) Marketing Research (OE106)

,Wendy Joore 625127

Klas: HABSMAVT3A
Study: Business studies, Haarlem
Semester 2: OE601: research skills for marketeers
Teacher: Henk Grimmelius
Sign in date: 19 April ’22

,Inhoudsopgave
Part A: Exploring the data ................................................................................................................................ 4
A1 ....................................................................................................................................................................... 4
A2 ....................................................................................................................................................................... 5
A3 ....................................................................................................................................................................... 5
A4 ....................................................................................................................................................................... 6
A5 ....................................................................................................................................................................... 6
A6 ....................................................................................................................................................................... 7
A7 ....................................................................................................................................................................... 8
A8 ....................................................................................................................................................................... 8
A9 ....................................................................................................................................................................... 8
A10 ................................................................................................................................................................... 10

Part B: Logistic regression .............................................................................................................................. 11
B1 ..................................................................................................................................................................... 11
B2 ..................................................................................................................................................................... 12
B3 ..................................................................................................................................................................... 24
B4 ..................................................................................................................................................................... 28

Part C: linear regression ................................................................................................................................. 30

Part D: Hierarchical cluster analysis ............................................................................................................... 31
D1, 2 & 3 ........................................................................................................................................................... 31

, Part A: Exploring the data

A1
Question: Do the customers who receive a newsletter generate a higher revenue than the
others, on average?




The null hypothesis states that the customers who receive a newsletter generate a higher
revenue than the others (the ones who don’t receive a newsletter). The test used is the
“Independent Samples T-Test”. Levene’s test (0,966) is higher than 0,05 so the first t-test is
used: <0,001. <0,001 is lower than 0,05. This means that there is a significant difference
between the revenue of people who receive a newsletter and who don’t. The null hypothesis
can be seen as the practical conclusion: there is a significant difference between the revenue
of people who receive a newsletter and who don’t receive a newsletter.