Exam Marketing Research

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).


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