Market Research Assignment

Submitted By:
Maitreyee Goswami
2018025
Section: B
Step 1: Cleaning Data
Checking the missing values Missing Values

Since for two questions (first time reason and regular) more than 5% data is missing so we are not
considering this question for our evaluation
Skewness and Kurtosis

Skewness and Kurtosis is nor relevant in this case as all the categories are limited to 5 values.

Analysis:
Independent sample t-test
Q. 1. A. To find if the price satisfaction of a buyer depends on the gender of
the buyer.
H0: Price satisfaction doesn’t depend on the gender of the buyer

H1: Price satisfaction does depend on gender.

Test Used : t Test

Dependent variable : price satisfaction

Independent variable : gender

From the above table we can see that the significant value is more than .05 which indicates that we
will consider the t value in the first column, I.e 1.267 and for this t value the significant percentage is
less than 90% so this model has not significant and thus we fail to reject the null hypothesis that
price satisfaction doesn’t depend on the gender of the buyer

Q.1.b. Does the contact with the employee influence distance travelled?
H0: Distance travelled doesn’t depends on the contact with the employee if a particular store

H1: Distance travelled depends on the contact with the employee if a particular store

Independent variable: Distance travelled

Dependent variable: Contact with the employee

From the above figures we can see that the significant value is greater than .05, so we will consider
the t value in the 1st line i.e. -.838. Since the significance is greater than .1, we doesn’t have enough
evidence to reject the null hypothesis that distance travelled doesn’t depends on the contact with
the employee if a particular store

Q. 1.C. Does the overall satisfaction depends on the purchase made or not?
H0: Overall satisfaction doesn’t depend on the purchase made or not

H1: Overall satisfaction depends on the Purchase made or not

Dependent variable: overall satisfaction.

Independent variable: purchase made

From the above figure we can see that the significant value is greater than .05, for which we will
consider the t value in the 1st line and also significant value being greater than .05, we don’t have
enough evidence to reject the null hypothesis that overall satisfaction doesn’t depend on the
purchase made or not.

One way anova

Q: 2.a Does the overall satisfaction depends on the store visited by the
buyer?
H0: overall satisfaction of buyer doesn’t depend on the store visited

H1: overall satisfaction depends on the store visited

Independent variable : store visited

Dependent variable : overall satisfaction

Test Used : one way anova

As the significant value is greater than .05, which means we doesn’t have enough evidence to
reject the null hypothesis that overall job satisfaction varies with store.
Interpretation: AS we can see for none of the store the significant value is less than .05, so we fail to
reject the null hypothesis that overall satisfaction for any of the store depends on the store visited.

Q: 2.b. Does the primary department of the store effects the variety
satisfaction of the customer
H0: Variety satisfaction depends on the primary department of the store

H1: Variety satisfaction doesn’t depend on the primary department of the store.

Dependent variable: Variety satisfaction

Independent variable: primary department

Since the significance level is greater than .05, we fail to reject the null hypothesis that the variety
satisfaction depends on the primary department of the store.
Interpretation: AS we can see for none of the store the significant value is less than .05, so we fail to
reject the null hypothesis that overall satisfaction for any of the store depends on the store visited.

Q: 2.c. If the overall satisfaction depends on the service satisfaction

H0: overall satisfaction doesn’t depend on the service satisfaction

H1: overall satisfaction depends on the service satisfaction

Dependent variable: overall satisfaction

Independent variable: service satisfaction

Interpretation: Since the significant value is less than .05, we fail to accept the null hypothesis that
the overall satisfaction doesn’t depend on the service satisfaction. Does we can say the overall
satisfaction depends on the service satisfaction of the store.

Since the significance value is less than .05 in both Welch and Brown-Forsythe test, we conclude that
there is difference in the variance of the population.
Interpretation: From the above figure we saw that, both Tukeys and Games Howell test has
significant values for all the categories, so we fail to accept the null hypothesis that the overall
satisfaction doesn’t depend on the service satisfaction

Two-way Anova
Q: 3.a. If gender along with distance travelled from home have any separate
or combine effect on overall satisfaction?
H0: gender and distance travelled has no affect on overall satisfaction

H1: gender and distance travelled has effect on overall satisfaction

Dependent variable: overall satisfaction

Independent variable: gender and distance travelled

Test: Two-way anova

Interpretation: From the above figure we can see that there is significant difference between the
mean distance travelled by male and female buyer and overall satisfaction. Overall satisfaction is
more for male if the distance travel by them is more whereas overall satisfaction for female is least
when the distance travelled by them is highest.

Interpretation : From above fig we can see that both gender and distance travelled significant value
is greater than 0.05. So none of them has significant effect on the overall job satisfaction. There is no
combined effect of gender and distance travelled on overall distance travelled as their significant
value is greater than 0.005
Interpretation : From above Tukey’s post hoc test we can see that there is no significant value in any
of the case . So, we failed to reject null hypothesis.

Q.3.b. If the contact with the employee and variety satisfaction has an
impact on the overall satisfaction
H0: Contact with the employee and variety satisfaction has no impact on the overall satisfaction

H1: Contact with the employee and variety satisfaction has impact on the overall satisfaction

Dependent variable: Overall satisfaction

Independent variable: contact with the employee and variety satisfaction

Interpretation: From the above figure we can see that variety satisfaction has an impact on the
overall satisfaction individually however contact with the employee individually doesn’t have an
impact on the overall satisfaction.

Interpretation: From above Tukey’s post hoc test we can see that there is significant value in all of
the case. So, we failed to accept null hypothesis that the contact with the employee and variety of
satisfaction both together doesn’t have an impact on the overall satisfaction.
Interpretation: From the figure we can see that mean of overall satisfaction when there is contact
with the employee is more for somewhat positive than when there is no contact.

Q.3.c. To see if the organisational satisfaction depends on the gender and

price satisfaction
H0: Gender and price satisfaction together doesn’t have any difference on the overall
organisational satisfaction

H1: Gender and price satisfaction together have any difference on the overall organisational
satisfaction.

Dependent variable: organisational satisfaction

Independent variable: gender and price satisfaction

Interpretation: From the above figure we can see that the significance value is greater than .05,
which concludes that equal variances doesn’t exist.

Interpretation: From the above figure we can see that gender individually doesn’t have an influence
on the organisation satisfaction of the store as the significance value is greater than .05 however
price has an impact on the organisational satisfaction of the store as the significance value is less
than .05 and both together however doesn’t have an impact on the organisational satisfaction of the
store as the significance value is greater than .05.
Interpretation: From the above figure we can see that significant value between somewhat
negative-strongly negative, strongly negative-somewhat negative, neutral-somewhat positive, is
greater than .05, which imply that we fail to reject the null hypothesis that organisation satisfaction
doesn’t depend on the price satisfaction for these factors

Interpretation: From the above figure we can see that the mean of strongly positive satisfaction for
female is less than mean of male as it varies with the price satisfaction.