ANALYSIS OF ENUMERATIVE DATA PROJECT
Enumerative data is data that is obtained from survey sampling or questionnaires utilizing categorical
responses. The number of respondents selecting each category (or level) of the response is enumerated
(counted). Frequency tables, both one-way and two-way (contingency tables), are constructed from these
results. The categories (response levels) for each question (variable) may be nominal (such as sex of the
respondent, sales district, packaging design, etc.) or ordinal (such as income bracket, age category, weight
bracket, production level category, etc.), but not interval or ratio (such as income, age, market value,
production rate, price-earnings ratio, etc.). Nominal implies only identification information whereas ordinal
implies a rank as well. Interval and ratio data values are obtained by measuring rather than counting
categorical responses. When using the computer to do the analysis, the variables are given alphanumeric
names and the response levels can be either alphanumeric (character variables) or numeric.
The Ace Appliance Company manufactures major home appliances to be distributed primarily as brand
name items at major department stores. Each product sold by the company requires warranty registration at
the time of sale. In order to investigate the effectiveness of its advertising, brand name recognition, and level
of customer satisfaction a random sample of recent purchases was obtained from the company's warranty
database. These people were mailed a questionnaire to fill out and return in a post-paid envelope. Although
many questions are asked, only three are of interest currently. They are as follows:
1. What is your household income?
A. $60,000 and up
B. $30,000 - $59,999
C. $0 - $29,999
2. How did you first become aware of our product?
A. TV ad
B. Radio ad
C. Printed ad in magazine or newspaper
D. Other (word of mouth, store ad, etc.)
3. On a scale of A to E, how would you rate your level of satisfaction with the product?
A. Very dissatisfied
B. Somewhat dissatisfied
E. Very satisfied
Answer the following questions using the scale below:
A. Strongly Agree B. Agree C. Neutral/No Opinion D. Disagree E. Strongly
4. The sales staff that I dealt with were kind and courteous.
5. The store was easy for me to locate and there was ample parking.
6. I plan to shop here again the next time I need an appliance.
The 150 responses that were returned were entered into a data file. The data file is available and can be
downloaded from the web page.I ONLY NEED QUESTIONS 3-5 ANSWERED!
A. Analyze the results of your sample survey using either SAS or SPSS and produce a
short report of your findings. In your report be sure to include the following:
1. A frequency and relative frequency table for each question.
2. One item of particular interest to management is the overall proportion of satisfied
customers. Report the proportion of respondents expressing some degree of
satisfaction with the product and construct a 98 percent confidence interval estimate for
the proportion of all customers satisfied with the product.
3. Also of particular interest to management is the effectiveness of their advertising
methods. In your report present cross tabulation (contingency) tables for advertising
method against each of the other questions asked. Does a significant association exist
between advertising method and any of these factors?
4. For all relationships you find significant in question 3, present either an r-way or a cway
relative frequency graph. Note: r = number of rows, c = number of columns.
Use the results of 3. above and your graph to explain the nature of the relationship(s)
5. Examine the other questions in the instrument to determine if any other significant twoway
6. Can you make any recommendations to management based upon your overall results?
|Due By (Pacific Time)||09/24/2014 02:00 pm|
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