Participants in a national survey were shown an advertisement for some product….

1. (30 points) Participants in a national survey were shown an advertisement for some product. Then they responded to a questionnaire, which included the questions “What is your age?” and “How likely are you to purchase the product in the advertisement?” A cross tabulation of the two variables is given below. (a) (2 points) How many people responded to both questions? (b) (2 points) What percentage of people in this sample are aged 65 or younger? (c) (2 points) What percentage of people in this sample are aged 65 or younger and checked “Not Likely?” (d) (2 points) Of those who checked “Not Likely,” what percentage are under 30? (e) (2 points) Compute the “top-two-box score” for people 66 or older, i.e., what percentage of people aged 66+ checked “Definitely” or “Very Likely?” (f) (2 points) Compute “top-two-box scores” for the other three age groups. (g) (4 points) Does purchase intent depend on age, i.e., are older people more, less, or equally likely to buy this product? Which age groups are more likely to attend? Support your answer with numbers/analyses to receive full credit.

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IMC 451: Marketing Research & Statistics
Midterm Examination
Winter 2015

? You now have 3 hours to complete this exam from the moment you opened the file.
? Answer only the questions asked in a direct and concise way. Do not answer questions
that were not asked.
? Submit the exam to me via email as Excel, Word or PDF. Do not lock the document. I
will add comments when I grade it. Do not send SPSS files. Copy and paste all needed
output from SPSS into the document you submit.
? You are not allowed to discuss this exam with anyone until 12 am on February 17th. You
are not to ever share this exam material outside of this class.
? Good Luck!

1. (30 points) Participants in a national survey were shown an advertisement for some product.
Then they responded to a questionnaire, which included the questions “What is your age?” and
“How likely are you to purchase the product in the advertisement?”

A cross tabulation of the two variables is given below.

(a) (2 points) How many people responded to both questions?
(b) (2 points) What percentage of people in this sample are aged 65 or younger?
(c) (2 points) What percentage of people in this sample are aged 65 or younger and
checked “Not Likely?”
(d) (2 points) Of those who checked “Not Likely,” what percentage are under 30?
(e) (2 points) Compute the “top-two-box score” for people 66 or older, i.e., what
percentage of people aged 66+ checked “Definitely” or “Very Likely?”
(f) (2 points) Compute “top-two-box scores” for the other three age groups.
(g) (4 points) Does purchase intent depend on age, i.e., are older people more, less, or
equally likely to buy this product? Which age groups are more likely to attend? Support
your answer with numbers/analyses to receive full credit.
1(h) (2 points) Create a visual display of your evidence from the previous part. Make a
rough sketch on paper or use Excel. I do not expect you to use SPSS for this question
(though you may).
(i) (2 points)…

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