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In a marketing research, data on Nike were obtained from 45 respondents. These data are given in the
following table, which gives the usage, sex, awareness, attitude, preference, intention, and loyalty
toward Nike of a sample of Nike users. Usage has been coded as 1, 2, or 3, representing light, medium,
or heavy users of sporting goods. The sex has been coded as 1 for females and 2 for males. Awareness,
attitude, preference, intention, and loyalty are measured on 7- point scales (1 very unfavorable, 7
very favorable). (Data is available at Blackboard under Nike)
Analyze the Nike data to answer the following questions. In each case, formulate the null and the
alternative hypotheses and conduct the appropriate statistical test(s).
a. Conduct a cross- tabulation of the usage with sex. (5 points)
b. Calculate the expected frequency table between usage and sex. (5 points)
c. Conduct Chi-square test using Excel function. What is the p value (which is the chance of
making a mistake as 1-p is the confidence level of your conclusion) and what is your conclusion?(10
points)
d. Do the males and females differ in their loyaltyto Nike? (10 points)
e. Do the respondents in the sample have a higher level of awareness than loyalty? (10 points)
f. Find the correlation coefficient between loyalty and preference. (5 points)
g. Run a simple linear regression using “Loyalty” as dependent variable, and “Usage”, “Awareness”,
“Attitude”, “Preference”, and “Intention” as independent variables. Which independent variable(s) is
(are) important predictors of their loyalty to Nike? (5 points)
caseno usergr sex awarenes attitude preferen purchase loyalty
1 3 2 7 6 5 5 6
2 1 1 2 2 4 6 5
3 1 1 3 3 6 7 6
4 3 2 6 5 5 3 2
5 3 2 5 4 7 4 3
6 2 2 4 3 5 2 3
7 2 1 5 4 4 3 2
8 1 1 2 1 3 4 5
9 2 2 4 4 3 6 5
10 1 1 3 1 2 4 5
11 3 2 6 7 6 4 5
12 3 2 6 5 6 4 4
13 1 1 4 3 3 1 1
14 3 2 6 4 5 3 2
15 1 2 4 3 4 5 6
16 1 2 3 4 2 4 2
17 3 1 7 6 4 5 3
18 2 1 6 5 4 3 2
19 1 1 1 1 3 4 5
20 3 1 5 7 4 1 2
21 3 2 6 6 7 7 5
22 2 2 2 3 1 4 2
23 1 1 1 1 3 2 2
24 3 1 6 7 6 7 6
25 1 2 3 2 2 1 1
26 2 2 5 3 4 4 5
27 3 2 7 6 6 5 7
28 2 1 6 4 2 5 6
29 1 1 2 3 1 3
30 2 2 5 4 6 5
31 1 2 1 2 3 2
32 1 2 4 6 5 3
33 2 1 3 4 3 2
34 2 1 4 6 5 7 6
35 3 1 5 7 7 3 3
36 3 1 6 5 7 3 4
37 3 2 6 7 5 3 4
38 3 2 5 6 4 3 2
39 3 2 7 7 6 3 4
40 1 1 4 3 4 6 5
41 1 1 2 3 4 5 6
42 1 1 1 3 2 3 4
43 1 1 2 4 3 6 7
44 1 1 3 3 4 6 5
45 1 1 1 1 4 5 3
