# SPSS/ Simple Analysis of Consumer Database

QUESTION 1

1. For the cross-tab, explain what the value 60 represents, and then explain what the value 100 represents.

Received direct marketing offer or not * Purchased or not Crosstabulation

Count

Purchased or not

Total

Purchased

Did not purchase

Received direct marketing offer or not

40

10

50

2=did not receive direct marketing offer

60

30

90

Total

100

40

140

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6 points

QUESTION 2

1. Write down the null hypothesis for the Chi-square test of the cross-tab.

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6 points

QUESTION 3

1. Based on the Chi-Square Test result, would you reject the Null or do not reject the null from Question 1? Explain Why.

Chi-Square Tests

Value

df

Asymptotic Significance (2-sided)

Exact Sig. (2-sided)

Exact Sig. (1-sided)

Pearson Chi-Square

2.800a

1

.094

Continuity Correctionb

2.185

1

.139

Likelihood Ratio

2.903

1

.088

Fisher’s Exact Test

.119

.068

Linear-by-Linear Association

2.780

1

.095

N of Valid Cases

140

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.29.

b. Computed only for a 2×2 table

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7 points

QUESTION 4

1. Between Phi and Cramer’s V output, which one is appropriate for the cross-tab in this question? and what does the value tell you about the relationship between “Offer” and “Purchased”?

Symmetric Measures

Value

Approximate Significance

Nominal by Nominal

Phi

.141

.094

Cramer’s V

.141

.094

N of Valid Cases

140

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