23. According to TruEarth’s Isabel Eckstein, product for the whole family, convenient, easy to prepare, fresh taste, variety, quality of ingredients, and healthiness of ingredients are all independent variables that affect the preference for pizza (see Exhibit 6). Assume that in a survey of frozen/refrigerated pizza brands, each of the independent variables is measured on a 7-point scale, with 1 = poor and 7 = excellent. Preference for pizza brand is also measured on a 7-point scale, with 1 = not at all preferred and 7 = greatly preferred. Each respondent rates TruEarth and three frozen/refrigerated pizza brands on all the independent variables as well as preference.

What statistical technique(s) would you use to answer the following questions?

a. Is preference related to each of the independent variables considered individually? What is the nature of the relationship you expect?

b. Is preference related to all the independent variables considered simultaneously?

c. Do the respondents evaluate the pizza brands more favorably on fresh taste than they do on variety?

d. The sample is divided into two groups: regular customers of TruEarth and customers of other brands. Do these two groups differ in terms of their ratings of TruEarth on quality of ingredients?

e. Are the two groups of question d different in terms of income measured as high, medium, and low?

f. The sample is divided in three groups: heavy, medium, and light users of pizzas (of all kinds). Do the three groups differ in terms of preference for TruEarth?
g. About 13 percent of the respondents have missing values on one or more variables. How would you treat the missing values?
h. A question asked the respondents to check as many of the seven pizza brands that they had purchased in the past year.
How should the data for this question be coded?