CardioGood Fitness

CardioGood Fitness is a developer of high-quality cardiovascular exercise equipment. Its products include treadmills, fitness bikes, elliptical machines, and e-glides. CardioGood Fitness looks to increase the sales of its treadmill products and has hired The AdRight Agency, a small advertising firm, to create and implement an advertising program. The AdRight Agency plans to identify particular market segments that are most likely to buy their clients' goods and services and then locates advertising outlets that will reach that market group. This activity includes collecting data on clients' actual sales and on the customers who make the purchases, with the goal of determining whether there is a distinct profile of the typical customer for a particular product or service. If a distinct profile emerges, efforts are made to match that profile to advertising outlets known to reflect the particular profile, thus targeting advertising directly to high-potential customers.

CardioGood Fitness sells three different lines of treadmills. The TM195 is an entry-level treadmill. It is as dependable as other models offered by CardioGood Fitness, but with fewer programs and features. It is suitable for individuals who thrive on minimal programming and the desire for simplicity to initiate their walk or hike. The TM195 sells for $1,500.

The middle-line TM498 adds to the features of the entry-level model two user programs and up to 15% elevation upgrade. The TM498 is suitable for individuals who are walkers at a transitional stage from walking to running or midlevel runners. The TM498 sells for $1,750.

The top-of-the-line TM798 is structurally larger and heavier and has more features than the other models. Its unique features include a bright blue backlit LCD console, quick speed and incline keys, a wireless heart rate monitor with a telemetric chest strap, remote speed and incline controls, and an anatomical figure that specifies which muscles are minimally and maximally activated. This model features a nonfolding platform base that is designed to handle rigorous, frequent running; the TM798 is therefore appealing to someone who is a power walker or a runner. The selling price is $2,500.

As a first step, the market research team at AdRight is assigned the task of identifying the profile of the typical customer for each treadmill product offered by CardioGood Fitness. The market research team decides to investigate whether there are differences across the product lines with respect to customer characteristics. The team decides to collect data on individuals who purchased a treadmill at a CardioGood Fitness retail store during the prior three months.

The team decides to use both business transactional data and the results of a personal profile survey that every purchaser completes as their sources of data. The data are stored in theCardioGoodFitness.xlsxfile. The team identifies the following customer variables to study: product purchased?TM195, TM498, or TM798; gender; age, in years; education, in years; relationship (marital) status, single or partnered; annual household income ($); average number of times the customer plans to use the treadmill each week; average number of miles the customer expects to walk/run each week; and self-rated fitness on an 1-to-5 ordinal scale, where 1 is poor shape and 5 is excellent shape.

For this set of variables:

1. Compute descriptive statistics to create a customer profile for each CardioGood Fitness treadmill product line.
2. For each CardioGood Fitness treadmill product line construct two-way contingency tables of gender, education in years, relationship status, and self-rated fitness. Since there are four variables to be used in two-way contingency tables, there will be a total of 6 tables for each treadmill product.
3. For each table you construct, compute all conditional and marginal probabilities.
4. Write a report detailing your findings to be presented to the management of CardioGood Fitness

After you completed your discussions please upload one , preferably Excel,file to the

Product Age Gender Education Marital Status Usage Fitness TM195 18 Male 14 Single 3 4 TM195 19 Male 15 Single 2 3 TM195 19 Female 14 Partnered 4 3 TM195 19 Male 12 Single 3 3 TM195 20 Male 13 Partnered 4 2 TM195 20 Female 14 Partnered 3 3 TM195 21 Female 14 Partnered 3 3 TM195 21 Male 13 Single 3 3 TM195 21 Male 15 Single 5 4 TM195 21 Female 15 Partnered 2 3 TM195 22 Male 14 Single 3 3 TM195 22 Female 14 Partnered 3 2 TM195 22 Female 16 Single 4 3 TM195 22 Female 14 Single 3 3 TM195 23 Male 16 Partnered 3 1 TM195 23 Male 16 Partnered 3 3 TM195 23 Female 14 Single 2 3 TM195 23 Male 16 Partnered 4 3 TM195 23 Female 16 Single 4 3 TM195 23 Female 15 Partnered 2 2 TM195 23 Male 14 Single 4 3 TM195 23 Male 16 Single 4 3 TM195 24 Female 16 Single 4 3 TM195 24 Female 16 Partnered 5 5 TM195 24 Male 14 Single 2 3 TM195 24 Male 13 Partnered 3 2 TM195 24 Female 16 Single 4 3 TM195 25 Female 14 Partnered 3 3 TM195 25 Male 14 Partnered 2 3 TM195 25 Female 14 Partnered 2 2 TM195 25 Female 14 Partnered 3 3 TM195 25 Male 16 Single 3 4 TM195 25 Female 16 Partnered 2 2 TM195 25 Male 16 Single 3 3 TM195 26 Female 14 Partnered 3 4 TM195 26 Female 16 Partnered 4 3 TM195 26 Male 16 Partnered 2 2 TM195 26 Male 16 Partnered 3 3 TM195 26 Female 16 Single 3 3 TM195 26 Male 16 Partnered 4 4 TM195 26 Male 16 Single 3 3 TM195 27 Female 14 Partnered 3 2 TM195 27 Male 16 Single 4 3 TM195 27 Female 14 Partnered 2 3 Income Miles 29562 112 31836 75 30699 66 32973 85 35247 47 32973 66 35247 75 32973 85 35247 141 37521 85 36384 85 35247 66 36384 75 35247 75 38658 47 40932 75 34110 103 39795 94 38658 113 34110 38 38658 113 40932 94 42069 94 44343 188 45480 113 42069 47 46617 75 48891 75 45480 56 53439 47 39795 85 40932 113 40932 47 43206 85 44343 113 52302 113 53439 47 51165 85 36384 66 44343 132 50028 85 45480 66 54576 85 45480 56 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM195 TM498 TM498 TM498 TM498 TM498 TM498 TM498 TM498 TM498 28 Female 28 Female 28 Male 28 Female 28 Male 28 Female 29 Male 29 Female 29 Female 30 Male 30 Male 31 Male 31 Female 32 Female 32 Male 33 Female 33 Female 34 Male 34 Female 35 Male 35 Female 35 Female 36 Male 37 Female 38 Male 38 Female 38 Male 38 Male 39 Male 40 Male 41 Male 43 Male 44 Female 46 Female 47 Male 50 Female 19 Male 20 Male 20 Female 20 Male 21 Female 21 Male 21 Male 23 Male 23 Male 14 Partnered 16 Partnered 14 Single 14 Partnered 14 Single 16 Partnered 18 Partnered 14 Partnered 16 Partnered 14 Partnered 14 Single 14 Partnered 14 Single 14 Single 14 Partnered 16 Single 16 Partnered 16 Single 16 Single 16 Partnered 16 Partnered 18 Single 12 Single 16 Partnered 16 Partnered 14 Partnered 14 Single 16 Partnered 16 Partnered 16 Partnered 16 Partnered 16 Partnered 16 Single 16 Partnered 16 Partnered 16 Partnered 14 Single 14 Single 14 Partnered 14 Single 14 Partnered 16 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