Q1. Mini Case 1: TABH, INC., Automotive Consulting

TABH consulting specializes in research for automobile dealers in the United States, Canada, Mexico, and Europe. This month, they would like to produce a white paper analyzing the viability of college students attending schools located in small college towns as a potentially underserved market segment.

TABH management assigns a junior analyst named Michel Gonzalez to the project. Lacking time for a more comprehensive study, Michel decides to contact the traffic department at Cal Poly University in Pomona, California, and at Central Missouri State University in Warrensburg, Missouri. Michel wishes to obtain data from the students' automobile parking registration records. Although both schools are willing to provide anonymous data records for a limited number of students, Cal Poly offers Michel a chance to visit during the registration period, which just happens to be next week. As a result, not only can Michel get data from students' registration forms, but a small amount of primary data can be obtained by intercepting students near the registration window. In return, Michel is asked to purchase a booth at the Cal Poly career fair.

As a result, Michel obtains some basic information from students. The information results in a small data set consisting of the follow observations for 100 undergraduate college students in Pomona, California:

Variables

Sex= Student's gender (0=female and 1=male)

Color= Color of a student's car as listed on his or her registration form (many colors listed)

Major= Student's major field of study (Business, Liberal Arts (LA), or Engineering (ENG))

Grade= Student's grade record reported (A, B, or C)

Finance= Whether the student financed the car he or she is driving or paid for it with cash, coded0=cash payment and 1=financed with a loan

Residence= Whether the student lives on campus or commutes to school, coded 0=commute and 1=on campus

Car= Type of car a student drives (seven brands listed)

Desirability= Extent to which a person rates a car brand as desirable (1 = not at all desirable, 7 = extremely desirable)

Reliability= Extent to which a person rates a car brand as reliable (1 = not reliable at all, 7 = extremely reliable)

Identify the test you would run for each of the following situation:

Does the way a student finances the car they drive influence to what extent they rate a car brand as reliable?

a. Two-sample t-test

b. Paired sample t-test

c. One-way ANOVA

d. none of those

Q2. Using the information from the case in question #1, identify the test you would run for each of the following situation:

Do the student rate the car as more desirable or more reliable?

a. Two-sample t-test

b. Paired sample t-test

c. One-way ANOVA

d. none of those

Q3. Indicate the statistical test you would conduct.

A researcher is interested in how consumers make purchase decisions for a specific type of product. He develops a survey where, among other things, he asks to what extent price matters to people (on a Likert scale from 1 to 5) and to what extent quality matters to people (on a Likert scale from 1 to 5) when they try to decide which brand to buy.

a. Two-sample t-test

b. Paired sample t-test

c. One-way ANOVA

d. none of those

Q4. Indicate the statistical test you would conduct.

A restaurant is working on a new strategy to get consumers to eat healthier. They decide to run an experiment. As part of the experiment, the restaurant varies the presentation format of their menu. One week, they present their menu in picture format (that is, patrons see the picture of a dish and the name). The other week, they present their menu in text format (that is, patrons see a text description of a dish and the name). The restaurant is measuring how much money customers spent (using a ratio scale) on a healthy meal each week

a. Two-sample t-test

b. Paired sample t-test

c. One-way ANOVA

d. none of those

Q5. Indicate the statistical test you would conduct.

Respondents in a survey of 1,000 households were asked about their travel history. Specifically, they were asked how often they have been to Europe in the past five years (using a ratio scale). People were also classified by interest type (art-lovers, food-lovers, or sports-lovers). The question is whether interest type influences travel history.

a. Two-sample t-test

b. Paired sample t-test

c. One-way ANOVA

d. none of those

Q6. What is the corresponing alternative hypothesis for the scenario in question #5?

a. The three interest types differ with regard to the number of times they have been to Europe in the last five years.

b. The number of times people have been to Europe does not depend on interest type.

c. The three interest types do not differ with regard to the number of times they have been to Europe in the last five years.

d. Interest type and travel to Europe are not related.