Q1. Select and identify and compute the MOST appropriate measure of central tendency for each of:

a. Q 18 Gender

b. Q 12 How Convenient Hours

c. Q 17 How Satisfied

d. On your word document, briefly explain, for each of these 3 variables:

i. Select and Identify the central tendency measure you choose for each variable. State this for each variable above.

ii. Describe the result of the central tendency analysis you did, and briefly discuss/interpret the finding in relation to that particular variable

iii. Describe the frequency table results and what they tell you about the dispersion of the frequencies for each variable above (for this question I am not asking for Standard Deviation discussion, rather just the frequency table)

Q2. The library would like to know something about customer (survey respondents) visitation to the library. Specifically, they would like to know, typically or on average, when was the last time customers were in the library (Q1), how many times had they visited the library in the last month (Q2) and how much money they spent in the downtown area during the trip to the library (Q6). Identify and compute the appropriate measure of central tendency and variability for each:

a. Q1, Q2 and Q6

b. In your word document, briefly explain, for each of these 3 variables:

i. What is the measure of central tendency and variability you chose for each variable?

ii. What is the result of the central tendency measure and variability measure for each variable? State the results.

iii. Interpret the findings and state what the results tell you.

Q3. Address the marketing research objective: To determine if there is a statistically significant association between gender (Q18) and where respondents were just before they came to the Library (Q4).

a. Create a Null Hypothesis (Ho) and a Research Hypothesis (H1)

b. Select your Alpha level (p value/error level you are willing to accept)

c. Identify and state the appropriate test and then conduct the test in SPSS

d. What does your results table suggest about males and females' whereabouts before coming to the library? Does there appear to be an association between the variables? Briefly describe / interpret your results table.

e. What is the Pearson Chi-Square Statistic computed?

f. What is the significance value computed?

g. Interpret your findings and state what you believe this finding tells you about the statistical significance of the association of the variables Q18 Gender and Q4 Where you were.