SPSS Assignment: NBC Read the NBC case below. Using SPSS procedures, conduct analyses to answer the questions (Do not calculate anything using your calculator - or by hand). Background Since its inception, NBC has targeted an audience of adults aged 15-49. With the advent of cable, streaming and satellite stations targeting specific segments, this marketing strategy has shown signs of failing, as their market share of all network television shows watched has dropped from 18% to 16%. Therefore NBC has decided to undertake some research to understand who is watching their shows versus competitors' shows. Using the survey below, they have obtained the following information from the market research department. NBC Questionnaire Pleased answer the questions below: 1. Which of the following shows do you watch on a regular basis? (Please check all that apply) The Blacklist The Masked Singer Shark Tank The Walking Dead 2. Please rate the following networks by circling the number that corresponds to you level of liking. Fox Shows I don't 1 2 3 4 5 6 Shows I like like AMC Shows I don't 1 2 3 4 5 6 Shows I like like NBC Shows I don't 1 2 3 4 5 6 Shows I like like 3. What is your age? 4. What is your sex? male female Thank you for participating!The questionnaire has been coded as follows: ID: The respondent ID number watch Bis (1 en sboo) hathgrew Blacklist: Whether respondents watch the television show "Blacklist" or not (w=watch, coded as 1, dw=doesn't watch, coded as 2) (Q1) Shark Tank: Whether respondents watch the television show "Shark Tank" or not (Q1) Masked Singer: Whether respondents watch the television show "Masked Singer" or not (Q1) Walking Dead: Whether respondents watch the television show "Walking Dead" or not. (Q1) Fox: Rating of liking shows. (Q2) AMC: Rating of liking shows. (Q2) NBC: Rating of liking shows. (Q2) Age: The actual age of the respondent (Q3) Sex: The sex of the respondent (m=male, f=female) (Q4) WbPartial Responses from NBC Questionnaire w=watch (code as 1) dw=doesn't watch (code as 2) ID Blacklis Shark Maske Walkin Fox AMC NBC Age Sex Tank d g Dead Singer dw dw W W 5 3 6 45 f 2 dw dw dw W 5 4 6 17 f 3 W dw W dw 5 2 4 29 f 4 W dw dw W 6 5 3 23 m 5 dw W W W 6 2 2 17 m 6 dw dw dw dw 6 23 f 7 W d w W W 3 19 8 W W dw W 15 m W W W W 30 m 10 dw W dw dw UAWNA 34 m 1 1 dw W W dw 35 m 12 dw dw dw dw 34 f 13 dw W W dw a a a VIVI VIA NW A AWW 6 35 m 14 dw dw du dw 6 34 15 W W W dw 6 34 m A UIVIA a N A W A W U A UA N N N UVU 16 W W dw dw 34 m W N 17 W W W dw 30 m 18 W W dw W 2 16 m 19 W W W W -1 17 m 20 dw W W dw 6 15 21 W dw W W 6 21 22 W dw dw W 22 23 W dw W W 5 23 f 24 dw dw dw W un u u u u u w w ww a 3 24 25 dw dw W W 3 25 f 26 dw W dw dw 4 22 m 27 dw W W W 2 6 22 m 28 dw W W W 6 15 m -- 29 dw W dw W 16 m 30 dw dw W W 4 1 6 16 fNBC Assignment - Please answer these questions 1) What percentage of respondents watch Blacklist? (3 points) 2) What percentage of respondents are 25 and under (Hint: You must recode the data into two categories)? (4 points) 3) What percentage of females don't watch Shark Tank? Is there a relationship at a .05 level of significance? If there is, please explain the relationship. (6 points) 4) What percentage of males watch Blacklist? Is there a relationship at a .05 level of significance? If there is, please explain the relationship. (4 points) 5) After running the data so it appears on one table, please list (in your word answer) how many respondents watch each show (Hint: Use Multiple Response procedure). (4 points) 6) What is the average age of females? (Hint: Use Data Select to choose females) (3 points) 7) Is there a difference between males and females on whether they like shows on AMC? What is the average liking score of males versus females? (4 points) 8) The Walking Dead has been able to capture a large part of the teen audience. NBC has decided to try and get a part of this teen audience by scheduling Blacklist against Walking Dead. Is this a good idea? Why? Why not? (7 points)
