Walmart has been doing some target market research to better understand its segments. The following results are done at a 95% confidence level and were asked to only their primary target market segment which is evenly split by gender (male/female). Walmart wants to implement a broad and diverse strategic approach to online marketing but doesn’t know where to start – do they do generic digital ads, social media, influencers, etc. So they asked their target market about some digital habits. Below are the results of two tests run to see if gender plays a significant role in engaging with TikTok and influencers (2 separate tests). The results were 1-5 where 1 was never and 5 was all the time. Review the results and explain to Target leadership if this indicates any suggestions for the digital strategy. If it DOES, then explain what your recommendations are. If it DOES NOT, then explain what the next steps they should take in order to be successful in the digital field. See attachment for outputs. 
Provide all of the following:

1) the research objective
2) the name of the constructs of interest
3) the null and alternative hypotheses for BOTH tests
4) test results – make sure to list for both tests (explain all numbers of interest)
5) recommendations to management based on the analysis.

 

How often do you engage with TikTok (Posting on TikTok or watching/engaging with other TikTokers) How often do you buy items because of an influencer Group Statistics How often do buy items because of an influencer Gender N Male Female Male Female How often do you Equal variances engage with TikTok assumed (Posting on TikTok or watching/ Equal variances engaging with other not assumed TikTokers) Equal variances assumed Equal variances not assumed 560 440 560 440 F 7.355 Mean 3.1 4.1 15.536 23 Levene's Test for Equality of Variances Sig. 2.7 3.5 75 007 .000 Std. Deviation t -2.243 .732 .827 .845 .948 Independent Samples Test -3.090 df 998 -2.210 882.821 998 Std. Error Mean -3.048 886.929 Sig. (2- tailed) .025 027 .002 .002 .031 .039 .036 .045 t-test for Equality of Means Mean Difference -.111 -.111 -.175 -.175 Std. Error Difference .049 050 .057 .058 95% Confidence interval of the Lower Difference -208 -209 -.287 -288 Upper -014 -.012 -.064 -.062