1. In a survey, data on Nike were obtained from 45 respondents. The data gives the usage, sex, awareness, attieude, preference, intention and loyalty towards Nike of a sample of Nike users. Usage has been coded as 1,2 or 3 , representing light, medium or heavy users. Sex has been coded as 1 for females and 2 for males. Awareness, attitude, preference, intention, and loyalty are mcasured on a 7 -point Likert scale ( 1= very unfavourable, 7= very favourable). Missing values are denoted by 9 . Based on the output of the tests run on SPSS (given below) with the Nike data, answer the following questions. In each case, justify your answer with reference to the output. (a) Interpret the results of the cross-tabulation of the usage with sex. (b) Does awareness for Nike exceed 3.0? (c) Do the males and females differ in their awareness for Nike

Answer 1

(a) To interpret the results of the cross-tabulation of usage with sex, we can examine the table and calculate the percentages. This will give us an understanding of the distribution of usage among males and females. Since the data contains missing values coded as 9, we should exclude those cases from the analysis.

For example, the table might look like this:

Light Medium Heavy
Male 10 8 4
Female 6 9 8

To calculate the percentages, we can divide the count of each cell by the sum of all cells:

Light Medium Heavy
Male 10/22 8/17 4/12
(in percentage) 45.5% 47.1% 33.3%

Female 6/22 9/17 8/12
(in percentage) 27.3% 52.9% 66.7%

From the percentages, we can see that among the respondents, males have a higher proportion of medium and heavy Nike users compared to females. This suggests that males are more likely to be medium or heavy users of Nike compared to females.

(b) To determine if awareness for Nike exceeds 3.0, we can refer to the output of the analysis. It could be a descriptive statistics table that provides mean scores for awareness on the Likert scale.

For example:

Awareness:
Mean: 5.2
Standard Deviation: 0.9

Since the mean awareness score is 5.2, which is higher than 3.0, we can conclude that the awareness for Nike exceeds 3.0. This indicates that, on average, the respondents have a favorable awareness of Nike.

(c) To determine if males and females differ in their awareness for Nike, we can refer to the output of inferential statistics, such as an independent samples t-test or a Mann-Whitney U test.

For example:

Independent Samples t-test:
t-value: 1.8
p-value: 0.07

In this case, a p-value of 0.07 suggests that there is not a statistically significant difference in awareness between males and females. This means that we do not have enough evidence to conclude that males and females differ in their awareness for Nike.