Enter the following data into an Excel spreadsheet. Include the column headings (Q1, Q2, and Q3), as

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Enter the following data into an Excel spreadsheet. Include the column headings (Q1, Q2, and Q3), as well as the numeric values. The definitions of the numeric values are provided at the bottom of the table. Use the Pivot Table feature in Excel (found under the Data option) to cross tabulate the likelihood of purchase (row) by gender (column) and income level (column). What conclusions can you draw about the relationship between gender and likelihood of purchase and that between income and likelihood of purchase?
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Marketing Research Essentials

ISBN: 978-1118249321

8th edition

Authors: Carl McDaniel Jr., Roger Gates

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