In a pretest, 30 respondents were asked to express their preference for an outdoor lifestyle (V1) using

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In a pretest, 30 respondents were asked to express their preference for an outdoor lifestyle (V1) using a 7 -point scale $(1=$ not at all preferred, 7 = greatly preferred $)$. They were also asked to indicate the importance of the following variables on a 7 -point scale $(1=$ not at all important, 7 = very important).

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The sex of the respondent (V7) was coded as $1=$ female and $2=$ male. The location of residence (V8) was coded as $1=$ midtown/downtown, $2=$ suburbs, and $3=$ countryside. The data obtained are given in the following table.

Respondent NumberV1V2V3V4V5V6V7V8
173645211
211121211
362544511
443463211
512231211
663546211
753434511
864545111
933222211
1024262211
1164535512
1223142112
1372645612
1446453312
1513121412
1666634522
1755644622
1877447722
1926374322
2037364422
2115263323
2256475623
2324154423
2447474623
2567421723
2636464423
2747742523
2837264323
2946372723
3056267223









Using a statistical package of your choice, answer the following questions. In each case, formulate the null and the alternative hypotheses and conduct the appropriate statistical test(s).

a. Does the mean preference for an outdoor lifestyle exceed 3.0?

b. Does the mean importance of enjoying nature exceed 3.5?

c. Does the mean preference for an outdoor lifestyle differ for males and females?

d. Does the importance attached to V2 through V6 differ for males and females?

e. Do the respondents attach more importance to enjoying nature than they do to enjoying the weather?

f. Do the respondents attach more importance to enjoying the weather than they do to meeting other people?

g. Do the respondents attach more importance to living in harmony with the environment than they do to exercising regularly?

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Essentials Of Marketing Research

ISBN: 9781292060163

1st Global Edition

Authors: Naresh K. Malhotra

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