A technology firm wants to determine the characteristics of potential customers for a new voice-activated home entertainment system.
Data set: Ch 13 – Exercise 06B.sav

Codebook
Variable: Purchase
Definition: [Outcome] Will the person buy this within 6 months?
Type: Categorical
0 = Will not buy it 1 = Will buy it [←BASIS FOR MODEL]
Variable: Gender
Definition: [Predictor] Gender
Type: Categorical
0 = Female [←REFERENCE]
1 = Male
Variable: Race
Definition: [Predictor] Race
Type: Categorical
0 = African American [←REFERENCE]
1 = Asian
2 = Caucasian
3 = Latino
4 = Other
Variable: Partner

Definition: [Predictor] Relational status
Type: Categorical
0 = Single [←REFERENCE]
1 = Partner
Variable: Age
Definition: [Predictor] Age
Type: Continuous
Variable: Income
Definition: [Predictor] Annual income
Type: Continuous
Variable: Brand_ownership
Definition: [Predictor] Does the person already own any other product(s) of this brand
Type: Categorical
0 = Does not own this brand [←REFERENCE]
1 = Owns this brand
a. Write the hypotheses.
b. Run each criterion of the pretest checklist (sample size, normality, multicollinearity) and discuss your findings.

c. Run the logistic regression analysis and document your findings (odds ratios and Sig. [p value], hypotheses resolution).
d. Write an abstract under 200 words detailing a summary of the study, the logistic regression analysis results, hypothesis resolution, and implications of your findings.