A pilot survey was conducted with thirty respondents to examine Internet usage for personal (nonprofessional) reasons. The

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A pilot survey was conducted with thirty respondents to examine Internet usage for personal (nonprofessional) reasons. The following table contains the resulting data giving each respondent's sex $(1=$ male, $2=$ female $)$; familiarity with the Internet $(1=$ very unfamiliar, 7 = very familiar); Internet usage in hours per week; attitude toward Internet and toward technology, both measured on a 7 -point scale ( 1 = very unfavorable, $7=$ very favorable); and whether the respondent shopped or banked online $(1=$ yes, $2=$ no).

Internet Usage Data







Respondent NumberSexFamiliarityInternet UsageAttitude Toward InternetAttitude Toward TechnologyUsage of Internet: ShoppingUsage of Internet: Banking
117147611
22223322-
32334312
42337512
517137711
62465412
72224522
82365422
92366412
1019157612 (Continued)
Internet Usage Data






Respondent NumberSexFamiliarityInternet UsageAttitude Toward InternetAttitude Toward TechnologyUsage of Internet: ShoppingUsage of Internet: Banking
112434322
122546422
131696521
141683222
151655412
162434322
171695311
181445412
1917146611
202666422
211694222
221555421
232324222
2417156611
252665312
2616136611
272545511
282423222
291445312
301337512

a. Obtain the frequency distribution of familiarity with the Internet. Calculate the relevant statistics.

b. For the purpose of cross-tabulation, classify respondents as light or heavy users. Those reporting five hours or less usage should be classified as light users and the remaining as heavy users. Run a cross-tabulation of sex and Internet usage. Interpret the results. Is Internet usage related to one's sex?

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Essentials Of Marketing Research

ISBN: 9781292060163

1st Global Edition

Authors: Naresh K. Malhotra

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