a) A retail chain has 5 stores: A, B, C, D and E in a city. The average number of

sales transactions (sales volume) based on a random sample has been calculated

for three periods during the day (morning, afternoon and evening). The retailer

conducts a two-way analysis of variance to investigate whether there appears

to be a difference in the average number of sales transactions in different stores

and at different times of the day.

Analyse the selected SPSS output in Figure 1 (spread over the next two pages)

and discuss what conclusions can be drawn from the data.

In your analysis, be sure to address at least the following:

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Describe the strength of the joint effect of the factors.

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Test the significance of the variables individually and the interaction

between them.

?

Describe the pattern of interaction.

(20 marks)

(b) Discuss the reasons for the frequent use of cross-tabulations in market research.

What are some of the limitations? Give two examples of cross-tabulations you

might expect to find in a market research study.

(10 marks)

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