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

(a) A retail chain has 5 stores: A, B, C, D and

(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: Describe the strength of the joint effect of the factors. 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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