SECTION B: Answer two questions. Each question carries equal weight. 2. (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: 0 Describe the strength of the joint effect of the factors. 0 Test the signicance of the variables individually and the interaction between them. 0 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 crosstabulations you might expect to nd in a market research study. (10 marks) Page 4 of 11 UL20f0542 Figure 1 Tests of Between-Subjects Effects Dependent Variable:Sales volume Source Sum of Squares df Mean Square F Sig. Time_of_day 1431.667 N 715.833 421.078 .000 Store 1367.467 00 .A 341.867 201.098 000 Time_of_day * Store 812.333 101.542 59.730 Error 25.500 15 1.700 Total 3636.967 29 Estimated Marginal Means of Sales volume 95- Estimated Marginal Means 90- 85- 80- 75- Morning Afternoon Evening Time of day Page 5 of 11 UL20/0542Figure 1 (continued) Estimated Marginal Means of Sales volume 95- 90 - Estimated Marginal Means 85- 80- 75- 70- Store A Store B Store C Store D Store E Store Estimated Marginal Means of Sales volume 110- Time of day Morning Afternoon Evening Estimated Marginal Means 100- 90- 80- 70- Store A Store B Store C Store D Store E Store Page 6 of 11 UL20/0542