PROJECT HINTS

1. Read the project assignment one more time carefully!

2. Because AVERY data contains 44 variables, you can do quite many runs on computer analysis. For example, if you are Cross-tabling by picking two variables, there are 946 such tables. Do not try all for your health. Pick variables which are most important ones for strategy of AVERY with your marketing judgment. In particular, you have learned the following FIVE statistical techniques on SPSS. The requirement for each technique is listed below.

(1) One-way Tabulation (FREQUENCIES, Table 13A.4)

Obtain the confidence interval

(the variable must be interval or ratio scale for this)

(2) Two-way Tabulation (CROSSTABS, Table 13A.5)

Conduct a Chi-square independence test (cannot have too many cells with few counts)

(3) Comparing means of independent two samples (T-TEST /GROUP, Table 15B.1)

(4) Paired Difference Test (T-Test /PAIR, Table 15B.2)

(two criteria must have the same number of variables and adjectives)

(5) Multiple Regression (REGRESSION, Table 16B.2)

(a dependent variable must be approximately continuous -- sum of at least three variables; also include at least two significant independent variables -- not simple regression)

3. Always state the definition of variables you are creating.

Each technique must be applied at least ONCE on variables which had an important marketing implication for AVERY, and all hypothesis tests must result in REJECTION. (if not, they are not useful because we cannot accept the hypothesis.) These runs must be your ORIGINAL although you may include the result discussed in the class or the homework. Attach the outputs in the appendix of your report. Your recommendations must be based on these results. Recommendations that are not based on these results should not be included. (e.g., "I think AVERY's advertising should be geared toward men to attract them.")