Statistics Assignment 2: SPSS Analysis and Report - [University Name]

This assignment solution provides a comprehensive analysis of a statistics assignment using SPSS. It covers three parts, each involving different statistical tests and interpretations. Part A focuses on correlation analysis, examining the relationships between attitude towards a brand, purchase intention, and gender. The solution presents the hypotheses, reports the results, and interprets the significant and insignificant correlations. Part B deals with a chi-square test to assess the association between brand awareness and income level, including hypothesis formulation, results reporting, and interpretation. Part C utilizes a two-way ANOVA to investigate the influence of income levels and gender on attitudes toward a brand, presenting the hypotheses, reporting the results, and interpreting the main effects and interaction effects, including the significance levels and F-ratios. The assignment demonstrates a clear understanding of statistical concepts and SPSS output interpretation.

Assignment 2
SPSS Statistics Assignment
Student Name:
Instructor Name:
Course Number:
24 April 2019
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Part A. Here is the output of an SPSS analysis. (10 points)
Correlations
Attitude toward
brand O: 1 =
negative, 9 =
positive
purchase
intention of
brand O: 1 =
very strong, 9 =
very low
Gender : 1 =
male, 2 = female
Attitude toward brand O: 1 =
negative, 9 = positive
Pearson Correlation 1 -.338** .174*
Sig. (2-tailed) .000 .013
N 202 202 202
purchase intention of brand
O: 1 = very strong, 9 = very
low
Pearson Correlation -.338** 1 -.066
Sig. (2-tailed) .000 .350
N 202 202 202
Gender : 1 = male, 2 =
female
Pearson Correlation .174* -.066 1
Sig. (2-tailed) .013 .350
N 202 202 202
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
(a) What are the hypotheses for this test? (3 points)
Answer
Three hypothesis were to be tested. These hypotheses are;
1. Null hypothesis (H0): There is no significant correlation between attitude toward
brand O and purchase intention of brand O.
Alternative hypothesis (HA): There is significant correlation between attitude
toward brand O and purchase intention of brand O.
2. Null hypothesis (H0): There is no significant correlation between attitude toward
brand O and gender.
Alternative hypothesis (HA): There is significant correlation between attitude
toward brand O and gender.
3. Null hypothesis (H0): There is no significant correlation between gender and
purchase intention of brand O.
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Alternative hypothesis (HA): There is significant correlation between gender and
purchase intention of brand O.
(b) Report the results and interpret the results (7 points).
Answer
In the first hypothesis, a Pearson product-moment correlation coefficient was
performed to investigate the relationship between attitude toward brand O and
purchase intention of brand O. There was a weak but significant negative correlation
between the two variables, r = -0.338, n = 202, p = 0.000. This implies that an
increase in the attitude toward brand O levels would result to an increase in the
levels of purchase intention of the brand (brand O).
In the second hypothesis, again a Pearson product-moment correlation coefficient
was performed to investigate the relationship between attitude toward brand O and
gender. There was a weak but significant positive correlation between the two
variables, r = 0.174, n = 202, p = 0.013. This implies that a female is likely to a high
attitude score toward brand O as compared to the males.
Lastly, the third hypothesis used a Pearson product-moment correlation coefficient
to assess the relationship between gender and purchase intention of brand O. There
was a weak and very insignificant negative correlation between the two variables, r
= -0.066, n = 202, p = 0.350. This implies that gender does not significantly relate
with the purchase intention of brand O.
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Part B. Here is the part of output of an SPSS analysis. (10 points)
DV: Brand O awareness (1 = not aware, 2 = aware)
IV: Income level (1= low income, 2 = middle income, 3 = high income)
income level * brand awareness: 1 = not aware, 2 = aware Crosstabulation
brand awareness: 1 = not aware, 2
= aware
Totalnot aware aware
income level low income Count 25 10 35
% within income level 71.4% 28.6% 100.0%
middle income Count 29 21 50
% within income level 58.0% 42.0% 100.0%
high income Count 57 60 117
% within income level 48.7% 51.3% 100.0%
Total Count 111 91 202
% within income level 55.0% 45.0% 100.0%
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 5.863a 2 .053
Likelihood Ratio 6.020 2 .049
Linear-by-Linear Association 5.775 1 .016
N of Valid Cases 202
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 15.77.
A. What are the hypotheses for this test? (3 points)
Answer
Only one hypothesis was to be tested. This hypotheses is;
Null hypothesis (H0): There is no significant association between Brand O awareness
and Income level.
Alternative hypothesis (HA): There is significant association between Brand O
awareness and Income level.
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B. Report the results and interpret the results. (7 points)
Answer
A chi-square test of association was performed to examine the association between
Brand O awareness and Income level. The association between these two variables
(Brand O awareness and Income level) was found to be insignificant,
χ2 ( 2 , N =202 )=5.86 , p>.0 5. We cannot significantly say that those with high
income levels are more aware or not aware of Brand O as compared to those with
low income levels.
Part C. A market researcher is interested in the attitude toward Brand O from different
levels of income and gender. Here is the part of output of an SPSS analysis. (10 points)
Descriptive Statistics
Dependent Variable: Attitude toward brand O: 1 = negative, 9 = positive
income level
Gender : 1 = male, 2 =
female Mean Std. Deviation N
low income Male 2.96 2.244 27
Female 1.00 .000 8
Total 2.51 2.133 35
middle income Male 3.50 2.714 12
female 2.00 1.771 38
Total 2.36 2.107 50
high income Male 3.03 2.248 73
Female 6.45 3.393 44
Total 4.32 3.191 117
Total Male 3.06 2.283 112
Female 4.09 3.514 90
Total 3.52 2.934 202
Tests of Between-Subjects Effects
Dependent Variable: Attitude toward brand O: 1 = negative, 9 = positive
Source
Type III Sum of
Squares Df Mean Square F Sig.
Corrected Model 543.604a 5 108.721 17.955 .000
Intercept 1164.867 1 1164.867 192.375 .000
income 216.715 2 108.357 17.895 .000
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gender .004 1 .004 .001 .979
income * gender 257.638 2 128.819 21.274 .000
Error 1186.817 196 6.055
Total 4233.000 202
Corrected Total 1730.421 201
a. R Squared = .314 (Adjusted R Squared = .297)
A. What are the hypotheses for this test? (3 points)
Answer
Three hypothesis were to be tested. These hypotheses are;
1. Null hypothesis (H0): There is no significant difference in the average score on
attitude toward Brand O for the different income level groups.
Alternative hypothesis (HA): There is significant difference in the average score on
attitude toward Brand O for the different income level groups.
2. Null hypothesis (H0): There is no significant difference in the average score on
attitude toward Brand O for the different gender groups.
Alternative hypothesis (HA): There is significant difference in the average score on
attitude toward Brand O for the different gender groups.
3. Null hypothesis (H0): There is no significant difference in the average score on
attitude toward Brand O for the interaction between income level group and the
gender group.
Alternative hypothesis (HA): There is significant difference in the average score on
attitude toward Brand O for the interaction between income level group and the
gender group.
B. Report the results and interpret the results. (7 points)
Answer
A two-way analysis of variance (Two-way ANOVA) was performed to investigate
the influence of two variables (gender and income levels) on the average score on
attitude toward Brand O. Income level group included three levels (1= low income, 2
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= middle income, 3 = high income) while gender consisted of two levels (1 = male
and 2 = female). The effects of income were found to be statistically significant at
5% level of significance. The income level effect yielded an F ratio of F(2, 196) =
17.895, p < .01, showing a significant difference in the average score on attitude
toward brand O for low income group (M = 2.51, SD = 2.13, N = 35), Middle
income group (M = 2.36, SD = 2.11, N = 50) and the high income group (M = 4.32,
SD = 3.19, N = 117).
The main effect of gender on the average score on attitude toward brand O was
found to be insignificant. The gender level effect yielded an F ratio of F(1, 196) =
0.001, p = 0.979, showing an insignificant difference in the average score on attitude
toward brand O for male group (M = 3.06, SD = 2.28, N = 112) and the female
group (M = 4.09, SD = 3.51, N = 90).
Lastly, the interaction effect was found to be significant with the F ratio of F(2, 196)
= 21.274, p = .000.
In conclusion, these results show that people with high income levels tend to have
higher average score on attitude toward Brand O as compared to those people with
low income levels. Gender of the person was however found not to have any
significant influence on the average score on attitude toward Brand O. That is, the
average score on attitude toward Brand O for the male and female participants was
found to be the same. In relation to the interaction effect between gender and income
level, the results showed that the interaction between these two variables (gender and
income level) has significant influence on the average score on attitude toward
Brand O. For instance, males in low income levels (M = 2.96, SD = 2.24) had
significantly lower average score on attitude toward Brand O as compared to the
males in middle income levels (M = 3.50, SD = 2.71, N = 12). Similarly, males in
middle income levels (M = 3.50, SD = 2.71, N = 12) had significantly lower average
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score on attitude toward Brand O as compared to the males in high income levels (M
= 3.03, SD = 2.25, N = 73). Also, we can see from the results that females in low
income levels (M = 1.00, SD = 0.00, N = 8) had significantly lower average score on
attitude toward Brand O as compared to the females in middle income levels (M =
2.00, SD = 1.77, N = 38). Similarly, females in middle income levels (M = 2.00, SD
= 1.77, N = 38) had significantly lower average score on attitude toward Brand O as
compared to the females in high income levels (M = 6.45, SD = 3.39, N = 44).
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