Download Week 6 DQ 1 Measures of Association Answer Making Research

Week 6 DQ 1 Measures of Association
Answer Making Research Decisions 5 on page 524 of your text.
A research team conducted a study of soft-drink preferences among residents in a
test market prior to an advertising campaign for a new cola product. Of the
participants, 130 are teenagers and 130 are adults. The researchers secured the
following results:
Cola No cola
Teenagers 50
80
Adults
40
90
Calculate an appropriate measure of association, and decide how to present the
results. How might this information affect the advertising strategy?
The proper technique for associating this study is chi-square because we are
comparing two binary variables (one is teenagers or adults and the other is no cola or cola).
In presenting results of this test, I would like to give this statement: adult individuals prefer
cola over no cola products (chi-square, p< .001). This information may be useful in the
advertisement strategy by proposing that promotional campaign for a novice cola product
should focus on adult individuals over teenagers.
The chi-square test is applied in a two way table having one or two variables. In chi-square
test the count in every cell is compared to the expected count as supposition of having no
association between a table’s rows and columns. “There is no all-round technique for
explicit data. Some get severely affected by shape and number of cells; while others are
sensitive to sample size or marginal,” (Schindler & Cooper, 2011, p. 515). The results
demonstrate that adults consume more cola than teenagers. Marketing relies on the
companies producing non-cola or cola products. It is also contingent on if a company is
trying to keep their customers or focusing their marketing strategies for new customers to
their products.