RESEARCH SKILLS FOR
MARKETEERS
OE106
Naam: Sanne Meijer
Studentnummer: 666454
Klas: ALBSMAVT3a
Opleiding: Business Studies Marketing
School: Hogeschool Inholland Alkmaar
Docent: Hugo Booms
Datum: 12-04-2023
,Titelpagina
Titel: Research Skills for Marketeers
Ondertitel: OE106
Naam: Sanne Meijer
Studentnummer: 666454
E-mail:
Klas: ALBSMAVT3a
Opleiding: Business Studies Marketing
School: Hogeschool Inholland Alkmaar
Docent: Hugo Booms
Vak: Research Skills for Marketeers
Onderwijseenheid: OE106
Datum: 12-04-2023
1
,Inhoud
A. General data mining.......................................................................................................................3
B. Logistic Regression.......................................................................................................................15
C. Hierarchical cluster analysis..........................................................................................................26
D. Linear regression..........................................................................................................................31
2
, A. General data mining
For this part you can be awarded at most 30 points, 3 per question.
State the null hypothesis, perform the test and describe the outcome both in statistical and
in more practical terms.
1. Do male customers generate a higher revenue (totalamount) than female customers,
on average?
There are 2 variables:
- Male/female (gender) = binary
- Revenue = numeric
Test with Independent Samples T-Test
H0: The average revenue (totalamount) of male customers is the same as female
customers.
Analyze > Compare Means > Independent Samples T-Test
Test Variable: Totalamount
Grouping Variable: Gender
Define groups:
- Group 1: 0
- Group 2: 1
Independent Samples Test
Levene's Test for Equality of
Variances
Significan
One-Sided Tw
F Sig. t df p
totalamount Equal variances assumed ,380 ,538 -1,553 506 ,061
Equal variances not -1,560 484,884 ,060
assumed
The Levene’s test has a significance of 0,538. This is 0,538 > 0,05 , so we use the first test.
P-Value: 0,121
0,121 > 0,05 , so there is no statistically significant difference.
Conclusion: There is no significant difference between the revenue of male customers
and female customers.
3
MARKETEERS
OE106
Naam: Sanne Meijer
Studentnummer: 666454
Klas: ALBSMAVT3a
Opleiding: Business Studies Marketing
School: Hogeschool Inholland Alkmaar
Docent: Hugo Booms
Datum: 12-04-2023
,Titelpagina
Titel: Research Skills for Marketeers
Ondertitel: OE106
Naam: Sanne Meijer
Studentnummer: 666454
E-mail:
Klas: ALBSMAVT3a
Opleiding: Business Studies Marketing
School: Hogeschool Inholland Alkmaar
Docent: Hugo Booms
Vak: Research Skills for Marketeers
Onderwijseenheid: OE106
Datum: 12-04-2023
1
,Inhoud
A. General data mining.......................................................................................................................3
B. Logistic Regression.......................................................................................................................15
C. Hierarchical cluster analysis..........................................................................................................26
D. Linear regression..........................................................................................................................31
2
, A. General data mining
For this part you can be awarded at most 30 points, 3 per question.
State the null hypothesis, perform the test and describe the outcome both in statistical and
in more practical terms.
1. Do male customers generate a higher revenue (totalamount) than female customers,
on average?
There are 2 variables:
- Male/female (gender) = binary
- Revenue = numeric
Test with Independent Samples T-Test
H0: The average revenue (totalamount) of male customers is the same as female
customers.
Analyze > Compare Means > Independent Samples T-Test
Test Variable: Totalamount
Grouping Variable: Gender
Define groups:
- Group 1: 0
- Group 2: 1
Independent Samples Test
Levene's Test for Equality of
Variances
Significan
One-Sided Tw
F Sig. t df p
totalamount Equal variances assumed ,380 ,538 -1,553 506 ,061
Equal variances not -1,560 484,884 ,060
assumed
The Levene’s test has a significance of 0,538. This is 0,538 > 0,05 , so we use the first test.
P-Value: 0,121
0,121 > 0,05 , so there is no statistically significant difference.
Conclusion: There is no significant difference between the revenue of male customers
and female customers.
3
