Research skills for marketers - Exam
Name: Ronja Gunnarsson
Student number: 740357
Education institution: Hogeschool of Applied Sciences Inholland
Location: Haarlem
Graduation track: Marketing
Class: HABS24MKTVT3A
Year: 2025
Teacher: Henk Grimmelius
Module: OE106
Date: 11-04-2025
,Introduction
In this assignment, I analyze customer data for WebDeal.nl to support marketing decisions.
The task includes ad-hoc analyses, identifying which customers generate profit from a VIP
offer using logistic regression, predicting customer spending, and grouping customers into
segments through cluster analysis.
,A. GENERAL DATA MINING 4
B. LOGISTIC REGRESSION 14
C. HIERARCHICAL CLUSTER ANLYSIS 28
D. LINEAR REGRESSION 40
, A. General Data Mining
1. Do male customers generate a higher revenue (totalamount) than female customers,
on average?
H0 = The average revenue of male customers is the same as the average revenue of female
customers.
HA = The average revenue of male customer is higher than the average revenue of female
customers.
An independent-samples t-test was conducted to compare the average revenue between male
and female customers.
Both groups have more than 30 members and are random sample.
Conclusion: P-value = 0.079 > 0.05, we do not reject the null hypothesis. This means that the
data does not provide sufficient evidence to conclude that male customers generate higher
revenue than female customers.
There is no clear difference in spending between male and female customers based on this
data, and no action should be taken under the assumption that one gender generates more
revenue than the other.
Name: Ronja Gunnarsson
Student number: 740357
Education institution: Hogeschool of Applied Sciences Inholland
Location: Haarlem
Graduation track: Marketing
Class: HABS24MKTVT3A
Year: 2025
Teacher: Henk Grimmelius
Module: OE106
Date: 11-04-2025
,Introduction
In this assignment, I analyze customer data for WebDeal.nl to support marketing decisions.
The task includes ad-hoc analyses, identifying which customers generate profit from a VIP
offer using logistic regression, predicting customer spending, and grouping customers into
segments through cluster analysis.
,A. GENERAL DATA MINING 4
B. LOGISTIC REGRESSION 14
C. HIERARCHICAL CLUSTER ANLYSIS 28
D. LINEAR REGRESSION 40
, A. General Data Mining
1. Do male customers generate a higher revenue (totalamount) than female customers,
on average?
H0 = The average revenue of male customers is the same as the average revenue of female
customers.
HA = The average revenue of male customer is higher than the average revenue of female
customers.
An independent-samples t-test was conducted to compare the average revenue between male
and female customers.
Both groups have more than 30 members and are random sample.
Conclusion: P-value = 0.079 > 0.05, we do not reject the null hypothesis. This means that the
data does not provide sufficient evidence to conclude that male customers generate higher
revenue than female customers.
There is no clear difference in spending between male and female customers based on this
data, and no action should be taken under the assumption that one gender generates more
revenue than the other.
