The purpose this study is to analyze the Case 18.3 of Chapter 18, and sort out the maximum number of customers attracted towards which store Circle K convenience store or Friendly market.
Q1: Identification of Scale
Nominal Scale
A nominal scale, as the name implies, is simply some placing of data into categories, without any order or structure.
Ordinal Scale
The simplest ordinal scale is a ranking. When a market researcher asks you to rank 5 types of beer from most flavorful to least flavorful, he/she is asking you to create an ordinal scale of preference.
Variable
Measurement Scale
Use Friendly Market
Nominal
Use Circle K
Nominal
Type of Dwelling
Nominal
Respondent's Sex
Nominal
Work Status
Nominal
Pass by Friendly Market & Circle K?
Nominal
Look for bargains
Ordinal
Always pay cash
Ordinal
Like quick, easy shopping
Ordinal
Shop where they know me
Ordinal
Always in a hurry
Ordinal
Descriptive Analysis
Respondent's Sex
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Male
76
46.9
46.9
46.9
Female
86
53.1
53.1
100.0
Total
162
100.0
100.0
The sample size of this study comprises of 162 respondents including 76 males and 86 females. Most of the respondents are female as we know females are highly attracted towards shopping.
Use Friendly Market * Respondent's Sex Crosstabulation
Respondent's Sex
Total
Male
Female
Use Friendly Market
Do Not Use Regularly
Count
51
39
90
% of Total
31.5%
24.1%
55.6%
Use Regularly
Count
25
47
72
% of Total
15.4%
29.0%
44.4%
Total
Count
76
86
162
% of Total
46.9%
53.1%
100.0%
From above cross tabulation table and cluster bar chart we observed that male respondent didn't use friendly market regularly while female respondents use friendly market regularly. It can be said that mostly female customers are attracted towards friendly market.
Use Circle K * Respondent's Sex Crosstabulation
Respondent's Sex
Total
Male
Female
Use Circle K
Do Not Use Regularly
Count
15
24
39
% of Total
9.3%
14.8%
24.1%
Use Regularly
Count
61
62
123
% of Total
37.7%
38.3%
75.9%
Total
Count
76
86
162
% of Total
46.9%
53.1%
100.0%
From above cross tabulation table and cluster bar chart we observed that respondents from both gender regularly use Circle K convenience store.
Type of Dwelling * Respondent's Sex Crosstabulation
Respondent's Sex
Total
Male
Female
Type of Dwelling
Own Home
Count
17
12
29
% of Total
10.5%
7.4%
17.9%
Rent
Count
59
74
133
% of Total
36.4%
45.7%
82.1%
Total
Count
76
86
162
% of Total
46.9%
53.1%
100.0%
When ask about the “Type of Dwelling” most of the respondents are lived in rent houses.
Work Status * Respondent's Sex Crosstabulation
Respondent's Sex
Total
Male
Female
Work Status
Full-Time
Count
39
49
88
% of Total
24.1%
30.2%
54.3%
Part-Time
Count
22
23
45
% of Total
13.6%
14.2%
27.8%
Retired/Do Not Work
Count
15
14
29
% of Total
9.3%
8.6%
17.9%
Total
Count
76
86
162
% of Total
46.9%
53.1%
100.0%
In response to the work status of customers, the highest proportion of respondents which is 50% from both gender are full time workers, almost 30% of the respondents from both gender are part time workers and 20% of the respondents are retired of currently not working.
Survey Question Analysis
Pass by Friendly Market & Circle K?
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
No
25
15.4
18.8
18.8
Yes
108
66.7
81.2
100.0
Total
133
82.1
100.0
Missing
System
29
17.9
Total
162
100.0
In response to “Pass by Friendly Market & Circle K?” most of the respondents affirm that they pass by both the stores.
Look for bargains
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Disagree
4
2.5
2.5
2.5
Neither Agree Nor Disagree
35
21.6
21.6
24.1
Agree
123
75.9
75.9
100.0
Total
162
100.0
100.0
In response to “I often shop for bargains” 75% of the respondents are agree in bargaining while a little proportion of respondents which is 22% are respond neutrally and a very little proportion which is 2.5% are disagree with bargaining habit.
Always pay cash
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Disagree
25
15.4
15.4
15.4
Neither Agree Nor Disagree
101
62.3
62.3
77.8
Agree
36
22.2
22.2
100.0
Total
162
100.0
100.0
In response to “I always pay cash” 62% respondents respond neutrally, 22% of the respondents pay in cash and only 15% of the respondent are disagree with paying in cash.
Like quick, easy shopping
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Disagree
20
12.3
12.3
12.3
Neither Agree Nor Disagree
100
61.7
61.7
74.1
Agree
42
25.9
25.9
100.0
Total
162
100.0
100.0
In response to “I like quick, easy shopping” 62% respondents respond neutrally, 26% of the respondents like quick and easy shopping and only 12% of the respondent are disagree ...