Statistical Analysis

[Name of the Institute]

Statistical Analysis

Introduction to research objective

The objective of this research is to explore the reasons and the drivers, which contribute to the viewership of the advertisement, which are related to the purchase and the decision making of the toys. The research is basically aimed to the customer and not to the consumers, means that the parents are asked to fill the questionnaire, in order to get their demographic information and through analysis, gauge their behavior, in relation with the variables and their relation among each other.

Survey Research Design

Specifically for this research, we have opted to get the information from the parents of the children, regarding their influence and schedule of their children; furthermore the number of children and the preference of the type of toys are being collected through the instrument (questionnaire). The entire variables are categorical, so that the result can be interpreted in the form of consumer groups and prominent categories can be created from changing the marketing strategy accordingly.

Sample Characteristic

The first and the foremost assumption are related to the distribution of the population. While choosing the sample from our population, we assume that the population is normally distributed and the probability of the true representative is equal throughout the population. The simple random sampling method has been used as normal distribution is assumed. The sample we have chosen includes parent, who have children. The assumption is highly probable that these parent and their children, with different intensity, engage themselves is the purchase decision and purchases of the toys.

Survey Research Finding

Case Processing Summary

 

Cases

 

Valid

 

Missing

 

Total

 

 

N

Percent

Percent

N

Percent

Age of Child/Children * Toy Types

14

77.77778

4

22.22222

18

100

Age of Child/Children * Toy Types Cross tabulation

 

 

 

Toy Types

 

 

 

 

 

 

 

Educational

Board Games

Electronic Games

Arts and Crafts

 

Age of Child/Children

3-5 years

Count

1

0

0

0

 

 

 

% of Total

7.14285714

0

0

0

 

 

6-8 yearss

Count

4

2

0

0

 

 

 

% of Total

28.5714286

14.28571

0

0

 

 

9-11 Years

Count

0

0

3

0

 

 

 

% of Total

0

0

21.42857

0

 

 

12-15 Years

Count

0

0

2

1

 

 

 

% of Total

0

0

14.28571

7.142857

 

 

16 and up

Count

0

0

0

1

 

 

 

% of Total

0

0

0

7.142857

 

Total

 

Count

5

2

5

2

 

 

 

% of Total

35.7142857

14.28571

35.71429

14.28571

 

Through Cross Tabulation, we have found the ratio of the relation between the categories of two different variables. Looking at the results, we can infer that 35.7% children use the educational toys, 14.3 % board game, 35.71 percent of them use the electronic game, while 14.2 % of them use the arts and crafts toys. Furthermore we can also infer the usage of individual type of toys, for the individual categories, in order to redefine our product line specific and our marketing mix in generic.

Chi-Square Tests

 

Value

df

Asymp. Sig. (2-sided)

 

Pearson Chi-Square

22.400a

12

0.033

 

Likelihood Ratio

24.702

12

0.016

 

Linear-by-Linear Association

10.407

1

0.001

 

N of Valid Cases

14

 

 

 

Moreover, we can look at the chi-square value, ...