Many proportions were generated in the focus groups and market research that wer

Question

Many proportions were generated in the focus groups and market research that were conducted for this project, including the proportion of the market that is Hispanic, the proportion of Hispanic grocery shoppers that are women, the proportion of chip purchasers that are teens, and so on. Use techniques presented in this chapter to analyze each of the following and discuss how the results might affect marketing decision makers regarding the Hispanic market.

Hypothesis Test Steps

Question 1a

Question

1. Hypothesize:

state the null and alternative hypotheses.

H0:

Ha:

H0:

Ha:

2. Test:

Determine the appropriate statistical test and sampling distribution

3. Specify the Type I error rate.

4. State the decision rule.

5. Gather sample data.

6. Calculate the value of the test statistic.

7. State the statistical conclusion.

8. Make a managerial decision.

a.   Suppose that in the past, 94% of all Hispanic grocery shoppers were women. Perhaps due to changing cultural values, we believe that more Hispanic men are now grocery shopping. We randomly sample 689 Hispanic grocery shoppers from around the United States and 606 are women. Does this result provide enough evidence to conclude that a lower proportion of Hispanic grocery shoppers now are women?

Explanation / Answer

1) Ho: p>=0.94

Ha: p<0.94

2) test : one sample z proportion test

3)type I error rate: 0.05

4)decision rule : if test stat z<-1.645 reject Ho

5)here std error =(p(1-p)/n)1/2  p=0.94 ; n=689

=0.0090

phat =606/689 =0.8795

6) test stat z=(phat-p)/std error =(0.8795-0.94)/0.0090 =-6.683

7) as test stat z is less then critical value ; we reject Ho.

8) as now proportion of women grocery shoppers are decreasing ; therefore management should emphasize their marketing strategy towards capturing interest of both the genders/.

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