MKMR310 Final Exam for Spring 2025
Part III (Total of 50 Points)
A charitable organization that aims to protect animals and the environment is planning to hold a fundraising event for animal welfare in July. The purpose of the event is to raise awareness about the importance of animal welfare and attract potential donors to fund ongoing efforts to protect animals. To achieve their goals, the organization needs to determine the location of the event. Additionally, they want to know whether they can attract people interested in environmental conservation to attend. Please open the ‘Final_Data.sav' file in SPSS and conduct the following analysis.
21. Descriptive Analysis: Explore the dataset. (Total 10 points)
1. What is the sample size (the number of respondents)?
2. How many respondents use the internet less than two hours per day?
3. What percentage of respondents are retired?
4. What is the cumulative percentage of respondents with an annual household income of less than $50,000?
5. What is the mean age?
22. To plan a successful fundraising event, it's important to understand where potential donors are located. Therefore, we will conduct a data analysis to determine where the organization can hold the event. Specifically, we will use the 'animal' and 'citysize' variables to investigate the following research question: Do people who live in different city sizes have different interests in animal welfare?
1. What are the null and alternative hypotheses for this test? (3pts)
2. What test statistics should you use for this test? (2pts) (Highlight the Answer)
a. T-test
b. ANOVA
c. Chi-square
d. Correlation
3. What is your statistical conclusion of the hypothesis test for this research question? (5pts)
a. Fail to reject; People who live in different city sizes have the same interests in animal welfare.
b. Reject the null; People who live in different city sizes have different interests in animal welfare.
4c. Fail to reject; People who live in different city sizes have different interests in animal welfare.
d. Reject the null; People who live in different city sizes have the same interests in animal welfare.
Descriptive Statistics – “I am interested in animal welfare”
|
Location Group
|
N
|
Mean
|
Std. Deviation
|
Std. Error of Mean
|
|
Rural and towns < 50k
|
543
|
3.7348
|
1.38775
|
0.05955
|
|
Small city 50K–500K
|
469
|
3.7292
|
1.40710
|
0.06497
|
|
Medium city 500K–2M
|
868
|
3.7903
|
1.36940
|
0.04648
|
|
Large city > 2M
|
1008
|
3.9147
|
1.37673
|
0.04336
|
|
Total
|
2888
|
3.8134
|
1.38306
|
0.02574
|
4. Based on the descriptive statistics above and the statistical conclusion from Q22.3, what is your managerial implication on the location of the fundraising event? (5pts)
23. Next, we will recode the ‘environ’ variable into a new variable with two categories:
‘Non-EcoEnthusiasts’ (1) and ‘EcoEnthusiasts’ (2). (Total 4 points)
To create this new variable, we will merge values 1, 2, and 3 into category 1 and merge values 4, 5, and 6 into category 2. We will name this new variable 'Eco' and assign the values accordingly: '1' for Non-EcoEnthusiasts and '2' for EcoEnthusiasts.
1. What is the scale level of the new variable ‘Eco’? (1 points) (Highlight the Answer)
a. Nominal
b. Ordinal
c. Interval
d. Ratio
2. How many respondents are in ‘Non-EcoEnthusiasts’? (3 points)
a. 1698
b. 1202
c. 2900
d. 1583
24. The organization now believes that people who are interested in environmental conservation are likely to be interested in animal welfare. If this is true, it would be effective to promote this fundraising event to them as well. To answer the following research question, we will use 'animal' and the new variable 'Eco': Do people who support protecting the environment and preserving natural resources have different interests in animal welfare compared to those who do not support environmental conservation?
1. What are the null and alternative hypotheses for this test? (3pts)
2. What test statistics should you use for this test? (2pts) (Highlight the Answer)
a. T-test
b. ANOVA
c. Chi-square
d. Correlation
3. What is the p-value and your statistical conclusion for the hypothesis test? (5pts)
4. What is your recommendation for considering people who have an interest in protecting the environment as potential donors and promoting this fundraising event to them? Please mention the means of interest in animal welfare for the two groups (Non-EcoEnthusiasts and EcoEnthusiasts) as evidence to support your recommendation. (5pts)
5. Based on the results of the conducted hypothesis tests, let's make data-driven decisions regarding holding the fundraising event in July. Which of the following conclusions is appropriate? (6pts)
a. The organization could consider holding the fundraising event in a large city and promoting this event to people who support environmental conservation to attract potential donors to fund ongoing efforts to protect animals.
b. The organization could consider holding the fundraising event in any city and promoting this event to general people to attract potential donors to fund ongoing efforts to protect animals.
c. The organization could consider holding the fundraising event in a large city and promoting this event to general people to attract potential donors to fund ongoing efforts to protect animals.
d. The organization could consider holding the fundraising event in any city and promoting this event to people who support environmental conservation to attract potential donors to fund ongoing efforts to protect animals.