Hanshen Lin
MKTG 376
ANOVA Task 4
Awareness:
Ho: There is no statistical difference between usage group and awareness.
Ha: There is a statistical difference between usage group and awareness.
F: 49.234 df: (2,41) Significance: .000<.05
The means from respondents on Awareness who were in one of 3 usage groups were compared
using a one-way ANOVA. A significant difference was found among the 3 groups (F (2,41) =
49.234, P<.05). Tukey’s HSD was used to determine the nature of the differences between the
groups:
Light/Medium= -1.956*
Light/Heavy= -3.556*
Medium/Heavy= -1.600*
Light users averaged lower than medium users
Light: mean=2.44, SD= 1.149 Medium: mean 4.40, SD 1.265
Mean Difference: -1.956* Sig: .000 CI: (-2.96, -.95)
They are significantly different
Light users averaged lower than heavy users
Light: mean=2.44, SD= 1.149 Heavy: mean=6.00, SD= .730
Mean Difference: -3.556* Sig: .000 CI: (-4.43, -2.68)
They are significantly different
Medium users averaged lower than heavy users
Medium: mean 4.40 SD 1.265 Heavy: mean=6.00, SD= .730
Mean Difference: -1.600* Sig: .001 CI: (-2.63, -.57)
They are significantly different
Attitude:
Ho: There is no statistical difference between usage group and attitude.
Ha: There is a statistical difference between usage group and attitude.
F: 37.234 df: (2,41) Significance: .000<.05
The means from respondents on Attitude who were in one of 3 usage groups were compared using
a one-way ANOVA. A significant difference was found among the 3 groups (F (2,41) = 37.234,
P<.05). Tukey’s HSD was used to determine the nature of the differences between the groups:
Light/Medium= -1.474*
Light/Heavy= -3.411*
Medium/Heavy= -1.938*
Light users averaged lower than medium users
Light: mean=2.53, SD= 1.307 Medium: mean 4.00, SD 1.000
Mean Difference: -1.474* Sig: .009 CI: (-2.62, -.33)
They are significantly different
Light users averaged lower than heavy users
Light: mean=2.53, SD= 1.307 Heavy: mean=5.94, SD= 1.063
Mean Difference: -3.411* Sig: .000 CI: (-4.37, -2.45)
They are significantly different
Medium users averaged lower than heavy users
Medium: mean 4.00, SD 1.000 Heavy: mean=5.94, SD= 1.063
Mean Difference: -1.938* Sig: .001 CI: (-3.12, -.76)
They are significantly different
Preference:
Ho: There is no statistical difference between usage group and preference.
Ha: There is a statistical difference between usage group and preference.
F: 19.201 df: (2,41) Significance: .000<.05
The means from respondents on Awareness who were in one of 3 usage groups were compared
using a one-way ANOVA. A significant difference was found among the 3 groups (F (2,41) =
(19.201), P<.05). Tukey’s HSD was used to determine the nature of the differences between the
groups:
Light/Medium= -.111
Light/Heavy= -2.236*
Medium/Heavy= -2.125*
Light users averaged lower than medium users
Light: mean=3.39, SD= 1.092 Medium: mean 3.50, SD 1.269
Mean Difference: -.111 Sig: .966 CI: (-1.20, .97)
They are not significantly different .966 > .05
Light users averaged lower than heavy users
Light: mean=3.39, SD= 1.092 Heavy: mean=5.63, SD= 1.088
Mean Difference: -2.236* Sig: .000 CI: (-3.18, -1.29)
They are significantly different
Medium users averaged lower than heavy users
Medium: mean 3.50, SD 1.269 Heavy: mean=5.63, SD= 1.088
Mean Difference: -2.125* Sig: .000 CI: (-3.23, -1.02)
They are significantly different
Intention:
Ho: There is no statistical difference between usage group and awareness.
Ha: There is a statistical difference between usage group and awareness.
F: .070 df: (2,41) Significance: .933>.05
The means from respondents on Awareness who were in one of 3 usage groups were compared
using a one-way ANOVA. No significant differences were found ( F (2,41) = .070, .933 > 0.05).
The respondents did not differ significantly.
Light: mean=4.06, SD= 1.893
Medium: mean 4.20, SD= 1.751
Heavy: mean=3.94, SD= 1.569
Loyalty:
Ho: There is no statistical difference between usage group and intention.
Ha: There is a statistical difference between usage group and intention.
F: .027 df: (2,41) Significance: .974>.05
The means from respondents on Awareness who were in one of 3 usage groups were compared
using a one-way ANOVA. No significant differences were found ( F (2,41) = .027, .974> 0.05).
The respondents did not differ significantly.
Light: mean= 4.00, SD= 1.826
Medium: mean 4.00, SD= 1.732
Heavy: mean=53.88, SD= 1.586
Oneway
Descriptives
N
Mean
Std.
Deviation
Std.
Error
95% Confidence Interval
for Mean
Lower
Bound
Awareness
light
18
2.44
1.149
.271
1.87
mediu
m
10
4.40
1.265
.400
3.50
heavy
16
6.00
.730
.183
5.61
Total
44
4.18
1.883
.284
3.61
Attitude
light
19
2.53
1.307
.300
1.90
mediu
m
9
4.00
1.000
.333
3.23
heavy
16
5.94
1.063
.266
5.37
Total
44
4.07
1.910
.288
3.49
Preference
light
18
3.39
1.092
.257
2.85
mediu
m
10
3.50
1.269
.401
2.59
heavy
16
5.63
1.088
.272
5.05
Total
44
4.23
1.538
.232
3.76
Intention
light
18
4.06
1.893
.446
3.11
mediu
m
10
4.20
1.751
.554
2.95
heavy
16
3.94
1.569
.392
3.10
Total
44
4.05
1.711
.258
3.53
Loyalty
light
19
4.00
1.826
.419
3.12
mediu
m
9
4.00
1.732
.577
2.67
heavy
16
3.88
1.586
.397
3.03
Total
44
3.95
1.684
.254
3.44
Descriptives
Minimum
Maximum
Awareness
light
1
4
medium
2
6
heavy
5
7
Total
1
7
light
1
6
medium
3
6
heavy
4
7
Total
1
7
light
2
6
medium
1
5
heavy
4
7
Total
1
7
Intention
light
1
7
medium
2
7
heavy
1
7
Total
1
7
light
1
7
medium
2
6
heavy
2
7