Area Father’s Day Mother’s Day Valentine’s Day
North $20 $17 $50
East $21 $31 $14
West $15 $17 $25
South $55 $36 $10
What are the promotional implications of these findings?
Answer by day.
Father’s Day—promote heavily to the South
Mother’s Day—promote heavily to the South and East
Valentine’s Day—promote heavily to the North, moderately to the West, and lightly to the
East and South
4. The differences between groups is taken with percentages first because the formulas are less
complicated, and students can relate to them easier than they can relate to the averages
differences formulas. The discussion moves quickly from formulas to XL Data Analyst
interpreted output where the differences are identified for users. Instructors who are more
concerned with their students’ learning the formulas may wish to spend more time on
formulas and have students do in-class or other exercises that require them to use these
5. The assumption of equal variances in the two samples of a test for the significance of the
difference between two group averages is not discussed in the text’s coverage of these
computations. This is because the XL Data Analyst tests this condition and uses the correct
formula based on this test. Instructors who desire their students to understand the equal vs.
unequal variances notion in this statistical test will need to draw on material from sources
other than this textbook.
6. The description of one-way analysis of variance is not in depth. Instructors who desire
students to have more knowledge of ANOVA may use this description as a foundation and
move to a more in-depth coverage with their own materials.
7. The Schaffer’s post hoc test was selected above other post hoc tests due to its popularity and
easy of computation. It is planned that “pro” version of the XL Data Analyst will detect
conditions such as variance differences and group sample size differences and select the most
appropriate post hoc test.
8. Due to space constraints, the “How to Present Difference Analysis Finding” does not include
any examples. Interested Instructors should consult our larger textbook, Marketing Research,
6th edition, by the same authors, for examples.