As the manager of a fashion brand, you have recently run a large-scale campaign to draw attention tc your company's CSR activities and thus improve the brand's image. In order to evaluate the efficiency of the campaign, you conducted a survey at major fashion stores to measure the attitudes towards your brand at two points of time: before the campaign started and after the campaign finished. By summing up respondents' answers to 3 questions (each measuring a particular aspect of attitude on a 1-5 scale), a single overall measure of attitude is obtained for each participant. This measure can therefore range from 3 to 15, with a score of 3 representing and extremely negative attitude and a score of 15 representing an extremely positive attitude. To check whether male and female customers have different attitudes towards you company, as well as to test whether the campaign may have affected males and females differently, you ask the respondents to report their gender. You analyse the data gathered in the two surveys in SPSS. The output is shown below. Descriptive Statistics Dependent Variable: Attitude Mean Time Gender before female male Total female male Total after 11.52 11.44 11.48 12.32 11.42 11.87 Std. Deviation 2.190 2.254 2.218 2.104 2.374 2.283 N 126 126 252 126 126 252

MATLAB: An Introduction with Applications

6th Edition

ISBN:9781119256830

Author:Amos Gilat

Publisher:Amos Gilat

Chapter1: Starting With Matlab

Section: Chapter Questions

Problem 1P

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Transcribed Image Text:EM As the manager of a fashion brand, you have recently run a large-scale campaign to draw attention to your company's CSR activities and thus improve the brand's image. In order to evaluate the efficiency of the campaign, you conducted a survey at major fashion stores to measure the attitudes towards your brand at two points of time: before the campaign started and after the campaign finished. By summing up respondents' answers to 3 questions (each measuring a particular aspect of attitude on a 1-5 scale), a single overall measure of attitude is obtained for each participant. This measure can therefore range from 3 to 15, with a score of 3 representing and extremely negative attitude and a score of 15 representing an extremely positive attitude. To check whether male and female customers have different attitudes towards you company, as well as to test whether the campaign may have affected males and females differently, you ask the respondents to report their gender. You analyse the data gathered in the two surveys in SPSS. The output is shown below. Descriptive Statistics Dependent Variable: Attitude Mean Time Gender before female male Total female male Total after 11.52 11.44 11.48 12.32 11.42 11.87 Std. Deviation 2.190 2.254 2.218 2.104 2.374 2.283 N 126 126 252 126 126 252