SPSS/ Simple Analysis of Consumer Database

QUESTION 1
For the cross-tab, explain what the value 60 represents, and then explain what the value 100 represents.
Received direct marketing offer or not * Purchased or not Crosstabulation
Count
Purchased or not
Total
Purchased
Did not purchase
Received direct marketing offer or not
1=received direct marketing offer
2=did not receive direct marketing offer
60
30
100
140
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6 points
Write down the null hypothesis for the Chi-square test of the cross-tab.
Based on the Chi-Square Test result, would you reject the Null or do not reject the null from Question 1? Explain Why.
Chi-Square Tests
Value
df
Asymptotic Significance (2-sided)
Exact Sig. (2-sided)
Exact Sig. (1-sided)
Pearson Chi-Square
2.800a
.094
Continuity Correctionb
2.185
.139
Likelihood Ratio
2.903
.088
Fisher’s Exact Test
.119
.068
Linear-by-Linear Association
2.780
.095
N of Valid Cases
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.29.
b. Computed only for a 2×2 table
7 points
Between Phi and Cramer’s V output, which one is appropriate for the cross-tab in this question? and what does the value tell you about the relationship between “Offer” and “Purchased”?
Symmetric Measures
Approximate Significance
Nominal by Nominal
Phi
.141
Cramer’s V
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