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    2021 Class Test - 6 Dec 2021

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    kenjosephus

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    2021 Class Test - 6 Dec 2021

    Uploaded by

    kenjosephus
    0 views7 pages

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    0 views7 pages

    2021 Class Test - 6 Dec 2021

    Uploaded by

    kenjosephus

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    MSC IN MARKETING

    QUANTITATIVE METHODS FOR MARKETING


    2021/2022

    6 December 2021 Test Duration: 1h15

    Student Name:

    A study was conducted with the aim of investigating the role of Facebook in the establishment of
    relationships between brands and their fans, as well as extending the link between relationship marketing
    and online consumer behavior. Data were collected using a structured questionnaire and a valid sample of
    650 Portuguese Facebook brand followers was obtained.

    ANALYSIS A
    In order to investigate the levels of satisfaction with the brand (according to various attributes measured
    on a 5-point Likert-type scale from 1=Very Unsatisfied to 5=Very Satisfied), Principal Components Analysis
    was conducted and some of the outputs that were obtained follow:

    1
    A.1) Do you consider the collected data appropriate to conduct principal components analysis? Justify your
    answer.

    A.2) How many principal components do you consider should be extracted? Justify your answer considering
    the information available and the criteria commonly used to decide how many dimensions to consider.

    2
    A.3) Propose an interpretation for each of the components extracted in your chosen solution. Do not forget
    to mention the variables most correlated with each component, and to highlight in the outputs the values
    of those correlations.

    ANALYSIS B
    A multiple linear regression model was estimated to explain the level of satisfaction with the brand,
    considering one of the dimensions derived from the PCA previously conducted. Explanatory variables include
    Age (in years) and How often do you use Facebook (1 = Several times per day; 0 = Not so often).
    The following outputs were obtained:

    3
    B.1) Write down the equation of the estimated model.

    B.2) Interpret the standardized coefficient beta associated with variable Age.

    B.3) How do Age and How often do you use Facebook influence the level of satisfaction with the brand?
    Justify your answer, considering a significance level of 10% (α=0.1).

    4
    B.4) Overall, do you consider the fitted model as appropriate? Justify your answer.

    ANALYSIS C
    Collected data on Frequency of participation in Facebook were used to conduct Cluster Analysis. Hierarchical
    and Non-hierarchical K-Means Cluster were used and the following outputs were obtained:

    5
    C.1) Given the dendrograms presented above, how many groups do you think should be formed? And
    considering which hierarchical method? Justify your answer.

    C.2) Considering also the results from non-hierarchical K-Means clustering, which is your final decision
    regarding how many groups to form? Justify your answer.

    6
    C.3) In your chosen solution, which of the grouping variables differentiates the groups most? Justify
    your answer.

    C.4) Considering the information available, and the number of groups you have chosen, how do you
    characterize the groups in terms of number of elements and in terms of the frequency of
    participation in Facebook?

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