In the book Essentials of Marketing Research , William R. Dillon, Thomas J. Madd

Question

In the book Essentials of Marketing Research, William R. Dillon, Thomas J. Madden, and Neil H. Firtle present the results of a concept study for a new wine cooler. Three hundred consumers between 21 and 49 years old were randomly selected. After sampling the new beverage, each was asked to rate the appeal of the phrase

Not sweet like wine coolers, not filling like beer, and more refreshing than wine or mixed drinks

as it relates to the new wine cooler. The rating was made on a scale from 1 to 5, with 5 representing “extremely appealing” and with 1 representing “not at all appealing.” The results obtained are given in Table 4.4.

TABLE 4.4 Results of a Concept Study for a New Wine Cooler

Source: W. R. Dillon, T. J. Madden, and N. H. Firtle, Essentials of Marketing Research (Burr Ridge, IL: Richard D. Irwin, Inc., 1993), p. 390.

Based on these results, estimate the probability that a randomly selected 21- to 49-year-old consumer

(a) Would give the phrase a rating of 5. (Round your answer to 4 decimal places.)

Probability ?

(b) Would give the phrase a rating of 3 or higher. (Round your answer to 4 decimal places.)

Probability ?

(c) Is in the 21–24 age group; the 25–34 age group; the 35–49 age group. (Round your answer to 4 decimal places.)

The probability is  for the 21–24 age group,  for the 25–34 age group, and  for the 35–49 age group.

(d) Is a male who gives the phrase a rating of 4. (Round your answer to 4 decimal places.)

Probability ?

(e) Is a 35- to 49-year-old who gives the phrase a rating of 1. (Round your answer to 4 decimal places.)

Probability ?

Gender Age Group Rating Total Male Female 21–24 25–34 35–49 Extremely appealing (5) 151 68 83 48 66 37 (4) 91 51 40 36 36 19 (3) 36 21 15 9 12 15 (2) 13 7 6 4 6 3 Not at all appealing (1) 9 3 6 4 3 2

Explanation / Answer

from above

therefore a) Would give the phrase a rating of 5 : Probability =151/300=0.5033

b)Would give the phrase a rating of 3 or higher :Probability=(151+91+36)/300=0.9267

c) Is in the 21–24 age group; probability =101/300=0.3367

the 25–34 age group; probability =123/300 =0.41

the 35–49 age group: probability=76/300=0.2533

d) Is a male who gives the phrase a rating of 4 =51/150=0.34

e)Is a 35- to 49-year-old who gives the phrase a rating of 1 =2/76 =0.0263

Gender Age Group Rating Total Male Female 21–24 25–34 35–49 Extremely appealing 5 151 68 83 48 66 37 4 91 51 40 36 36 19 3 36 21 15 9 12 15 2 13 7 6 4 6 3 Not at all appealing 1 9 3 6 4 3 2 total 300 150 150 101 123 76

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