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

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 Wine Cooler file. Estimate the probability that a randomly selected 21- to 49-year-old consumer

a. Would give the phrase a rating of 5.

b. Would give the phrase a rating of 3 or higher.

c. Is in the 21–24 age group; the 25–34 age group; the 35–49 age group.

d Is a male who gives the phrase a rating of 4.

e. Is a 35- to 49-year-old who gives the phrase a rating of 1.

Results of a Concept Study for a New Wine Cooler                      
                      
                      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

probability that a randomly selected 21- to 49-year-old consumer

a) Would give the phrase a rating of 5 is (151/300) = 0.5033

b) Would give the phrase a rating of 3 or higher is (278/300) = 0.9267

c) in the 21–24 age group is (101/300) = 0.3367

in the 25–34 age group is (126/300) = 0.42

in the 35–49 age group is (76/300) =0.2533

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

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

Refer the following table for calculations

Gender Age Group Rating Total Male Female 21-24 25-34 35-49 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 1 9 3 6 4 3 2 Total 300 150 150 101 123 76

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