Suitability of Using Student as

Surrogates in Market
Research
Assignment
Submitted By
U213025: Suvendu Sekhar Das
U213026: Umesh Kumar Pradhan
U213027: Sanjeet Nayak
Group 5
XIMB PT 2013-2016 batch

An experiment was conducted to determine the suitability of using student as surrogates in

market research.
Here the study focused on samples of three groups of people:The first group consisted of 59 adults (18 years of age or older). The second group
consists of 42 students enrolled in an introductory marketing course and the third group consists
of 33 students enrolled in advance marketing course.
The experiment consists of showing each group a sequence of three 30-seconds television
advertisements dealing with financial institutions. Each respondent were asked to assess each
commercial on the basis of believability and interest and the response was recorded on a 10point graphic rating scale where a higher rating represents greater believability or interest.The
responses were treated as interval data and the sample mean and standard deviations were
calculated.

Assumptions
Here we are considering 95% value as the acceptance region or 0.05 level of significance.
n1= No of adults sample = 59
n2=No of students enrolled in introductory marketing course = 42
n3= No of students enrolled in an advance marketing course =33
Also the respective standard deviations i.e s1, s2, s3 and the respective means are given. As
n1>30, n2>30, n3>30 , Hence here we will use the Z distribution table with 0.05 level of
significance.

Believability of Advertisements
Here we will compare the believability of each advertisement type of the students
enrolled in an introductory marketing course with that of the Adult sample and students enrolled
in advance marketing course with that of Adult sample and then we will conclude if
believability of advertisement is same for both students and adults.

For Advertisement 1
Comparison between in believability of Advertisement 1 between the introductory
marketing students and adults
Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement 1 between
the introductory marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement 1 between
the introductory marketing students and adults.
Step 2
Now given (

1=

6.9, s1=2.7 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=6.7, s2=2.5

and n2=42)

/ sqrt ((s12 / n1) + (s22 / n2)).

Now substituting the values we get T.S at H0 = 0.38

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0=0.38 falls in the range of values between Z0.025 and Z0.975, hence we accept the null
hypothesis.
Step 5
Hence we can say that there is no difference in believability of Advertisement 1 between the
introductory marketing students and adults.

Comparison between in believability of Advertisement1 between the advance marketing

students and adults

Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement1 between the
advance marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement1 between
the advance marketing students and adults.
Step 2
Now given (

1=

6.9, s1=2.7 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=6.6, s2=3.1

and n2=33)

/ sqrt ((s12 / n1) + (s22 / n2)).

Now substituting the values we get T.S at H0 = 0.4658

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and Z0.975=
(-1.96)
Step 4
As T.S at H0=0.4658 falls in the range of values between Z0.025 and Z0.975, hence we accept the
null hypothesis.
Step 5
Hence we can say that there is no difference in believability of Advertisement 1 between the advance
marketing students and adults.

For Advertisement 2
Comparison between in believability of Advertisement 2 between the introductory
marketing students and adults
Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement 2 between the
introductory marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement 2 between
the introductory marketing students and adults.
Step 2
Now given (

1=

6.1, s1=3.0 and n1=59 ) and (

Test Sample (T.S) at H0= (

1-

2)

2=7.3, s2=2.6

and n2=42)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = (-2.14)

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and Z0.975= (-1.96)

Step 4
As T.S at H0= (-2.14) falls beyond the range of values between Z0.025 and Z0.975, hence we reject the null
hypothesis.

Step 5
Hence we can say that there is difference in believability of Advertisement 2 between the
introductory marketing students and adults.

Comparison between in believability of Advertisement 2 between the advance marketing

students and adults
Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement 2 between the
advance marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement 2 between
the advance marketing students and adults.

Step 2
Now given (

1=

6.1, s1=3.0 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=7.2, s2=2.3

and n2=33)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = ( -1.97)

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0= (-1.97) falls beyond the range of values between Z0.025 and Z0.975, hence we reject the null
hypothesis.

Step 5
Hence we can say that there is difference in believability of Advertisement 2 between the advance
marketing students and adults.

For Advertisement 3
Comparison between in believability of Advertisement3 between the introductory
marketing students and adults
Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement 3 between the
introductory marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement 3 between
the introductory marketing students and adults.
Step 2
Now given (

1=

7.0, s1=2.9 and n1=59 ) and (

Test Sample (T.S) at H0= (

1-

2)

2=5.9, s2=2.7

and n2=42)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = 1.95

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0=1.95 falls in the range of values between Z0.025 and Z0.975, hence we accept the null
hypothesis.
Step 5
Hence we can say that there is no difference in believability of Advertisement 3 between the
introductory marketing students and adults.

Comparison between in believability of Advertisement 3 between the advance marketing

students and adults
Step 1
H0= Null Hypothesis: - There is no difference in believability of Advertisement 3 between the advance
marketing students and adults
H1=Alternative Hypothesis: - There is a difference in believability of Advertisement 3 between the
advance marketing students and adults.

Step 2
Now given (

1=

7.0, s1=2.9 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=6.6, s2=2.8

and n2=33)

/ sqrt ((s12 / n1) + (s22 / n2)).

Now substituting the values we get T.S at H0 = 0.649

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and Z0.975=
(-1.96)
Step 4
As T.S at H0=0.649 falls in the range of values between Z0.025 and Z0.975, hence we accept the
null hypothesis.
Step 5
Hence we can say that there is no difference in believability of Advertisement 3 between the advance
marketing students and adults.

Summary of Believability of Advertisement.

Advertisement
Type

First Sample Size

Advertisement 1

Adults with Sample

size of 59

Advertisement 1

Adults with Sample

size of 59

Advertisement 2

Adults with Sample

size of 59

Advertisement 2

Adults with Sample

size of 59

Advertisement 3

Adults with Sample

size of 59

Advertisement 3

Adults with Sample

size of 59

Second Sample Size

Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33
Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33
Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33

Does a difference
exist in
believability of
advertisement
between the
samples chosen?
No

No

Yes

Yes

No

No

Interest of Advertisements
Here we will compare the interest in each advertisements of the students enrolled in an
introductory marketing course with that of the adult sample and students enrolled in advance
marketing course with that of adult sample and then we will conclude if interest in advertisement
is same for both students and adults.

For Advertisement 1
Comparison between Interest in Advertisement 1 between the introductory marketing
students and adults
Step 1
H0= Null Hypothesis: - There is no difference of interest in Advertisement 1 between the
introductory marketing students and adults
H1=Alternative Hypothesis: - There is a difference of interest in Advertisement 1 between the
introductory marketing students and adults.
Step 2
Now given (

1=

5.9, s1=2.4 and n1=59 ) and (

Test Sample (T.S) at H0= (

1-

2)

2=4.5, s2=3.2

and n2=42)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = 2.39

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0=2.39 falls beyond the range of values between Z0.025 and Z0.975, hence we reject the
null hypothesis.
Step 5
Hence we can say that there is difference of interest in Advertisement 1 between the
introductory marketing students and adults.

Comparison between Interest in Advertisement1 between the advance marketing

students and adults
Step 1
H0= Null Hypothesis: - There is no difference of interest in Advertisement 1 between the
advance marketing students and adults
H1=Alternative Hypothesis: - There is a difference of interest in Advertisement 1 between the
advance marketing students and adults.
Step 2
Now given (

1=

5.9, s1=2.4 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=4.3, s2=2.8

and n2=33)

/ sqrt ((s12 / n1) + ( s22 / n2))

Now substituting the values we get T.S at H0 = 2.76

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and Z0.975=
(-1.96)
Step 4
As T.S at H0= 2.76 falls beyond the range of the values between
reject the null hypothesis.

Z0.025 and Z0.975, hence we

Step 5
Hence we can say that there is difference of interest in Advertisement 1 between the advance
marketing students and adults.

For Advertisement 2
Comparison between Interest in Advertisement 2 between the introductory marketing
students and adults
Step 1
H0= Null Hypothesis: - There is no difference of interest in Advertisement 2 between the
introductory marketing students and adults

H1=Alternative Hypothesis: - There is a difference of interest in Advertisement 2 between the

introductory marketing students and adults.
Step 2
Now given (

1=

4.5, s1=2.9 and n1=59 ) and (

Test Sample (T.S) at H0= (

1-

2)

2=6.0, s2=2.7

and n2=42)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = (-2.66)

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0= (-2.66) falls beyond the range of values between Z0.025 and Z0.975, hence we reject
the null hypothesis.
Step 5
Hence we can say that there is difference of Interest in Advertisement2 between the introductory
marketing students and adults.

Comparison between Interest in Advertisement 2 between the advance marketing

students and adults
Step 1
H0= Null Hypothesis: - There is no difference of Interest in Advertisement 2 between the
advance marketing students and adults
H1=Alternative Hypothesis: - There is a difference of Interest in Advertisement 2 between the
advance marketing students and adults.
Step 2
Now given (

1=

4.5, s1=2.9 and n1=59) and (

Test Sample (T.S) at H0= (

1-

2)

2=6.1, s2=2.5

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = (-2.77)

Step 3

and n2=33)

Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0= (-2.77) falls beyond the values between Z0.025 and Z0.975, hence we reject the
null hypothesis.
Step 5
Hence we can say that there is difference in interest of Advertisement 2 between the advance
marketing students and adults.

For Advertisement 3
Comparison between Interest in Advertisement3 between the introductory marketing
students and adults
Step 1
H0= Null Hypothesis: - There is no difference of interest in Advertisement 3 between the
introductory marketing students and adults
H1=Alternative Hypothesis: - There is a difference of interest in Advertisement 3 between the
introductory marketing students and adults.
Step 2
Now given (

1=

5.8, s1=3.1 and n1=59 ) and (

Test Sample (T.S) at H0= (

1-

2)

2=4.0, s2=2.6

and n2=42)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = 3.16

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0=3.16 falls beyond the range the values between Z0.025 and Z0.975, hence we reject
the null hypothesis.
Step 5

Hence we can say that there is difference in interest in Advertisement 3 between the
introductory marketing students and adults.

Comparison between interest in Advertisement 3 between the advance marketing

students and adults
Step 1
H0= Null Hypothesis: - There is no difference of interest in Advertisement 3 between the
advance marketing students and adults.
H1=Alternative Hypothesis: - There is a difference of interest in Advertisement 3 between the
advance marketing students and adults.
Step 2
Now given (

1=

5.8, s1=3.1 and n1=59) and (

Test Sample (T.S) at H0= (

1--

2)

2=4.3, s2=2.8

and n2=33)

/ sqrt ((s12 / n1) + ( s22 / n2)).

Now substituting the values we get T.S at H0 = 2.37

Step 3
Now using the Z distribution table with 0.05 level of significance we get Z0.025=1.96 and
Z0.975= (-1.96)
Step 4
As T.S at H0=2.37 falls beyond the range of values between Z0.025 and Z0.975, hence we reject
the null hypothesis.
Step 5
Hence we can say that there is difference in interest in Advertisement 3 between the advance
marketing students and adults.

Summary of Interest in Advertisement.

Advertisement
Type

First Sample Size

Advertisement 1

Adults with Sample

size of 59

Advertisement 1

Adults with Sample

size of 59

Advertisement 2

Adults with Sample

size of 59

Advertisement 2

Adults with Sample

size of 59

Advertisement 3

Adults with Sample

size of 59

Advertisement 3

Adults with Sample

size of 59

Second Sample Size

Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33
Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33
Introductory Marketing
students with Sample
size of 42
Advance Marketing
students with Sample
size of 33

Does a difference
exist with interest in
advertisement
between the
samples chosen?
Yes

Yes

Yes

Yes

Yes

Yes

CONCLUSION
So as per the experiment conducted, we found that there was no difference in
believability of Advertisement 1 and Advertisement3 among the students and the adult sample
whereas a difference exists in believability of Advertisement 2 among the students and the adult
sample. In terms of interest in advertisement, we saw that there is a difference which exists
among the students and adults sample in all the range of advertisement.
As we can observe that there was a difference in perception regarding the
believability and interest in advertisement among the student and adults sample , hence we can
conclude that use of students as surrogates in Marketing research is not suitable