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This implies

that there is some other variable which is influencing.

Also as sugar increases, the sweetness level increases.

As sugar level increases, the sweetness seem to increase by constant level.

There is also some other variable which is affecting sugar level at each level. ( Here 2,4,6,8,10

level of honey ,cream, butterfa are added at each level of sugar)

The other factor seem to influence sweetness level much higher than the other factors which

was influencing sugar.

Is there any other conclusion which can be inferred at such pattern?

Is the conclusion in the below three graphs inconclusive ?

No conclusion can be drawn

No conclusion can be drawn

No conclusion can be drawn

Step two

Run Regression between sweetness and other 4 independent variable

Run Regression between richness and other 4 independent variable

Variables Entered/Removed

a

Model

Variables

Entered

Variables

Removed Method

1 SUGAR,

CREAM,

HONEY,

BUTTERFA

b

. Enter

a. Dependent Variable: SWEETNES

b. All requested variables entered.

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 1.000

a

1.000 1.000 .00000

a. Predictors: (Constant), SUGAR, CREAM, HONEY, BUTTERFA

ANOVA

a

Model Sum of Squares df Mean Square F Sig.

1 Regression 160.000 4 40.000 . .

b

Residual .000 20 .000

Total 160.000 24

a. Dependent Variable: SWEETNES

b. Predictors: (Constant), SUGAR, CREAM, HONEY, BUTTERFA

Coefficients

a

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 3.078E-015 .000

.000 1.000

HONEY .400 .000 .447 218999805.346 .000

CREAM 5.515E-018 .000 .000 .000 1.000

BUTTERFA -6.893E-017 .000 .000 .000 1.000

SUGAR .800 .000 .894 437999610.691 .000

a. Dependent Variable: SWEETNES

Conclusions:

Adj R sq is 1 . Therefore 100% of the data is explained.

F and Significance shows nothing .What does it mean ?

What does the constant represent?

Conclusion from Perception database:

What affects sweetness and richness most?

Preferences DataBase:

Run ScatterPlot:

Unit Sales vs Sweetness

Conclusion :

Segment 1 prefers sweetness 4

What gives us clue to test richness square , price square and sweetness square.

Why not the product terms.

We dont use any BPV here .Why ?

Segment3 prefers sweetness 3

Segment 1 prefers price of 8

Step 2:

Run Regression :

LnUnitSales vs Price ,PriceSquare , Sweetness,SweetnessSquare,Richness ,RichnessSquare.

Regression

Notes

Output Created 17-FEB-2014 17:25:24

Comments

Input Data C:\Rice\Term3\DA_ICG_Preferences

(1)_Review.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 25

Missing Value Handling Definition of Missing User-defined missing values are treated as

missing.

Cases Used Statistics are based on cases with no missing

values for any variable used.

Syntax REGRESSION

/MISSING LISTWISE

/STATISTICS COEFF OUTS R ANOVA

/CRITERIA=PIN(.05) POUT(.10)

/NOORIGIN

/DEPENDENT LU1

/METHOD=ENTER RICHNESS PRICE

SweetnessSquare SWEETNESS

RichnessSquare PriceSquare.

Resources Processor Time 00:00:00.05

Elapsed Time 00:00:00.08

Memory Required 5872 bytes

Additional Memory Required for

Residual Plots

0 bytes

[DataSet1] C:\Rice\Term3\DA_ICG_Preferences (1)_Review.sav

Variables Entered/Removed

a

Model Variables Entered

Variables

Removed Method

1 PriceSquare,

SWEETNESS,

RichnessSquare,

RICHNESS,

SweetnessSquare,

PRICE

b

. Enter

a. Dependent Variable: LU1

b. All requested variables entered.

Model Summary

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 1.000

a

1.000 1.000 .03178

a. Predictors: (Constant), PriceSquare, SWEETNESS, RichnessSquare,

RICHNESS, SweetnessSquare, PRICE

ANOVA

a

Model Sum of Squares df Mean Square F Sig.

1 Regression 157.652 6 26.275 26008.772 .000

b

Residual .013 13 .001

Total 157.665 19

a. Dependent Variable: LU1

b. Predictors: (Constant), PriceSquare, SWEETNESS, RichnessSquare, RICHNESS, SweetnessSquare, PRICE

Coefficients

a

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) -4.632 .060

-76.778 .000

RICHNESS 1.406 .008 1.988 179.155 .000

PRICE .978 .011 1.477 90.416 .000

SweetnessSquare -.300 .001 -3.341 -288.483 .000

SWEETNESS 2.698 .011 2.913 251.481 .000

RichnessSquare -.100 .001 -1.889 -169.671 .000

PriceSquare -.049 .000 -1.650 -101.188 .000

a. Dependent Variable: LU1

Why are some constants positive, while some negative ? What is the implication?

In this case , what does the restricted model consider ? Just the unit vector ?

Is there anything else to learn from the regression?

Segment 2 regression:

[DataSet1] C:\Rice\Term3\DA_ICG_Preferences (1)_Review.sav

Variables Entered/Removed

a

Model Variables Entered

Variables

Removed Method

1 PriceSquare,

SWEETNESS,

RichnessSquare,

SweetnessSquare,

RICHNESS,

PRICE

b

. Enter

a. Dependent Variable: LU2

b. All requested variables entered.

Model Summary

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 1.000

a

1.000 1.000 .04207

a. Predictors: (Constant), PriceSquare, SWEETNESS, RichnessSquare,

SweetnessSquare, RICHNESS, PRICE

ANOVA

a

Model Sum of Squares df Mean Square F Sig.

1 Regression 230.351 6 38.392 21688.922 .000

b

Residual .030 17 .002

Total 230.381 23

a. Dependent Variable: LU2

b. Predictors: (Constant), PriceSquare, SWEETNESS, RichnessSquare, SweetnessSquare, RICHNESS, PRICE

Coefficients

a

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) -.280 .073

-3.836 .001

RICHNESS .208 .010 .262 21.621 .000

PRICE -.094 .013 -.126 -7.344 .000

SweetnessSquare -.100 .001 -1.714 -146.310 .000

SWEETNESS 1.597 .009 2.060 175.906 .000

RichnessSquare .029 .001 .501 41.531 .000

PriceSquare -.010 .001 -.301 -17.542 .000

a. Dependent Variable: LU2

How do we decide on Media Allocation?

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