MA Class 6 (Feb.

8, M) revised
• Topics: Regression (3)

• More Regression Exercises

• Will use WTdata and
• Kid_height excel data files
• A Breakout Session

• Students assigned for Q&A: Hot items during pandemic: Bidet,

Computer Accessories, Bread Machines,
Fitness Equipment, Jigsaw puzzle, Blowup
• Nelson, Anthony Andrew, Jacob, Justin pools, …

HAHN
• Questions

[Nelson] Interpret the relationship between height and age and between height and gender.

[Anthony Manolelis] What is your expectation? Will age and height be related? For what range
of ages? Will gender and weight be related? For what range of ages?

[Jacob] Suppose we want to run regressions relating height with age ONLY FOR MALE or
ONLY FOR FEMALE. Why should we exclude Gender as an independent variables?

[Justin] What may be the coolest feature of Regression Analysis?

[Poll] What are the categorical variables among the alternatives?

Upcoming Schedule
• Feb. 10 (W) Case 1: CountryCable TV (Due: Case 1 report by All the teams)
• Presentation: Team 1 (Amrita, Francisco, Henry, Luis)
• NOTE THAT GUIDELINE QUESTIONS were updated from the original file!!!
(Questions in the original regression lecture file is outdated.)

• Feb. 15 (M) Introduction to Conjoint Analysis

• Conjoint Analysis Overview

• Feb. 17 (W) A Step-by-step Exercise of Conjoint Analysis

• Prepare to run Enginius (or Marketing Engineering)

A few comments

• 1.91E-05 => What is it? 1.91 x 1/(100,000) => Very small

• Running regression only for male or female consumers:

(1) Sort the data file with respect to Gender
(2) Mark only the range with (only for Gender=1 if male=1)
(3) Run the regression
(4) If you run only for female, you will not include the “label”! (why?)

Think about running regression only for pre-teens or only teen agers.
 When gender is a constant, i.e., all of respondents are
male or female:
Three cases of Advertising and Sales data:

$SALES $SALES
$SALES

$AD $AD
$AD

Advertising and Sales Dollars observed over time

(Case 1) Ad stayed constant: (Case 2) Sales stayed constant: (Case 3) Both showed variations
1. For question 5 of CountryCable case, we will run the model as follows:
Satisfaction as DV ~ Value, Program, Service as IVs.
In running the model,
(1) run with only data of male respondents [mark only males for the range], then
(2) run with only data of female respondents.

2. In your reports, you may or may not submit Excel outputs. If you decide not to
submit the Excel, just copy the regression output and paste it in a powerpoint
slide (or a word document). You may use a screenshot, too, to copy the output
to the powerpoint (or word).
 MA Class 7 (Feb. 10, W)
• Topics: CountryCable Case

• Due: Case 1 Team Report

• Presentation:
Team 1
Amrita, Francisco, Henry, Luis

• Students assigned for Q&A:

(Questions will be asked while we do discussion in class)

• Omar, Mario, Luis, Austin, Bryan, Caroline, Abby

HAHN
CASE STUDY 1: CountryCable
(Churchill & Iaccobuci, Marketing Research 9th ed.)

• Case synopsis: [Data: Country.xlsx, uploaded in the news, Jan. 29]

1. Objective: To generate insights for improving consumer satisfaction

2. Dependent Variable: OVERALL SATISFACTION (with the service) (Q8)

3. Independent Variables (Questions 1~7): Evaluation of

(1) GOOD PRICE, (2) GOOD VALUE, (3) PROGRAM VARIETY, (4) GOOD PROGRAMS,
(5) SERVICE RELIABLITY, (6) SERVICE ALWAYS ON and (7) GENDER

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CountryCable: Customer Satisfaction Survey Data (Source: Churchill & Iacobucci, Marketing Research, 9th ed.)

Research Problem: 1. How do the customers think CountryCable is doing?

2. What are the most important areas for improvement?

Questions:

(1) My cable TV service is priced reasonably. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(2) I get good value for the TV shows I can watch Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
for the price I pay.

(3) The variety of programs is ______ Very Poor 1 2 3 4 5 6 7 Really Great

(4) There are _____ kinds of TV shows I can watch. Not Many 1 2 3 4 5 6 7 Very Many

(5) My service has been reliable. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(6) The cable is always working. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

(7) I am _____ Male _____ Female

(8) Overall, I am satisfied with my cable TV service. Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree

The data file (Cable.xlsx) shows responses of 75 subscribers.

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Guideline Questions for the CountryCable Case Analysis [Revised]

1. Using the Country data file, get the descriptive statistics to identify means and standard
deviations of the variables. What insights do you get from the descriptive statistics?

2. Get the Correlation output for all the variables in the data file.
(1) Which variables show high correlations?
(2) What insights do you get from the correlation analysis?

3. From the original data, generate new variables (1) Value, (2) Program, and (3) Service
using the following formula.

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4. Run a regression model such that Dependent variable is Overall Satisfaction
and Independent variables are Value, Program, Service and Gender.
Show me the output and interpret it.

5. (1) Run the same model only for Gender = Male. Interpret the output.
(2) Run the same model only for Gender = Female. Interpret the output.
In these analyses, do not include Gender among Independent Variables.)

6. What is your overall conclusion of the analysis?

How can CountryCable improve consumer satisfaction?

7. [Optional]
Suggest any opinions or insights that may improve this analysis to get better insights.

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Happiness Break:
Making memories that last for a long time

• Soonja Yang (from The master of Life)

• Sometimes, a pack of cookies

can give a person a happy moment
that she or he will remember forever.

• What cookies? What circumstances?

• Whose cookies? What timing?