Estimating demand for ITC Yippee Noodles

Target Customer

Primary Target Group

Demography
India Population 138 crores
Households 27.6 crores
Urban (30%) 8.28 crores
Middle & Upper Middle Class (35%) 2.898 crores
FN2 & FN 3 (30%) 0.8694 crores
(In lakhs) 86.94 lakhs

Buying Behavior
School/College going Student
Working Professionals

₹ 695,520,000.00

OTOT
JAM
HGL
Marketing Research
Topic 1
Data Preparation for Analysis

Field Controls:
These are procedures designed to minimize errors during actual data collection, through monitoring and validation. Monitorin
Validation is checking it after data collection.

Editing:

Transcribing:
This is the process of physically transferring data from measuring instrument to computer storage. At times may be time consu
Generating new variables:
This may be required as a precursor to analysis. New variables may be generated from combination of other variables in data.
As an example, a person's age/marital status/number and age of children indicate stage in family life cycle.
Data may be collected through interval scale and later assigned to classes.
Eg: Family income in Rupees/year may then be put into groups

Summarizing statistical calculations

Create basic data array (in excel)
Tabulate frequency distributions
one way tabulation (with one variable)

Calculate Central tendency and dispersion

Data Analysis Basic:

Tabulations
Cross tabulations (with Chi-Square test)
Correlation and Regression Analysis
ANOVA

Crosstabulations with Chi Square test: Starbucks wants to analyze where there is a bigger market. North or
Where do you come from? (region)
North
South

What is your preferred beverage in the morning ?

Tea
Coffee

Tab: Region Tab: Beverage

Region Frequency Region Frequency

North 100 Tea 120
South 100 Coffee 80
Total 200 Total 200

Crosstabulation
A crosstabulation is a tabular depiction of the data obtained in response to any two questions in the questionnaire which intui
appear to be linked to each other. A crosstab is used when both variables are nominal or ordinal scaled. A crosstab may be eva
using the Chi-Squared test at a pre specified confidence level or level of signficance.

Crosstab: Region vs Beverage choice North Preferred Tea

South ?
 Tea Coffee Total Person B
Region North 72 28 100
South 48 52 100 Tea Coffee Total
Total 120 80 200 North 72 28 100
60 40
South 48 52 100
Hypothesis testing Chi-Squared Ratio 60 40
(Oi-Ei)2 Total 120 80 200
A null hypothesis proves things by rejection
In statistical hypothesis testing, the null hypothesis of a test always predicts no effect or no relationship between variables, wh
null hypothesis is the hypothesis, which is to be actually tested, whereas alternative hypothesis gives an alternative to the nul
Double Negative

Null Hypothesis: Arun, is outside the perimeter

Let's a Consider a boy called Arun and a perimeter surrounding him. Is he inside the fence all the time?

Chi-Squared Ratio
(Oi-Ei)2
and validation. Monitoring happens when data is collected.

t times may be time consuming hence needs to be planned for.

of other variables in data.

a bigger market. North or South India

questionnaire which intuitively

led. A crosstab may be evaluated
hip between variables, while the alternative hypothesis states  your research prediction of an effect or relationship.
s an alternative to the null hypothesis.
tion. Monitoring happens when data is collected.

y be time consuming hence needs to be planned for.

riables in data.

arket. North or South India

aire which intuitively

stab may be evaluated

Hypothesis testing:

N0: Null Hypothesis: Region has no signficant on choice of beverage.

 If Region had no influence on beverage prefference, then how many people from North India should have preffered Tea?

Degrees of Freedom
For Crosstabulation the Degrees of Freedom are the number of variable combination (cells) which are free.
A cell is said to be free if it can take more than one value.
If it can take only one value then it is not free

en variables, while the alternative hypothesis states  your research prediction of an effect or relationship.
ative to the null hypothesis.
Person C
Tea Coffee
60 60
40 40