Use data in the tab \"Burdines data for crosstabs\" to create pivot tables between SawBurdinesAds

INSTRUCTIONS TO CANDIDATES

ANSWER ALL QUESTIONS

Burdines: The "Gift HQ" Burdines, a department store in Florida, recently ran advertising that aimed to position the store as the "Gift Headquarters", i.e., a place where people could buy gifts during the holiday season. It followed up with a survey of shoppers to determine if the ads had been successful. Respondents were asked if they had seen the Burdines, and several other questions. A part of the survey data is provided in the attached Excel file, Burdines Survey.xlsx. Your task is to analyze the data and determine if Burdines' ads succeeded in their objective.

Question 1: Use data in the tab "Burdines data for crosstabs" to create pivot tables between SawBurdinesAds and each of the following: Awaregiftwrap Awarereturnpolicy Awaregiftcard Awaregiftreceipt Conduct a Chi-Square test in each case to determine if the variables in the crosstab are independent. Based on the results of your tests, are those who saw the ads more likely or less likely to be aware of each service compared to those who did not see the ads, or is there no difference?

Question 2: Use data in the tab "Burdines data for 2-sample test" to conduct a 2-sample t-test (assuming unequal variances) between people who saw Burdines ads and those did not, for each of the following: BurdinesgiftHQ RecommendBurdines Based on the results of your tests, what were the differences, if any, between people who saw the ads and those who did not?

Question 3: Based on your answers to the above questions, would you say that the Burdines "Gift HQ" ad campaign was effective? Explain why or why not. ANSWER EACH QUESTION ON A SEPARATE WORKSHEET, AND COPY AND PASTE THEM INTO A WORD DOCUMENT BEFORE UPLOADING (do not upload the Excel file).

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