SCENARIO 18-12 The Marketing Manager for a Nationally Franchised Lawn Service Company

question 324

True/False

SCENARIO 18-12
The marketing manager for a nationally franchised lawn service company would like to study the characteristics that differentiate home owners who do and do not have a lawn service. A random sample of 30 home owners located in a suburban area near a large city was selected; 15 did not have a lawn service (code 0) and 15 had a lawn service (code 1). Additional information available concerning these 30 home owners includes family income (Income, in thousands of dollars), lawn size (Lawn Size, in thousands of square feet), attitude toward outdoor recreational activities (Attitude 0 = unfavorable, 1 = favorable), number of teenagers in the household (Teenager), and age of the head of the household (Age). The Minitab output is given below:

-Referring to Scenario 18-12,there is not enough evidence to conclude that Income makes a significant contribution to the model in the presence of the other independent variables at a 0.05 level of significance.

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Definitions:

Participant Observation

A research method where the investigator actively engages in the community or situation being studied while observing its dynamics.

Observer Bias

The tendency for observers to see, report, or record what they expect to see, rather than what is actually happening, due to preconceived notions or beliefs.

Survey Method

A research technique used to gather data through questionnaires or interviews from a sample of individuals.

Case Study

A research method that involves an in-depth analysis of a single individual, group, event, or situation to explore causation in order to find underlying principles.