SCENARIO 13-19
the Marketing Manager for a Nationally Franchised Lawn

question 82

Short Answer

SCENARIO 13-19
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; 11 did not have a lawn service (code 0) and 19 had a lawn service (code 1).Additional information available
concerning these 30 home owners includes family income (Income, in thousands of dollars) and lawn size (Lawn Size, in thousands of square feet).
The PHStat output is given below:
Binary Logistic Regression $$\begin{array}{l}\begin{array} { l r r r r } \hline { \text { Predictor } } & \text { Coefficients } & \text { SE Coef } & { Z } & p \text {-Value } \\\hline \text { Intercept } & - 7.8562 & 3.8224 & - 2.0553 & 0.0398 \\\text { Income } & 0.0304 & 0.0133 & 2.2897 & 0.0220 \\\text { Lawn Size } & 1.2804 & 0.6971 & 1.8368 & 0.0662\\\text { Deviance } & 25.3089\end{array}\\\end{array}$$
-Referring to SCENARIO 13-19, what should be the decision ('reject' or 'do not reject') on the null hypothesis when testing whether LawnSize makes a significant contribution to the model in the presence of Income at a 0.05 level of significance?

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Definitions:

Awareness

The degree to which consumers know about a brand, product, or service, recognizing its existence and features.

Unsought

Refers to products that consumers do not typically think about buying or do not know exists until they see them.

Specialty

Signifies a particular area of expertise or a focus on a specific type of product or service that a business offers, distinguishing it from competitors.

Brand Loyalty

The tendency of consumers to continuously purchase one brand's products over another, often due to positive experiences and perceived value.