A Marketing Research Firm Runs a Well-Designed Survey to See

question 1

Multiple Choice

A marketing research firm runs a well-designed survey to see if the color on the face of a golf club affects a golfer's preference.Golfers can choose one of three club face colors: gold (G) , black (B) , and tan (T) .When 120 golfers are randomly sampled and asked to indicate their preference, 25 prefer the gold, 55 prefer the black, and 40 prefer the tan.The firm reports that it did a chi-square goodness-of-fit test on the data and decided there is enough statistical evidence, at = 0.01, to reject the idea that color does not matter to golfers.As the head of production for the golf club manufacturer that commissioned the study, you might:

• A) disregard the survey and continue to produce equal numbers of each color of club because the sample was too small.
• B) ask your sales people why they had not reported this trend before now.
• C) begin to change the product mix to reflect the survey, checking on sales of each type of club as you go.
• D) immediately change all production to reflect the survey because of the high level of certainty at a 0.01 level.

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