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Excel for Statistics Thomas J Quirk Eric Rhiney Excel 2016 for Marketing Statistics A Guide to Solving Practical Problems Excel for Statistics Excel for Statistics is a series of textbooks that explain how to use Excel to solve statistics problems in various fields of study Professors, students, and practitioners will find these books teach how to make Excel work best in their respective field Applications include any discipline that uses data and can benefit from the power and simplicity of Excel Books cover all the steps for running statistical analyses in Excel 2016, Excel 2013, Excel 2010 and Excel 2007 The approach also teaches critical statistics skills, making the books particularly applicable for statistics courses taught outside of mathematics or statistics departments Series editor: Thomas J Quirk The following books are in this series: T.J Quirk, E Rhiney, Excel 2016 for Marketing Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Business Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Engineering Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, M Quirk, H.F Horton, Excel 2016 for Biological and Life Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Educational and Psychological Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Social Science Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, M Quirk, H Horton, Excel 2016 for Physical Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, S Cummings, Excel 2016 for Health Services Management Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, J Palmer-Schuyler, Excel 2016 for Human Resource Management Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, M Quirk, H.F Horton, Excel 2016 for Environmental Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, M Quirk, H.F Horton, Excel 2013 for Physical Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, S Cummings, Excel 2013 for Health Services Management Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, J Palmer-Schuyler, Excel 2013 for Human Resource Management Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2013 for Business Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, Excel 2013 for Engineering Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, M Quirk, H.F Horton, Excel 2013 for Biological and Life Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, Excel 2013 for Educational and Psychological Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, Excel 2013 for Social Science Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, M Quirk, H.F Horton, Excel 2013 for Environmental Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, M Quirk, H.F Horton, Excel 2010 for Environmental Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2015 T.J Quirk, J Palmer-Schuyler, Excel 2010 for Human Resource Management Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2014 Additional Statistics books by Dr Tom Quirk that have been published by Springer T.J Quirk, Excel 2010 for Business Statistics: A Guide to Solving Practical Problems Springer Science +Business Media 2011 T.J Quirk, Excel 2010 for Engineering Statistics: A Guide to Solving Practical Problems Springer International Publishing Switzerland 2014 T.J Quirk, S Cummings, Excel 2010 for Health Services Management Statistics: A Guide to Solving Practical Problems Springer International Publishing Switzerland 2014 T.J Quirk, M Quirk, H Horton, Excel 2010 for Physical Sciences Statistics: A Guide to Solving Practical Problems Springer International Publishing Switzerland 2013 T.J Quirk, M Quirk, H.F Horton, Excel 2010 for Biological and Life Sciences Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2013 T.J Quirk, M Quirk, H.F Horton, Excel 2007 for Biological and Life Sciences Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2013 T.J Quirk, Excel 2010 for Social Science Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2012 T.J Quirk, Excel 2010 for Educational and Psychological Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2012 T.J Quirk, Excel 2007 for Business Statistics: A Guide to Solving Practical Problems Springer Science +Business Media New York 2012 T.J Quirk, Excel 2007 for Social Science Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2012 T.J Quirk, Excel 2007 for Educational and Psychological Statistics: A Guide to Solving Practical Problems Springer Science+Business Media New York 2012 More information about this series at http://www.springer.com/series/13491 Thomas J Quirk • Eric Rhiney Excel 2016 for Marketing Statistics A Guide to Solving Practical Problems Thomas J Quirk Webster University St Louis, MO, USA Eric Rhiney Webster University St Louis, MO, USA Excel for Statistics ISBN 978-3-319-43375-2 ISBN 978-3-319-43376-9 DOI 10.1007/978-3-319-43376-9 (eBook) Library of Congress Control Number: 2016946994 © Springer International Publishing Switzerland 2016 This work is subject to copyright All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed The use of general descriptive names, registered names, trademarks, service marks, etc in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland This book is dedicated to the more than 3, 000 students I have taught at Webster University’s campuses in St Louis, London, and Vienna; the students at Principia College in Elsah, Illinois; and the students at the Cooperative State University of Baden- Wuerttemberg in Heidenheim, Germany These students taught me a great deal about the art of teaching I salute them all, and I thank them for helping me to become a better teacher Thomas J Quirk I would like to dedicate this work to my beautiful and patient wife, Tachelle, and my kids, Anaya, Haley, and Joshua They all managed to make when I have to work from home I would also like to recognize my mother, Vera Rhiney, and my mother-in-law, Angelica Cleveland, who constantly step in to provide support to me and my family Eric Rhiney Preface Excel 2016 for Marketing Statistics: A Guide to Solving Practical Problems is intended for anyone looking to learn the basics of applying Excel’s powerful statistical tools to their marketing courses or work activities If understanding statistics isn’t your strongest suit, you are not especially mathematically inclined, or if you are wary of computers, then this is the right book for you Here you’ll learn how to use key statistical tests using Excel without being overpowered by the underlying statistical theory This book clearly and methodically shows and explains how to create and use these statistical tests to solve practical problems in marketing Excel is an easily available computer program for students, instructors, and managers It is also an effective teaching and learning tool for quantitative analyses in marketing courses The powerful numerical computational ability and the graphical functions available in Excel make learning statistics much easier than in years past However, this is the first book to show Excel’s capabilities to more effectively teach marketing statistics; it also focuses exclusively on this topic in an effort to render the subject matter not only applicable and practical but also easy to comprehend and apply Unique features of this book: • This book is appropriate for use in any course in marketing statistics (at both undergraduate and graduate levels) as well as for managers who want to improve the usefulness of their Excel skills • Includes 167 color screenshots so that you can be sure you are performing the Excel steps correctly • You will be told each step of the way, not only how to use Excel but also why you are doing each step so that you can understand what you are doing and not merely learn how to use statistical tests by rote vii viii Preface • Includes specific objectives embedded in the text for each concept, so you can know the purpose of the Excel steps • This book is a tool that can be used either by itself or along with any good statistics book • Statistical theory and formulas are explained in clear language without bogging you down in mathematical fine points • You will learn both how to write statistical formulas using Excel and how to use Excel’s drop-down menus that will create the formulas for you • This book does not come with a CD of Excel files which you can upload to your computer Instead, you’ll be shown how to create each Excel file yourself In a work situation, your colleagues will not give you an Excel file; you will be expected to create your own This book will give you ample practice in developing this important skill • Each chapter presents the steps needed to solve a practical marketing problem using Excel In addition, there are three practice problems at the end of each chapter, so you can test your new knowledge of statistics The answers to these problems appear in Appendix A • A “Practice Test” is given in Appendix B to test your knowledge at the end of the book The answers to these practical marketing problems appear in Appendix C Thomas J Quirk, a current professor of marketing at the George Herbert Walker School of Business & Technology at Webster University in St Louis, Missouri (USA), teaches marketing statistics, marketing research, and pricing strategies He has published articles in the Journal of Educational Psychology, Journal of Educational Research, Review of Educational Research, Journal of Educational Measurement, Educational Technology, The Elementary School Journal, Journal of Secondary Education, Educational Horizons, and Phi Delta Kappan Professor Quirk has published more than 20 articles in professional journals and presented more than 20 papers at professional meetings He holds a BS in mathematics from John Carroll University, both an MA in education and a PhD in educational psychology from Stanford University, and an MBA from the University of Missouri–St Louis Professor Rhiney is currently an assistant professor of marketing in the George Herbert Walker School of Business & Technology at Webster University in St Louis, Missouri (USA), where he teaches research design, marketing research, and marketing strategies He holds a BSBA with an emphasis in marketing from the University of Central Missouri, an MBA with an emphasis in marketing from Webster University, and a PhD in marketing and international business from St Louis University He did marketing research professionally for over ten years engaging in research for companies such as Pizza Hut, Monsanto, Chrysler, and Hardee’s He is involved in a number of quantitative research studies focused on Preface ix in-group out-group orientation on consumer attitudes, digital marketing behavior, and cross-cultural marketing and has presented his work at a number of conferences including the American Marketing Association, the International Business Association, the Marketing Management Association, and the University of Missouri-St Louis Digital Marketing Conference St Louis, MO Thomas J Quirk Eric Rhiney 228 Appendix C: Answers to Practice Test Practice Test Answer: Chapter (see Fig C.1) Fig C.1 Practice Test Answer to Chap Problem Appendices Appendices Practice Test Answer: Chapter (see Fig C.2) Fig C.2 Practice Test Answer to Chap Problem 229 230 Practice Test Answer: Chapter (see Fig C.3) Fig C.3 Practice Test Answer to Chap Problem Appendices Appendices Practice Test Answer: Chapter (see Fig C.4) Fig C.4 Practice Test Answer to Chap Problem 231 232 Practice Test Answer: Chapter (see Fig C.5) Fig C.5 Practice Test Answer to Chap Problem Appendices Appendices Practice Test Answer: Chapter (see Fig C.6) Fig C.6 Practice Test Answer to Chap Problem 233 234 Appendices Practice Test Answer: Chapter 6: (continued) r ¼ À:64 ðnote the negative correlation!Þ y-intercept ¼ a ¼ 17:553 slope ¼ b ¼ À0:007 (note the negative slope which tells you the correlation is negative!) Y ¼ a þ b X Y ¼ 17:553 À 0:007 X Y ¼ 17:553 À 0:007 ð1500Þ Y ¼ 17:553 À 10:5 Y ¼ 7:1 kg weight loss Practice Test Answer: Chapter (see Fig C.7) Fig C.7 Practice Test Answer to Chap Problem Appendices 235 Practice Test Answer: Chapter (continued) 10 11 Multiple correlation ¼ :84 a ¼ y-intercept ¼ 0:8482 b1 ¼ 0:1916 b2 ¼ 0:7922 Y ¼ a þ b1 X þ b2 X Y ¼ 0:8482 þ 0:1916 X1 þ 0:7922 X2 Y ¼ 0:8482 þ 0:1916 ð10Þ þ 0:7922 ð3Þ Y ¼ 0:8482 þ 1:916 þ 2:377 Y¼5 +0.74 +0.72 +0.52 The better predictor of PERFORMANCE RATING was EXPERIENCE (r ¼ 74) The two predictors combined predicted PERFORMANCE RATING much better at Rxy ¼ 84 236 Practice Test Answer: Chapter (see Fig C.8) Fig C.8 Practice Test Answer to Chap Problem Appendices Appendices 237 Practice Test Answer: Chapter (continued) Let Group ¼ Price, Group ¼ Quality, and Group ¼ Convenience-of-use (b) Null hypothesis : μ1 ¼ μ2 ¼ μ3 Research hypothesis : μ1 6¼ μ2 6¼ μ3 (f) MSb ¼ 174, 578:04 and MSw ¼ 3, 470:98 (g) F ¼ 50:30 (h) Mean Price ¼ 460:50, and Mean Convenience of use ¼ 311:80 (i) critical F ¼ 3:23 (j) Results: Since 50.30 is greater than the critical F of 3.23, we reject the null hypothesis and accept the research hypothesis (k) Conclusion: There was a significant difference in the number of units sold of the new product in the three cities between the three types of TV ads Null hypothesis : μ1 ¼ μ3 (l) Research hypothesis : μ1 6¼ μ3 (m) df ¼ nTOTAL À k ¼ 44 À ¼ 41 (n) critical t ¼ 1:96 (o) Result: Since the absolute value of 7.02 is greater than the critical t of 1.96, we reject the null hypothesis and accept the research hypothesis (p) Conclusion: TV ads that stressed Price sold significantly more units than TV ads that stressed Convenience-of-use (461 units vs 312 units) 238 Appendices Appendix D: Statistical Formulas X¼ Mean ΣX n sffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffi À Á2 Σ XÀX STDEV ¼ S ¼ nÀ1 S s:e ¼ SX ¼ pffiffiffi n X Æ tSX Standard Deviation Standard error of the mean Confidence interval about the mean S where SX ¼ pffiffiffi n XÀμ t¼ SX S where SX ¼ pffiffiffi n One-group t-test Two-group t-test (a) when both groups have a sample size greater than 30 t¼ X1 À X2 SX1 ÀX2 where SX1 ÀX2 sffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffi S1 S2 ¼ þ n1 n2 and where df ¼ n1 þ n2 À (b) when one or both groups have a sample size less than 30 t¼ where SX1 ÀX2 X1 À X2 SX1 ÀX2 sffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffi ffi ðn1 À 1ÞS1 þ ðn2 À 1ÞS2 1 ¼ þ n1 n2 n1 þ n2 À and where df ¼ n1 þ n2 À Correlation ÁÀ Á XÀX YÀY r¼ Sx Sy where Sx ¼ standard deviation of X and where Sy ¼ standard deviation of Y nÀ1 Σ À Appendices 239 Simple linear regression Y¼aþbX where a ¼ y-intercept and b ¼ slope of the line Multiple regression equation Y ¼ a þ b1 X1 þ b2 X2 þ b3 X3 þ etc where a ¼ y-intercept One-way ANOVA F-test F ¼ MSb = MSw ANOVA t-test ANOVA t ¼ X1 À X s:e:ANOVA rffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffiffi where s:e:ANOVA ¼ MSw n11 þ n12 and where df ¼ nTOTAL À k where nTOTAL ¼ n1 þ n2 þ n3 þ etc: and where k ¼ the number of groups 240 Appendices Appendix E: t-Table Critical t-values needed for rejection of the null hypothesis (see Fig E.1) Fig E.1 Critical t-values Needed for Rejection of the Null Hypothesis Index A Absolute value of a number, 66–67 Analysis of Variance ANOVA t-test formula, 173 degrees of freedom, 174, 178, 179, 183, 211, 213, 215, 226 Excel commands, 175–177 formula, 171 interpreting the Summary Table, 170 s.e formula for ANOVA t-test, 173 ANOVA See Analysis of Variance ANOVA t-test See Analysis of Variance Average function See Mean 95% confident, 38–40 upper limit, 38–40, 42, 43, 45, 46, 62, 63 Correlation formula, 112 negative correlation, 107, 109, 110, 137, 143, 203, 234 steps for computing, 112–114 positive correlation, 107–109, 114, 118, 143, 160 CORREL function See correlation COUNT function, 9, 53 Critical t-value, 59, 72, 100, 103, 105, 174, 175, 178–181, 183, 240 C Centering information within cells, 6–7 Chart adding the regression equation, 139–142 changing the width and height, 5–6 creating a chart, 118–127 drawing the regression line onto the chart, 118–127 moving the chart, 126 printing the spreadsheet, 127–129 reducing the scale, 128 scatter chart, 120 titles, 121, 122 Column width (changing), 5–6 Confidence interval about the mean drawing a picture, 45 formula, 53 lower limit, 38–40, 42, 43, 45, 46, 62, 63 D Data Analysis ToolPak, 130–133, 167 Data/Sort commands, 26 Degrees of freedom, 85–88, 90, 174, 178, 179, 181, 211, 213, 215, 227 F Fill/Series/Columns commands, 4–5 step value/stop value commands, 5, 22 Formatting numbers currency format, 15–18, 60, 63 decimal format, 135, 170 H Home/Fill/Series commands, Hypothesis testing decision rule, 53, 66–67 © Springer International Publishing Switzerland 2016 T.J Quirk, E Rhiney, Excel 2016 for Marketing Statistics, Excel for Statistics, DOI 10.1007/978-3-319-43376-9 241 242 Hypothesis testing (cont.) null hypothesis, 49–60, 62, 63, 66, 69, 70, 73, 76, 77, 79, 84, 86–91, 93, 95, 97, 98, 101–103, 105, 171–173, 175, 180, 183, 210–213, 215, 218, 220, 222, 226, 227 rating scale hypotheses, 49–52 research hypothesis, 49–53, 55–58, 60, 62, 63, 66, 69, 70, 73, 76, 79, 84, 86–90, 93, 96–98, 102, 103, 105, 171–173, 175, 178–180, 183, 210, 211, 213, 215, 218, 220, 222, 226, 227, 237 stating the conclusion, 55, 57 stating the result, 55, 57 steps for hypothesis testing, 52–58, 65–69, 82–90 M Mean formula, Multiple correlation correlation matrix, 158–160, 162, 164, 166, 225 Excel commands, 153–157 Multiple regression correlation matrix, 158–160, 162, 164, 166, 225 equation, 139 Excel commands, 153–157 predicting Y, 139 N Naming a range of cells, 8–9 Null hypothesis See hypothesis testing O One-group t-test for the mean absolute value of a number, 66–67 formula, 67 hypothesis testing, 65–69 s.e formula, 67 steps for hypothesis testing, 65–69 P Page Layout/Scale to Fit commands, 30 Population mean, 37–40, 48, 65, 67, 84, 91, 167, 171–173, 175, 177 Printing a spreadsheet entire worksheet, 13 part of the worksheet, 13 printing a worksheet to fit onto one page, 13–15 Index R RAND() See random number generator Random number generator duplicate frame numbers, 24–28, 34, 35, 217 frame numbers, 21–29, 34, 35, 217 sorting duplicate frame numbers, 26–29 Regression, 107–149, 224–226, 239 Regression equation adding it to the chart, 139–142 formula, 138 negative correlation, 107, 109, 110, 137, 143, 203, 234 predicting Y from x, 139 slope, b, 137, 143 writing the regression equation using the Summary Output, 145 y-intercept, a, 137 Regression line, 120–127, 137–139, 141, 142, 146, 224 Research hypothesis See hypothesis testing S Sample size, 1–20, 38, 41–43, 45, 48, 53, 62, 63, 65, 68, 70, 71, 76, 77, 79, 81, 83–85, 87, 90–93, 96–98, 105, 111, 112, 116, 169, 174, 216, 218, 220, 238 COUNT function, 9, 53 Saving a spreadsheet, 12–13 Scale to Fit commands, 46 s.e See standard error of the mean Standard deviation formula, Standard error of the mean formula, STDEV See standard deviation T t-table, 220 Two-group t-test basic table, 83 degrees of freedom, 85–88, 90 drawing a picture of the means, 45 formula, 90 Formula #1, 90 Formula #2, 93 hypothesis testing, 82–90 steps in hypothesis testing, 82–90 s.e formula, 90, 98 ... Horton, Excel 2016 for Biological and Life Sciences Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for. .. Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Business Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer... Publishing Switzerland 2016 T.J Quirk, Excel 2016 for Engineering Statistics: A Guide to Solving Practical Problems, Excel for Statistics Springer International Publishing Switzerland 2016 T.J Quirk,