某企业在制定广告策略时.docx

1、某企业在制定广告策略时5. 某企业在制定某商品的广告策略时，收集了该商品在不同地区采用不同广告形式促销后的销售额数据，希望对广告形式和地区是否对商品销售额产生影响进行分析，a) 以商品销售额为因变量，广告形式和地区为自变量，通过单因素方差分析方法分别对广告形式、地区对销售额的影响进行分析；b) 试进一步分析，究竟哪种广告形式的作用较明显，哪种不明显，以及销售额和地区之间的关系等。c) 试分析广告形式、地区以及两者的交互作用是否对商品销售额产生影响。（数据见练习2数据.xls练习2.5，其中广告形式为：1. 报纸； 2. 广播； 3. 宣传品； 4. 体验）答：(a)以广告形式为自变量时，广告形

2、式对销售额没有差异：广告形式对销售额有差异 0.05通过SPSS分析可以得到下面的结论F分布值为2.6693本题所计算的结果13.4832.6693决策：拒绝 结论：有显著证据表明，广告形式对销售额有显著差异以地区为自变量时 :地区对销售额没有影响 ：地区对销售额有影响构造检验统计量将数据导入SPSS进行单因素相关性分析F分布值为1.7044因为FP=1.704决策：拒绝 结论：有显著证据表明，地区对销售额有影响b)（）下面计算广告形式的影响主要通过LSD来比较使用matlab计算t分布值为： tinv(0.025,140)ans =-1.9771 现在构造假设检验量： 提出假设： :第i中广

3、告形式的和第j种广告形式对销量没有显著性差异 ：第i中广告形式的和第j种广告形式对销量有显著性差异结论：第1种广告形式和第2种广告形式的销量没有显著差异第1种广告形式和第3种广告形式的销量有显著差异第1种广告形式和第4种广告形式的销量有显著差异第2种广告形式和第3种广告形式的销量有显著差异第2种广告形式和第4种广告形式的销量没有显著差异第3种广告形式和第4种广告形式的销量有显著差异而且从均值图分析可以看出来，第1种广告形式对增加销量影响显著，第3种对于减少销量影响显著。（）下面分析区域对于销量的影响提出假设： :第i区域的和第j区域对销量没有显著性差异 ：第i区域和第j区域对销量有显著性差异显

4、著性水平为95%自由度为126 tinv(0.025,126)ans = -1.9790LSD = 1.979* 决策：当| |LSD时，拒绝 ,当| |LSD，不决绝 使用SPSS软件的LSD分析可以得到下表多重比较因变量: VAR00015 LSD (I) VAR00011(J) VAR00011均值差 (I-J)标准误显著性95% 置信区间下限上限1.002.00-4.375005.79135.451-15.83597.08593.00-21.00000*5.79135.000-32.4609-9.53914.00-19.25000*5.79135.001-30.7109-7.78915

5、.00-12.62500*5.79135.031-24.0859-1.16416.00-6.375005.79135.273-17.83595.08597.001.250005.79135.829-10.210912.71098.00-13.37500*5.79135.023-24.8359-1.91419.002.375005.79135.682-9.085913.835910.00-17.75000*5.79135.003-29.2109-6.289111.007.750005.79135.183-3.710919.210912.00-9.750005.79135.095-21.21091

6、.710913.00-7.000005.79135.229-18.46094.460914.00-4.125005.79135.478-15.58597.335915.00-7.000005.79135.229-18.46094.460916.00-9.250005.79135.113-20.71092.210917.006.125005.79135.292-5.335917.585918.00-8.375005.79135.151-19.83593.08592.001.004.375005.79135.451-7.085915.83593.00-16.62500*5.79135.005-28

7、.0859-5.16414.00-14.87500*5.79135.011-26.3359-3.41415.00-8.250005.79135.157-19.71093.21096.00-2.000005.79135.730-13.46099.46097.005.625005.79135.333-5.835917.08598.00-9.000005.79135.123-20.46092.46099.006.750005.79135.246-4.710918.210910.00-13.37500*5.79135.023-24.8359-1.914111.0012.12500*5.79135.03

8、8.664123.585912.00-5.375005.79135.355-16.83596.085913.00-2.625005.79135.651-14.08598.835914.00.250005.79135.966-11.210911.710915.00-2.625005.79135.651-14.08598.835916.00-4.875005.79135.402-16.33596.585917.0010.500005.79135.072-.960921.960918.00-4.000005.79135.491-15.46097.46093.001.0021.00000*5.7913

9、5.0009.539132.46092.0016.62500*5.79135.0055.164128.08594.001.750005.79135.763-9.710913.21095.008.375005.79135.151-3.085919.83596.0014.62500*5.79135.0133.164126.08597.0022.25000*5.79135.00010.789133.71098.007.625005.79135.190-3.835919.08599.0023.37500*5.79135.00011.914134.835910.003.250005.79135.576-

10、8.210914.710911.0028.75000*5.79135.00017.289140.210912.0011.250005.79135.054-.210922.710913.0014.00000*5.79135.0172.539125.460914.0016.87500*5.79135.0045.414128.335915.0014.00000*5.79135.0172.539125.460916.0011.75000*5.79135.045.289123.210917.0027.12500*5.79135.00015.664138.585918.0012.62500*5.79135

11、.0311.164124.08594.001.0019.25000*5.79135.0017.789130.71092.0014.87500*5.79135.0113.414126.33593.00-1.750005.79135.763-13.21099.71095.006.625005.79135.255-4.835918.08596.0012.87500*5.79135.0281.414124.33597.0020.50000*5.79135.0019.039131.96098.005.875005.79135.312-5.585917.33599.0021.62500*5.79135.0

12、0010.164133.085910.001.500005.79135.796-9.960912.960911.0027.00000*5.79135.00015.539138.460912.009.500005.79135.103-1.960920.960913.0012.25000*5.79135.036.789123.710914.0015.12500*5.79135.0103.664126.585915.0012.25000*5.79135.036.789123.710916.0010.000005.79135.087-1.460921.460917.0025.37500*5.79135

13、.00013.914136.835918.0010.875005.79135.063-.585922.33595.001.0012.62500*5.79135.0311.164124.08592.008.250005.79135.157-3.210919.71093.00-8.375005.79135.151-19.83593.08594.00-6.625005.79135.255-18.08594.83596.006.250005.79135.283-5.210917.71097.0013.87500*5.79135.0182.414125.33598.00-.750005.79135.89

14、7-12.210910.71099.0015.00000*5.79135.0113.539126.460910.00-5.125005.79135.378-16.58596.335911.0020.37500*5.79135.0018.914131.835912.002.875005.79135.620-8.585914.335913.005.625005.79135.333-5.835917.085914.008.500005.79135.145-2.960919.960915.005.625005.79135.333-5.835917.085916.003.375005.79135.561

15、-8.085914.835917.0018.75000*5.79135.0027.289130.210918.004.250005.79135.464-7.210915.71096.001.006.375005.79135.273-5.085917.83592.002.000005.79135.730-9.460913.46093.00-14.62500*5.79135.013-26.0859-3.16414.00-12.87500*5.79135.028-24.3359-1.41415.00-6.250005.79135.283-17.71095.21097.007.625005.79135

16、.190-3.835919.08598.00-7.000005.79135.229-18.46094.46099.008.750005.79135.133-2.710920.210910.00-11.375005.79135.052-22.8359.085911.0014.12500*5.79135.0162.664125.585912.00-3.375005.79135.561-14.83598.085913.00-.625005.79135.914-12.085910.835914.002.250005.79135.698-9.210913.710915.00-.625005.79135.

17、914-12.085910.835916.00-2.875005.79135.620-14.33598.585917.0012.50000*5.79135.0331.039123.960918.00-2.000005.79135.730-13.46099.46097.001.00-1.250005.79135.829-12.710910.21092.00-5.625005.79135.333-17.08595.83593.00-22.25000*5.79135.000-33.7109-10.78914.00-20.50000*5.79135.001-31.9609-9.03915.00-13.

18、87500*5.79135.018-25.3359-2.41416.00-7.625005.79135.190-19.08593.83598.00-14.62500*5.79135.013-26.0859-3.16419.001.125005.79135.846-10.335912.585910.00-19.00000*5.79135.001-30.4609-7.539111.006.500005.79135.264-4.960917.960912.00-11.000005.79135.060-22.4609.460913.00-8.250005.79135.157-19.71093.2109

19、14.00-5.375005.79135.355-16.83596.085915.00-8.250005.79135.157-19.71093.210916.00-10.500005.79135.072-21.9609.960917.004.875005.79135.402-6.585916.335918.00-9.625005.79135.099-21.08591.83598.001.0013.37500*5.79135.0231.914124.83592.009.000005.79135.123-2.460920.46093.00-7.625005.79135.190-19.08593.8

20、3594.00-5.875005.79135.312-17.33595.58595.00.750005.79135.897-10.710912.21096.007.000005.79135.229-4.460918.46097.0014.62500*5.79135.0133.164126.08599.0015.75000*5.79135.0074.289127.210910.00-4.375005.79135.451-15.83597.085911.0021.12500*5.79135.0009.664132.585912.003.625005.79135.532-7.835915.08591

21、3.006.375005.79135.273-5.085917.835914.009.250005.79135.113-2.210920.710915.006.375005.79135.273-5.085917.835916.004.125005.79135.478-7.335915.585917.0019.50000*5.79135.0018.039130.960918.005.000005.79135.390-6.460916.46099.001.00-2.375005.79135.682-13.83599.08592.00-6.750005.79135.246-18.21094.7109

22、3.00-23.37500*5.79135.000-34.8359-11.91414.00-21.62500*5.79135.000-33.0859-10.16415.00-15.00000*5.79135.011-26.4609-3.53916.00-8.750005.79135.133-20.21092.71097.00-1.125005.79135.846-12.585910.33598.00-15.75000*5.79135.007-27.2109-4.289110.00-20.12500*5.79135.001-31.5859-8.664111.005.375005.79135.35

23、5-6.085916.835912.00-12.12500*5.79135.038-23.5859-.664113.00-9.375005.79135.108-20.83592.085914.00-6.500005.79135.264-17.96094.960915.00-9.375005.79135.108-20.83592.085916.00-11.62500*5.79135.047-23.0859-.164117.003.750005.79135.518-7.710915.210918.00-10.750005.79135.066-22.2109.710910.001.0017.7500

24、0*5.79135.0036.289129.21092.0013.37500*5.79135.0231.914124.83593.00-3.250005.79135.576-14.71098.21094.00-1.500005.79135.796-12.96099.96095.005.125005.79135.378-6.335916.58596.0011.375005.79135.052-.085922.83597.0019.00000*5.79135.0017.539130.46098.004.375005.79135.451-7.085915.83599.0020.12500*5.791

25、35.0018.664131.585911.0025.50000*5.79135.00014.039136.960912.008.000005.79135.170-3.460919.460913.0010.750005.79135.066-.710922.210914.0013.62500*5.79135.0202.164125.085915.0010.750005.79135.066-.710922.210916.008.500005.79135.145-2.960919.960917.0023.87500*5.79135.00012.414135.335918.009.375005.79135.108-2.085920.835911.001.00-7.750005.79135.183-19.21093.71092.00-12.12500*5.79135.038-23.5859-.66413.00-28.75000*5.79135.000-40.2109-17.2891