Database Reference
In-Depth Information
With your basic work out of the way, you performed your ANOVA and S-N-K
test, and determined that the means of age-groups 2 and 3 (Gen Y [26-35 years] and
Gen X [36-45 years]) cannot be said to be different, but the means of those two age-
groups can be said to be higher than the means of the other three age-groups.
This is great news for Mademoiselle La La, since their greatest sales come from
the 26-45 years age bracket. In other ones, the customers who are buying the most
are the ones who think the new home page is most sophisticated. Following “close
on their heels” (we couldn't resist the pun) are the younger boomers (46-55 years),
followed by the older boomer and Gen Z groups.
No sooner have you inished your data analysis than Cinny Bittle pops her head
in your ofice. Not surprisingly, she addresses you without raising her head from
texting on her iPhone. You're starting to wonder if she's developing carpal tunnel
syndrome.
“Got anything yet?” she mumbles, never missing a beat in the texting rhythm.
“As a matter of fact, I do,” you reply.
“Cool.” She continues to text.
As an experiment, you wait for her to look up. She doesn't.
“Do I need to squeeze it out of your brain?” she admonishes you without lifting
her head.
Experiment over. You wind up for the pitch. “I sliced the sophistication rating
data by our standard age brackets and calculated the means.”
“Keep going…” her texting seems to accelerate.
“Then I performed an ANOVA followed by the Newman-Keuls multiple com-
parison test….”
“Do you think you're impressing me with the stats mumbo jumbo?” she sarcasti-
cally says, keeping up the rhythm.
“Not at all,” you reply. “Just trying to be thorough.”
“OK, get to the point.”
“The means of age-groups 2 and 3, who are the Gen Y and Gen X, cannot be said
to be different, but the means of those two age-groups can be said to be higher than
the mean of the other three age-groups.”
“Ah-ha!” she says smugly as her texting continues. “We're not appealing as much
to the older boomers, who spend the most money.”
“But our greatest sales come from the 26-45 age bracket. In other words, the
customers who are buying the most are the ones who think the new home page is
most sophisticated.”
Finally, she looks up and glares at you. “How do you know about sales?”
“The Google Analytics conversion rate has consistently shown that our biggest
sales come from that group.”
She pauses and stares at you. After a pregnant pause, she goes back to texting.
“What about the other age brackets?” You sense retreat.
“That age-group is followed by younger boomers, then older boomers. Gen Z is last.”
“I don't care about the punks,” she says sarcastically. “They're just trying to pay
off their student loans.”
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