HomeMy WebLinkAboutReport on the Publication of a History Book?
/
Market ing Resear h Pb c Re u licati port on ti on of a Hi. he istory B ook'
, 04
0
,rt.4. Mar .Si. » · , 1982
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TT7. .NU.RU as« 1try
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1
2
t!' 1. J
.
3
5
h. noon°
5
€
C. Occupation 0
10
1 ') c.
G. UT11rn
13
14
14
16
18
1
19
19
20
21
24
27
29
Ditribtion
T. or
D. r ibit 4-istopars
, urise 'eh:vi or
• Residency
},
• %
'I. rice
IV. COCL AU.
)
)
\
-]
1>
ace
,r f.
v i r
y
he h w rr r
d
.
he jv rn r c
f g,,,y z ly
.
RSEAROI HY+GIES ES
'he mll hypoti; for this rearch project ras that there wore
no special characteri'5z that differentiated p»chasers from non
purchaser.
'he second mm)' hctsis "or t is reserc» project was that
thor were ro di?ere ce: in the fo tle book con}d he in nor the
pric people onld be wilting to pr.
-2
• onnaire.A struc
tured,undisguised
typ q of admini
,
by teleop
p hi t
q k T s
a
telephone sur
) vey than follow-ups for personal interviews would have been. With a
-3
j
y is
g y
Admittedly,the telephone survey creates a somewhat biased sur
vey,cv s t b lt
xpl qy.
be in
be in
.
on for calcu
lating the sample size with the population variance unknown.
&5T 6 a
With a desired precision of $2000.00 and a 95% confidence interval
q m :
where 75000,5000 were m , rp v y, Of
inc m ra g n q . e u p e
�s d v y m s p o n l ~...st, as 3% ea1s each.
) n-m mp y w s
-l--
f
dded one to each number.We also introduced bias by substi
.
J
\ )
--'--
a
was were no dif
ferences in the characteristics between purchasers and non-purchasers.
SEX
The first
er e chi
e
chi two
@
It#Le. L1:3' t
have ---- likely to purchase the book.
1 hale
• Smale t3 .524
rt.t_ -·----le-<!
t,0 'i..:
.8
3/,10
t., ..'
ti.1
- . -·17. - - -- ··-1 : ;. j-·---·
i'.·8 1:'.t
J LE:lt. t.ult.twt' tu:
'.t.' t.:
: .
--6--
' J
' t
'it '·
r. l
GIFT
INCOME
I
1. '
- ·.I
·%
l )
hi squared for 7 degrees
of freedom and an alpha value of .05 was 14.07. Thus, the null hypothesis ·(
no,;a)peon;hip ca»pe eyer,r9yr pay te <ea,3jP9El use.t'/ A/;is Acne vwe hla/y d boy e bus.rfTt"«
The Rull hypothesis for a gift cannot be rejected. Those with lower incomes .,;v:r;,._ ,,7i'
are least likely to purchase the book for personal use. /pc - $ed "Vt
-Ct
co -b o mp o o
p o p y wu l w o p y for h ook. T i
x p g f pu . •
;
--']--
i
er m
spend more on the book as a gift for someone.
10
LL
£'' v,tu.
PERSONAL
4.4l
1 1.~~
590t t· 3e,voe {
22
11 11.0~
14 14.00
14 1.0
10
1:0.00
··)
4.0?
2
72.00
10
12.18
·-)
4.70
12
'.244
A.. ·-.' .03
e 58,00
[60Or c,po
de1 f a00
30cv1
7 3500
LL
\ )
20
20.00
12
12.00
1' 1·.00
22
22.00
14 14.0
11 11.00
i4 14.00
10 1-. 0
WITH LI.F. =
' '.26
' .44
4
'.13
57
57.00
1~ 7.8
·» .17
.0 1~.4
r·: ..
7.0
under ,000
1
0,-·5,0.
7
,0or-o, vc
4
25,091-3,00
6
10 10.10 o,00l-$,0¢ '±
GIFT
L_HI--'&LAKE =
)
' ) J
ad¢ 5700.
l
L..14
15o t
1:
:/.:84+
Lt!Luy\i': no 35 · .. ::.
• +•.
.' + .'
..
3.8 :~ 2.0
12
1.'.0
1 1'.0 PERSONAL
Ii \.� 5.4/ 1·:% 18.00
t.+ Po¢. 12
10.%3. »o.' '. d.·'
+ ·.'~ .'r .-'
4
, 4l
/ •2.: s·, . . 2'.Qt
14
1+.~
t 7 ,0 1
t. 41 €· ·.4i¢ 4 .11 11 Ii.00
..'
4.4i
1 41.&.J
14 144.00
10 0.0t
iIII LI.F. =
c7 $ et l
.14 14 i
11
d.41
ELL_LiPiN:.:
yo
4:
7.23 .• $.15
ALL.
20
20.00
0et.
·3hue<
,
3.%
: ·..J t.2:
4 4.33.3
T ts.:%4
1 12.06
1 1.00
GIFT
i@4
€
t + z5a
¢ •w
10
7.2/
4
d
.i4
1. ,_, ..
13.00
·y• .A e.00
LL. 4.
3.01
WIIH LI.F. == 1
14 14.0
11 11.60
14
1•00
130 130,0
I ..30
' .o .' ..'
+
440.u
4/
47.9u
8
3.7
dj
.0¢
•�i
±.0% ' +..-¥
1.)
.' i,' ·..' '.·'
0Ru" '%
@t
/3,ct
5,v+
(4,00
j
J
-
-)
OCCUPATION
/factory workers and students.
When purchasing the book as a gift,occupation of the respondent has no
effect on likeliness to prchase.
)
1 a.:.· ·..J
7.70
sal05 2 4 ·. 17 • mangger«al &8 ..: • 9/8
aerial
4 d ¢. 34 cram.n e> 2 ·..' :, 17 pnt/@cry
.%
(:. 4 ·.d 1 a ·.J s€rice
.. .7. · ..:.. · 2¢ r
retrod '/ 4 E- 43 ..'% .. komema/or
10 &'
4.7
L ·..." •d
LL
6.of
5
• iy· ' ''.
2.73
4.56
17 12.03
70 7o.00
17 17.00
7 7.00
1 1 11.00
14 144.00
7 I 7.00
18 1s.00
t% 5.00
1.�., �- 1.00
1,c· -'
1ii,00
e,
22.66
WITH L!.F. = ?
PERSONAL
-10
hat#t'' .' '
ckte.d
+l
or/mun ... ·-'
ayes
10.£¢
l
a 7.:@
+j .,u
i
4.72
-' d·.u1
l -' ·.0
!
b.1
eLt..
1/ 1.uu
' }..
11
11.0
I 14.10
1&%
1'.tu
i
'7,tu.
12 1.q
GIFT
)
AGE
ho@en\a Koe 1~ o.eat
l 1 1.
12.'4
73.0
- t.44
12 .4:
: .00
1.ti%
1 1.0
128
1383.vu
WITH LI.. = J
the 35-55 age 6
--11
LL.
~, ~.0
u .80.@. IE
1¢.41
13
1s.7
t 13.844
' ./:
11.1
1:
13.3:
-7
:.43/
t4-344 . ·'
'.r .' /.1
?
a8.&84
1¢
14.00
PERSONAL
:8 ·-· . i£ 11./ 29 2~.0~
+LL s I �- r2.00
13
10.00
WITH LI.F. = .. .J
()
GIFT
¢
6.00
220
20.00
1¢
1~.00
25
2.00
0 30.00
u. ' 7.01
14 8.7¢
1
1 13.15
j ·:, .·. 10.4
c.' _.J
3.34
12
1.03
t'et z,5 6
11.43
or0gr·\$
1
2¢
25- 344
tlL /3 r.uu / /.00 130 130.0
WIiH LI.F. = ,.:: .'
)
-12--
EDUCATION
h ypi j T h aio vls
pp p p n gf
.h h lg g goy likely
y
)
ALL
1/ 10.2
21.13
17.72
(
1%.41
· I .,�.
72.00
LL
1 1.0
44
.00
· ... •..:...
32.Q0
30 30.00
130 10.00
PERSONAL
27.51 alerted,, «<
T.1&ti, WITH DI.F. =
C~LUPIN: CE
on)yVly
'% LL
24 4
221.448 .00
14 32
19.03 3.00
GIFT
j ,--, . e' 17.%
gal@{e
14.%4
~'HI--'fl~t: =
7 1.1
e7 /.00
30 .30.00
130
130.00
WITH L.F. =
--13--
RES IDENCY
bl ed critical values af chi squared for 2 degrees
o m v of .05 was .99.h h hyh w
o j h ng O j y o pch bk
as h v O
)
f 'f
ual lg
'
personal
.HJ·21St.. : !1l
''at'
$a is
Oshkosh
:.1
• tl!}fi
Clo!94
I . I
if
)
--14
CHILDREN
he 20%rule a
gp n n .
AL.IL..
2.u0
)
4
...oP z 3
1?
1.
13 11.77
4.14
l 1 11.22
1 11.22
4
41 41.00
· 2.66
4 4.00
PRICE
WITH L.F. = 4
ros-o w o m p ng
p n o k,a
for this comparison were 17.717 (personal) and 28.57l (gift). The tabled
6 g p f
0 was 12.59. Therefore, y je a
--15--
chi square rules.However when the
range is the :10-$15 for personal use and gift use.
s d e m . T m t r
" me.. -
) 'o
0Vo€
'20
.' 1:. /
«,
t2,:&
• .r;
e ..
• c%
-4j
••44
t:
I •
.+ •. rt .'.ut
personal
'+:'.t·1
1
•t,+)5
l:& - 44t_is -j-'iii
.4:
r
;
j
·, ii
t
11.&'i
·+:'
++'.ii
47
4/.u
ift
---- .. 1:., . - ---- -·-· - -- ·.:1- ·,1 ---
' '/.t
)
it·· ·••
--16--
FORM
al value of chi squared for 4
degrees of freedom was 9.49.Thus,the null hypothesis cannot be rejected
m p .
I p , gh y a p c tage
of people who pre�
. .I .. ·
)
• 3
i. l
:'.'1 J. i · ... ·.•• .'L • t:•_·:1·•·.J;-·•·.·l l/.¢
• qt :s.-----e.i
p
FL...t. + , .' t43,1.' ' / >: '.'.·
iAIrH Ll.F. " 4
1' 1•i4
- . ·' .'
f
.4
/
2/.00
g f
.s -.- 4s z.r. 11.48
et_}-+-·-.-.-..lo-.--
• 3l,tu
«':!
jii--
5/ 1:%0
.'F ii---[i,)g-4_ti----
)
-17
The following histogram also shows that the form of the book isn't a very rele
vant issue.
)
'
"
-18--
PURCHASE BEHAVIOR
r!tit tt
J.'it!rVt eryob»kw vb,
4:' ; #. 31 % :;; 2£-{{{¢ {2{7
"+ s-es wees$o·ewe -3see·-gee e {e {{g {r Se
nse,
DISTRIBUTION
o r
buy bk k,,pc.
.'w t:#t.ii Fr:FF':·E:it:
.)
r'
)
)
1°
le+oshp
hase the book for personal use,Also,as the respondents income inc
p
o
p
o n
p
ter analyzing the data we did discover some relationships,although there
'm .h b
.
Sin rv m
m d
I m
d h
ne fi n s h e ab
v 'y
more interested.
( )
APPENDIX
--21--
1-A
QUESTIONNAIRE
my -------
UW-0, le
be ew questions about the possible sale
and purchasing of this book?
1.How likely would be buy
) 2. for
be
no
be book was
ch ?
$5.00-10.00
910.01-15.0p
$15.01-20.00
$20.0l-up
4. be buy
Y
5. ased the book for a gift what form would you like the
book be
ha co en
) 6.What price would you be willing to pay for this book assuming it was
purchased as a gift?
)
EXHIBIT 1-3
$20.o-er
7. Tb
book.
--
widowed
)
ss-»
maximum
from college
post graduate work
12. What is the respondents sex?(won'tbe asked)
ma fema
What our householcipncorre ?
'
under
-20,000
20,001-25,000
25,001-30,000_
30,001-35,000
35,001-40,000
40,001-45,000
45,001-50,000
50,00l-up
-223
EXHIBIT 1-C
14.
born in
)
15 then:
How man ear hav you vd her?
0-5
6-1
over 10
does not apply --
17. Do you have any children?
yes_no
18. If answer to 17 was yes then ask:
How many chidren are ving hare
0 1
9 • L" over 4 -- does no apply_
( )
2HI2IT 2-A
1= did the :answer the
1=yes
3= for tho boo; re
C4= y fo
1=35.00-10.00
2=10.01-15.0¢
3=15.01-20.0G
of rch ase for •gift
1=very likely
2=likely
3=unlikely
C6=fora of boo
would py for
6¢
2=$10.01-15.00 -5 06
4=20,00 and
1
C9= mos
er of com erce
4=no preference
C10=marital stet1g
1=married
2=single
3=widowod
4=divorced
c11=ayo of respondent
1=unler 12
2.19-24
--
( )
55
of th:e
high
c· lleve
cc1le:e
gradate work
sex respondent
-25,000.00
,000.0
7=30,001.00-$35,000.06
8=35,001.00-40,060.00
9=%40,001.00-545,60.00
10=345,001.00-,750,000.00
11=over »50,000.00
015=occupation
10=housewife
born
ed in Oshkosh
1=0--5
26-10
3=over 10
4=does not apply
C18=does the respondent have any children?
1=yes
2=n0
1 'i l
( )
)
XIII 2-C
C--19= nube cf c ilon partly l'vin3 • hono
1=0
2=.1
3=2
4='
5=4
6=-over A
7.do° 7ot • ly
-2'7
EXHIBIT 3
.. The following worksheet is how the data was used to analyze and compile
correlations.
·4 ,·.i , ...
I
is
:
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5t
} ?
:t
I j
+'' ] t ij
} ' 1
¢ 4 } £
·' i- i 4 ± · • >.}.-
'; 4 t 4
'
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1
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1
'
++ 44
1 - '
} i i
1i
4! Ii)
' 4} ;' -sy-.
·1 l + J i
1 <l1 ·,
1 4
/
/
� i--- - -- • 7
1
4 1
. ' .: ,
I,
4 t +
£. l
t 4
· ! 1 1 1 2 7 • i' 1r----
-' ?
I
]4}--A-
t 1
. ·' I
:·j te
1.4
' 1 • / 1 .8
' Ale·l---..
i. ...
/
.. 1 4 ±-FI -id--
i.f
4
is 1t
·: 1'.J ks·15
¢ 1
I
-_j-
l
' !.
' '
1 4,
· ¢ 1
i i±1
1 11
353%
.717#
1u ' ' 1 1 ' l 1 1 '.: ';s 1) j -±---)-.--.
.8 ¢ 1 1 2?
4 1 4 1 1
'iii2
t 1) 1 4 ' 1 1 11 1 /
4- 'y ] jl---.
8 1 1 4 1 '8
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4j 1 .%
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1 1
1 4 3 «.
1 1
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1 4 1 1 ' • 2'
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1·1 + I
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1-11
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- 11
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-28
EXHIBIT 3
'
}
± + 4, . ·}
.... I
t ii
·3 1
-t !·
• t
<j
«+ 1 ? ·1
1 ±
&
1
• 1. .
! .% 3 1 • £. k 1 }. ·i
:t.
- 1
• 1 1
I ·
1 •
·, .I.
i 1
· ' ' • 5+ t·
• :' 3 • '
}f ! e 'z !
l
i
1
i
i
1 I i 1 1 '4 1 4 • ti 4 e' £ as;gr
1 4 -' ' '' 1
+ i '· e' 4 tu l .:
- 3 2' 1? 1 2 /
' l-.-l 1tr! -±-.e!'
3 1 7 e' 1 1
' }. 1- i t
1'
!
l
J.
I
I ±'
i
1
1
1
; .
1
1
+ • i ' i i 1l 1 ' /
• ' ' 1 4 ' s :·.as1{#15
• J. I } - ' l t, +
• 1 ·' : 4 1 4 1 4 2 /
: ± 3} 4 1 ¢ 1 1 2' 2 1 1
• ': }·{ 1 # 1 : l I4 'if4-I--
£ i 1 : 4 1 l 1 4 , /
-· 3 1 .' 1 1 • : 4 1 1 11 ¢ )/
t $ ' ' • • 1 4 1 / 1 '. 1 J 1 : t ' i tv1 l 8-.¢ 11-11 ' s, i » 1>iiii2 %i@1%
·• 1 2. 1 1 •• 1 4 ± 1 4 1 2
l • 1 3 1 1 2 14 1 1 1 2 3 1 1
j .l· } ;]l tug--1--ll - l -lle1-'
=°=131 1i ? i2'
1 • • ! ' 1 1 z5 1 % 1 ? ' 1
1 ' ': ) ! ' 1 1 4 ¢ 4 4 N' 1 : l • I e!' t 2' J 1 .5e'--' de-l-4k..e!--4---
1 1 13 1 1 1 3 4 3 % 1 ' 11 1 /
1 ? 1 3 .3 8 2 1 4 53 2 3 44 1 1 .:°
1 ' 1 2 '2 1 1 4 44 3 2 4 6 22 1 1 1 ] ; is' i: l -I ii 44 ---4-Iii ? -1-:4-.
1 '' 1 ' 1 1 1 ' 1 2 1 1 1 t 42 7 7' 2 1 .3
» · 1 J 2' • 10 1 4 1
l .• I'' 'd. t le' ·.' ~ tl l-ji+----
3 2 1 3 1 1 4 1 1 5 1 1
I 1 1 1 1 4 ! 1 7 3 '2 ' 1 4 z3:4i343345)%
1 1 . 1 1 1 ¢ ¢ l 1 1 4 2' ' e' } 3 1 1 • .3 1 ' « 1 4 1 2'
! z!' ·.:' ±·--] + l .z die-i-' -e
l : < ' 1 .¢ 1 1 1 4 2 ' 10 1 4 1 28
/:%7l%3%':231%
·j ?' -1 ·-- d -ct ±l vl-r-'h--!-.--·-
1 1 1 i 3 '' 1 1 3
l
. 1 .
)
)
/3
(I
he folloin ·re i ·torams of ouc compiled data
as computed by th copnto.
·--- rt'::;t in
I 'I{pt . ir
tit'r.tr-144.
) !'tL±tJtt tut- · t,tr:r ';-- { TE:F{VI.. LJ?':tFl Lug js j. ijz xi4sin»#a ix % . --��]. u��w . s.:kt� .. ::::!',.,:�..; .. ,.;.,�,._;.4{. · .. ' ... �· . , .... ;�:i.',..,,.D.:: .. ..., ---
t:.#:H % rKE.Fr'vat:el LIE{'EV#I ILN'
fil_t?'jiF' -ji---
_vztFVii Ai:z
'-' 2{ti·;{{+-3?z
--l 4--.-- kw##{eke --
t.:' 3<?3:.$%%
.. -- -- ·---------·· -- --- --·-· -;-
· .. ··-- ---·-·--------· - ----� ------�---·-. ---
.. .. - .. ----- -------·- ---···-------···--------·----
'' +{{+·2$+w4<#-?- {·{ {¢{ + 3% tt}-gggjzg{es-g-peg23Jg1392.g--
.·.} ke##?33&+j?3k·ii;ii?i?{{{ %
}' $$33333#% ·£z·;
'1_) gr·1z #rs{e-k3 %-
uIttt Lt
'' dgg33#9%
·,- p{Mg-pee. "sg
··s?#;;g {ri{{·g{383{{{e? { + $ $
{ ;kg?#{· 2? reg·
prop±-git
-30--
EXHIBIT 4-B
·2 .$1e%- 214{{'gig {· 3 {g?{ s% ?
; g ; 43 33?$ ·gs·g;3?2·¢·3 -,·$?: $
{f'±ft:t% !:
.:E:Ft'! ''.Aw',
:.-{- 2
;- {> $°
)
Pit"Wt't:t '.st
{'l:iv: t·hit
' Zieg3%- 4,<-{e:·{
P <- $e
Ji; z{3{3---·3+.33;
• {-$2%% 3 %
}" e<{3<·2·7;::3¢,°
t.2¢
t: { < FT..:ti'z
F{WW'tr. I.l
LJE''itFKV#t 1u)N'» E j jj5{{ 3%#<#e+-$3++{'{ere4#e? 3{%
'-- pp?djJiej'Aki>j?pig@-jig92o-.¢% --·
t1/ t-#L, # Wt.Ft'it,"l:
•
j'+::
t_(SH'r:.+AF! let"
' ·, ·e $7$52%323%
;'' •kc+%
•..i %¢?%54 't, · Ji33<if; s•jg ;est;hf{s?jg±
EX31 4-C
-31
t.::
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A.°
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