After reviewing the Chapter 14 Opening Vignette: “Don’t Tell Me” on page 392 in the textbook, comment on the topics brought forward in the questions provided at the end of the vignette. Are you surprised at the results of the study? Why, or why not?

Babin, B. J., & Zikmund, W. G. (2016). Essentials of marketing research. Boston, MA, USA: Cengage Learning.


What statistical techniques can be used to determine the difference between groups? Give an example of why you might want to know the difference between groups.

Lind, D. A., Marchal, W. G., & Wathen, S. A. (2012). Statistical techniques in business & economics. New York, NY: McGraw-Hill/Irwin.


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