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In Depth Information
Table 5.2 Survey opinions on 4 webpage designs
Category
Opinion
Case Gender Age
Income
Region
Product 1 Product 2 Product 3 Product 4
1
M
19
2,500
east
good
good
good
bad
2
M
25
21,500
east
good
good
bad
bad
3
F
65
13,000 west
good
good
good
bad
4
M
43
64,500
north
good
good
bad
bad
5
F
20
14,500
east
bad
good
bad
good
6
F
41
35,000
north
bad
good
bad
bad
7
F
77
12,500
south
good
bad
bad
bad
8
M
54
123,000
south
bad
bad
bad
bad
9
F
31
43,500
south
good
good
bad
bad
10
M
37
48,000
east
bad
good
good
bad
11
M
41
51,500 west
good
good
bad
bad
12
F
29
26,500 west
bad
good
bad
bad
13
F
19
55,000,000
outer space bad
bad
bad
bad
14
F
32
41,000
north
good
bad
good
bad
15
M
45
76,500
east
good
bad
good
good
16
M
49
138,000
east
bad
bad
bad
bad
17
F
36
47,500 west
bad
bad
bad
bad
18
F
64
49,500
south
bad
good
bad
bad
19
M
26
35,000
north
good
good
good
bad
20
M
28
29,000
north
good
bad
good
bad
21
M
27
25,500
north
good
good
good
bad
22
M
54
103,000
south
good
bad
good
good
23
M
59
72,000 west
good
good
good
bad
24
F
30
39,500 west
good
bad
good
good
25
F
62
24,500
east
good
bad
bad
bad
26
M
62
36,000
east
good
bad
bad
good
27
M
37
94,000
north
bad
bad
bad
bad
28
F
71
23,500
south
bad
bad
good
bad
29
F
69
234,500
south
bad
bad
bad
bad
30
F
18
1,500
east
good
good
good
bad
analysts, on this respondent is to remove the record or case completely from the sur-
vey. In other cases, it will not be so easy to detect errors or unreliable information,
but the validation techniques we developed in Chap. 4 might help catch such cases.
Now let’s consider a few questions that might be of business interest to the
owners of TiendaMía:
1. Is there a webpage design that dominates others in terms of positive customer
response?
2. If we consider the various demographic and financial characteristics of the
respondents, how do these characteristics relate to their webpage design pref-
erences; that is, is there a particular demographic group(s) that responded with
generally positive, negative, or neutral preferences to the particular webpage
designs?
 
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