STATPAC Laboratory Work 1 (Use STATISTICA)

Hair, Anderson, and Tatham Company (HATCO) is a large non-existent) industrial

supplier. A segmentation study for a business-to-business situation was made specifically a survey
of existing customers. Two classes of information were collected. The first class is the perception
of HATCO on seven attributes identified in past studies as the most influential in the choice of
suppliers. The respondents, purchasing managers of firms buying from HATCO, rated HATCO
on each attribute. The second class of information contains evaluations of each respondent’s
satisfaction with HATCO, and general characteristics of the purchasing companies (e.g. firm size,
industry type). The data provided should give HATCO a better understanding of both the
characteristics of its customers and the relationships between their perceptions of HATCO and
their actions toward HATCO (purchases and satisfaction). A brief description of the data base
variables is given below.

Perceptions of HATCO:

H1 - Delivery Speed: amount of time it takes to deliver the product once an order has been
confirmed
H2 – Price Level: perceived level of price charges by product suppliers
H3 – Price Flexibility: perceived willingness of HATCO representatives to negotiate price of all
types of purchases
H4 – Manufacturer’s Image: overall image of the manufacturer/supplier
H5- Overall service: overall level of service necessary for maintaining a satisfactory relationship
between supplier and purchaser
H6 – Salesforce’s image: overall image of the manufacturer’s sales force
H7 – Product Quality : perceived level of quality of a particular product (e.g. performance or yield)

Purchaser’s Characteristics:

P1 – Size of the firm: size of the firm relative to others in this market. This variable has two
categories: 1 = large, 0 = small
P2 – Usage Level: how much of the firm’s total product is purchased from HATCO, measured on
a 100-point percentage scale, ranging from 0 to 100 percent
P3 – Satisfaction Level : how satisfied the purchaser is with past purchases from HATCO
P4 – Specification Buying: extent to which a particular purchaser evaluates each purchase
separately (total value analysis) versus the use of specification buying, which details precisely the
product characteristics desired. This variable has 2 categories: 1 = employs total value analysis
approach, evaluating each purchase separately, and 0 = use of specification buying
P5 – Structure of Procurement: method of procuring/purchasing products within a particular
company. This variable has 2 categories: 1 = centralized procurement, and 0 = decentralized
procurement
P6 – Type of Industry: industry classification in which a product purchaser belongs. This variable
has 2 categories: 1 = industry A classification, and 0 = other industries
P7 – Type of Buying Situation : type of situation facing the purchaser. This variable has 3
categories: 1 = new task, 2 = modified rebuy, and 3 = straight rebuy.

Use 0.05 level of significance. Submit a printed/typewritten output of the results and
interpretations on or before October 5, 2018.
1. Summarize the data using tables, graphs and summary measures.
2. Find point estimate and 95% confidence interval for the satisfaction level.
3. Find point estimate and 95% confidence interval for the proportion of large firms.
4. Is the satisfaction level of the purchaser the same for small and large firms?
5. Test the hypothesis that the delivery speed is equal to 3.
6. Does the usage level of the purchaser for Type A industry greater than that of other
industries or vice versa?
7. Which has a better perception in terms of overall service, the purchasers with centralized
procurement or the purchasers with decentralized procurement?
8. Suppose that the manufacturer’s image and sale force’s image are paired observations.
Determine if there is significant difference between the two images.
9. Is the structure of procurement affected (related/dependent to) by the size of the firm?
10. Is the structure of procurement affected by the type of industry?