AT&T Wireless

Decision: Reason behind the churn of customers in AT&T is because of

contract requirements.
 They should work for the betterment of on the customer service for
different segment.
 Locating the stores to the targeted customers also on pricing for
different segments should be appropriate.

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 7.338a 3 .062
Likelihood Ratio 7.315 3 .063
Linear-by-Linear 7.110 1 .008
Association
N of Valid Cases 402
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 35.15.
Failed to reject Ho. P>0.05

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 24.654a 6 .000
Likelihood Ratio 26.116 6 .000
Linear-by-Linear .322 1 .570
Association
N of Valid Cases 402
a. 6 cells (42.9%) have expected count less than 5.
The minimum expected count is 1.17.
Reject Ho.

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 2.143a 4 .710
Likelihood Ratio 2.871 4 .580
Linear-by-Linear .406 1 .524
Association
N of Valid Cases 402
a. 4 cells (40.0%) have expected count less than 5.
The minimum expected count is .78.

Failed to reject Ho. P>0.05.

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 5.548a 8 .698
Likelihood Ratio 6.623 8 .578
Linear-by-Linear .361 1 .548
Association
N of Valid Cases 402
a. 11 cells (61.1%) have expected count less than 5.
The minimum expected count is .39.

Failed to reject Ho. P>0.05.

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 26.978a 7 .000
Likelihood Ratio 28.670 7 .000
Linear-by-Linear 18.911 1 .000
Association
N of Valid Cases 402
a. 4 cells (25.0%) have expected count less than 5.
The minimum expected count is 1.56.

Reject Ho.
AT&T should focus on the segment Graduate from college and high school graduate
segments more.

Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 13.596a 4 .009
Likelihood Ratio 15.529 4 .004
Linear-by-Linear 8.052 1 .005
Association
N of Valid Cases 402
a. 2 cells (20.0%) have expected count less than 5.
The minimum expected count is 2.34.
Reject Ho.
 Independent Samples Test
Levene's Test for Equality of
Variances

F Sig. t df Sig. (2
Cingular_Wireless_Q7A Equal variances .248 .619 -4.158 400
assumed
Equal variances not -4.121 322.865
assumed
Cingular_Wireless_Q7B Equal variances 2.202 .139 -2.832 400
assumed
Equal variances not -2.783 313.107
assumed
Cingular_Wireless_Q7 Equal variances .463 .497 -1.157 400
C assumed
Equal variances not -1.147 323.395
assumed
Cingular_Wireless_Q7 Equal variances 2.101 .148 -.794 400
D assumed
Equal variances not -.773 304.107
assumed
Cingular_Wireless_Q7E Equal variances 1.763 .185 .132 400
assumed
Equal variances not .130 320.171
assumed
Cingular_Wireless_Q7F Equal variances .983 .322 -4.767 400
assumed
Equal variances not -4.702 317.276
assumed
Cingular_Wireless_Q7 Equal variances .626 .429 -2.304 400
G assumed
 Equal variances not -2.295 328.522
assumed
Cingular_Wireless_Q7 Equal variances 1.535 .216 -1.650 400
H assumed
Equal variances not -1.672 347.194
assumed
Cingular_Wireless_Q7I Equal variances .006 .941 -1.195 400
assumed
Equal variances not -1.196 333.374
assumed
Cingular_Wireless_Q7J Equal variances 3.019 .083 -.088 400
assumed
Equal variances not -.085 287.455
assumed
Cingular_Wireless_Q7K Equal variances 2.745 .098 .765 400
assumed
Equal variances not .743 300.349
assumed
AT&T should target two income provided households segments more.

1. Do those who currently have or do not have a wireless service from a carrier
other than AT&T Wireless (Q3) differ in terms of the evaluations of AT&T on
each of the attributes (Q7A through Q7K)?

Ho: Means are equal

Ha: Means are not equal

Group Statistics
Std. Std. Error
Q3 N Mean Deviation Mean
Cingular_Wireless_ 1 245 5.53 3.087 .197
Q7A 2 157 6.86 3.213 .256
Cingular_Wireless_ 1 245 5.79 3.051 .195
Q7B 2 157 6.70 3.306 .264
Cingular_Wireless_ 1 245 6.26 3.111 .199
Q7C 2 157 6.63 3.231 .258
Cingular_Wireless_ 1 245 6.84 2.567 .164
Q7D 2 157 7.06 2.888 .231
Cingular_Wireless_ 1 245 6.51 2.656 .170
Q7E 2 157 6.48 2.796 .223
Cingular_Wireless_ 1 245 5.63 2.671 .171
Q7F 2 157 6.97 2.845 .227
Cingular_Wireless_ 1 245 7.21 2.695 .172
Q7G 2 157 7.85 2.741 .219
Cingular_Wireless_ 1 245 7.69 2.679 .171
Q7H 2 157 8.13 2.521 .201
Cingular_Wireless_ 1 245 7.40 2.742 .175
Q7I 2 157 7.74 2.734 .218
Cingular_Wireless_ 1 245 8.24 2.069 .132
Q7J 2 157 8.26 2.502 .200
Cingular_Wireless_ 1 245 5.56 2.496 .159
Q7K 2 157 5.36 2.853 .228
At 90% CI we can reject Ho for Q7J and Q7K. So AT&T should focus on locating the
stores conveniently to the targeted customers and keep the pricing according to the
segments.

2. Do the respondents evaluate AT&T more favourably on contract

requirements (Q7E) than they do on coverage (Q7A)? Formulate the null and
alternative hypotheses and conduct an appropriate test. How would your
analysis change if these evaluations were treated as ordinal rather than
interval?

Ho: Mean(Q7E) = Mean(Q7A)

Ha: Mean(Q7E) <> Mean(Q7A)

Paired Samples Statistics

Std. Std. Error
Mean N Deviation Mean
Pair 1 Cingular_Wireless_ 6.50 402 2.708 .135
Q7E
Cingular_Wireless_ 6.05 402 3.200 .160
Q7A

P<0.05 , Reject Ho. evaluate AT&T more favourably on contract requirements (Q7E)
than they do on coverage (Q7A) since the mean of Q7E is higher than Q7A. So
AT&T should focus on the contract requiements.

3. Do the respondents evaluate AT&T more favourably on high-quality customer

service (Q7I) than they do on lower prices (Q7K)? Formulate the null and
alternative hypotheses and conduct an appropriate test. How would your
analysis

Ho: Mean(Q7I) = Mean(Q7K)

Ha: Mean(Q7I) <> Mean(Q7K)
 Paired Samples Statistics
Std. Std. Error
Mean N Deviation Mean
Pair 1 Cingular_Wireless_ 7.53 402 2.741 .137
Q7I
Cingular_Wireless_ 5.48 402 2.640 .132
Q7K

P<0.05 , Reject Ho. AT&T more favourably on high-quality customer service (Q7I)
than they do on lower prices (Q7K) since the mean of Q7I is higher than Q7K. So
focus on the high-quality customer service for different segment is very crucial for
AT&T

4. Do the evaluations of AT&T on selection of phones (Q7G) exceed 5.0?

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Cingular_Wireless_ 402 7.46 2.728 .136
Q7G

One-Sample Test
Test Value = 0
95% Confidence Interval of
Sig. (2- Mean the Difference
t df tailed) Difference Lower Upper
Cingular_Wireless_Q 54.816 401 .000 7.458 7.19 7.73
7G

Mean for Selection of phones that meet customer needs (Q7G) has mean 7.46
which is more than 5. They can concentrate on this since it has a greater
competitive advantage
 5. Regress “AT&T has calling plans that meet your needs” (Q7F) on the
remaining evaluations (Q7A to Q7E, Q7G to Q7K). Interpret your results.

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regressio 842.191 1 842.191 144.443 .000b
n
Residual 2332.247 400 5.831
Total 3174.438 401
2 Regressio 1017.264 2 508.632 94.079 .000c
n
Residual 2157.174 399 5.406
Total 3174.438 401
3 Regressio 1118.780 3 372.927 72.203 .000d
n
Residual 2055.658 398 5.165
Total 3174.438 401
4 Regressio 1148.082 4 287.021 56.233 .000e
n
Residual 2026.356 397 5.104
Total 3174.438 401
5 Regressio 1169.255 5 233.851 46.183 .000f
n
Residual 2005.183 396 5.064
Total 3174.438 401
a. Dependent Variable: Cingular_Wireless_Q7F
b. Predictors: (Constant), Cingular_Wireless_Q7K
c. Predictors: (Constant), Cingular_Wireless_Q7K,
Cingular_Wireless_Q7E
d. Predictors: (Constant), Cingular_Wireless_Q7K,
Cingular_Wireless_Q7E, Cingular_Wireless_Q7A
e. Predictors: (Constant), Cingular_Wireless_Q7K,
Cingular_Wireless_Q7E, Cingular_Wireless_Q7A,
Cingular_Wireless_Q7B
f. Predictors: (Constant), Cingular_Wireless_Q7K,
Cingular_Wireless_Q7E, Cingular_Wireless_Q7A,
Cingular_Wireless_Q7B, Cingular_Wireless_Q7I

Reject Ho, P<0.05. There is a correlation exists

 From the regression analysis, calling plans that meet your needs Q7F
can be predicted from the low prices variable Q7K which has more
correlation.

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig. Z
1 (Constant) 3.144 .278 11.315 .000
Cingular_Wireless_Q7 .549 .046 .515 12.018 .000
K
2 (Constant) 2.092 .325 6.432 .000
Cingular_Wireless_Q7 .410 .050 .385 8.152 .000
K
Cingular_Wireless_Q7 .279 .049 .269 5.691 .000
E
3 (Constant) 1.461 .348 4.196 .000
Cingular_Wireless_Q7 .370 .050 .348 7.411 .000
K
Cingular_Wireless_Q7 .258 .048 .248 5.345 .000
E
Cingular_Wireless_Q7 .163 .037 .186 4.433 .000
A
4 (Constant) 1.673 .357 4.682 .000
Cingular_Wireless_Q7 .370 .050 .347 7.454 .000
K
Cingular_Wireless_Q7 .268 .048 .258 5.571 .000
E
Cingular_Wireless_Q7 .226 .045 .258 5.020 .000
A
Cingular_Wireless_Q7 -.108 .045 -.122 -2.396 .017
B
5 (Constant) 1.358 .388 3.503 .001
Cingular_Wireless_Q7 .361 .050 .338 7.256 .000
K
Cingular_Wireless_Q7 .223 .053 .215 4.243 .000
E
Cingular_Wireless_Q7 .217 .045 .246 4.793 .000
A
Cingular_Wireless_Q7 -.115 .045 -.130 -2.560 .011
B
 Cingular_Wireless_Q7I .101 .049 .099 2.045 .042
a. Dependent Variable: Cingular_Wireless_Q7F

Q7F = 3.144 + 0.549 Q7K

Beta = 0.515