Looking for significant differences is a fact finding process. The research objectives are formulated with the goal of discovering beneficial market segmentation variances in the total market. Data analysis is used in an attempt to locate statistically significant differences.
A florist segments the local market by geographic area: North, East, West, and South. The average dollars spent per purchase is calculated for three flower-giving days in the year. Assume that differences of $5 are not significant.
Area Father’s Day Mother’s Day Valentine’s Day
North $20 $17 $50
East $21 $31 $14
West $15 $17 $25
South $55 $36 $10
What are the promotional implications of these findings?
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