150-200 word response to the below. Use APA citation if needed.
As a marketing manager at a retail firm, if I was looking to analyze a difference between two emails, I would conduct a Chi-square test.
According to A Quick Guide for Exploring Data on SPSS, if you are looking to explore two categorical variables, a crosstabs Chi-square test is recommended (Zahay-Blatz, 2018). A categorical variable is different than a numeric in that it includes inherently categorical variables such as gender, brand, region, and color (Zahay-Blatz, 2018). And for understanding purposes, a cross-tab is a great tool for getting a feel of the data and exploring general relationships between variables (Baier et al, 2002). To look even further if there is a significant difference between the two variables, a chi-square test can provide the answer to this question.
The principle behind the Chi-square test is that the variables in the test are assumed to be independent (not related) in a cross-tab and the p-value (probability) of obtaining the sample result is calculated accordingly (Baier et al, 2002).
Once I ran the Chi-square test in SPSS between the two emails response rates, I would observe if the p-value was lower than the predetermined ?-level of usually 5%, then I could safely assume that the two variables in the cross-tab are related.
If the two variables are not related, I could interpret that the two emails are not statistically different. Therefore, as a marketing manager, I could decide to axe one of the email copys and only use one since they both are performing at a similar response rate.
If the two variables are related, I could interpret that the two emails are statistically different. I could then look at which of the two emails is performing better than the other. Similar to conducting an A/B test, I would run with the email that is receiving the higher response rate to continue with lead generation/awareness, etc.
References
Baier, M., Ruf, K. M., & Chakraborty, G. (2002). Contemporary database marketing concepts and applications. Evanston, IL, IL: Racom Communications.
Zahay-Blatz, D. (2018). A quick guide for exploring data in spss. MKTG 6322.
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