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**raven201** The statistical mean can be used to measure various aspects of the Hispanic culture and

the Hispanic market, including size of purchase, frequency of purchase, age of

consumer, size of store, and so on. Use techniques presented in this chapter to analyze

each of the following and discuss how the results might affect marketing decisions.

(a) What is the average age of a purchaser of Doritos Salsa Verde? Suppose initial

tests indicate that the mean age is 31. Is this figure really correct? To test whether it is, a

researcher randomly contacts 24 purchasers of Doritos Salsa Verde with results show in

the following Excel output. Discuss the output in terms of a hypothesis test to determine

whether the mean age is actually 31. Use alpha = 0.01.

mean = 28.81

variance = 50.2651

observations = 24

degrees of freedom = 23

test statistic = -1.52

P(T<=1) one-tail = 0.0716

t critical one-tail = 1.71

P(T<=t) two-tail = 0.1431

t critical two tail = 2.07