Please answer in Excel to help me understand the formulas. 10.17 Brand valuation
ID: 3222512 • Letter: P
Question
Please answer in Excel to help me understand the formulas.
10.17 Brand valuations are critical to CEOs, financial and marketing executives, security analysts, institutional investors, and others who depend on well-researched, reliable information needed for assessments, and comparisons in decision making. Millward Brown Optimor has developed the BrandZ Top 100 Most Valuable Global Brands for WPP, the world’s largest com-munications services group. Unlike other studies, the BrandZ Top 100 Most Valuable Global Brands fuses consumer measures of brand equity with financial measures to place a financial value on brands. The file BrandZTechFin contains the brand values for two sectors in the BrandZ Top 100 Most Valuable Global Brands for 2014: the technology sector and the financial institutions sector. (Data extracted from bit.ly/18OL5Mu.)
a. Assuming that the population variances are equal, is there evi-dence of a difference between the technology sector and the financial institutions sector with respect to mean brand value? (Use a=.05.)
b. Repeat (a), assuming that the population variances are not equal.
c. Compare the results of (a) and (b).
Explanation / Answer
The respective values in table format in excel for technology sector and financial institution sector.
(a) Here population variance are equal and alpha = 0.05 significance value.
i am doing it in excel where you have to use add-in " data analysis" and in it use " t- test : Two sample variances Assuming Equal Variances" and then we should put variable 1 and variable 2 in the given value. Hypothesized Mean difference should be zero and alpha = 0.05 . The below is the given result of t - test with equal variances.Below is the given test statistic
so here t > t critical (for dF = 39 and alpha = 0.05 ), so we can reject the null hypothesis and can say that there is significant difference in brand value of both sectors.
(b) Here population variance are not equal and alpha = 0.05 significance value.
i am doing it in excel where you have to use add-in " data analysis" and in it use " t- test : Two sample variances Assuming Unequal Variances" and then we should put variable 1 and variable 2 in the given value. Hypothesized Mean difference should be zero and alpha = 0.05 . The below is the given result of t - test with unequal variances.
so here t < t critical (for dF = 39 and alpha = 0.05 ), so we cannot reject the null hypothesis and can say that there is no difference in brand values of both sectors.
(c) As we compare the result we found the result are different in part(a) and part(b) where part (a) entails significant difference in brand values but part (b) tell that there is no difference.
Technology sector Financial Sector 185071 56060 113669 47748 112536 41115 69814 27821 34365 26859 27273 23970 21404 23514 21261 19975 20443 19968 20039 17781 16503 17745 16362 16565 13757 15279 12331 14236 11816 14196 9826 13716 13386 12655 10836 10558 10396 10160 10070 9668 9232