I have survey response data on a likert-scale for the factors that influence the response of a customer to a marketing campaign. For example, one question asks about the importance of the music and another about the importance of the slogan used. Can I compare the means of the scores of the two questions statistically? For example, if we assume that the means of the questions for the slogan and music are 3.4 and the 4.5 respectively, is there a test to help me conclude that music is more important than the slogan?
Numeric or categorical?
if normal numeric use Paired T Test, if not normal use Wilcoxon test.
if categorical 2x2 use mcnemar test, if 2x (> 2) use marginal homogeneity test, if (> 2) x2 use cochran test
Since you have two variables I assume the chi-square with yates correction would be the appropriate test to conduct.
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