Cory Rogers of CMG Research was happy to call Nick Thomas to inform him that Auto Concepts survey data were collected and ready for analysis. Of course, Cory had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his data analyst, Celeste Brown. Cory said, “Celeste, it is time to do some analysis on the survey we did for Nick Thomas of Auto Concepts. I am going to assign you primary responsibility for all data analysis on this important project. For now, let’s just get a feel for what the data look like, so do some descriptive in order to reveal the basic patterns and to gain an understanding of the nature of the variability in the data. Let’s meet tomorrow at 3:30 p.m. and see what you have found.” Your task in Case 12. 2 is to take the role of Celeste Brown, data analyst. The dataset for the Auto Concepts survey is now ready for descriptive analysis. The fi le name is Auto Concepts. sav, and it is in SPSS data file format. The instructor of your marketing research course will tell you how to access this SPSS dataset. The dataset sample represents American households, and it includes owners as well as nonowners of vehicles because any new vehicles to be developed will not “hit” the market for another 3 to 5 years.

For each question below, it is your task to determine the type of scale for each variable, conduct the proper descriptive analysis with SPSS, and interpret it.

1. What is the demographic composition of the sample?

2. How do respondents feel about (1) global warming and (2) gasoline emissions?

3. What type of automobile model is the most desirable to people in the sample? What type is the least desirable?

4. Describe the “traditional” media usage of respondents in the sample.

5. Describe the social media usage of the respondents in the sample.

6. The Auto Concepts principals believe that the desirability on the part of the American public for each of the automobile models under consideration is the following:

Test these hypotheses with the findings from the survey.

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Question Description Size of hometown or city Gender Marital status Codes 1,2,3,4,5 0,1 0,1 Number of people in family Age category Education category Income category Actual number 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 Dwelling type 1,2,3,4 Value Labels Under 10K, 10K to 100K, 100K to 500K, 500K to 1 million, 1 million and more Male, Female Unmarried, Married No labels 18 to 24, 25 to 34, 35 to 49, 50 to 64, 65 and older Less than high school, High school diploma, Some college, College degree, Postgraduate degree Under $25K $25K to 49K, $50K to $74K, $75K to $125K, $125K and more Single family, Multiple family, Condominium/ townhouse, Mobile home