4:27 7 al? Case 12.2 Integrated Case Auto Concepts Descriptive and Inference Analysis 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 as- sign you primary responsibility for all data analy- sis on this important project. For now, let's just get a feel for what the data look like. Please do some descriptives in order to reveal the basic pat- terns and gain an understanding 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 Ce- leste Brown, data analyst. The dataset for the Auto Concepts survey is now ready for descrip- tive analysis. The file 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 sam- ple represents American households, and it in- 4:28 7 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 as- sign you primary responsibility for all data analy- sis on this important project. For now, let's just get a feel for what the data look like. Please do some descriptives in order to reveal the basic pat- terns and gain an understanding 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 Ce- leste Brown, data analyst. The dataset for the Auto Concepts survey is now ready for descrip- tive analysis. The file 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 sam- ple represents American households, and it in- cludes 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. 4:26 Question Description Size of hometown or city Gender Marital status Number of people in household Age Education Household income level Dwelling type Auto or truck type owned Plan to purchase or lease a vehicle in the coming year I am worried about global warming. Gasoline emissions contribute to global warming. Global warming is a real threat. I drive conservatively to use less fuel. Icheck traffic reports to avoid idling in traffic I drive an automobile that is fuel efficient. Codes 5,55,300,750,1250 0,1 0,1 Actual number 25,35,45,55,65 0,4,6,8,10 25,63,88,125,175 12.34 1,2,3,4 0,1 1.2.3.4.5.6.7 1.2.3.4.5.6.7 Value Labels Under 10K, 10K to 100K 100K to 500K 500K to 1 million, 1 million and more Male Female Unmarried, Married No labels al? 20 to 29.30 to 39, 40 to 49, 50 to 50, 60 and older Less than high school, High school graduate, some college or Associates degree, Bachelor's degree, Graduate or professional degree Under $50K $50K to $75K, $76 to $100K $101 to $150K, Over $13K Single family, Multiple family. Condominium Townhouse, Mobile home None, Economy, Standard, Luxury No, Yes very strongly disagree. Strongly disagree Disagree, Neither disagree nor agree, Agree Strongly agree, very strongly agree Very strongly disagree, Strongly disagree Disagree, Neither disagree nor agree Agree Strongly agree, very strongly agree automobile type: Motorcycle Ac Desiaty "Sport" Sports Car Al-Dic Derby Sweat Sports Car Electric & Gabri Desiblity"Economy Gainery with Destycy G Lifestyle Ne L Lifestyle Ter Lifestyle For Utstyle Mantra Lifestyle Datac show y Favor Favorta local new section use of content Use of social network st Use of online Use 1234567 1234567 pracy J&& chart T Family&Parenting Sports & Ou & Garden Cooking Food&Wine Truck Editorial Business L news Sports, Dead Less than 1 About Abou fours About 3 hours or more per day 351 al? (0) !!!! Q 6 AA X Case 12.2: Integrated Case Vehicle Model Type Desirability: Super Cycle -1 Seat All-Elec- tric Motorcycle Desirability: Runabout Sport -2 Seat All- Electric Desirability: Runabout with Stowage -2 Seat Electric & Gasoline Hybrid Desirability: Economy Hybrid -4 Seat Electric & Gasoline Desirability: Economy Gasoline -4 Seat Economy Gasoline Desir- ability" 32 4 4 3 2 352 4:28 al? For each of the following questions, 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) con- cern for global warming; and (2) taking personal responsibility for fuel economy? 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. What percent of Americans expect to purchase or lease a vehicle in the coming year? 7. What percent of Americans own an econ- omy or standard automobile or truck? 8. The Auto Concepts principals believe that the desirability on the part of the American public for each of the automo- bile models under consideration is the following