After reading Chapters 11 and 12, read Case 11.2 Your Integrated Case and Case 12.2 Your Integrated Case, using the AAConcepts recoded data provided in the XL Data Analysis component of this text, respond to the following and prepare a memo providing Nick with the results.

• Looking specifically at the 18- to 24-year-old respondents, describe this group in terms of income, gender, marital status, and income.
• What is the automobile ownership profile of this group?
• What type of hybrid automobile is the most attractive and least attractive to the respondents in this age group in terms of likelihood to buy over the next three years?

Looking at the information in Case 12.2, respond to question 3 and test the hypothesis statement for the total survey response group, then report your findings. Then, determine if you can test the same hypothesis for the 18- to 24-year-old respondents, and report your findings. Write this up in a three-page report. Any graphics may be included as an appendix in addition to the three-page report.

260 CHAPTER 11 SUMMARIZING YOUR DATA Case 11.2 Your Integrated Case Advanced Automobile Concepts Summarization Analysis Cory Rogers was happy to call Nick Thomas to inform him that Advanced Automobile Concepts survey data were col- lected and ready for analysis. Of course, Rogers had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his data analyst, Celeste Brown. Brown was a recently graduated marketing major who had worked as a marketing intern at CMG Research last year. She had worked on a few small CMG survey data sets, but she had not yet tackled any large projects. Rogers called Brown into his office and said, Celeste, it is time to do some analysis on the survey we did for Nick Thomas of Advanced Automobile 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. I'll leave it up to your judg- ment as to what analyses to run, but for now, do some sum- marizations in order to reveal the basic patterns and to gain an understanding of the nature of the variability in the data. Let's meet on Thursday at 2:30 pm to see what you have found." Your task in Case 11.2 is to take the role of Celeste Brown, marketing analyst. The data set for the Advanced Automobile Concepts survey is now ready for summariza- tion analysis. The file name is AAConcepts.xlsm, and it is in XL Data Analyst data file format. The instructor of your marketing research course will tell you how to access this data set. The data set sample represents American house- holds, and it includes owners as well as nonowners of vehicles, because the hybrid vehicles being developed and marketed by the Advanced Automobile Concepts division of ZEN Motors will not "hit" the market for three to five more years. The AAConcepts Define Variables worksheet defines the variables, but for easy reference, here is a list of the major variables in the survey. For any variables where the data coding is not clear in this case description, refer to the Define Variables worksheet. All of the attitude variables are measured with a 7-point Likert scale, where 1 = very strongly disagree and 7 = "very strongly agree. The likelihoods of buying new automobile types are measured on a 100-point proba- bility scale. The lifestyle types are measured on a 10-point scale, where 1 = "does not describe me at all and 10 = describes me almost perfectly. The preferences scale is a 7-point scale, with 1 = "very undesirable and 7 = "very desirable. Automobile Ownership Primary vehicle price category Primary vehicle type Type of commuting Demographics Hometown size Gender Marital status Number of people in family Age category Education category Job type category Income category Dwelling type Attitudes: Global Warming (Measure: 1-7) I am worried about global warming. Global warming is a real threat. We need to do something to slow global warming Attitudes: Gasoline Usage (Measure: 1-7) Gasoline emissions contribute to global warming. Americans use too much gasoline. We should be looking for gasoline substitutes. Attitudes: Effects of New Automobile Types (Measure: 1-7) Very small autos with very high mpg will reduce fuel emissions. Very small autos with very high mpg will keep gas prices stable. Very small autos with very high mpg will slow global warming. Small autos with high mpg will reduce fuel emissions. Small autos with high mpg will keep gas prices stable. Small autos with high mpg will slow global warming. Hybrid autos that use alternative fuels will reduce fuel emissions. Attitudes: Gasoline Prices (Measure: 1-7) Gasoline prices will remain high in the future. Gasoline prices are too high now. High gasoline prices will impact what type of autos are purchased. Case 12.2 Your Integrated Case The Advanced Automobile Concepts Survey Generalization Analysis Cory Rogers was pleased with Celeste Brown's descriptive what we have found. In the meantime, I want you to look a analysis. Brown had done all of the proper descriptive bit deeper into the data. I have jotted down some items that analyses, and she had copied the relevant tables and find I want you to analyze. This is the next step in understand- ings into a Word document with notations that Rogers ing how the sample findings generalize to the population of could refer to quickly. Rogers says, Celeste, this is great the United States. I also have some hypotheses that I want work. I am going to Nick Thomas in an hour to show him you to test