CASE $12\mathrm{.}2$

INTEGRATED CASE

IBM

SPSS

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 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. Please do some descriptives in order to reveal the basic patterns 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 $12\mathrm{.}2$ is to take the role of Celeste Brown, data analyst. The dataset for the Auto Concepts survey is now ready for descriptive analysis. The 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 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.

$\backslash$table$[[$Question Description,Codes,Value Labels$],[$Size of hometown or city,$5,55,300,750,1250,$Under $10K,10K$ to $100K,100K$ to $500K,],[,,500K$ to $1$ million, $1$ million and more$],[$Gender$,0,1,$Male, Female$],[$Marital status,$0,1,$Unmarried, Married$],[$Number of people in household,Actual number,No labels$],[$Age$,25,35,45,55,65,20$ to $29,30$ to $39,40$ to

$49,50$ to $50,60],[,,$and older$]]$

REVIEW QUESTIONS$/$APPLICATIONS

$351$

Question Description

Value Labels

Less than high school, High school

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.

$($K$)$ Global warming is a real threat.

W drive conservatively to use less fuel.

$15$ I check traffic reports to avoid idling in traffic.

$6$I drive an automobile that is fuel efficient.

Desirability of automobile types:

Desirability: "Super Cycle" $-1$ Seat Motorcycle

All$-$Electric

Desirability: "Runabout Sport$-2$ Seat Sports Car

All$-$Electric

Desirability: "Runabout with Stowage: $-2$ Seat

Sports Car Electric & Gasoline Hybrid

Desirability: "Economy Hybrid" $-4$ Seat Economy

Electric & Gasoline Hybrid

Desirability: "Economy Gasoline: $-4$ Seat

Economy Gasoline

Lifestyle: Novelist

Lifestyle: Innovator

Lifestyle: Trendsetter

Lifestyle: Forerunner

Lifestyle: Mainstreamer

Lifestyle: Classic

Favorite television show type

Favorite radio genre

Favorite magazine type

graduate, Some college or Associate's degree, Bachelor's degree, Graduate or professional degree

Under $$50K,$$$50K$ to $$75K,$$$76$ to $$100K,$ $$101K$ to $$150K,$ Over $$150K$

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

Very undesirable, Undesirable, Somewhat desirable, Neutral, Somewhat desirable, Desirable, Very desirable

Does not describe me at all, $...$ Describes me perfectly

Comedy, Drama, Movies$/$mini$-$series, News$/$documentary$,$ Reality, Science fiction, Sports

Classic pop & rock, Country, Easy listening, Jazz & blues, Pop & chart, Talk Business & Money, Music & Entertainment, Family & Parenting, Sports & Outdoors, Home & Garden, CookingFood & Wine, Trucks$-$Cars & Motorcycles, News$-$Politics & Current Events

$352$

CHAPTER $12*$ USING DESCRIPTIVE ANALYSIS, PERFORMING POP

$\backslash$table$[[$Question Description,Codes,Value Labels$],[$Favorite local newspaper section,$1,2,3,4,5,6,7,\backslash$table$[[$Editorial$,$ Business, Local news, National$],[$news$,$ Sports, Entertainment, Do not reead$]]],[$Use of online blogs,$0,1,2,3,\backslash$table$[[$Less than $1$ hour, About $1$ hour, About $2],[$hours$,$ About $3$ hours or more $($per day$)]]],[\backslash$table$[[$Use of content communities$],[$Use of social network sites$]],,],[\backslash$table$[[$Use of social network sites$],[$Use of online games$]],$A$.,],[$Use of virtual worlds,,$]]$

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$.$

What is the demographic composition of the sample?