CASE $14\mathrm{.}2$ INTEGRATED CASE

The Auto Concepts Survey Associative Analysis

Cory Rogers of CMG Research was very pleased with the way the Auto Concepts project was shaping up$.$ Celeste Brown, the CMG data analyst, had applied differences analysis using the desirability measures for the various alternative automobile models that might be developed, and she had found a unique demographic target market profile for each model. Celeste had summarized her findings into a professional PowerPoint presentation that Cory and Celeste presented to Nick Thomas and his assembled managers just yesterday. The presentation went very smoothly, and Nick's development team members became very excited and animated when they realized that they had several potential "winner" vehicle models to work with. In fact, by the end of the meeting, Nick had decided to go ahead with a preliminary marketing plan for each model.

Nick informed Cory and Celeste that all automobile companies place a huge amount of emphasis on communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that their models are the best possible choices. Nick explained, "Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage

information in our Auto Concepts survey. My superiors will almost certainly shoot us down if we come to them with any preliminary marketing plan for any proposed model that lacks advertising recommendations based on media usage research. I did not realize when I hired you that we would be working on all five models, but each of my development teams will need whatever media usage findings you can come up with for the particular model they are each working on$."$

Cory and Celeste are in a meeting the following day to discuss further analysis for the Auto Concepts project. Cory says, "I recall that we have a lot of detail on the media habits of the survey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section as well as four different types of social media marketing. Nick Thomas called this morning and asked if we could have our findings to him within a week, so I guess he and his team are moving very fast. Nick also told me that the advertising agency they use has strong preferences as to which demographic factors should be used for the different media. Nick says that for radio they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use