CASE 12.2 INTEGRATED CASE 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 12.2 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. \begin{tabular}{lll} \hline Question Description & Codes & Value Labels \\ \hline Size of hometown or city & 5,55,300,750,1250 & Under10K,10Kto100K,100Kto500K,500Kto1million,1millionandmore \\ 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 \end{tabular} 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) concern 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 economy 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 automobile models under consideration is the following