Chapter 12 Case

Auto Concepts Descriptive and Inference Analysis

Cory Rogers was happy to call Nick Thomas to inform him that Auto Concepts survey data were

collected and ready for analysis. Cory, wanting to get a feel for what the data looked like, asked

his data analyst Celeste Brown to do some descriptive analysis to reveal basic patterns and gain

an understanding of the variability in the data. The dataset sample represents American

households, and it includes owners as well as non-owners of vehicles because the market for

the new vehicles to be developed and marketed by Auto Concepts will not hit the market for

3 to 5 years.

Part 1

What type of statistical test would you use to find the answer to questions 1-6?

This part is due and to be submitted to the dropbox labeled Chapter 12 Part 1 by Thursday, April

2 by 11:30pm

Part 2

answer questions 1-6 using the provided data.

1.

What is the demographic composition of the sample meaning how would you describe

your sample from a demographic viewpoint?

2.

How do respondents feel about global warming and gasoline emissions?

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 the respondents in the sample

. Hint: where,

within each type of traditional media are your respondents obtaining their information?

Traditional media is defined as TV, Radio, Magazine and Newspaper.

5.

Describe the social media usage of the respondents in the sample.

6.

The Auto Concepts principals believe that the desirability on the part of the American

public for each of the models under consideration is the following:

VEHICLE MODEL TYPE

DESIRABILITY*

1-seat all electric

3

4-seat all electric

4

4-seat gasoline hybrid

4

5-seat diesel hybrid

3

5-seat standard size gasoline

2

*Measured on 1-7 scale

Hint: The executives

believe

the desirability response for each model is as listed

statistically are they correct. Another word for belief in research is hypothesize.

Based on this case

Marketing Research

Auto Concepts Case Survey

This survey is being conducted for an automobile manufacturer seeking to develop new models of automobiles using synthetic or alternative fuel sources. It studies your opinions about global warming and gasoline usage as well as your reactions to some possible new automobile models.

To begin, tell us a little about yourself.

1. What is your favorite television show type? (Select only one.)

(1) Comedy

(2) Drama

(3) Movies/Mini-Series

(4) News/Documentary

(5) Reality

(6) Science-Fiction

(7) Sports

2. What is your favorite radio genre? (Select only one.)

(1) Classic Pop & Rock

(2) Country

(3) Easy listening

(4) Jazz & Blues

(5) Pop & Chart

(6) Talk

3. What is your favorite magazine type? (Select only one.)

(1) Business & Money

(2) Music & Entertainment

(3) Family & Parenting

(4) Sports & Outdoors

(5) Home & Garden

(6) Cooking-Food & Wine

(7) Trucks-Cars & Motorcycles

(8) News-Politics & Current Events

4. What is your favorite local newspaper section? (Select only one.)

(1) Editorial

(2) Business

(3) Local news

(4) National news

(5) Sports

(6) Entertainment

(7) Do not read

What is your daily usage of the following social media formats?

5. Online blogs

___ Never

____2 times per day

____3 times per day

____4+ times per day

6. Social network sites

___ Never

____2 times per day

____3 times per day

____4+ times per day

7. Online games

___ Never

____2 times per day

____3 times per day

____4+ times per day

8. Virtual Worlds

___ Never

____2 times per day

____3 times per day

____4+ times per day

Next, how do you feel about global warming, gasoline usage, and gasoline prices?

Indicate your degree of agreement or disagreement to each of the following statements. (Note: the scale for each question is:

(1) Very strongly disagree

(2) Strongly disagree

(3) Disagree

(4) Neither disagree nor agree

(5) Agree

(6) Strongly Agree

(7) Very strongly agree

9. I am worried about global warming.

10. Global warming is a real threat.

11. Gasoline emissions contribute to global warming.