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 (15 pts):

What type of statistical test would you use to find the answer to each question?

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 hypothesis.