Please complete all questions in section 14.2. For questions 1-2 please use the first dataset Advanced Automobile Concepts Survey (AAC). For question #3 you will need to use the second link labeled as Advanced Automobile Concepts Recoded (AAConceptsRecoded). Please apply appropriate findings to the attached template. Link for datasets - https://www.xldataanalyst.com/Datasets.html

ESQ-215054 Case 13.2 Your Integrated Case The Advanced Automobile Concepts Survey Differences Analysis Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers '5 wife called with news that their five-yearold daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, \"I am sorry about this, but these things happen when you are a dualcareer household. Celeste, sit with Nick for a bit and nd out what questions he has about the survey ndings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then.\" After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts divi- sion principals were encouraged by the ndings of the sur- vey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other nancial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target mar- ket for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more spe- cic and pinpointed will be the marketing strategy. For a rst cut at the market segment descriptions, the survey included the following commonly used demographic factors. Gender Marital status Age category Education category Income category Home town size category While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers prefer ences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions. Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the ve possible hybrid models. 1. Super cycle oneaseat model; 120+ mpg city 2. Runabout sport two-seat model; 90 mpg city, 120 mpg highway 3. Runabout with luggage two-seat model; 80 mpg city, 110 mpg highway 4. Economy four-seat model; 70 mpg city, 100 mpg highway 5. Standard four-seat model; 60 mpg city, 80 mpg highway 6921 5051 Case 14.2 Your Integrated Case The Advanced Automobile Concepts Survey Relationships Analysis Cory Rogers was very pleased with the way the Advanced Automobile Concepts was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the preferences for the various hybrid models that might be developed, and she had found a unique demographic target market prole for each model. Brown had summarized her ndings into a professional PowerPoint presentation that she and Rogers presented to Nick Thomas and his assem- bled managers just yesterday. The presentation was one of the smoothest possible, and Thomas's development team members became very excited and animated when they realized that Advanced Automobile Concepts had a possi- bility of ve \"winner\" hybrid model vehicles to work with. In fact, at the end of the meeting, Thomas had decided to go ahead with a preliminary marketing plan for each model. Thomas informed Rogers and Brown that Zen Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that the Zen Motors models are the best possible choices. Thomas explained, \"Zen does not shotgun its advertising. 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 AAC survey. Zen corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any hybrid model that does not have advertising reconmienda- tions based on media usage research. I did not realize at the time that we would be working on all ve hybrid models, but each of my development teams will need whatever media usage ndings you can come up with for its particular mode .\" Rogers and Brown are in a meeting the following day to discuss further analysis for the Advanced Automobile Con- cepts project. Rogers says, \"I recall that we have a lot of de- tail on the media habits of theAAC survey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, and local newspaper section. Nick Thomas called this morning and asked if we could have our ndings to him inside of a week, so I guess he and his team are mov- ing very fast. Nick also told me that he spoke to the Zen Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for television, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income.\" Brown says, \"Needs it yesterday, so what is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches.\" Rogers concludes the meeting with, \"Great, just let me know on Friday morning how it is coming, as Itold Nick I will call him on that day to set up the presentation." Your task in Case 14.2 is to revisit Case 13.2 where Celeste Brown (that is, you) used differences analyses to nd the unique demographic profiles for each of the five possible new hybrid models. 0 Super cycle one-seat model; 120+ mpg city 0 Runabout sport two-seat model; 90 mpg city, 80 mpg highway 0 Runabout with luggage twoseat model; 80 mpg city, 70 mpg highway 0 Economy four-seat model; 70 mpg city, 60 mpg highway 0 Standard four-seat model; 60 mpg city, 50 mpg highway 1. Use each unique hybrid model demographic profile to determine whether or not statistically signicant asso- ciations exist, and if they do, recommend the specic media vehicles for radio, newspaper, television, and magazines. Do not forget to use the Zen Motors adver- tising division's preferred demographic. 2. What is the lifestyle of each of the possible target markets, and what are the implications of this find- ing for the advertising message that would \"speak\" to this market segment when the hybrid model is introduced? 3. Perform the proper analyses to identify the salient demographic, belief, andfor attitude factors that are related to preferences for each of the five different hybrid models under consideration. With each hybrid automobile model, prepare a summary that: a. Lists the statistically signicant independent vari- ables (use 95% level of condence). b. Interprets the direction of the relationship of each statistically signicant independent variable with respect to the preference for the hybrid model concerned. c. Assesses the strength of the statistically sig- nicant independent variables as they join to predict the preferences for the hybrid model concerned