Cory Rogers of CMG Research called a meeting with Nick Thomas, with Celeste Brown, CMG analyst, also attending. After meeting for about 20 minutes, Celeste understood that the Auto Concepts principals were encouraged by the findings of the survey, which indicate that there is substantial demand for the various types of futuristic alternative-fuel automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one model or any combination of the new models could be a viable option. The next step in their planning is to identify the target market for each automobile model type under consideration. This step is crucial to market strategy because the more precise the target market definition is, the more specific and pinpointed the marketing strategy can be. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors:

• Size of home town or city

• Gender

• Marital status 

• Age 

• Level of education 

• Household income level Your task is to apply appropriate differences analysis using the survey’s desirability measures in your Auto Concepts SPSS dataset to determine the target market descriptions for each of the five possible automobile models.
1. “Super Cycle,” 1-Seat All Electric, MSRP $18,000– $22,000; range 300 miles.
2. “Runabout Sport,” 2-Seat All Electric, MSRP $28,000– $34,000; range 170 miles.
3. “Runabout with Stowage,” 2-Seat Electric & Gasoline Hybrid, MSRP $30,000–$36,000; range 150 miles/charge & 100 miles/fill-up.
4. “Economy Hybrid,” 4-Seat Electric & Gasoline Hybrid, MSRP $36,000–$45,000; range 125 miles/charge & 150 miles/fill-up.
5. “Economy Gasoline,” 4-seat Economy Gasoline, MSRP $38,000–$42,000; 50 mpg.