CASE 12.2 INTEGRATED CASE Auto Concepts Descriptive and Inference Analysis IBM SPSS Cory Rogers of CMG Research was happy to call Nick the data. Let's meet tomorrow at 3:30 p.m. and see what Thomas to inform him that Auto Concepts survey data you have found." were collected and ready for analysis. Of course, Cory had Your task in Case 12.2 is to take the role of Celeste other marketing research projects and meetings scheduled Brown, data analyst. The dataset for the Auto Concepts with present and prospective clients, so he called in his data survey is now ready for descriptive analysis. The file name analyst, Celeste Brown. Cory said, Celeste, it is time to is Auto Concepts.sav, and it is in SPSS data file format. do some analysis on the survey we did for Nick Thomas of The instructor of your marketing research course will tell Auto Concepts. I am going to assign you primary respon- you how to access this SPSS dataset. The dataset sample sibility for all data analysis on this important project. For represents American households, and it includes owners as now, let's just get a feel for what the data look like, so do well as nonowners of vehicles because any new vehicles some descriptives in order to reveal the basic patterns and to be developed will not "hit" the market for another 3 to to gain an understanding of the nature of the variability in 5 years. Question Description Codes Value Labels Size of hometown or city 1,2,3,4,5 Under 10K, 10K to 100K, 100K to 500K, 500K to 1 million, 1 million and more Gender Male, Female Marital status Unmarried, Married Number of people in family Actual number No labels Age category 1,2,3,4,5 18 to 24, 25 to 34, 35 to 49, 50 to 64, 65 and older Education category 1,2,3,4,5 Less than high school, High school diploma, Some college, College degree, Postgraduate degree Income category 1,2,3,4,5 Under $25K, $25K to 49K, $50K to $74K, $75K to $125K, $125K and more Dwelling type 1,2,3,4 Single family, Multiple family, Condominium/ townhouse, Mobile home 0.1 0,1 REVIEW QUESTIONS/APPLICATIONS 319 Question Description Codes Value Labels I am worried about global warming. 1,2,3,4,5,6,7 Very strongly disagree, Strongly disagree, Gasoline emissions contribute to global warming. Disagree, Neither disagree nor agree, Agree, We need to do something to slow global warming. Strongly agree, Very strongly agree We should be looking for gasoline substitutes. Desirability: 1-seat motorcycle electric 1,2,3,4,5,6,7 Very undesirable, Undesirable, Somewhat Desirability: 2-seat runabout sport electric desirable, Neutral, Somewhat desirable, Desirable, Desirability: 2-seat runabout hatchback gasoline Very desirable hybrid Desirability: 4-seat economy diesel hybrid Desirability: 5-seat economy gasoline Lifestyle: Novelist 1, ...,7 Does not describe me at all, .... Describes me Lifestyle: Innovator perfectly Lifestyle: Trendsetter Lifestyle: Forerunner Lifestyle: Mainstreamer Lifestyle: Classic Favorite television show type 1,2,3,4,5,6,7 Comedy, Drama, Movies/mini-series, News/ documentary, Reality, Science fiction, Sports Favorite radio genre 1,2,3,4,5,6 Classic pop & rock, Country, Easy listening, Jazz & blues, Pop & chart, Talk Favorite magazine type 1,2,3,4,5,6,7,8 Business & Money, Music & Entertainment, Family & Parenting, Sports & Outdoors, Home & Garden, Cooking-Food & Wine, Trucks-Cars & Motorcycles, News-Politics & Current Events Favorite local newspaper section 1,2,3,4,5,6,7 Editorial, Business, Local news, National news, Sports, Entertainment, Do not read Use of online blogs 0,1,2,3 Never, 1-2 times per day, 34 times per day, Use of content communities 5+ times per day Use of social network sites Use of online games Use of virtual worlds 0,1,2,3 Never, 1-2 times per day, 3-4 times per day, 5+ times per day Use of online blogs Use of content communities Use of social network sites Use of online games Use of virtual worlds For each question below, 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) global warming and (2) 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 respondents in the sample. 5. Describe the social media usage of the respondents in the sample. 6. The Auto Concepts principals believe that the desir- ability on the part of the American public for each of the automobile models under consideration is the following: Vehicle Model Type Desirability* Desirability: 1-seat motorcycle 3 electric Desirability: 2-seat runabout sport electric Desirability: 2-seat runabout hatchback 4 gasoline hybrid Desirability: 4-seat economy diesel 3 hybrid Desirability: 5-seat economy gasoline 2 *Measured on 1-7 scale. Test these hypotheses with the findings from the survey