Instead of completing all of the analyses the case asks for, search for differences based on only the demographic categories of Gender and Income level, and only for the vehicles listed in #2 (2-seat all-electric "Runabout Sport") and #5 (5-seat economy gasoline "Economy Gasoline).
please ignore all of the demographics other than gender and income level, and only conduct the difference tests for vehicles #2 and 5.
CASE 13.2 INTEGRATED CASE Cory Rogers of CMG Research called a meeting with Nick Thomas, and Celeste Brown, CMG analyst, attended it. al The Auto Concepts Survey Differences Analysis IBM SPSS 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 substan- tial demand for the various types of futuristic high-mileage automobiles under consideration. Depending on develop- ment costs, prices, and other financial considerations, it seems that any one model or any combination of the new automobile 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 tar- get 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: Hometown size category Gender Marital status Age category Education category Income category Your task is to apply appropriate differences analysis using the survey's desirability measures in your Auto Con- cepts SPSS dataset to determine the target market descrip- tions for each of the five possible automobile models. 1. "Super Cycle," One-Seat All Electric, mpg-e rating 125; estimated MSRP (manufacturer's suggested retail price) $30,000; range 200 miles. 2. "Runabout Sport," Two-Seat All Electric, mpg-e 99; estimated MSRP $35,000; range 150 miles. 3. "Runabout Hatchback," Two-Seat Gasoline Hybrid, mpg-e 50; runs on battery for 50 miles and then switches to gas engine; estimated MSRP $35,000; range 250 miles. 4. "Economy Hybrid," Four-Seat Diesel Hybrid, mpg-e 75; runs on battery for 75 miles and then switches to efficient diesel engine; estimated MSRP $38,000; range 300 miles. 5. "Economy Gasoline," Five-Seat Economy Gasoline, mpg 36; runs on gasoline with computer control for maximum efficiency; estimated MSRP $37,000; range 350 miles. . . . Auto Concepts say [DataSet 3] IBM SPSS Statistics Data Editar Extensions Window Fle Ed View Transform Analyze Umes 12 12 V electric owsize gender marit tomto wer Wildcation income hometype warming gasem slowdown substitute electric motorcyclone 5 1 4 5 1 2 3 4 3 0 1 3 2 3 2 3 3 3 2 2 1 4 4 4 3 4 5 5 5 4 5 5 5 1 4 3 1 1 1 4 5 4 6 6 4 3 6 4 1 7 1 1 3 4 5 1 1 2 3 2 3 2 3 2 3 4 5 5 1 4 9 2 4 5 3 1 1 3 5 1 8 9 4 3 6 5 5 2 5 T 2 1 0 5 5 5 2 2 4 4 5 5 7 1 2 3 2 1 1 1 3 2 4 1 5 7 2 7 2 4 2 1 2 3 1 11 2 1 1 5 4 4 3 2 > 9 1 6 12 2 1 1 0 1 2 4 4 > 2 3 3 4 0 1 2 1 1 2 1 4 9 4 0 1 3 1 1 1 2 -- 6 7 3 0 0 6 2 4 14 1 16 17 18 15 20 20 22 2 4 1 1 1 . 2 > 1 2 4 1 1 4 1 1 5 1 1 9 1 1 4 0 Data Vaate U ON El View Data Transform Analyze Graphs Utilities Extensions Window Help Width 1 1 Decimals 0 0 1 0 4 1 Input Input Input Input Input Input 0 age 1 0 1 0 1 0 1 1 1 0 1 Name Type 1 townsize Numeric 2 gender Numeric 3 marital Numec familysize Numeric 5 Numeric 6 edcation Numeric income Numenc 8 hometype Numeric 9 warming Numeric 10 gasemit Numenc 11 slowdown Numero 12 substitutes Numeric 13 electricmoto... Numero 14 electricruna... Numeric 15 hybridrunab... Numeric 16 hybridecono Numero standardeco. Numeric 18 Iestyle Numeric 19 lifestyle2 Numeric 20 lifestyle3 Numeric 21 Infestyle Numeric 22 lifestyle Numeric 23 lifestyle Tumenic 24 television Nume 0 0 0 8 Label Values Missing Columns Align Size of home to... (1. Under 10... None Right Gender {0, Male) None 8 Right Marital status {0. Unmarrie... None 8 Right Number of peop.. None None 8 Right Age category (1. 18 to 24). None 8 Right Level of education (1. Less tha... None 8 Right Income category (1. Under $2.. None 8 Right Dwelling type {1, Single fa... None 8 Right I am worried ab. (1. Very str. None 8 Right Gasoline emiss.. (1. Very str. None Right We need to do (1. Very str None 8 Right We should be L. (1. Very str None 8 Right Desirability: 1 (1. Very und None 16 Right Desirability 2... (1. Very und. None 27 Right Desirability: 2 11. Very und None 23 Right Desirability: 4 (1. Very und. None 16 Right Desirability: 5. 11. Very und None 17 Right Life Style Nove (1. Does not... None 8 Right Life Style: Innow (1. Does not None 8 Right Life Style Tren (1. Does not. None 8 Right Life Style Fore.(1. Does not. None 8 Right Life Style Main (1. Does not None 8 Right Life Style Clas Does not None 8 Right Favorite televisi (Comedy None 8 Right 1 1 1 1 1 Measure Role Ordinal Nominal Nominal Scale Ordinal Ordinal Ordinal Input Nominal Input Scale Scale Scale Scale Input Scale Scale Scale Scale Input Scale Scale Scale Input Scale Scale Scale Input Scale Nominal put Input Input Input 0 0 0 0 Input Input Input 1 1 0 0 1 1 Input Input 1 0 Input Input 1 1 1 0 O INI 0 Input 1 0 Data View Varble View
