Project Marketing Research

SPSS Application

Using the Auto Concepts data file.

Scenario: You are running an auto company, and want to know consumers preferences, attitudes to the autos. Therefore, you use the Auto Concepts data file to find out the answers of the following questions:

Is there a gender difference on the Desirability for 2-seat all- electric?

What is a good method? Why? (4)

What are the variables? (4)

Please include your SPSS output. (2)

Frequency analysis of Size of hometown or city.

What is a good method? Why? (4)

What are the variables? (4)

Please include your SPSS output. (2)

Will peoples opinion about Gasoline emissions contribute to global warming correlate with their Desirability to 4-seat economy gasoline car?

What is a good method? Why? (4)

What are the variables? (4)

Please include your SPSS output. (2)

Whats the relationship between I am worried about global warming and I drive conservatively to use less fuel?

What is a good method? Why? (4)

What are the variables? (4)

Please include your SPSS output. (2)

What factors will affect consumers plan to purchase or lease a vehicle in the coming year?

What is a good method? Why? (4)

What are the variables? (4)

Please include your SPSS output. (2)

(optional bonus) Will education level affect I am worried about global warming? Which education level is more worried about global warming? Please explain the variables and methods you use, and include SPSS output. (5 points)