Case 13.2 The Global Motors Survey Differences Analysis
Your task is to apply appropriate differences analysis using the survey’s desirability measures from the GlobalMotors data file. Since you were not required to purchase the SPSS software I have completed the analyses and converted them to Word documents so you can access them.
You assignment is to develop a demographic profile for two of the five proposed models: the 1 SEAT ALL-ELECTRIC and the 4 SEAT GASOLINE HYBRID. You will find computer output files for each in the attached files. The variables that you must include are: Hometown size category, Gender, Marital status, Age category, Education category, and Income category. Only gender and marital status have 2 groups, so an independent samples t-test for was conducted for those variables and ANOVA’s were conducted for all others. For all ANOVAs a Duncan’s Post Hoc test was conducted to identify differences among groups. A 95% level of significance was used for the analysis. You have examples of output for these types of analyses in your text.
Case 14.2 The Global Motors Survey Association Analysis
1.) Use the TWO unique hybrid model demographic profiles that you developed in Case13.2 to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising division’s preferred demographic for each medium.
This exercise requires you to revisit the demographic groups you found significantly different for each hybrid model style in Case 13.2. With Case 13.2, you identified groups within the various demographic variables that characterize each hybrid model’s target market. Here, you must determine the media preferences of those groups. I have run crosstabs for the demographic variables and the media preferences for each vehicle that are STATISTICALLY SIGNIFICANT associations. You must look at the percentages tables to determine the media vehicles that are preferred by each of the TWO model target groups you used for Case 13.2 (1 seat all-electric and 4 seat gasoline hybrid). If an association is NOT statistically significant it means that there is NO DIFFERENCE among the groups for that particular media. For example, for Radio preferences the variable GENDER is NOT statistically significant. That means that there was no difference between males and females regarding preferences for radio genres.
2.What is the life style profile of each of the possible target markets, and what are the implications of this finding for the placement of advertisingmessages that would “speak” to this market segment when the automobile model is introduced?
To obtain the data to answer this question a SPSS correlation analysis was completed. What you must do is to IDENTIFY the target Life Style group for EACH of the TWO proposed models that you have used in previous parts of this assignment (the 1 seat all-electric model and the 4 seat gasoline hybrid). The correlation analysis is located in one of the attached files.
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