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BUS 362 Marketing Research SPSS Exam Fall 2013

BUS 362 Marketing Research SPSS Exam Fall 2013. Name : Valentina Stoyanova Time of the exam start : 12:36 4 digit/letter code: 1711. Instructions.

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BUS 362 Marketing Research SPSS Exam Fall 2013

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  1. BUS 362 Marketing ResearchSPSS Exam Fall 2013 Name: ValentinaStoyanova Time of the exam start: 12:36 4 digit/letter code: 1711

  2. Instructions This exam is designed to test your ability to use SPSS to perform the set of analyses that have been covered in this class during the semester. For the exam you will be using a dataset based on a case study presented in your textbook called “AAA Concepts”. You need to answer 7 questions, which can bring you a total of 20 points equal to 20% of your final grade for the semester. You have 70 minutes to complete the exam. Each question is presented on an individual slide. Use the slide body to provide an answer and/or paste a graphical illustration/ table to support it. If you need additional space, insert an additional slide. Upon completion, you will save the PPT file with your answers on the desktop of your computer and raise your hand to alert the instructor. You will submit your work over outlook in front of the instructor and wait for verification that it has been received. Good luck!

  3. Q1: Describe the demographic profile of the sample including town size and marital status. Provide visualization for both. This is an ordinal scale and therefore the mean does not tell us much. However the mode is important. It is 5 which means that most of the people answered that they live in 1 million or more sized town. The st. deviation is 1.419, the variance 2.013, the answers are relatively dispersed ( we can see this from the graph as well).

  4. Here the scale is nominal( two possible answers- unmarried and married), mean does not tell us much. The mode is important – 1 which means most of the people answered that they are unmarried. ST deviation is .500, the difference between the two answers is not big (they are close to each other). The table also shows us the percentage distribution. developed for by rkp990

  5. Q2: Given a 95% confidence interval what is the best estimate for the likelihood that the true population is “worried about global warming”? The results show us that for the general population we can say with 95% confidence that the mean will fall between 6.01 and 6.19.

  6. Q3: Test the hypothesis that on general people tend to agree that: “We need to do something to slow global warming” After checking the variable, we see that the option agree is coded as 5 so we test for Value= 5. From the results we can see that the hypothesis does not hold because the Significance is .000 (<0.05) and the t-value( 5.398) does not fall between 1.96 st.d.

  7. Q4: Identify whether married and unmarried people differ in the opinion on the “Probability to buy a small (2 seat) hybrid auto within the next three years” After checking from the variable menu that the answers to marital status are coded as 0 and 1, we can perform the analysis. The group statistics gives us the two means and the st. deviation (relatively similar). From the other table we see that significance is 0.052 (slightly bigger than 0.05) so we can assume that the hypothesis holds=>they answered the same which means that probably there is no need to treat these subgroups differently.

  8. Q5: Identify whether there are at least two age groups that display similarity in their opinion on the “Probability to buy a small (2 seat) hybrid auto within the next three years” We perform ANOVA analysis here and we see that according to the results, the age groups 35-49, 50-64, 25-34, and 65-older answered similarly to the question, whereas the group 18-24 answered differently from the other groups (it stands as an outlier).

  9. Q6: Identify whether the age category is associated and plays a role in the “Favorite local news paper section” selection.

  10. We perform Chi-square analysis here to test for associations. Our Hypothesis here is that the choice of local newspaper does not depend on age (reverse Chi-square hypothesis – the two variables are not related). The results show that the significance is 0. it is less than 0.05 (Pearson Chi-square) which means that the hypothesis does not hold=> the choice does depend on age. The big table gives us the percentage distribution of the answers. developed for by rkp990

  11. Q7: Identify whether there is a correlation, what is the strength and the direction between “Classic lifestyle” and “Job category”. Sig. is .828 (>0.05) which means that there is correlation but the Pearson Correlation number (.007) shows us the strength ,and it is far less than 20% which means that the correlation is almost none (almost does not exist) so we cannot assume substantial correlation here. The sign indicates the direction, so here the correlation is positive.

  12. Thank you for your participationin the Marketing Research course this semester!

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