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BUS 362 Marketing Research SPSS Exam Prep Spring’14

BUS 362 Marketing Research SPSS Exam Prep Spring’14. Name: Time of the exam start: 4 digit/letter code: . 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.

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BUS 362 Marketing Research SPSS Exam Prep Spring’14

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  1. BUS 362 Marketing ResearchSPSS Exam Prep Spring’14 Name: Time of the exam start: 4 digit/letter code:

  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. Provide visualizations. 2 pts Mention type of information, types of analyses and main takeaways. We have ordinal scale we have progression and not the same distance between the answers. The range answers from where we can choose from is 4 The coding starts from 1-5 We can see that the mean is 3.28 the average size town of city is 100,000 to 499,999. The frequency shows us that the biggest number of the answers lies at the last answer, which is related to the size town or city 1 million and more. It holds 26.7 % of the whole category.

  4. Q2: Given a 95% confidence interval what is the best estimate for the likelihood that the true population believes that “Global warming is a real threat”? 3 pts Type your answer here… We can see that the mean difference is 5.624, meaning that the answers are mostly agree and strongly agree. This tells us that people do believe that global warming is a real threat. The mean falls between the lower 5.51 and the upper 5.74 Steps: Analyze – Compare Means – One Sample T-Test Answers from this question are listed as a scale from very strongly disagree to very strongly agree. For this question we use a one sample t-test.

  5. Q3: Test the hypothesis that on general people tend to agree that: “We need to do something to slow global warming” 3 pts Insert our answer here… Steps: Analyze – Compare Means – One sample T-test and we insert at the values bar the value 5 which resembles to the answer number 5 which is – “Agree”, to test this hypothesis. First we check the sig. 2-tailed, which in our case is 0.000. It is smaller than 0.05, which tells us that this hypothesis does not hold (for now.) Then we check t(standard deviation), which is 5.398. It is not inside the range +/- 1.96 and therefore this hypothesis does not hold. Based on the results that we got from sig. 2-tailed and t, we come to the conclusion that the hypothesis does not hold and on general people tend not to agree that “We need to do something to slow global warming”

  6. Q4: Identify whether married and unmarried people differ in their opinion on the “Probability of buying a standard size hybrid auto within the next three years” 3 pts Type your answer here… Steps: Analyze – Compare Means – Independent Samples T-Test. The test variable is “Probability of buying a standard size hybrid auto within the next three years” and the grouping variable is the marital status with values 0 for unmarried and 1 for married people. First we check the sig 2-tailed which in this case is 0.609. It is greater than 0.05. We also check the t, which is 0.512 and 0.511. It falls within the range +/- 1.96. Since both, sig 2-tailed and t hold for this question, we come to the conclusion that married and unmarried people differ in their opinion on the “Probability of buying a standard size hybrid auto within the next three years”

  7. 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” 3 pts Type your answer here… Steps: Analyze – Compare Means – One-way ANOVA To read the output of this question we have to conduct an one-way ANOVA. Here we analyze if there are similarities between age groups in their opinion on the above question. Here we check the significance. In our case, the significance at the end of the table “Probability of buying….”. The significance is 0.067. It is greater than 0.05 which shows that there is a statistical significance between all groups. In this case, we come to the conclusion that all groups among the “Age category” are similar in their opinion on the above question. The groups form 35-65 and older are identical.

  8. Q6: Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 3 pts Insert our answer here… To check if there is an association between age category and favorite TV show type, we conduct a chi-square test. We select the descriptive statistics and then select crosstabs. Here we check the sig. 2-tailed, which is 0.000. It is lower than 0.05, which tells us that the age category is associated and plays a role on the selection of the favorite television show type

  9. Q7: Identify whether there is a correlation, what is the strength and the direction between “Classic lifestyle” , “gender” and “Job category”. 3 pts Insert your answer here… Steps: Analyze – Correlate – Bivariate. Then we add the categories that we want to check correlation. We observe from the table that exists a relation between Classic Life style and Gender since the sig. 2-tailed is greater than 0.05 (In this case it is 0.616). The strength of the relation is None since the pearson correlation coefficient lies within the range +0.20 to -0.20 (In this case it is 0.016). The direction is positive Next we check if there is a relation between Classic Lifestyle and Job category. The sig. 2-tailed is 0.828. It is greater than 0.05 and therefore a relation exists. Then we check that the pearson correlation coefficent is -0.007. The strength of the relation is None since it lies on the range +0.20 to -0.20. The direction is positive Finally, we check if there is any correlation between Gender and Job category. First, we check the cig. 2- tailed, which in this case is 0.849. It is greater than 0.05, which tells us that there is a correlation between the Gender and Job category. Next we check the pearson correlation coefficient. It is -0.006. The strength of the correlation is None since the coefficient lies within the range -0.20 to +0.20. The direction is negative in this case.

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

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