Advanced Automobile Concepts

In: Business and Management

Submitted By camaro911
Words 1696
Pages 7
Case 18.4 Advanced Automobile Concepts

Case Objective

This case item requires students to identify the proper associative analysis, run it with SPSS, and interpret the findings with respect to implications for integrated case, Advanced Automobile Concepts SPSS dataset.

Answers to Case Questions

1. Use each unique hybrid model demographic profile to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines.
This exercise requires students to revisit the demographic groups they found significantly different for each hybrid model style in Case 17.3. With Case 17.3, they have identified groups within the various demographic variables that characterize each hybrid model’s target market. Here, they must determine the media preferences of those groups. So, they must run crosstabs for the demographic variables and the media preferences for each vehicle. If they find a statistically significant association, they then must look at the percentages tables to determine the media vehicles that are preferred by the hybrid model target groups. Since each hybrid model has a different set of target demographic groups, we only report the significant crosstabulations. Also, the SPSS output is too large to include here, so we have created column percentage tables and used bold font to identify the preferences of each group.

For radio, the significant (95% level of confidence) associations are for age, education, job category, and income. Column Percents 18 to 24 25 to 34 35 to 49 50 to 64 65 and older 12% 9% 48% Grand Total 7% 19% 23%

Classic Pop & Rock Country Easy listening

1% 11% 3%

5% 19% 9%

5% 38% 9%

11% 13% 36%

Jazz & Blues Pop & Chart Talk Grand Total

3% 72% 10% 100%

7% 20% 40% 100%

32% 11% 5% 100%

22% 13% 7% 100%

19%…...

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