Details - Case scenario
You are required to read Case 12.2 p. 349 Global Motors Descriptive and Inference Analysis from the Burns and Bush 2014, Marketing Research 7/e, Pearson, Essex, UK textbook.
CASE STUDY: INTEGRATED CASE - Global Motors Descriptive and Inference Analysis
Questions-
For each question below, it is your task to determine the type of scale for each variable, conduct the proper descriptive analysis with SPSS, and interpret it.
1. What is the demographic composition of the sample?
2. How do respondents feel about: (1) global warming and (2) gasoline emissions?
3. What type of automobile model is the most desirable to people in the sample? What type is the least desirable?
4. Describe the "traditional" media usage of respondents in the sample.
5. Describe the social media usage of the respondents in the sample.
6. The Global Motors principals believe that the desirability on the part of the American public for each of the automobile models under consideration is the following.
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Vehicle Model Type
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Desirability
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1-seat all-electric
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3
|
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4-seat all-electric
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4
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4-seat gasoline hybrid
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4
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5-seat diesel hybrid
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3
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5-seat standard size gasoline
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2
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