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BUS 362 Marketing Research SPSS Exam Spring 2014

BUS 362 Marketing Research SPSS Exam Spring 2014. Name : Dimitar Uzunov Time of the exam start: 4 digit/letter code: 4869. Instructions. This exam is designed to test your ability to use SPSS to perform a set of analyses that have been covered in this class during the semester.

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BUS 362 Marketing Research SPSS Exam Spring 2014

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  1. BUS 362 Marketing ResearchSPSS Exam Spring 2014 Name: DimitarUzunov Time of the exam start: 4 digit/letter code: 4869

  2. Instructions This exam is designed to test your ability to use SPSS to perform a 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 14% 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, rename with your first and last name 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 in terms of town size and marital status. Provide visualization for both. 2 pts Insert our answer here… According to the data all of the responses are valid, i.e. no one skipped the question. The measure is ordinal so we use both mode and median. The data shows that the most given answer, i.e. the mode, is that the size of the sample’s home town is more than 1 million. The median is that people are from towns of size between 100,000 and 499,999. This means that the curve is more shifted towards bigger towns.

  4. According to the data all of the responses are valid, i.e. no one skipped the question. The measure is nominal so we use the mode. The diagrams show that the percentage of the respondents which were married is about the same as that of the unmarried ones. There is still a small difference – the married ones are more than the unmarried ones by 26 so that is why the mode is 1, i.e. “married” 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”? 2pts The One-Sample Test shows that the most common answer is between 6.01 and 6.19, i.e. that most common answer is 6, which is that the respondents “Strongly Agree”. So the best estimate is that the population is strongly worried about global warming

  6. Q3: Test the hypothesis that on general people tend to agree that: “We need to do something to slow global warming” 2pts First we use the One-Sample T-test with test value 0 to see what the most common answer to the question is. We find out that it is 5 (people “agree”). We then use the One-Sample T-test with test value 5 to test the hypothesis that people tend to agree with the statement. From the table we see that the 2-tailed significance is less than 5% and that the t score is more than 1.96, which means that the hypothesis does not hold, therefore people do not tend to agree with the statement.

  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” 2 pts We use the Independent-samples T-test to check. The 2-tailed significance is more than 5% and the t score is less than 1.96, which means that the hypothesis holds. That means that there is no difference in the way married and unmarried people answer.

  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” 2pts Yes, there are. The ANOVA analysis shows that everyone except those in the age group 18-24 displayed similarity in their opinion towards the question at hand.

  9. Q6: Identify whether the age category is associated and plays a role in the “Favorite local news paper section” selection. 2pts

  10. We use the Chi-square analysis. The 2-tailed significance is less than 5% so the hypothesis does not hold. This means that the two questions are related, i.e. that a person’s favorite local news paper section is dependent on their age group. 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”. 2pts We see that the 2-tailed significance is more than 5%, therefore the hypothesis holds, i.e. there is a correlation between the two questions. The value is more than 0.81 so the correlation is very strong. The Pearson value is positive, meaning that the two questions are positively correlated.

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

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