BUS 362 Marketing Research SPSS Exam Spring 2014

# BUS 362 Marketing Research SPSS Exam Spring 2014

## BUS 362 Marketing Research SPSS Exam Spring 2014

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##### Presentation Transcript

1. BUS 362 Marketing ResearchSPSS Exam Spring 2014 Name: Ahse Lee Time of the exam start: 14:20pm 4 digit/letter code: 1021

3. Q1: Describe the demographic profile of the sample by “Number of people that live in household”. Provide visualizations. 2 pts - Measurement level: scale - Median is 2 people in household - Mode is 1 person in household - Mean is 2.21 people in the household, which means that the mean lies between the two people households and three people households. -All the 1000 participants answered the question

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”? 2 pts The best estimate for the likelihood that the true population believes that “global warming is a real threat” is shown via the range of the 95% confidence interval of the difference. The range falls between the lower(5.51) and the upper(5.74) boundaries of the 95% confidence interval. Thus the best estimate falls between these upper and lower boundary. The mean also falls within this boundary. The interpretation of this data is that the best estimate for the likelihood that the true population believes that global warming is a real threat is in between 5(agree) and 6(strongly agree) and it is slightly leaning closer to 6(strongly agree).

5. Q3: Test the hypothesis that on general people tend to agree that: “Americans use too much gasoline” 2 pts The hypothesis is that on general people tend to agree that americans use too much gasoline. The hypothesis holds because the t-value is above 0.05 and the 2-tailed significance is within the range of -1.96 to 1.96. Therefore we can conclude that on general people tend to agree that americans use too much gasoline.

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” 2 pts The null hypothesis is that married and unmarried people differ in their opinion on the “Probability of buying a standardized sized hybrid auto within the next three years”. Since the t-value is above 0.05, and the 2-tailed sig. is within the ranged of + 1.96 and -1.96, the hypothesis holds. Since the hypothesis holds, we can say that married and unmarried people differ in their opinion on the “Probability of buying a standardized sized hybrid auto within the next three years”.

7. Q5: Identify whether there are at least two job category groups that display similarity in their opinion on the “Probability of buying a standard size hybrid auto within the next three years” 2 pts The statement of “there are at least two job category groups that display similarity in their opinion on the “Probability of buying a standard size hybrid auto within the next three years” is not true. There is only one subset group, which consists of all the job categories.

8. Q6: Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 2 pts Analysis is on the next slide

9. Q6(continued): Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 2 pts The null hypothesis is that age category is not associated nor plays a role in the “favorite television show type” selection. The 2-tailed sig. value is close to zero, which is not above 0.05. The Chi-squared value is also not within the -1.96 and +1.96 interval. Therefore the hypothesis does not hold. Since the hypothesis does not hold, we can conclude that the age category is associated and plays a role in the “favorite television show type” selection. developed for by rkp990

10. Q7: Identify whether there is a correlation, what is the strength and the direction among “Innovator lifestyle”, “Primary vehicle type”and “Level of education”. 2 pts

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