3. Table of Contents
Method of Data Analysis ...Page 4
Demographic Data involving 1-Seat All Electric …Page 4
Demographic Data involving 4-Seat All Electric: …Page 5
Demographic Data involving 4-Seat Gasoline Hybrid: …Page 7
Demographic Data involving 5-Seat Diesel Hybrid …Page 8
Demographic Data involving 5-Seat Gasoline Standard Size …Page 9
Appendices ...Page 11
❖ A: SPSS data for 1-Seat All Electric ...Page 11
❖ B: SPSS data for 4-Seat All Electric ...Page 16
❖ C: SPSS data for 4-Seat Gasoline Hybrid ...Page 21
❖ D: SPSS data for 5-Seat Diesel Hybrid ...Page 26
❖ E: SPSS data for 5-Seat Standard Size Gasoline ...Page 30
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4. Method of Data Analysis: For testing the demographic statistics for each model of car Anova
tests were run on Hometown Size, Income Category, Education Category, and Age Category. Independent
T-tests were run on Gender and Marital Status.
*applies to all car model analyses
1-Seat all-electric:
SPSS data in Appendix A - Page 11
Demographic Factor Group w/ highest Average Target Market Inclusion
Age Category 18 to 24 (6.05) Included in TM
Education Category Less than high school (5.94) Included in TM
Income Category Under $25K (5.48) Included in TM
Hometown size category 1 million and more (3.48) Excluded from TM
Marital Status Unmarried (3.32) Excluded from TM
Gender Male (3.08) Excluded from TM
*means are measured on a 7-point scale where 1= “Very undesirable”, 4= “Neutral” and 7= “Very
desirable”
● For Independent t-test samples, our Null Hypothesis was that the 2 means are equal, and that
there is not a significant difference. Our Alternate Hypothesis is that the 2 means are NOT equal,
and there IS a significant difference.
● For One-Way ANOVA, our Null Hypothesis was that the means of all the means are equal, and
that there is not a significant difference. Our Alternative Hypothesis is that all of means are NOT
equal, and there IS a significant difference between at least one pair of means.
Interpretation:
● From analyzing this data we can see that the demographic factors that should be included in the
Target Market for a 1-Seat all-electric should be the age category, more specifically those aged
from 18 to 24 as they had the highest mean for desirability in the category, as well as the highest
out of all demographic factors (6.05).
● Secondly, the Education category should also be included (more specifically being those with less
than a high school education) as the mean for that was (5.94).
● The last demographic factor that should be included in the target market should be the income
category, the group with the highest mean in that was the (Under $25K group), and they got a
mean of (5.48).
● For Gender, when looking at the Levene’s test, because the sig value was greater than .05, we
accept the null Hypothesis and we can say that the variance and use the top line of values to get
our t and p values.
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5. ● For Marital Status, when looking at the Levene’s test, because the sig value was less than .05, we
can reject the Null hypothesis and accept the Alternative hypothesis in that and we cannot assume
equal variance, so we look at the bottom line of values to get our t and p values.
Market Implications:
● From the means reported in the data, we can guess that the ones who are most interested in a 1
seater electric car would be someone who is between the age of 18 to 24, has less than a
highschool education, and someone who makes less than $25K a year. Which as far as the
outlook of the car goes, it does have half of the demographic factors favoring it, but on the
flipside, the demographic composition of who would be most interested in getting the car may not
have the financial means to actually get the car, so the cost of production could outweigh the
potential revenue. However, if they’re able to get the price for the car down to where it could be
around 25K, then it could be profitable, but if they’re not able to get it down to that price point, it
may prove to be not worth the time.
4-Seat all-electric:
SPSS data in Appendix B - Page 16
Demographic Factor Group w/ highest Average Target Market Inclusion
Income Category $25k to $49k (5.43) Included in TM
Education Category Some College (5.36) Included in TM
Hometown size category 500k to 1 million (4.56) Included in TM
Age Category 35 to 49 (4.28) Included in TM
Marital Status Married (3.97) Excluded from TM
Gender No Sig. difference Excluded from TM
*means are measured on a 7-point scale where 1= “Very undesirable”, 4= “Neutral” and 7= “Very
desirable”
● For Independent t-test samples, our Null Hypothesis was that the 2 means are equal, and that
there is not a significant difference. Our Alternate Hypothesis is that the 2 means are NOT equal,
and there IS a significant difference.
● For One-Way ANOVA, our Null Hypothesis was that the means of all the means are equal, and
that there is not a significant difference. Our Alternative Hypothesis is that all of means are NOT
equal, and there IS a significant difference between at least one pair of means.
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6. Interpret findings:
● From the analysis of this data we can deduct that income category, education category,
hometown size category, and age category are all a part of the key target market.
● Most importantly, the income category of $25k to $49k should be included in our target
market as they had the highest mean for disability in not only the income category but out
of all the demographic factors at (5.43).
● The education category is also an important factor to be included in our target market.
Most of our favorable target consumers had some college education with a mean of
(5.36).
● The hometown size category of 500k to 1 million should be included in our target market.
The category had a mean of (4.28).
● Lastly, the age category of 35 to 49 should be included in our target market. 35 to 49 year
olds had an average of (4.28) when asked to measure the desirability of the 4-seat all
electric car where 1 = very undesirable and 7 = very desirable.
● For Gender, when looking at the Levene’s test, because the sig value was greater than .05,
we assume variance and use the top line of values to get our t and p values.
● For Marital Status, when looking at the Levene’s test, because the sig value was less than
.05, we cannot assume equal variance, so we look at the bottom line of values to get our t
and p values.
● We will not include gender in our target market because the mean is below 4, which is
neutral so it is not desirable.On top of that it is not statistically significantly different
● We will not include marital status in our target market because the mean is (3.97) which
is below neutral and falls under undesirability.
Marketing implications:
● Based on the data listed above we can identify our target consumers as 35 to 49 year olds who
have achieved some college, have an income between $25k to $49k, and live in a town between
500k to 1 million. According to this, we want our product to be priced at an affordable rate. An
approximate selling price for this car-type is around $30,000. This price range would attract the
type of consumers who are most likely to desire our car. Because the age category of our most
likely customers is 35 to 49, we should promote our advertisements to appeal to them by running
ads on certain radio shows, newspapers, and t.v. channels that the 35 to 49 year olds tend to
frequent. This would expand our exposure amount to our target market.
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7. 4-Seat Gasoline Hybrid:
SPSS data in Appendix C - Page 21
Demographic Factor Group w/ highest Mean Target Market Inclusion
Age Category 25 to 49 (4.44) Included in TM
Education Category College degree (5.09) Included in TM
Income Category $50K to $125K (4.60) Included in TM
Hometown size category 10K to 1 Million (4.50) Included in TM
Marital Status Married (4.07) Included in TM
Gender No Sig. Difference Excluded from TM
*means are measured on a 7-point scale where 1= “Very undesirable”, 4= “Neutral” and 7= “Very
desirable”
● For Independent t-test samples, our Null Hypothesis was that the 2 means are equal, and that
there is not a significant difference. Our Alternate Hypothesis is that the 2 means are NOT equal,
and there IS a significant difference.
● For One-Way ANOVA, our Null Hypothesis was that the means of all the means are equal, and
that there is not a significant difference. Our Alternative Hypothesis is that all of means are NOT
equal, and there IS a significant difference between at least one pair of means.
Interpretation:
● Based on the table we can see that age, education, income, hometown size, and marital status
should all be included in the target market for a 4-seat gasoline hybrid. A college degree
education level had the highest mean for this model of car at (5.09), and the highest mean out of
all of the demographic factors. Age, income, and hometown size each have a larger target
demographic because there were several groups within each demographic factor that did not have
a significant difference. For example, age category includes respondents who answered either “25
to 34” or “35 to 49” as their age bracket because both of these age categories had a significant
difference in mean in comparison to the other age brackets, but did not have significant
differences from each other as can be seen in the SPSS output in the appendix.
● For marital status, there was a significant difference between the mean for married and unmarried
because the “sig.” value is less than 0.05. This does not support the null hypothesis, therefore we
look to the second row of the Levene’s test. See appendix for details.
● For gender, there was no significant difference between the mean for male and female because the
“sig.” value is greater than 0.05. This supports the null hypothesis. We therefore look to the first
row of Levene’s test for further statistics. See appendix for details.
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8. Marketing Implications:
● The 4-Seat Gasoline Hybrid should be marketed towards 25 to 49 year olds, those with college
degrees, an income level between $50K and 125K, a hometown size of 10K to 1 million, and
married people. Based on the income level previously listed the car should have a price geared
towards middle and upper-middle class. The car could be sold in towns with a wide array of
populations based on the hometown size target market, and placement should not be focused in
towns with populations less than 10K or more than 1 million.
5-Seat Diesel-Hybrid:
SPSS data in Appendix D - Page 26
Demographic Factor Group w/ highest Mean Target Market Inclusion
Education Category Post graduate degree(6.31) Included in TM
Income Category $125K and more (6.05) Included in TM
Age Category 18 to 24 (5.14) Included in TM
Hometown size category 100K to 500k (3.99) Excluded from TM
Marital Status Married (3.54) Excluded from TM
Gender No Sig. Difference Excluded from TM
*means are measured on a 7-point scale where 1= “Very undesirable”, 4= “Neutral” and 7= “Very
desirable”
● For Independent t-test samples, our Null Hypothesis was that the 2 means are equal, and that
there is not a significant difference. Our Alternate Hypothesis is that the 2 means are NOT equal,
and there IS a significant difference.
● For One-Way ANOVA, our Null Hypothesis was that the means of all the means are equal, and
that there is not a significant difference. Our Alternative Hypothesis is that all of means are NOT
equal, and there IS a significant difference between at least one pair of means.
Interpretation:
● According to the data we collected we can see that the demographics we should focus on and
include in our target market are education, age and income.
● Beginning with education level we should focus on people with a postgraduate degree with the
highest mean of (6.31).
● The next demographic we should spend time focusing on is the income category. This group has
the second highest mean of (6.05).
● The final demographic we should focus on is the age category, specifically ages 18 to 24. This
demographic has the third highest mean of (5.14).
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9. ● When it comes to the final three demographics of hometown size, marital status and gender, we
should not spend time to include these demographics in are target market as they fall under the
(4.00) cut off of the desirability point scale
● When it comes to gender I used the levene's test and saw that there was no significant difference
between male and female so we accepted the null hypothesis .
● When it comes to marital status we again used the level test and noticed that there was a
significant difference and used the bottom line, reject the null hypnosis and accept the alternative
hypothesis.
Market Implications:
● The 5 seat diesel Hybrid ideally should be marketed to people that have a postgraduate degree,
are making 125k or more and are from ages 18 to 24. I'd say that this is a demographic worth
marketing to as it may not be a huge group of people. I think that it is a reliable group as we are
marketing to a young, rich, successful and smart demographic. So the car will be focused on
luxury and quality, along with that we are going to market in wealthy areas in particular. This is a
good call as we will be able to charge a premium for the 5 seat diesel hybrid as opposed to other
cars in the line up, Making this a worthwhile investment.
5-Seat Standard Size Gasoline:
SPSS data in Appendix E - Page 30
Demographic Factor Group w/ highest Mean Target Market Inclusion
Age Category 65 and Older(4.84) Included in TM
Hometown Size Under 10k (4.72) & 10-100k (4.47) Included in TM
Gender No Sig. Difference Excluded from TM
Income Category $125k+ (3.48) Excluded from TM
Marital Status Unmarried (3.27) Excluded from TM
Education Category High School Diploma (3.92) Excluded From TM
*means measured on a 7-point scale where 1= “Very undesirable”, 4= “Neutral” and 7= “Very desirable”
● For Independent t-test samples, our Null Hypothesis was that the 2 means are equal, and that
there is not a significant difference. Our Alternate Hypothesis is that the 2 means are NOT equal,
and there IS a significant difference.
● For One-Way ANOVA, our Null Hypothesis was that the means of all the means are equal, and
that there is not a significant difference. Our Alternative Hypothesis is that all of means are NOT
equal, and there IS a significant difference between at least one pair of means.
Interpretation:
● Through Analysis of the data, it can be seen that the only demographics that should be included in
the Target Market is Age Category of 65 and older and Hometown Size of 100k and less.
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10. ● The significance level for age category was <.001 so we would reject the Null hypothesis that
there is no significant difference between any of the age groups and look at Duncan's test to find
that 65 and older was significantly higher than the other age groups at a mean of (4.84).
● The income category found both Under 10k (4.72) and 10-100k (4.47) to be above a neutral and
although not significantly different from each other, both significantly different from all other
income categories when viewing the Duncan test.
● Unmarried also had a significant difference from Married, however the mean for Unmarried is
lower than neutral so it would not be included in the target market.
● All other demographics analysis’s ran did not have significant differences from all other groups
in their categories and a mean higher than all other groups so they should not be included in the
target market.
● Top line used on Levene’s test was used for Gender because there was no significant difference
between the variances of Male/Female (Sig. value <.005). Bottom line was used on Levene’s test
for Marital status because there was a significant difference between the variances (Sig. value
>.005).
Market Implications:
● From the data gathered from this sample, the only target market information for this product
should include people of age 65 and older and Hometown Sizes of either 10k or less and 10-100k.
● No data could be assumed on other demographics of this sample. Viewing all of the highest
means for each category, the fact that only two demographic categories are above a neutral 4 on a
scale of 1-7 does not have a good outlook for this model. It can be seen that this model of car is
not very desired in general and the recommendation we would give for this product would be to
not to market this model.
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