descriptive report of global motors

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University of Gondar
College of Business and Economics
Department of Marketing Management
Group Assignment Report
Integrated Case: Global Motors Descriptive and
Inference Data analysis Report by using SPSS
Marketing Research Course
Academic Year: 2021/2022. Semester: I
Prepared by:
MA Marketing Extension Year II Students
Group 4 to 7 Students
S.N. Student Name Section S.N. Student Name Section
1. Abibo Tigabu I 13. Mestawut Eyayu II
2. Alemnesh Berie I 14. Zemene Simegnew II
3. Alemtsehay Bicha I 15. Lielt Mekonon II
4. Berhan Sisay I 16. Girma Bishaw II
5. Berhanemeskel W.Gerima I 17. Yohanes Getnet II
6. Bezawit Surafel I 18. Tarko Mintesinot II
7. Bazezew Tilahan I 19. Liku Yohanes II
8. Adisu Milikit I 20. Yeshalem Mesfin II
9. Antenlay Admasie I 21. Kasegn Takele II
10. Rediet Mamo II 22. Eyosyas Kassie II
11. Hailemariam Abate II 23. Mantegibosh Kasegn II
12. Yeshihareg Solie II 24. Masresha Alayu II
Submitted to: Dr. Mulugeta Negash (Associate Professor)
March 25, 2022
Gondar, Ethiopia

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Acknowledgments
We would like to express our special thanks of gratitude to our instructor Dr. Mulugeta Negash who
gave us the golden opportunity to do this wonderful to conduct Descriptive and inferential data analysis
and report. It is also help us to familiarize and get lesson on data analysis using SPSS software.

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Table of Contents
Acknowledgments.................................................................................................................................................i
Table of Contents...............................................................................................................................................ii
Executive Summary...............................................................................................................................................iii
Define Marketing Research Problem.....................................................................................................................1
Research objectives................................................................................................................................................1
Descriptive Analysis Results and Findings.............................................................................................................2
Question 1: What is the demographic composition of the sample?................................................2
Question 2: How do respondents feel about global warming and gasoline emissions? ...........3
Question 3: What type of automobile model is the most and Least desirable to people in the
sample? ............................................................................................................................................................5
Question 4: Describe the Traditional Media Usage of Respondents in the Sample. ...................6
Question 5: Describe the social media usage of the respondents in the sample. .....................10
Mean Differences Analysis Results and Findings................................................................................................13
Question 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.
Test these hypotheses with the findings from the survey................................................................13
Conclusion ............................................................................................................................................................14
Solutions for variable type...................................................................................................................................15

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Executive Summary
It is important to understand when looking at the case how to market to specific demographics
and which vehicle is for what demographic. Aside from the specific demographics, once Auto
Concepts decides their target market, it is important for them to figure how they are going to
do it. There were five vehicles being added including: one seat all electric, two seat all electric,
two seat gasoline hybrid, and five seat standard gasoline. There were also different types of
vehicles including: supercycle, runabout sport, runabout hatchback, economy hybrid, and
economy standard. As you will see in the SPSS data analysis provided below there are
different targets for each vehicle that is being added to their company. It was our mission, as
team 3, to figure out who would be the best target for each vehicle and what would be the best
way to reach out them. There are different tactics of reaching out them whether through social
media networking sites or through television and newspaper advertising. We found that most
people typically go on social networking sites about 1 time per day. It is important to understand
when looking at the case how to market to specific demographics and which vehicle is for what
demographic. Aside from the specific demographics, once Auto Concepts decides their target
market, it is important for them to figure how they are going to do it. There were five vehicles
being added including: one seat all electric, two seat all electric, two seat gasoline hybrid, and
five seat standard gasoline. There are different tactics of reaching out them whether through
social media networking sites or through television and newspaper advertising. We found that
most people typically go on social networking sites about 1 time per day.
We also looked into how consumers felt about global warming. This was a key factor in
determining what demographic would work best with the vehicle. We found that most people
were definitely concerned about global warming and believe that something should be done
about it. However, due to the statistical similarity between the mean values, it can also be
concluded that consumers felt that gasoline emissions are a contributor to global warming.

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Define Marketing Research Problem
With the development of new automobiles, Nick needs to understand how to market the cars
to the different target audiences. Marketing research needs to be conducted in order to gain
this knowledge. Nick should conduct a marketing research analysis to solve his marketing
dilemma.Taking appropriate measures will not only increase the sales for their business, but
will also increase customer satisfaction, which will ultimately lead to an increase of brand
loyalty for Auto Concepts.
Research problem: Nick is unsure on how to market the automobiles toward the correct target
audience. Each car is marketed towards a different target audience, which means that you
cannot market each car in the same way. Since Auto Concepts has created 5 new models, it
would be a waste for them to market them to the whole population. Auto Concepts wants to
identify the target audience for each car and then figure out a way to relate and market towards
them, whether it be through social media, ratio, TV, etc.
Research objectives
1) Come up with applicable, correct, and unbiased information about different likings of
customers that can be used by Auto Concepts to help identify a target market.
2) Come up with applicable, correct, and unbiased information of different types of media
that are preferred. This is important, because it is necessary to understand how to
promote the car models to the correct audiences.

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Descriptive Analysis Results and Findings
Question 1: What is the demographic composition of the sample?
Majority of respondents – 39.6%, live in the city with 500K to 1 million people. The least popular
town among 1000 respondents is with population under 10K, only 4% lives in town with
population under 10K. Majority of respondents – 56% out 1000 people are male. 44%
respondents are female. Most of the respondents – 89% are married, the rest -11% out of 1000
are not.
Table: Demographic composition of the sample (N 1000)
Variables Frequency Percent Cumulative Percent
Size of home town or city
Under 10K 40 4.0 4.0
10K to 100K 190 19.0 23.0
100K to 500K 246 24.6 47.6
500K to 1 million 396 39.6 87.2
1 million and more 128 12.8 100.0
Gender
Male 560 56.0 56.0
Female 440 44.0 100.0
Marital status
Unmarried 110 11.0 11.0
Married 890 89.0 100.0
Age category
18 to 24 20 2.0 2.0
25 to 34 320 32.0 34.0
35 to 49 440 44.0 78.0
50 to 64 145 14.5 92.5
65 and older 75 7.5 100.0
Dwelling type
Single family 319 31.9 31.9
Multiple family 377 37.7 69.6
Condominium/Townhouse 219 21.9 91.5
Mobile home 85 8.5 100.0
Number of people in household
1 107 10.7 10.7
2 365 36.5 47.2
3 386 38.6 85.8
4 106 10.6 96.4
5 30 3.0 99.4
6 6 .6 100.0
Income category
Under $25K 21 2.1 2.1
$25K to $49K 163 16.3 18.4
$50K to $74K 393 39.3 57.7
$75K to $125K 332 33.2 90.9
$125K and more 91 9.1 100.0
Level of education
Less than high school 18 1.8 1.8
High School diploma 74 7.4 9.2
Some college 275 27.5 36.7
College degree 548 54.8 91.5
Post graduate degree 85 8.5 100.0

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Question 2: How do respondents feel about global warming and gasoline emissions?
Global Warming
We found that the average disagree–agree response to the statement, “I am worried about
global warming” was 4.88 [4.80, 4.96], or near to agree. By using One-Sample Test the mean
difference was found significant with p <0.001.
Gasoline emissions
We found that the average disagree–agree response to the statement, “Gasoline emissions
contribute to global warming,” was 4.6 [4.51, 4.72], or near to agree. By using One-Sample
Test the mean difference was found significant with p <0.001.

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One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
I am worried about global warming. 1000 4.88 1.329 .042
Gasoline emissions contribute to global warming. 1000 4.62 1.697 .054
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% CI of the Difference
Lower Upper
I am worried about global warming. 116.080 999 .000 4.880 4.80 4.96
Gasoline emissions contribute to
global warming.
86.045 999 .000 4.617 4.51 4.72
Frequency Percent
Cumulative
Percent
I am worried about global
warming.
Very strongly disagree 47 4.7 4.7
Strongly disagree 18 1.8 6.5
Disagree 61 6.1 12.6
Neither disagree nor agree 128 12.8 25.4
Agree 435 43.5 68.9
Strongly agree 250 25.0 93.9
Very strongly agree 61 6.1 100.0
Total 1000 100.0
Gasoline emissions
contribute to global
warming.
Very strongly disagree 58 5.8 5.8
Strongly disagree 122 12.2 18.0
Disagree 80 8.0 26.0
Neither disagree nor agree 59 5.9 31.9
Agree 339 33.9 65.8
Strongly agree 250 25.0 90.8
Very strongly agree 92 9.2 100.0
Total 1000 100.0

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Question 3: What type of automobile model is the most and Least desirable to people
in the sample?
The most desirable model is the Desirability: 4 Seat Gasoline Hybrid because of its mean
of 3.97 [3.85, 4.08], while the least desirable is the Desirability: 1 Seat All Electric with its
mean of 2.64 [2.57, 2.72].
T-Test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Desirability: 1 Seat All Electric 1000 2.64 1.231 .039
Desirability: 4 Seat All Electric 1000 3.92 1.537 .049
Desirability: 4 Seat Gasoline Hybrid 1000 3.97 1.911 .060
Desirability: 5 Seat Diesel Hybrid 1000 3.46 1.768 .056
Desirability: 5 Standard Size Gasoline 1000 3.21 1.453 .046
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
Desirability: 1 Seat All Electric 67.870 999 .000 2.642 2.57 2.72
Desirability: 4 Seat All Electric 80.693 999 .000 3.921 3.83 4.02
Desirability: 4 Seat Gasoline
Hybrid
65.598 999 .000 3.965 3.85 4.08
Desirability: 5 Seat Diesel
Hybrid
61.941 999 .000 3.463 3.35 3.57
Desirability: 5 Standard Size
Gasoline
69.882 999 .000 3.210 3.12 3.30
Desirability Frequency Percent Cumulative Percent
Desirability: 1 Seat All Electric
Very undesirable 233 23.3 23.3
Undesirable 232 23.2 46.5
Somewhat undesirable 236 23.6 70.1
Neutral 279 27.9 98.0
Somewhat desirable 6 .6 98.6
Desirable 7 .7 99.3
Very desirable 7 .7 100.0
Desirability: 4 Seat Gasoline Hybrid
Very undesirable 117 11.7 11.7
Undesirable 152 15.2 26.9
Somewhat undesirable 162 16.2 43.1
Neutral 179 17.9 61.0
Somewhat desirable 129 12.9 73.9
Desirable 130 13.0 86.9
Very desirable 131 13.1 100.0
Desirability: 5 Seat Diesel Hybrid
Very undesirable 149 14.9 14.9
Undesirable 190 19.0 33.9
Somewhat undesirable 190 19.0 52.9
Neutral 231 23.1 76.0
Somewhat desirable 80 8.0 84.0
Desirable 80 8.0 92.0

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Very desirable 80 8.0 100.0
Desirability: Standard Size Gasoline
Very undesirable 104 10.4 10.4
Undesirable 248 24.8 35.2
Somewhat undesirable 288 28.8 64.0
Neutral 141 14.1 78.1
Somewhat desirable 150 15.0 93.1
Desirable 51 5.1 98.2
Very desirable 18 1.8 100.0
Question 4: Describe the Traditional Media Usage of Respondents in the Sample.
Research based on the sample shows the results of traditional media usage is given. Below is
the summary of insights from the sample research.
Television Media
The majority of television viewers watch Documentaries, Movies/Miniseries, Drama and Sports
whereas Comedy and Science Fiction and Reality TV programs are watched by less people.
Top favorite television show type in the order of preference as per the sample is Documentary
(25.4%), Movies (19.5%), Drama (17.6%) and Sports (15.8%). Top 2 constitutes 44.9%, top 3
constitutes 62.5% and top 4 constitutes 78.3% of total preference from the sample.
.

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Radio Media
In a sample of 10000 people, 400 persons listen Pop & Chart program of Radio Genre which
is highest number of Radio Genre listeners. The Easy listening program has lowest number of
listeners. Top favorite radio genre in the order of preference as per the sample is Pop & Chart
(40%), Jazz & Blues (15.9%) and Country(13.1%). Top 1 constitutes 40.0%, top 2 constitutes
55.9% and top 3 constitutes 69% of total preference from the sample.
Magazine Media
Top favorite magazine type in the order of preference as per the sample is Family & Parenting
(25.4%), News, Politics & Current events (25.3%) and Music & Entertainment (14%). Top 2
constitutes 50.7% and top 3 constitutes 64.7% of total preference from the sample.

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Local Newspaper Media
The most popular magazine segments among readers are Family & Parenting, News, Politics
& current events. The other magazine headlines such as Cooking, Food & Wine, Home &
Garden, Trucks, Cars and Motorcycles are less popular among people. The local news,
business and sports news segments of newspaper are largely read by people while other news
sections such as editorial and entertainment are not read by people.
Top favorite local newspaper in the order of preference as per the sample is local news
(31.7%), Sports (23.6%) and Business (20.4%). Top 2 constitutes 55.3% and top 3 constitutes
75.7% of total preference from the sample. Overall, few additional insights from the data -
"Newspaper" is a preferred media for "Business" - "Television" and "Newspaper" is a preferred
media for "Sports.

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Table: The Traditional Media Usage of Respondents in the sample (N 1000).
Types of Traditional media Frequency Percent Cumulative Percent
Favorite television show type
Comedy 70 7.0 7.0
Drama 176 17.6 24.6
Movies/Miniseries 195 19.5 44.1
Documentary 254 25.4 69.5
Reality 76 7.6 77.1
Science Fiction 71 7.1 84.2
Sports 158 15.8 100.0
Favorite radio genre
Classic pop & rock 116 11.6 11.6
Country 131 13.1 24.7
Easy listening 82 8.2 32.9
Jazz & blues 159 15.9 48.8
Pop & Chart 400 40.0 88.8
Talk 112 11.2 100.0
Favorite magazine type
Business & money 74 7.4 7.4
Music & entertainment 140 14.0 21.4
Family & parenting 254 25.4 46.8
Sports & outdoors 119 11.9 58.7
Home & garden 62 6.2 64.9
Cooking, food & wine 57 5.7 70.6
Trucks, Cars & Motorcycles 41 4.1 74.7
News, politics & current events 253 25.3 100.0
Favorite local newspaper section
Editorial 94 9.4 9.4
Business 204 20.4 29.8
Local news 317 31.7 61.5
National news 41 4.1 65.6
Sports 236 23.6 89.2
Entertainment 59 5.9 95.1
Do not read 49 4.9 100.0

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Question 5: Describe the social media usage of the respondents in the sample.
Use of online blogs
From the given table, we see there are 1000 respondents in the sample. There are 580
respondents, which comprise 58% of the sample, said that they never use online blogs. 264
respondents (26.4%) said they use online blogs 1 to 2 times a day. There are 15.6% of
respondents who said they use online blogs more than 3 times a day.
Use of Content Communities
There are 1000 respondents in the sample. 33.9% of respondents responded that they never use
content communities. While 33.4% of respondents responded that they use content communities 1 to
2 times a day. Also, we see 25.8% of respondents in the sample with 3 to 4 times usage of content
communities per day. Only 6.9% of respondents use content communities 5 or more times a day.

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Use of Social Network Sites
There are 1000 respondents in the sample. 34.5% of respondents responded that they never use social
networking sites. While 25.7% of respondents responded that they use social networking sites 1 to 2
times a day. We see a good percentage of respondents 30.2% use social networking sites 3 to 4 times
a day. Only 9.6% of respondents use social networking sites 5 or more times a day.
Use of Online Games
There are 1000 respondents in the sample. 32% of respondents responded that they never
use online games. While 32.5% of respondents responded that they use online games 1 to 2
times a day. We also see 31.1% of respondents use online games 3 to 4 times a day. Only
4.4% of respondents use online games 5 or more times a day.

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Use of Virtual Worlds
There are 1000 respondents in the sample. We see a good percentage of respondents 46.5%
responded that they never use virtual worlds. While 32.6% of respondents responded that they use
virtual worlds 1 to 2 times a day. We also see 19% of respondents use virtual worlds 3 to 4 times a day.
Very less percentage of respondents 1.9% use virtual worlds 5 or more times a day.
Table: Summary of Social media usage of the respondents in the sample (N 1000)
Social media Type Frequency Percent Cumulative Percent
Use of online blogs
Never 580 58.0 58.0
2 times a day 264 26.4 84.4
3 times a day 144 14.4 98.8
Four+ times a day 12 1.2 100.0
Use of content communities
Never 339 33.9 33.9
2 times a day 334 33.4 67.3
3 times a day 258 25.8 93.1
Four+ times a day 69 6.9 100.0
Use of social network sites
Never 345 34.5 34.5
2 times a day 257 25.7 60.2
3 times a day 302 30.2 90.4
Four+ times a day 96 9.6 100.0
Use of online games
Never 320 32.0 32.0
2 times a day 325 32.5 64.5
3 times a day 311 31.1 95.6
Four+ times a day 44 4.4 100.0
Use of virtual worlds
Never 465 46.5 46.5
2 times a day 326 32.6 79.1
3 times a day 190 19.0 98.1
Four+ times a day 19 1.9 100.0

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Mean Differences Analysis Results and Findings
Question 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.
Test these hypotheses with the findings from the survey.
Hypothesis Statements
For Desirability: 1 Seat All Electric
Ho1: The average Desirability of 1 Seat All Electric automobile model is equal to 3.
Ha1: The average Desirability of 1 Seat All Electric automobile model is not equal to 3.
For Desirability: 4 Seat All Electric
Ho2: The average Desirability of 4 Seat All Electric automobile model is equal to 4.
Ha2: The average Desirability of 4 Seat All Electric automobile model is not equal to 4.
Desirability: 4 Seat Gasoline Hybrid
Ho3: The average Desirability of 4 Seat Gasoline Hybrid automobile model is equal to 4.
Ha3: The average Desirability of 4 Seat Gasoline Hybrid automobile model is not equal to 4.
Desirability: 5 Seat Diesel Hybrid
Ho4: The average Desirability of 5 Seat Diesel Hybrid automobile model is equal to 4.
Ha4: The average Desirability of 5 Seat Diesel Hybrid automobile model is not equal to 4.
Desirability: Standard Size Gasoline
Ho5: The average Desirability of Standard Size Gasoline automobile model is equal to 2.
Ha5: The average Desirability of Standard Size Gasoline automobile model is not equal to 2.
Hypothesis Testing Solutions:
The Global Motors principals believe that the desirability on the part of the American public for
each of the automobile models Desirability: 4 Seat All Electric and Desirability: 4 Seat Gasoline
Hybrid their mean difference were found not significant. From the survey average desirability
were found less than 4 in both models. Thus the null hypothesizes of Ho2 and Ho3 are
accepted and rejected their respective alternative hypothesis.
Whereas the desirability mean differences were significant with Desirability: 1 Seat All Electric,
Desirability: 5 Seat Diesel Hybrid and Desirability: Standard Size Gasoline. This hypothesis
was supported (i.e. their mean difference were found not significant) at the 95% level of
confidence by the findings of the survey. Thus the null hypothesizes of Ho1, Ho4 and Ho5 are
rejected and accepted their respective alternative hypothesis

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Desirability: 1 Seat All Electric and Desirability: 5 Seat Diesel Hybrid average desirability found
below test value whereas Desirability: Standard Size Gasoline the average desirability found
above test value.
Table: One-Sample Test Statistics of Mean Deference on Desirability level of Automobile
models
Automobile Model types t df
Sig. (2-
tailed)
Mean Test
value
Mean
Difference
95% CI Mean Difference
Lower Upper
Desirability: 1 Seat All Electric -9.197 999 .000 2.64 3 -.358 -.43 -.28
Desirability: 4 Seat All Electric -1.626 999 .104 3.92 4 -.079 -.17 .02
Desirability: 4 Seat Gasoline Hybrid -.579 999 .563 3.97 4 -.035 -.15 .08
Desirability: 5 Seat Diesel Hybrid 8.281 999 .000 3.46 4 .463 .35 .57
Desirability: Standard Size Gasoline 26.342 999 .000 3.21 2 1.210 1.12 1.30
Conclusion
Auto Concepts had a marketing research problem that needed to be solved in order for the company
to move forward in marketing the new vehicle models. There were five new vehicletypes, however their
issue had to do with not being able to figure out how to market their products properly, because they
needed to figure out which demographic was for which vehicle type. We conducted an analysis through
SPSS that helped us determine which vehicles should be used for which demographic and what would
be the best way to reach out to them. This case project has demonstrated a real life business marketing
problem that can occur in many different industries. Understanding how to market products to a specific
demographic is a major key to a successful product and ultimately a successful business model. In
order for Cory Rogers and Auto Concepts to be successful it was crucial to run this marketing research.
If this research was not conducted, the question of who your demographic is and how do you get them
to want your product would still be questionable. We believe that we have understood this case and
have conducted the correct analysis to help Cory Rogers succeed in the automotive industry.

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Solutions for variable type
Question Description Codes Variable Type Value Labels
Size of home town or city 1,2,3,4,5 Ordinal/interval 1 million and more, 500K to 1 million,10K to 500K,10K to
100K,Under 10K
Gender 0,1 Nominal Male, Female
Marital status 0,1 Nominal Unmarried, Married
Number of people in family Actual number Scale No labels
Age category 1,2,3,4,5 Ordinal/interval 18 to 24, 25 to 34, 35 to 49, 50 to 64, 65 and older
Education category 1,2,3,4,5 Ordinal/interval Less than high school, high school diploma, some college,
college degree, postgraduate degree
Income category 1,2,3,4,5 Ordinal/interval Under $25K, $25K to 49K, $50K to 74K, $75K to 125K,
$125K and more
Dwelling type 1,2,3,4 Nominal Single family, Multiple family, Condominium/ townhouse,
Mobile home
I am worried about global warming 1,2,3,4,5,6,7 Scale or
Ordinal
Very strongly disagree, Strongly disagree, Disagree, Neither
disagree nor agree, Agree, Strongly Agree, Very strongly
agree
Gasoline emissions contribute to global
warming.
>> >> >>
Desirability: 1-seat all-electric model 1,2,3,4,5,6,7 Scale/ordinal Very undesirable, Undesirable, Somewhat desirable, Neutral,
Somewhat desirable, Desirable, Very desirable
Desirability: 4-seat all-electric model >> >> >>
Desirability: 4-seat gasoline hybrid model >> >> >>
Desirability: 4-seat diesel hybrid model >> >> >>
Desirability: 5-seat standard size gasoline
model
>> >> >>
Lifestyle: Novelist 1, … ,7 Scale/ordinal Does not describe me at all, …, Describes me perfectly
Lifestyle: Innovator >> >> >>
Lifestyle: Trendsetter >> >> >>
Lifestyle: Forerunner >> >> >>
Lifestyle: Mainstreamer >> >> >>
Lifestyle: Classic >> >> >>
Favorite television show type 1,2,3,4,5,6,7 Nominal Comedy, Drama, Movies/mini-series, News/documentary,
Reality, Science fiction, Sports
Favorite radio genre 1,2,3,4,5,6 Nominal Classic pop & rock, Country, Easy listening, Jazz &
blues, Pop & chart, Talk
Favorite magazine type 1,2,3,4,5,6,7,8 Nominal Business & money, Music & entertainment, Family &
parenting, Sports & outdoors, Home & garden, Cooking,
food, & wine, Trucks, cars, & motorcycles, News, politics, &
current events
Favorite local newspaper section 1,2,3,4,5,6,7 Nominal Editorial, Business, Local news, National news, Sports,
Entertainment, Do not read
Use of online blogs 1,2,3,4 Ordinal Never, …, 4+ times per day
Use of content communities >> >> >>
Use of social network sites >> >> >>
Use of online games >> >> >>
Use of virtual worlds >> >> >>