The survey of 1,000 respondents found:
- Most watch documentaries, movies, drama or sports on TV rather than comedy or sci-fi.
- Most listen to pop/chart music on the radio rather than easy listening.
- Most read magazines about family/parenting or news/politics rather than other topics.
The summary briefly outlines the key findings about traditional media usage from the survey: most popular TV genres, radio genres, and magazine topics. It does so concisely in 3 sentences as requested.
The document provides details on a marketing campaign for the smart car brand from May 2017 to April 2018. The campaign aims to increase sales of smart cars among millennial and older adult markets in urban areas. It will create improved branding around safety and enjoyment to emphasize the car's functionality and develop an emotional connection with owners. The primary target audience is millennials aged 18-30 and secondary is those over 50. The campaign will focus on surprising yet fitting aspects of the smart car and cross connections between drivers and the brand. Advertising will follow a pulsing strategy with most activity in the initial launch months and towards the end of the campaign period.
The Social Technology Quarterly is a research publication focused on helping brands leverage the latest research and trends in social media and social technologies.
E-Commerce Sites in Indonesia 2014
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Last Used
5.Future Intention
6.Switching
7.General Information
This honors thesis examines why millennials are buying fewer cars compared to previous generations. The author conducted in-depth interviews and focus groups to inform the design of a 25-question survey distributed to 259 millennials. Regression tests and an ANOVA test were used to analyze the survey results. The study found that geography and income did not significantly impact car ownership for millennials, but education level did, with college graduates more likely to own a car. Of those who did not own a car, 42% cited financial reasons while 58% said they did not need to own one. The research suggests millennials will buy more cars as they age but still not at the levels of past generations.
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
This document is a research report submitted by a group of MBA students to their professor regarding their research on the influence of family on youngsters' buying behavior towards mobile phone brands. It includes an introduction outlining the global mobile phone landscape and focus on youth as a target market. The research objectives are to conduct a literature review on family influence and analyze the relationship between independent/moderating variables and youth behavior in Pakistan. The literature review discusses how media and marketing target youth and social learning models for explaining their consumer decisions.
To what extent are you committed to success? Don’t miss the most compelling marketing event of the year. Come and hear how three leading marketers have dealt with challenging situations, turning them into outstanding successes. Here is your opportunity to ask questions and workshop issues and ideas. Learn how to focus your marketing energy, recognise what you are good at and charge on!
Catherine Eddy: How have businesses and consumers in SE Asia reacted to the c...Marketing Week
The document summarizes the economic and social impacts of the global financial crisis across several Southeast Asian countries:
1) GDP growth forecasts were negative for Singapore, Malaysia, and Thailand, while Indonesia and Vietnam were expected to see continued growth.
2) Political stability faced challenges in Thailand and the Philippines, while Indonesia, Singapore, and Malaysia remained stable.
3) Consumer sentiment varied across countries due to differences in inflation, unemployment, and economic conditions. Internet penetration and reliance on exports also differed significantly.
The document provides details on a marketing campaign for the smart car brand from May 2017 to April 2018. The campaign aims to increase sales of smart cars among millennial and older adult markets in urban areas. It will create improved branding around safety and enjoyment to emphasize the car's functionality and develop an emotional connection with owners. The primary target audience is millennials aged 18-30 and secondary is those over 50. The campaign will focus on surprising yet fitting aspects of the smart car and cross connections between drivers and the brand. Advertising will follow a pulsing strategy with most activity in the initial launch months and towards the end of the campaign period.
The Social Technology Quarterly is a research publication focused on helping brands leverage the latest research and trends in social media and social technologies.
E-Commerce Sites in Indonesia 2014
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Last Used
5.Future Intention
6.Switching
7.General Information
This honors thesis examines why millennials are buying fewer cars compared to previous generations. The author conducted in-depth interviews and focus groups to inform the design of a 25-question survey distributed to 259 millennials. Regression tests and an ANOVA test were used to analyze the survey results. The study found that geography and income did not significantly impact car ownership for millennials, but education level did, with college graduates more likely to own a car. Of those who did not own a car, 42% cited financial reasons while 58% said they did not need to own one. The research suggests millennials will buy more cars as they age but still not at the levels of past generations.
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
This document is a research report submitted by a group of MBA students to their professor regarding their research on the influence of family on youngsters' buying behavior towards mobile phone brands. It includes an introduction outlining the global mobile phone landscape and focus on youth as a target market. The research objectives are to conduct a literature review on family influence and analyze the relationship between independent/moderating variables and youth behavior in Pakistan. The literature review discusses how media and marketing target youth and social learning models for explaining their consumer decisions.
To what extent are you committed to success? Don’t miss the most compelling marketing event of the year. Come and hear how three leading marketers have dealt with challenging situations, turning them into outstanding successes. Here is your opportunity to ask questions and workshop issues and ideas. Learn how to focus your marketing energy, recognise what you are good at and charge on!
Catherine Eddy: How have businesses and consumers in SE Asia reacted to the c...Marketing Week
The document summarizes the economic and social impacts of the global financial crisis across several Southeast Asian countries:
1) GDP growth forecasts were negative for Singapore, Malaysia, and Thailand, while Indonesia and Vietnam were expected to see continued growth.
2) Political stability faced challenges in Thailand and the Philippines, while Indonesia, Singapore, and Malaysia remained stable.
3) Consumer sentiment varied across countries due to differences in inflation, unemployment, and economic conditions. Internet penetration and reliance on exports also differed significantly.
The document discusses the emergence of play marketing as an alternative to traditional advertising methods that are losing effectiveness due to issues like advertisement blindness. Play marketing uses gamification techniques to make advertising and marketing more engaging by integrating game mechanics and principles. It has the potential to become a long-term solution for advertising by keeping customers engaged through fun rather than just interrupting them.
2014 MINI USA Brand Challenge: "Come Together"Spring Wedlund
This document outlines a marketing campaign created by Portland State University students for MINI USA to target Millennials aged 18-24. The campaign aims to increase brand awareness and consideration among this demographic through social media marketing and experiential activities. Research involved surveys, focus groups, and interviews exploring Millennials' perceptions of MINI and vehicle purchasing behaviors. The proposed strategy centers around guerrilla marketing installations in four cities to drive social engagement. Paid, owned, and earned media across platforms like Facebook, Instagram and YouTube will support this. The budget, objectives, and metrics for evaluating the campaign's success are also detailed.
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Essay On Why Pitbulls Should Not Be BannedApril Bergseth
The document provides steps for requesting writing assistance from HelpWriting.net:
1. Create an account and provide contact information.
2. Complete a 10-minute order form providing instructions, sources, deadline, and attach a sample for style imitation.
3. Review bids from writers and choose one based on qualifications, history, and feedback and provide a deposit.
4. Review the paper and authorize full payment or request revisions if needed, as free revisions are provided. Multiple revisions are allowed to ensure satisfaction. HelpWriting.net guarantees original, high-quality content or a full refund.
The document provides instructions for requesting writing help from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Review the completed paper and authorize payment if satisfied. 5) Request revisions to ensure satisfaction, and the company offers refunds for plagiarized work.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
This document provides a marketing plan for The Economist to attract more female subscribers. It begins with an analysis of The Economist brand and the market challenges it faces in declining print readership. Research found that women associate The Economist with business and money. The plan's objectives are to increase the percentage of female subscribers from 29% to 40% by attracting women ages 24-35. The acquisition strategy involves targeting curious, passionate women through digital campaigns. Key tactics include positioning The Economist as satisfying the naturally curious and championing progressiveness. The plan also outlines communication, creative execution, budget allocation, and metrics for measuring success.
Part 3 Strategic Summary ChartSummarize your findings from the .docxdanhaley45372
Part 3: Strategic Summary Chart
Summarize your findings from the research you’ve conducted thus far. This research includes both secondary research (from Assignment 1) and primary research from this assignment. These are the major conclusions that you have drawn from the research work that you’ve done. Use a “data-strategy” table to organize your key takeaways and what it will mean for your group’s plan. A data-strategy table itemizes each key research finding and its corresponding strategic action. (See Exhibit A on the last page as an example - this came directly from the competition’s website). Think big when it comes to your data findings. Don’t just report that 50% of the people that took your survey were men – that’s not helpful for a marketing plan. Say something like:
Finding (Data)
Action
Consumer reports online in addition to results from primary data collection (qualitative and quantitative) suggest that 18-35 year olds are more willing now than ever to buy wearable technology.
Promote Q Smartwatches as a new way of life – something that everyone is doing – and that makes a life’s experience more fun!
18-35 year olds prioritize value in their technological expenditures. If they feel as though they are not getting a great deal, they are not interested since they have limited resources. Many use loyalty clubs and coupons to help save discretionary income (Insert a citation link here)
Illustrate that the Fossil Q Smartwatches are not only a great technological solution, but also great value. Consider sales promotions and free shipping…
(These are purely just example – I have not collected any data on this)
This strategic summary chart will be prominently featured in your final plans, so now is the time to create it – we’ll work on it several times. The chart itself should be a simple, two-columned chart with the research conclusion on the left and the corresponding action on the right. Be sure to format it in a way that is reader-friendly and visually satisfying. This will help sell your plan and create credibility for your team. Focus in on the high level findings, not specific quotes or overly-detailed secondary research discoveries. Be concise, clear, and super-professional with your words in this chart. Essentially, this chart provides justification for the plan that you’ll be recommending. Have at least ten findings and corresponding actions. Because it basically summarizes all of the research that you’ll do for this project, this is the most important deliverable of Assignment 2!
Deliverables:
· Everyone watches the Marketing Research Videos and at least one member from each group takes the online course on Social Media and Data Analytics.
· Depth Interview Draft (Requires Approval Prior to Collecting Data)
· You should send this to me by Tuesday, 2/20
· Executive Summary of how the assignment went (1-2 paragraphs)
· 2 page summary of results of research findings – include sample size from each method
· Strategic Summary Char.
Phases of Discovery: Let's Play The Marketing GameDawn Yankeelov
This June 2010 presentation to entrepreneurs emphasized the importance of finding data that can assist in target audience definition and then moving to key tactics.
1. The document discusses how social media can be used as marketing tools for small and medium-sized enterprises (SMEs). It provides examples of SMEs that have successfully used social media for marketing.
2. Some effective social media marketing strategies discussed are using social media for public relations, reaching influencers, personalizing customer experiences, and tapping into customer creativity.
3. Case studies are presented of companies like Blendtec and Red Scarf Equestrian that saw increased sales and brand awareness by actively engaging customers on social media.
Digital Marketing Assignment - L'Oreal in Vietnamkahhuey
This document provides a proposed digital marketing plan for L'Oreal to launch a new skin care brand in Vietnam. It includes an analysis of Vietnam's market environment, consumer trends, and competitive digital landscape. Key points are that Vietnam has a young population and growing economy. Skin care sales are increasing, driven by preferences for natural products and skin whitening. Currently, digital engagement is lower than other Asian markets, so an integrated digital and traditional strategy is recommended. The proposed plan outlines initiatives across the customer journey to build awareness, drive purchases, and encourage repeat buying.
Mobile marketing is an important opportunity for digital marketers. Social media has become more important as many consumers start their purchase journey on search engines or social platforms rather than company websites. Effective social media requires regular engaging content and two-way interaction to build communities and drive higher brand metrics and purchase intent. Mobile is also a huge opportunity, as most internet access in South Africa is via mobile devices. Even basic SMS marketing can be highly effective at driving awareness, favorability, and purchase intent. Marketers should focus on creating optimized mobile websites and apps to meet consumer expectations.
ROI driven communication for retail sectorBBDO Group
This document discusses ROI-driven communication planning for the retail sector in Russia. It notes that the retail market is the top advertising category, but is very diverse across subcategories and regions. Communication rules differ for retail subsectors. The document also outlines how consumer needs, technologies, and the population structure in Russia are rapidly changing. This requires communication strategies to shift from direct advertising to more dialogic approaches across multiple touchpoints. Effective strategies segment consumers and use relevant channels at different stages of the consumer journey. Results forecasting and evaluating ROI are crucial to maximize return on marketing investments in this complex retail environment.
This document provides a project report on the international marketing of Toyota. It includes an abstract, introduction, objectives, content outline, and sections covering Toyota's history, global vision, marketing strategies, and operations in different world regions. Statistical data is presented on Toyota's vehicle production, sales, and exports. A SWOT analysis of Toyota is also included. The report was submitted by a student for their Master's degree and aims to analyze Toyota's approach to international marketing.
Turning social feeds into business leadsGetfly CRM
This document discusses how social media is becoming an important channel for automotive marketers to engage with customers. While automotive companies are still in the early stages of utilizing social media effectively, there is strong evidence that it influences car purchasing behaviors. The document recommends that automotive marketers integrate social media more directly into their sales and lead generation processes to take advantage of the ability to identify purchase intent within social conversations and content.
Case study about developing a new digital brand online. Assignment undertaken by Salford Business School MSc Digital Marketing students: Katrina Winstanley, Lucie Apampa, Fianna Hornby, Namitha Muthukrishan and Ayse Guemueshan. This was was completed as part of their Search and Social Media Marketing module.
1. Omni-channel marketing is necessary for brands in China due to the collision of e-commerce and brand building in the large Chinese market where consumers make frequent online purchases but are also developing brand loyalty.
2. The consumer segment targeted by omni-channel marketing includes Chinese millennials who favor experiences that allow self-expression and trust recommendations from friends over brands. They are also strong influencers of friends and family and take actions offline based on what they read online.
3. Designing brand experiences for omni-channel marketing should leverage big data insights about millennial social and spending habits to drive social e-commerce and make social content a key factor in brand preference and buying decisions.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
This document provides information about cleaning-in-place (CIP) systems and bottle washers. It discusses the key components of a CIP system including storage tanks, pumps, heat exchangers, and instrumentation. It explains the importance of mechanical action, chemistry, time, and temperature in effective cleaning. It also discusses sequences for CIP including caustic, acid, disinfectant, and rinse steps. For bottle washers, it covers factors like mechanical action, temperature, time, chemical concentration and components of cleaning chemicals.
The document discusses the emergence of play marketing as an alternative to traditional advertising methods that are losing effectiveness due to issues like advertisement blindness. Play marketing uses gamification techniques to make advertising and marketing more engaging by integrating game mechanics and principles. It has the potential to become a long-term solution for advertising by keeping customers engaged through fun rather than just interrupting them.
2014 MINI USA Brand Challenge: "Come Together"Spring Wedlund
This document outlines a marketing campaign created by Portland State University students for MINI USA to target Millennials aged 18-24. The campaign aims to increase brand awareness and consideration among this demographic through social media marketing and experiential activities. Research involved surveys, focus groups, and interviews exploring Millennials' perceptions of MINI and vehicle purchasing behaviors. The proposed strategy centers around guerrilla marketing installations in four cities to drive social engagement. Paid, owned, and earned media across platforms like Facebook, Instagram and YouTube will support this. The budget, objectives, and metrics for evaluating the campaign's success are also detailed.
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Essay On Why Pitbulls Should Not Be BannedApril Bergseth
The document provides steps for requesting writing assistance from HelpWriting.net:
1. Create an account and provide contact information.
2. Complete a 10-minute order form providing instructions, sources, deadline, and attach a sample for style imitation.
3. Review bids from writers and choose one based on qualifications, history, and feedback and provide a deposit.
4. Review the paper and authorize full payment or request revisions if needed, as free revisions are provided. Multiple revisions are allowed to ensure satisfaction. HelpWriting.net guarantees original, high-quality content or a full refund.
The document provides instructions for requesting writing help from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Review the completed paper and authorize payment if satisfied. 5) Request revisions to ensure satisfaction, and the company offers refunds for plagiarized work.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
This document provides a marketing plan for The Economist to attract more female subscribers. It begins with an analysis of The Economist brand and the market challenges it faces in declining print readership. Research found that women associate The Economist with business and money. The plan's objectives are to increase the percentage of female subscribers from 29% to 40% by attracting women ages 24-35. The acquisition strategy involves targeting curious, passionate women through digital campaigns. Key tactics include positioning The Economist as satisfying the naturally curious and championing progressiveness. The plan also outlines communication, creative execution, budget allocation, and metrics for measuring success.
Part 3 Strategic Summary ChartSummarize your findings from the .docxdanhaley45372
Part 3: Strategic Summary Chart
Summarize your findings from the research you’ve conducted thus far. This research includes both secondary research (from Assignment 1) and primary research from this assignment. These are the major conclusions that you have drawn from the research work that you’ve done. Use a “data-strategy” table to organize your key takeaways and what it will mean for your group’s plan. A data-strategy table itemizes each key research finding and its corresponding strategic action. (See Exhibit A on the last page as an example - this came directly from the competition’s website). Think big when it comes to your data findings. Don’t just report that 50% of the people that took your survey were men – that’s not helpful for a marketing plan. Say something like:
Finding (Data)
Action
Consumer reports online in addition to results from primary data collection (qualitative and quantitative) suggest that 18-35 year olds are more willing now than ever to buy wearable technology.
Promote Q Smartwatches as a new way of life – something that everyone is doing – and that makes a life’s experience more fun!
18-35 year olds prioritize value in their technological expenditures. If they feel as though they are not getting a great deal, they are not interested since they have limited resources. Many use loyalty clubs and coupons to help save discretionary income (Insert a citation link here)
Illustrate that the Fossil Q Smartwatches are not only a great technological solution, but also great value. Consider sales promotions and free shipping…
(These are purely just example – I have not collected any data on this)
This strategic summary chart will be prominently featured in your final plans, so now is the time to create it – we’ll work on it several times. The chart itself should be a simple, two-columned chart with the research conclusion on the left and the corresponding action on the right. Be sure to format it in a way that is reader-friendly and visually satisfying. This will help sell your plan and create credibility for your team. Focus in on the high level findings, not specific quotes or overly-detailed secondary research discoveries. Be concise, clear, and super-professional with your words in this chart. Essentially, this chart provides justification for the plan that you’ll be recommending. Have at least ten findings and corresponding actions. Because it basically summarizes all of the research that you’ll do for this project, this is the most important deliverable of Assignment 2!
Deliverables:
· Everyone watches the Marketing Research Videos and at least one member from each group takes the online course on Social Media and Data Analytics.
· Depth Interview Draft (Requires Approval Prior to Collecting Data)
· You should send this to me by Tuesday, 2/20
· Executive Summary of how the assignment went (1-2 paragraphs)
· 2 page summary of results of research findings – include sample size from each method
· Strategic Summary Char.
Phases of Discovery: Let's Play The Marketing GameDawn Yankeelov
This June 2010 presentation to entrepreneurs emphasized the importance of finding data that can assist in target audience definition and then moving to key tactics.
1. The document discusses how social media can be used as marketing tools for small and medium-sized enterprises (SMEs). It provides examples of SMEs that have successfully used social media for marketing.
2. Some effective social media marketing strategies discussed are using social media for public relations, reaching influencers, personalizing customer experiences, and tapping into customer creativity.
3. Case studies are presented of companies like Blendtec and Red Scarf Equestrian that saw increased sales and brand awareness by actively engaging customers on social media.
Digital Marketing Assignment - L'Oreal in Vietnamkahhuey
This document provides a proposed digital marketing plan for L'Oreal to launch a new skin care brand in Vietnam. It includes an analysis of Vietnam's market environment, consumer trends, and competitive digital landscape. Key points are that Vietnam has a young population and growing economy. Skin care sales are increasing, driven by preferences for natural products and skin whitening. Currently, digital engagement is lower than other Asian markets, so an integrated digital and traditional strategy is recommended. The proposed plan outlines initiatives across the customer journey to build awareness, drive purchases, and encourage repeat buying.
Mobile marketing is an important opportunity for digital marketers. Social media has become more important as many consumers start their purchase journey on search engines or social platforms rather than company websites. Effective social media requires regular engaging content and two-way interaction to build communities and drive higher brand metrics and purchase intent. Mobile is also a huge opportunity, as most internet access in South Africa is via mobile devices. Even basic SMS marketing can be highly effective at driving awareness, favorability, and purchase intent. Marketers should focus on creating optimized mobile websites and apps to meet consumer expectations.
ROI driven communication for retail sectorBBDO Group
This document discusses ROI-driven communication planning for the retail sector in Russia. It notes that the retail market is the top advertising category, but is very diverse across subcategories and regions. Communication rules differ for retail subsectors. The document also outlines how consumer needs, technologies, and the population structure in Russia are rapidly changing. This requires communication strategies to shift from direct advertising to more dialogic approaches across multiple touchpoints. Effective strategies segment consumers and use relevant channels at different stages of the consumer journey. Results forecasting and evaluating ROI are crucial to maximize return on marketing investments in this complex retail environment.
This document provides a project report on the international marketing of Toyota. It includes an abstract, introduction, objectives, content outline, and sections covering Toyota's history, global vision, marketing strategies, and operations in different world regions. Statistical data is presented on Toyota's vehicle production, sales, and exports. A SWOT analysis of Toyota is also included. The report was submitted by a student for their Master's degree and aims to analyze Toyota's approach to international marketing.
Turning social feeds into business leadsGetfly CRM
This document discusses how social media is becoming an important channel for automotive marketers to engage with customers. While automotive companies are still in the early stages of utilizing social media effectively, there is strong evidence that it influences car purchasing behaviors. The document recommends that automotive marketers integrate social media more directly into their sales and lead generation processes to take advantage of the ability to identify purchase intent within social conversations and content.
Case study about developing a new digital brand online. Assignment undertaken by Salford Business School MSc Digital Marketing students: Katrina Winstanley, Lucie Apampa, Fianna Hornby, Namitha Muthukrishan and Ayse Guemueshan. This was was completed as part of their Search and Social Media Marketing module.
1. Omni-channel marketing is necessary for brands in China due to the collision of e-commerce and brand building in the large Chinese market where consumers make frequent online purchases but are also developing brand loyalty.
2. The consumer segment targeted by omni-channel marketing includes Chinese millennials who favor experiences that allow self-expression and trust recommendations from friends over brands. They are also strong influencers of friends and family and take actions offline based on what they read online.
3. Designing brand experiences for omni-channel marketing should leverage big data insights about millennial social and spending habits to drive social e-commerce and make social content a key factor in brand preference and buying decisions.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
Similar to Global_Motors_Descriptive_and_Inference_Data_analysis_Report_by.pdf (20)
This document provides information about cleaning-in-place (CIP) systems and bottle washers. It discusses the key components of a CIP system including storage tanks, pumps, heat exchangers, and instrumentation. It explains the importance of mechanical action, chemistry, time, and temperature in effective cleaning. It also discusses sequences for CIP including caustic, acid, disinfectant, and rinse steps. For bottle washers, it covers factors like mechanical action, temperature, time, chemical concentration and components of cleaning chemicals.
The document provides instructions for the brewing and beer production process at Dashan Debre Birhan Brewery. It describes the key steps of milling, mashing, wort boiling and the roles of enzymes and ions. Milling exposes the malt to enzymes during mashing. Mashing converts starches to fermentable sugars using amylase enzymes. Wort boiling extracts hop components, precipitates proteins, sterilizes wort and increases concentration. Calcium plays an important role by lowering pH for enzyme activity and precipitation of proteins and phosphates.
This document discusses cleaning and sanitizing processes for brewery equipment. It covers the relationship between pH and microbial growth, locations in the brewery that require cleaning, and types of soils found in different areas. Common cleaning chemicals like caustics, acids, enzymes, and sanitizers are described. Traditional cleaning-in-place (CIP) methods are outlined as well as a new acid-first approach. Examples of implementing CIP cycles on various vessels are provided. The differences between cleaners and sanitizers are defined. Biofilm formation and its removal are addressed. Advanced technologies for sanitization are also mentioned. Proper cleaning is emphasized as crucial for product quality and safety.
Sales forecasting is the process of using a company's past sales records to predict future sales performance. It is an important part of financial planning, though it carries risks and uncertainties. Forecast teams should mention these uncertainties. Accurate sales forecasting requires considering input from various departments within an organization, as well as external factors outside a company's control, such as competition. Relying only on arbitrary numbers without ground-level input can lead to widely incorrect predictions and wasted resources.
Lecture slide titled Fraud Risk Mitigation, Webinar Lecture Delivered at the Society for West African Internal Audit Practitioners (SWAIAP) on Wednesday, November 8, 2023.
5 Tips for Creating Standard Financial ReportsEasyReports
Well-crafted financial reports serve as vital tools for decision-making and transparency within an organization. By following the undermentioned tips, you can create standardized financial reports that effectively communicate your company's financial health and performance to stakeholders.
Solution Manual For Financial Accounting, 8th Canadian Edition 2024, by Libby...Donc Test
Solution Manual For Financial Accounting, 8th Canadian Edition 2024, by Libby, Hodge, Verified Chapters 1 - 13, Complete Newest Version Solution Manual For Financial Accounting, 8th Canadian Edition by Libby, Hodge, Verified Chapters 1 - 13, Complete Newest Version Solution Manual For Financial Accounting 8th Canadian Edition Pdf Chapters Download Stuvia Solution Manual For Financial Accounting 8th Canadian Edition Ebook Download Stuvia Solution Manual For Financial Accounting 8th Canadian Edition Pdf Solution Manual For Financial Accounting 8th Canadian Edition Pdf Download Stuvia Financial Accounting 8th Canadian Edition Pdf Chapters Download Stuvia Financial Accounting 8th Canadian Edition Ebook Download Stuvia Financial Accounting 8th Canadian Edition Pdf Financial Accounting 8th Canadian Edition Pdf Download Stuvia
Understanding how timely GST payments influence a lender's decision to approve loans, this topic explores the correlation between GST compliance and creditworthiness. It highlights how consistent GST payments can enhance a business's financial credibility, potentially leading to higher chances of loan approval.
1. Elemental Economics - Introduction to mining.pdfNeal Brewster
After this first you should: Understand the nature of mining; have an awareness of the industry’s boundaries, corporate structure and size; appreciation the complex motivations and objectives of the industries’ various participants; know how mineral reserves are defined and estimated, and how they evolve over time.
Abhay Bhutada, the Managing Director of Poonawalla Fincorp Limited, is an accomplished leader with over 15 years of experience in commercial and retail lending. A Qualified Chartered Accountant, he has been pivotal in leveraging technology to enhance financial services. Starting his career at Bank of India, he later founded TAB Capital Limited and co-founded Poonawalla Finance Private Limited, emphasizing digital lending. Under his leadership, Poonawalla Fincorp achieved a 'AAA' credit rating, integrating acquisitions and emphasizing corporate governance. Actively involved in industry forums and CSR initiatives, Abhay has been recognized with awards like "Young Entrepreneur of India 2017" and "40 under 40 Most Influential Leader for 2020-21." Personally, he values mindfulness, enjoys gardening, yoga, and sees every day as an opportunity for growth and improvement.
OJP data from firms like Vicinity Jobs have emerged as a complement to traditional sources of labour demand data, such as the Job Vacancy and Wages Survey (JVWS). Ibrahim Abuallail, PhD Candidate, University of Ottawa, presented research relating to bias in OJPs and a proposed approach to effectively adjust OJP data to complement existing official data (such as from the JVWS) and improve the measurement of labour demand.
Seminar: Gender Board Diversity through Ownership NetworksGRAPE
Seminar on gender diversity spillovers through ownership networks at FAME|GRAPE. Presenting novel research. Studies in economics and management using econometrics methods.
Vicinity Jobs’ data includes more than three million 2023 OJPs and thousands of skills. Most skills appear in less than 0.02% of job postings, so most postings rely on a small subset of commonly used terms, like teamwork.
Laura Adkins-Hackett, Economist, LMIC, and Sukriti Trehan, Data Scientist, LMIC, presented their research exploring trends in the skills listed in OJPs to develop a deeper understanding of in-demand skills. This research project uses pointwise mutual information and other methods to extract more information about common skills from the relationships between skills, occupations and regions.
1. Page | 1
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
2. Page | i
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.
3. Page | ii
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
4. Page | iii
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.
5. Page | 1
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.
6. Page | 2
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
7. Page | 3
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.
8. Page | 4
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
9. Page | 5
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
10. Page | 6
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.
.
11. Page | 7
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.
12. Page | 8
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.
13. Page | 9
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
14. Page | 10
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.
15. Page | 11
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.
16. Page | 12
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
17. Page | 13
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
18. Page | 14
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.
19. Page | 15
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 >> >> >>