BUS 362 Marketing Research SPSS Exam Spring 2014 Name: Ahse Lee Time of the exam start: 14:20pm 4 digit/letter code:

Instructions This exam is designed to test your ability to use SPSS to perform a set of analyses that have been covered in this class during the semester. For the exam you will be using a dataset based on a case study presented in your textbook called “AAA Concepts”. You need to answer 7 questions, which can bring you a total of 14 points equal to 14% of your final grade for the semester. You have 70 minutes to complete the exam. Each question is presented on an individual slide. Use the slide body to provide an answer and/or paste a graphical illustration/ table to support it. If you need additional space, insert an additional slide. Upon completion, you will save the PPT file with your answers, rename with your first and last name and raise your hand to alert the instructor. You will submit your work over outlook in front of the instructor and wait for verification  that it has been received. Good luck! 2

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

2 pts Q2: Given a 95% confidence interval what is the best estimate for the likelihood that the true population believes that “Global warming is a real threat”? 2 pts The best estimate for the likelihood that the true population believes that “global warming is a real threat” is shown via the range of the 95% confidence interval of the difference. The range falls between the lower(5.51) and the upper(5.74) boundaries of the 95% confidence interval. Thus the best estimate falls between these upper and lower boundary. The mean also falls within this boundary. The interpretation of this data is that the best estimate for the likelihood that the true population believes that global warming is a real threat is in between 5(agree) and 6(strongly agree) and it is slightly leaning closer to 6(strongly agree). 4

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

2 pts Q4: Identify whether married and unmarried people differ in their opinion on the “Probability of buying a standard size hybrid auto within the next three years” 2 pts 6 The null hypothesis is that married and unmarried people differ in their opinion on the “Probability of buying a standardized sized hybrid auto within the next three years”. Since the t-value is above 0.05, and the 2-tailed sig. is within the ranged of and -1.96, the hypothesis holds. Since the hypothesis holds, we can say that married and unmarried people differ in their opinion on the “Probability of buying a standardized sized hybrid auto within the next three years”.

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

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

2 pts Q6(continued): Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 2 pts The null hypothesis is that age category is not associated nor plays a role in the “favorite television show type” selection. The 2-tailed sig. value is close to zero, which is not above The Chi-squared value is also not within the and interval. Therefore the hypothesis does not hold. Since the hypothesis does not hold, we can conclude that the age category is associated and plays a role in the “favorite television show type” selection. developed for by rkp9909

2 pts Q7: Identify whether there is a correlation, what is the strength and the direction among “Innovator lifestyle”, “Primary vehicle type” and “Level of education”. 2 pts Correlation b/nSignificance of correlation StrengthDirection Innovator life style vs. Primary vehicle type Yes correlation (2-tailed is above 0.05) None (below 20%)Positive Innovator life style vs. level of education No correlation (2-tailed is below 0.05) Very weak (between 20% and 40%) Negative Primary vehicle type vs. Level of education Yes correlation (2-tailed is above 0.05) None (below 20%)Positive 10

Thank you for your participation in the Marketing Research course this semester ! 11