BUS 362 Marketing Research SPSS Exam Fall 2014 Name: Anna Stoycheva Time of the exam start: 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 graphic 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 3 Measurement type: Scale Mean: 2.21, meaning on average people gave answers 2 or 3( 2 or 3 people living in a household) Mode: 1, meaning most of the people gave answer 1 – 1 person living in the household The bar chart provides visualization of how many of the respondents(frequency) gave the answers from 1 to 9;

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 4 The best estimate is that the answer will fall between 5.51 and 5.74( the lower and upper bounds, respectively, of the 98% CI

2 pts Q3: Test the hypothesis that on general people tend to agree that: “Americans use too much gasoline” 2 pts 5 Hypothesis: On general people tend to agree that “Americans use too much gasoline” 2-tailed significance = > 0.05 T= 0.403, which is within and => The hypothesis holds, We can say that on general people tend to agree that “Americans use too much gasoline”

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 Hypothesis: There is no difference in the opinion of married and unmarried people on the “Probability of buying a standard size hybrid auto within the next three years”. 2-tailed significance: 0.609>0.05 t=0.512, which falls within and => The hypothesis holds, So we can say that there is no significant difference in the opinion of married and unmarried people on the issue.

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 7 We can see that the different job categories are all grouped together in this analysis so we can say that all of them display similarity in their opinion on the “Probability of buying a standard size hybrid auto within the next three years”

2 pts Q6: Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 2 pts 8 Hypothesis: Age category is not associated with Favorite TV show type. 2-tailed sig. = The hypothesis doesn’t hold, So we can say that the age category is associated and plays a role in the “Favorite TV show type”

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 9 VariablesCorrelationStrengthDirection Primary vehicle type w/ Innovator lifestyle Exists, because sig<0.05Very weak(20.8%)Negative Level of education w/ Innovator lifestyle Exists, because sig<0.05Very weak(20.9%)Negative Level of education w/ Primary vehicle type Exists, because sig<0.05None(15.5%Positive

Thank you for your participation in the Marketing Research course this semester ! 10