1. BUS 362 Marketing Research SPSS Exam Spring 2014 Name: Emilija Naumoska Time of the exam start: 10.31 4 digit/letter code: 2503 1

2. Instructions This exam is designed to test your ability to use SPSS to perform the 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 on the desktop of your computer 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

3. Q1: Describe the demographic profile of the sample by gender and age category. Provide visualizations for both. 3

4. developed for by rkp9904 Age wise, 12.1% belong to the age group between 18 and 24 years old, 17.4% are between 25 and 34, 25.6% of all respondents are aged between 35 and 49. 23.9% of all respondents are between 50 and 64 years old and finally, we have 21% of respondents that claimed to be in the age group of 65+. with this we can see that there is a disparity among the respondents (see the 12.1% for people aged 18-24 and the 25.6 for people aged between 35 and 49. The main respondent of the survey are individuals belonging to the age group of 35 - 49 years old and we can see a tendency for the older generations aged 35+ to answer on surveys, rather than in the young population.

5. Q2: Given a 95% confidence interval what is the best estimate for the likelihood that the true population believes that “We need to do something to slow global warming”? 5 On the question of “We need to do something to slow global warming” the statement would vary between the answer options 5 (agree) and 6 (strongly agree). However it will be closer to option 5 (agree) because of the measures of the lower and upper intervals – 5.21 and 5.44 and their mean – 5.33, calculated using a 95% confidence interval. Most people in the population would agree that we need to do something to slow global warming.

6. Q3: Test the hypothesis that on general people tend to agree that: “Gasoline emissions contribute to global warming” 6 The hypothesis that on general people tend to agree that “Gasoline emissions contribute to global warming” and thus choose option 5, does not hold, because the two tailed significance is less than 5%, in fact it is equal to 1.1% and the t-test is equal to -2.524. Therefore the hypothesis that on general people tend to agree that “Gasoline emissions contribute to global warming” fails.

7. Q4: Identify whether males and females differ in the opinion on the “Probability of buying a standard size synthetic fuel auto within the next three years” 7 From the research that we have done, males and females differ in the opinion on the “probability of buying a standard size synthetic fuel auto within the next three years”. This hypothesis holds, and the two variables are related because of the two tailed significance that is more than 5%, and the t-test falls within the interval. For instance more females will buy this a standard size synthetic fuel auto during the next three years.

8. Q5: Identify whether there are at least two level of education groups that display similarity in their opinion on the “Probability of buying a standard size synthetic fuel auto within the next 3 years” 8 On the question of “Probability of buying a standard size synthetic fuel auto within the next 3 years, we can see that people with a high school diploma and people who have not completed high school are less likely to buy a standard size synthetic fuel auto within the next 3 years. And people who have graduated high school and gone to further educate themselves are more likely to buy a standard size synthetic fuel auto within the next 3 years.

9. Q6: Identify whether the income category is associated and plays a role in the “Favorite radio genre” selection. 9

10. developed for by rkp99010 Continued from the previous slide The null hypothesis in a Chi-Square test is that the variables are not related and there is a statistically significant difference between them. In this case the 2-sided significance is equal to 0 and therefore is less than 5%. Consequently, the hypothesis does not hold and the two variables are actually related

11. Q7: Identify whether there is a correlation, what is the strength and the direction among “Mainstreamer lifestyle”, “Dwelling type” and “Income category”. 11 1. There is nocorrelation between main stream lifestyle& dwelling type because the 2-tailed significance of both pairs is smaller than 5%.

12. Thank you for your participation in the Marketing Research course this semester ! 12