Marketing Research, SPSS required Essay Example
 Category:Marketing
 Document type:Case Study
 Level:Undergraduate
 Page:3
 Words:1625
MARKETING RESEARCH 14
Marketing Research
Question 1
The demographic composition of the sample is as illustrated in below. This includes the sample characteristics of the variables included in the survey.
Statistics 

Size of home town or city 
Marital status 
Age category 
Level of education 
Income category 
Dwelling type 

0 
0 
0 
0 
0 
0 
0 
As indicated in the table above, there were 1000 respondents included in the survey. Subsequently, no data was missing for each of the respondent sampled. The tables below show the descriptive statistics for the demographic composition of the sample.
Size of home town or city 

Frequency 
Valid Percent 
Cumulative Percent 

Under 10K 

10K to 100K 

100K to 500K 

500K to 1 million 

1 million and more 


The size of the home town or city of 39.6% of the respondents is between 500k and 1 million, while that of 24.6% of the respondents is between 100k and 500k.
Frequency 
Valid Percent 
Cumulative Percent 


Out of the 1000 respondents sampled in the survey, 440 were female (44%) and 560 were male (56%).
Marital status 

Frequency 
Valid Percent 
Cumulative Percent 

Unmarried 


Out of the 1000 respondents sampled 890 were married, which represents 89% of the respondents interviewed
Age category 

Frequency 
Valid Percent 
Cumulative Percent 

65 and older 


Most of the respondents (44%) were aged between 35 to 49 years, while 32% were aged between 25 to 34 years.
Descriptive Statistics 

Std. Deviation 

Number of people in household 

Valid N (listwise) 

The mean number of people in the households of respondents is approximately 3 people. The smallest household had 1 person, while the largest household had 6 people.
Level of education 

Frequency 
Valid Percent 
Cumulative Percent 

Less than high school 

High School diploma 

Some college 

College degree 

Post graduate degree 


Majority of respondents (54.8%) have a college degree, while 27.5 % of the respondents have some college education. Only 8.5% of the respondents have post graduate degree.
Income category 

Frequency 
Valid Percent 
Cumulative Percent 

Under $25K 

$25K to $49K 

$50K to $74K 

$75K to $125K 

$125K and more 


Most of the respondents (39.3%) earn between $50k and $74k, while 33.2% of the respondents earns between $75k and $125k.
Dwelling type
Frequency
Valid Percent
Cumulative Percent
Single family
Multiple family
Condominium/Townhouse
Moble home

Most of the respondents (37.7%) sampled dwell with ‘multiple family’, while the dwelling type of 31.9% of the respondents is single family.
Question 2
The feelings associated with global warming and gasoline emissions, of the 1000 respondents included in the survey are as indicated in the frequency tables below;
Statistics 

I am worried about global warming. 
Gasoline emissions contribute to global warming. 

0 
0 
As indicated in the frequency table above, no data related to the feelings about global warming and gasoline emissions of all respondents included in the survey is missing.
I am worried about global warming. 

Frequency 
Valid Percent 
Cumulative Percent 

Very strongly disagree 

Strongly disagree 

Disagree 

Neither disagree nor agree 

Strongly agree 

Very strongly agree 


Most of the respondents (43.5%) feel that they are worried about global warming, 25% of them strongly feel that they are worried about global warming. Therefore, the majority of the respondents are worried about global warming.
Gasoline emissions contribute to global warming. 

Frequency 
Valid Percent 
Cumulative Percent 

Very strongly disagree 

Strongly disagree 

Disagree 

Neither disagree nor agree 

Strongly agree 

Very strongly agree 


The frequency statistics indicate that most of the respondents included in the survey (33.9%) agree that gasoline emissions contribute to global warming, while 25% of the respondents strongly agree that gasoline emissions contribute to global warming. This implies that a majority of the respondents agree that gasoline emissions contribute to global warming.
Question 3
The frequency statistics for the desirability of the different automobiles are as shown in the following tables below;
Desirability: 1 Seat All Electric 

Frequency 
Valid Percent 
Cumulative Percent 

Very undesirable 

Undesirable 

Somewhat undesirable 

Somewhat desirable 

Desirable 

Very desirable 

Desirability: 4 Seat All Electric 

Frequency 
Valid Percent 
Cumulative Percent 

Very undesirable 

Undesirable 

Somewhat undesirable 

Somewhat desirable 

Desirable 

Very desirable 

Desirability: 4 Seat Gasoline Hybrid 

Frequency 
Valid Percent 
Cumulative Percent 

Very undesirable 

Undesirable 

Somewhat undesirable 

Somewhat desirable 

Desirable 

Very desirable 

Desirability: 5 Seat Diesel Hybrid 

Frequency 
Valid Percent 
Cumulative Percent 

Very undesirable 

Undesirable 

Somewhat undesirable 

Somewhat desirable 

Desirable 

Very desirable 

Desirability: Standard Size Gasoline 

Frequency 
Valid Percent 
Cumulative Percent 

Very undesirable 

Undesirable 

Somewhat undesirable 

Somewhat desirable 

Desirable 

Very desirable 


As indicated above, the 4 seat gasoline hybrid is the most desirable automobile among the respondents included in the survey. On the other hand, the 1 seat all electric is the least desirable automobile.
Question 4
The ‘traditional’ usage of media by the respondents included in the sample survey is indicated as follows;
Favorite television show type 

Frequency 
Valid Percent 
Cumulative Percent 

Movies/Miniseries 

Documentary 

Science Fiction 


Documentary is the most favorite television show among the respondents sampled (25.4%). Movies/ Miniseries and Drama are also favorite television shows for a significant proportion of respondents in the survey, 19.5% and 17.6% respectively.
Favorite radio genre 

Frequency 
Valid Percent 
Cumulative Percent 

Classic pop & rock 

Easy listening 

Jazz & blues 

Pop & Chart 


On the other hand, Pop & Chart is the favorite radio genre for most respondents (40%), while Easy listening is the least favorite radio genre amongst the respondents sampled (8.2%).
Favorite magazine type 

Frequency 
Valid Percent 
Cumulative Percent 

Business & money 

Music & entertainment 

Family & parenting 

Sports & outdoors 

Home & garden 

Cooking, food & wine 

Trucks, Cars & Motorcycles 

News, politics & current events 


Almost equal proportion of the respondents has family & parenting (25.4%) and New, politics & current events (25.3%) as their favorite magazines among the different magazine types. These are the most favorite magazines for most respondents sampled in the survey.
Favorite local newspaper section 

Frequency 
Valid Percent 
Cumulative Percent 

Editorial 

Business 

Local news 

National news 

Entertainment 

Do not read 


Most of the respondents (31.7%) like the local news section of the local newspaper compared to 23.6% of the respondents who like the sports section. The national news section is the least favorite section of the local newspaper.
Question 5
The social media usage of the respondents included in the sample survey is indicated as follows;
Use of online blogs 

Frequency 
Valid Percent 
Cumulative Percent 

Four+ times a day 


Majority of the respondents (58%) never use online blogs. Only 1.2% of the respondents use online blogs more than 4 times a day.
Use of content communities 

Frequency 
Valid Percent 
Cumulative Percent 

Four+ times a day 


Most of the respondents (33.9%) never use content communities. However, a significant proportion of the respondents, 33.4% and 25.8% use content communities 2 and 3 times a day respectively.
Use of social network sites 

Frequency 
Valid Percent 
Cumulative Percent 

Four+ times a day 


Most of the respondents (34.5%) also never use social network sites. However, a cumulative majority use the social network sites 2 or 3 times a day. Only 9.6% of the respondents use social network sites more than four times a day.
Use of online games 

Frequency 
Valid Percent 
Cumulative Percent 

Four+ times a day 


A cumulative majority of the respondents use online games at least 2 times in a day. However, 32% of the respondents never use online games in a day.
Use of virtual worlds 

Frequency 
Valid Percent 
Cumulative Percent 

Four+ times a day 


Most of the respondents (46.5%) never use virtual worlds. Only 1.9% of the respondents use virtual worlds more than 4 times a day, while 32.6% and 19% of the respondents use virtual worlds twice and thrice in a day respectively.
Question 6
The hypothesis test to evaluate the desirability of each of the automobile is as follows;

Hypothesis 1
Desirability of 1 seat all electric automobile is 3
OneSample Test 

Test Value = 3 

Sig. (2tailed) 
Mean Difference 
95% Confidence Interval of the Difference 

Desirability: 1 Seat All Electric 

From the ttest statistics, at 5% level of significance the mean difference is significant, therefore, the hypothesis 1 is rejected and it can be concluded that the desirability of 1 seat all electric automobile is significantly different from 3.

Hypothesis 2
Desirability of 4 seat all electric automobile is 4
OneSample Test 

Test Value = 4 

Sig. (2tailed) 
Mean Difference 
95% Confidence Interval of the Difference 

Desirability: 4 Seat All Electric 

At 5% level of significance the results of the onesample test indicate that the mean difference is not significant. Therefore, the hypothesis 2 is not rejected and it can be concluded that the desirability of 4seat all electric automobile is 4.

Hypothesis 3
Desirability of 4 seat gasoline hybrid is 4
OneSample Test 

Test Value = 4 

Sig. (2tailed) 
Mean Difference 
95% Confidence Interval of the Difference 

Desirability: 4 Seat Gasoline Hybrid 

At 5% level of significance the results of the onesample test also indicate that the mean difference is not significant. Hence, hypothesis 3 should not be rejected and it can be concluded that the desirability of 4seat gasoline hybrid automobile is 4.

Hypothesis 4
Desirability of 5 seat diesel hybrid is 3
OneSample Test 

Test Value = 3 

Sig. (2tailed) 
Mean Difference 
95% Confidence Interval of the Difference 

Desirability: 5 Seat Diesel Hybrid 

The ttest statistics indicate that at 5% level of significance the mean difference is significant. Therefore, hypothesis 4 should be rejected and it can be concluded that the desirability of the 5seat diesel hybrid automobile is not 3.

Hypothesis 5
Desirability of standard size gasoline is 2
OneSample Test 

Test Value = 2 

Sig. (2tailed) 
Mean Difference 
95% Confidence Interval of the Difference 

Desirability: Standard Size Gasoline 

The one sample ttest statistics indicate that at 5% level of significance the mean difference is significant. Therefore, hypothesis 5 should be rejected. Consequently, it can be concluded that the desirability of the standard size gasoline automobile is not 2.