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;

  1. Hypothesis 1

Desirability of 1 seat all electric automobile is 3

One-Sample Test

Test Value = 3

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Desirability: 1 Seat All Electric

  • From the t-test 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.

  1. Hypothesis 2

Desirability of 4- seat all electric automobile is 4

One-Sample Test

Test Value = 4

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Desirability: 4 Seat All Electric

  • At 5% level of significance the results of the one-sample 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 4-seat all electric automobile is 4.

  1. Hypothesis 3

Desirability of 4- seat gasoline hybrid is 4

One-Sample Test

Test Value = 4

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Desirability: 4 Seat Gasoline Hybrid

  • At 5% level of significance the results of the one-sample 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 4-seat gasoline hybrid automobile is 4.

  1. Hypothesis 4

Desirability of 5- seat diesel hybrid is 3

One-Sample Test

Test Value = 3

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Desirability: 5 Seat Diesel Hybrid

  • The t-test 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 5-seat diesel hybrid automobile is not 3.

  1. Hypothesis 5

Desirability of standard size gasoline is 2

One-Sample Test

Test Value = 2

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Desirability: Standard Size Gasoline

  • The one sample t-test 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.