CHAPTER 12

USING DESCRIPTIVE ANALYSIS, PERFORMING POPULATION ESTIMATES, AND TESTING HYPOTHESES

Case 15.3 Global Motors Descriptive Analysis

Case Objective

I have provided the SPSS data output for the Global Motors case below. You will use these output files to interpret the results of the data analysis and to answer the questions posed in your text and repeated below.

The SPSS output follows each question.

  1. Describe the demographic composition of the sample?

Except for number of household members, the demographic variables are nominal/categorical and require frequencies. Household members is metric (ratio) and requires means analysis.

Size of home town or city
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Under 10,000 / 154 / 15.4 / 15.4 / 15.4
10,00 to 99,999 / 177 / 17.7 / 17.7 / 33.1
100,000 to 499,999 / 176 / 17.6 / 17.6 / 50.7
500,000 to 1 million / 226 / 22.6 / 22.6 / 73.3
1 million and more / 267 / 26.7 / 26.7 / 100.0
Total / 1000 / 100.0 / 100.0
Gender
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Male / 505 / 50.5 / 50.5 / 50.5
Female / 495 / 49.5 / 49.5 / 100.0
Total / 1000 / 100.0 / 100.0
Marital status
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Unmarried / 487 / 48.7 / 48.7 / 48.7
Married / 513 / 51.3 / 51.3 / 100.0
Total / 1000 / 100.0 / 100.0
Age category
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Between 18 and 24 / 121 / 12.1 / 12.1 / 12.1
Between 25 and 34 / 174 / 17.4 / 17.4 / 29.5
Between 35 and 49 / 256 / 25.6 / 25.6 / 55.1
Between 50 and 64 / 239 / 23.9 / 23.9 / 79.0
65 and older / 210 / 21.0 / 21.0 / 100.0
Total / 1000 / 100.0 / 100.0
Level of education
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Did not complete high school / 194 / 19.4 / 19.4 / 19.4
High school degree / 298 / 29.8 / 29.8 / 49.2
Some college / 214 / 21.4 / 21.4 / 70.6
College degree / 222 / 22.2 / 22.2 / 92.8
Post-undergraduate degree / 72 / 7.2 / 7.2 / 100.0
Total / 1000 / 100.0 / 100.0
Job category
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Managerial and Professional / 246 / 24.6 / 24.6 / 24.6
Sales and Office / 285 / 28.5 / 28.5 / 53.1
Service / 120 / 12.0 / 12.0 / 65.1
Agricultural and Natural Resources / 29 / 2.9 / 2.9 / 68.0
Precision Production, Craft, Repair / 75 / 7.5 / 7.5 / 75.5
Operation, Fabrication, General Labor / 102 / 10.2 / 10.2 / 85.7
Retired / 143 / 14.3 / 14.3 / 100.0
Total / 1000 / 100.0 / 100.0
Income category
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Under $25,000 / 256 / 25.6 / 25.6 / 25.6
Between $25,000 and $49,999 / 343 / 34.3 / 34.3 / 59.9
Between $50,000 and $74,999 / 194 / 19.4 / 19.4 / 79.3
Between $75,000 and $124,999 / 137 / 13.7 / 13.7 / 93.0
$125,000 and higher / 70 / 7.0 / 7.0 / 100.0
Total / 1000 / 100.0 / 100.0
Dwelling type
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Single-family / 452 / 45.2 / 45.2 / 45.2
Multiple-Family / 296 / 29.6 / 29.6 / 74.8
Condominium/Townhouse / 185 / 18.5 / 18.5 / 93.3
Mobile Home / 67 / 6.7 / 6.7 / 100.0
Total / 1000 / 100.0 / 100.0
Descriptive Statistics
N / Minimum / Maximum / Mean / Std. Deviation
Number of people in household / 1000 / 1 / 9 / 2.21 / 1.381
Valid N (listwise) / 1000
  1. How do respondents feel about (1) global warming and (2) gasoline emissions?

Interpretation of the scale is 1 = not concerned at all to 7= extremely concerned. Please interpret the following descriptive statistics to answer the questions.

Descriptive Statistics
N / Minimum / Maximum / Mean / Std. Deviation
I am worried about global warming. / 1000 / 1 / 7 / 6.10 / 1.459
Global warming is a real threat. / 1000 / 1 / 7 / 5.62 / 1.836
We need to do something to slow global warming. / 1000 / 1 / 7 / 5.33 / 1.910
Valid N (listwise) / 1000
Descriptive Statistics
N / Minimum / Maximum / Mean / Std. Deviation
Gasoline emissions contribute to global warming. / 1000 / 1 / 7 / 4.82 / 2.277
Americans use too much gasoline. / 1000 / 1 / 7 / 5.03 / 2.039
We should be looking for gasoline substitutes. / 1000 / 1 / 7 / 5.07 / 2.159
Valid N (listwise) / 1000
  1. What type of automobile model is the most desirable to people in the sample? What type is the least desirable?Explain why.

Interpret the following data to answer these questions.

Descriptive Statistics
N / Minimum / Maximum / Mean / Std. Deviation
Probability of buying a very small (1 seat) hybrid auto within 3 years / 1000 / 0 / 100 / 13.78 / 23.088
Probability of buying a small (2 seat) hybrid auto within 3 years / 1000 / 0 / 90 / 20.59 / 19.285
Probability of buying a standard size hybrid auto within 3 years / 1000 / 0 / 100 / 30.12 / 21.205
Probability of buying a standard size synthetic fuel auto within 3 years / 1000 / 0 / 100 / 40.17 / 21.465
Probability of buying a standard size electric auto within 3 years / 1000 / 0 / 100 / 34.64 / 22.090
Valid N (listwise) / 1000
  1. Describe the “traditional” media usage of respondents in the sample.

Use the following data to answer the question.

Favorite television show type
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Comedy / 70 / 7.0 / 7.0 / 7.0
Drama / 176 / 17.6 / 17.6 / 24.6
Movies/Miniseries / 195 / 19.5 / 19.5 / 44.1
Documentary / 254 / 25.4 / 25.4 / 69.5
Reality / 76 / 7.6 / 7.6 / 77.1
Science Fiction / 71 / 7.1 / 7.1 / 84.2
Sports / 158 / 15.8 / 15.8 / 100.0
Total / 1000 / 100.0 / 100.0
Favorite radio genre
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Classic pop & rock / 116 / 11.6 / 11.6 / 11.6
Country / 131 / 13.1 / 13.1 / 24.7
Easy listening / 82 / 8.2 / 8.2 / 32.9
Jazz & blues / 159 / 15.9 / 15.9 / 48.8
Pop & Chart / 400 / 40.0 / 40.0 / 88.8
Talk / 112 / 11.2 / 11.2 / 100.0
Total / 1000 / 100.0 / 100.0
Favorite magazine type
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Business & money / 74 / 7.4 / 7.4 / 7.4
Music & entertainment / 140 / 14.0 / 14.0 / 21.4
Family & parenting / 254 / 25.4 / 25.4 / 46.8
Sports & outdoors / 119 / 11.9 / 11.9 / 58.7
Home & garden / 62 / 6.2 / 6.2 / 64.9
Cooking, food & wine / 57 / 5.7 / 5.7 / 70.6
Trucks, Cars & Motorcycles / 41 / 4.1 / 4.1 / 74.7
News, politics & current events / 253 / 25.3 / 25.3 / 100.0
Total / 1000 / 100.0 / 100.0
Favorite local newspaper section
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Editorial / 94 / 9.4 / 9.4 / 9.4
Business / 204 / 20.4 / 20.4 / 29.8
Local news / 317 / 31.7 / 31.7 / 61.5
National news / 41 / 4.1 / 4.1 / 65.6
Sports / 236 / 23.6 / 23.6 / 89.2
Entertainment / 59 / 5.9 / 5.9 / 95.1
Do not read / 49 / 4.9 / 4.9 / 100.0
Total / 1000 / 100.0 / 100.0

5. Describe the social media usage of the respondents inthe sample.

The social media variables are measured with 1= “Never” and 4 = “Four + times a day,” so you must use frequencies to see the distributions.

Use the following data to answer this question.

Use of online blogs
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Never / 580 / 58.0 / 58.0 / 58.0
2 / 264 / 26.4 / 26.4 / 84.4
3 / 144 / 14.4 / 14.4 / 98.8
Four+ times a day / 12 / 1.2 / 1.2 / 100.0
Total / 1000 / 100.0 / 100.0
Use of content communities
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Never / 339 / 33.9 / 33.9 / 33.9
2 / 334 / 33.4 / 33.4 / 67.3
3 / 258 / 25.8 / 25.8 / 93.1
Four+ times a day / 69 / 6.9 / 6.9 / 100.0
Total / 1000 / 100.0 / 100.0
Use of social network sites
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Never / 345 / 34.5 / 34.5 / 34.5
2 / 257 / 25.7 / 25.7 / 60.2
3 / 302 / 30.2 / 30.2 / 90.4
Four+ times a day / 96 / 9.6 / 9.6 / 100.0
Total / 1000 / 100.0 / 100.0
Use of online games
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Never / 320 / 32.0 / 32.0 / 32.0
2 / 325 / 32.5 / 32.5 / 64.5
3 / 311 / 31.1 / 31.1 / 95.6
Four+ times a day / 44 / 4.4 / 4.4 / 100.0
Total / 1000 / 100.0 / 100.0
Use of virtual worlds
Frequency / Percent / Valid Percent / Cumulative Percent
Valid / Never / 465 / 46.5 / 46.5 / 46.5
2 / 326 / 32.6 / 32.6 / 79.1
3 / 190 / 19.0 / 19.0 / 98.1
Four+ times a day / 19 / 1.9 / 1.9 / 100.0
Total / 1000 / 100.0 / 100.0

6. The Global Motors principals believe that the desirabilityon the part of the American public for eachof the automobile models under consideration is thefollowing.

Test these hypotheses with the findings from thesurvey.

These require one-sample t-test analyses.

Interpret the results below to answer this question, that is for each model was the assumption made by Global Motors correct regarding the desirability of each model? Explain why or why not.

One-Sample Statistics
N / Mean / Std. Deviation / Std. Error Mean
Desirability: 1 Seat All Electric / 1000 / 2.64 / 1.231 / .039
One-Sample Test
Test Value = 3
t / df / Sig. (2-tailed) / Mean Difference / 95% Confidence Interval of the Difference
Lower / Upper
Desirability: 1 Seat All Electric / -9.197 / 999 / .000 / -.358 / -.43 / -.28
One-Sample Statistics
N / Mean / Std. Deviation / Std. Error Mean
Desirability: 4 Seat All Electric / 1000 / 3.92 / 1.537 / .049
One-Sample Test
Test Value = 4
t / df / Sig. (2-tailed) / Mean Difference / 95% Confidence Interval of the Difference
Lower / Upper
Desirability: 4 Seat All Electric / -1.626 / 999 / .104 / -.079 / -.17 / .02
One-Sample Statistics
N / Mean / Std. Deviation / Std. Error Mean
Desirability: 4 Seat Gasoline Hybrid / 1000 / 3.97 / 1.911 / .060
One-Sample Test
Test Value = 4
t / df / Sig. (2-tailed) / Mean Difference / 95% Confidence Interval of the Difference
Lower / Upper
Desirability: 4 Seat Gasoline Hybrid / -.579 / 999 / .563 / -.035 / -.15 / .08
One-Sample Statistics
N / Mean / Std. Deviation / Std. Error Mean
Desirability: 5 Seat Diesel Hybrid / 1000 / 3.46 / 1.768 / .056
One-Sample Test
Test Value = 3
t / df / Sig. (2-tailed) / Mean Difference / 95% Confidence Interval of the Difference
Lower / Upper
Desirability: 5 Seat Diesel Hybrid / 8.281 / 999 / .000 / .463 / .35 / .57
One-Sample Statistics
N / Mean / Std. Deviation / Std. Error Mean
Desirability: Standard Size Gasoline / 1000 / 3.21 / 1.453 / .046
One-Sample Test
Test Value = 2
t / df / Sig. (2-tailed) / Mean Difference / 95% Confidence Interval of the Difference
Lower / Upper
Desirability: Standard Size Gasoline / 26.342 / 999 / .000 / 1.210 / 1.12 / 1.30

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