MARKETING RESEARCH AND DATA ANALYSIS 1659

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SPSS WRITING ASSIGNMENT SUPPLEMENTAL MATERIALS

International Operations at CarCare Inc.
Synopsis
CarCare is considering expanding its operations beyond the United States. The company wants to know whether it should target countries with customers who tend to have a positive attitude toward their current cars. It has gathered data on US and German car owners. The data is included below. Using the data and outputs provided, please analyze the test for the cross-tabulation, t-test, ANOVA and multiple regression outputs. This data is also presented through presentations within Modules/Weeks 6 and 7.

Data from CarCare Survey
Key:
Att=Attitude toward current car 
Attnew = Attitude toward new car
Car = 0 import, 1 domestic
Country = 0 Germany, 1 USA
*Note: the "spend" category in the data set represents the amount the respondent spends on car care products.

Att	Car	Country	Spend	Attnew
12	1	1.00	148.96	13
15	1	1.00	368.99	14
14	1	1.00	164.97	12
14	1	1.00	391.96	13
7	1	1.00	321.23	15
10	1	0.00	425.76	14
14	1	0.00	297.51	12
21	1	0.00	521.45	15
14	1	0.00	377.86	13
14	1	0.00	216.09	17
14	1	0.00	409.03	13
12	1	0.00	405.48	9
19	1	0.00	301.15	11
12	1	0.00	315.07	14
14	1	0.00	263.32	13
10	1	1.00	449.00	14
10	1	1.00	273.16	11
18	1	0.00	397.58	11
17	1	0.00	224.77	14
17	1	0.00	263.34	15
15	1	1.00	511.98	12
12	1	1.00	270.06	14
20	1	0.00	616.74	13
14	1	1.00	306.70	12
15	1	0.00	218.69	11
19	0	0.00	299.44	17
14	0	1.00	616.10	18
14	0	1.00	385.53	12
17	0	0.00	470.30	13
12	0	1.00	450.37	12
15	0	0.00	447.48	12
18	0	0.00	397.41	17
11	0	1.00	330.39	11
14	0	1.00	468.46	12
13	0	1.00	240.87	12
14	0	1.00	329.31	17
12	0	1.00	377.76	11
18	0	0.00	634.15	12
19	0	0.00	503.09	18
11	0	1.00	354.38	10
15	0	1.00	196.14	11
16	0	0.00	430.06	11
15	0	1.00	180.19	14
16	0	0.00	363.73	14
15	0	1.00	302.65	12
14	0	1.00	344.51	17
17	0	1.00	206.46	16
15	0	1.00	487.85	14
15	0	1.00	433.90	13
16	0	0.00	206.13	11
				
				

Frequencies: Spend & Attnew

Statistics
	Spend	Attnew
N	Valid	50	50
	Missing	0	0
Mean	358.3495	13.2009
Median	359.0576	12.8904
Mode	148.96a	9.15a
Std. Deviation	118.13352	2.13797
a. Multiple modes exist. The smallest value is shown

 

Cross-tabulation: Country and Car with Bar Chart
 

 

Independent Samples T-Test: Spend and Country
  
One-Way ANOVA: comparing Countries on selected variables of Att and AttNew
 

 

Bivariate Regression Analysis: Independent variable of Attnew and Dependent Variable of Spend
 

 

Multiple Regression Analysis: Dependent Variable of Attnew and Independent Variables of Att, Spend and Country
 
SPSS OUTPUTS ANALYSIS INSTRUCTIONS

Understanding basic statistics is critical to successful analysis and interpretation of marketing research data. Please review the SPSS presentations and related SPSS outputs documents along with the statistics material you have covered in your course textbook. You will use the provided outputs for CarCare, Inc., in the Assignment Instructions folder to complete this assignment. The body of the paper must be 2–3 pages and also include a reference page. Three citations from the course text or other resources as relevant to support definition and discussion of the outputs are required. Current APA format must be followed. You will find from reviewing the Zikmund & Babin text and course presentations which components of each output are relevant for review and comment. Please be sure that you fully address these important test results when developing each section of this assignment:
	
1.	Write 1 to 2 well-developed and research-supported paragraphs discussing the importance of statistical software in marketing research data analysis.

2.	Review and interpret the SPSS-generated cross-tabulation results and write 1 well-developed paragraph analyzing the appropriate components of the output and draw inferences from the data for CarCare, the organization conducting the research.

3.	Review and interpret the SPSS-generated t-test output results and write 1 well-developed paragraph analyzing the appropriate components of the output and draw inferences from the data for the organization.

4.	Review and interpret the SPSS-generated ANOVA and write 1 well-developed paragraph analyzing the appropriate components of the output and draw inferences from the data for the organization.

5.	Review and interpret the SPSS-generated multiple regression outputs and write 1 to 2 well-developed paragraphs analyzing the appropriate components of the output and draw inferences from the data for the organization.

6.	In conclusion, write 1 to 2 paragraphs discussing how your understanding of the application of statistical analysis has changed or developed through this course, and how you could envision this type of statistical data analysis being useful for an organization that you are familiar with.

This assignment is due by 11:59 p.m. (ET) on Monday of Module/Week 7.

 

    • 6 years ago