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BUS 362 Marketing ResearchSPSS Exam Prep Spring’14

Name: Anna StoychevaTime of the exam start: 14.154 digit/letter code: 5747

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InstructionsThis 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 20 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!

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Q1: Describe the demographic profile of the sample including town size. Provide visualizations. 2 pts

We can see that most people(mode) answered that the size of their home town or city is of 1 million or more people. In the bar chart we can see how many of the respondents(frequency) live in the different categories of cities.

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Q2: Given a 95% confidence interval what is the best estimate for the likelihood that the true population believes that “Global warming is a real threat”? 2 pts

The mean is 5.62 with lower and upper bounds between 5.51 and 5.74 respectively, so the likelihood will fall in that area.

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Q3: Test the hypothesis that on general people tend to agree that: “We need to do something to slow global warming” 2 pts

Insert our answer here…

The hypothesis doesn’t hold because the 2-tailed sig. is <0.05, so we can’t say that on general people tend to agree with this statement.

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Q4: Identify whether married and unmarried people differ in their opinion on the “Probability of buying a standard size hybrid auto within the next three years” 2 pts

Type your answer here…

Even though more people from the Married category answered, the mean is bigger for the other category, meaning marketing should be oriented towards that category. The sig. is > 0.05 and the t is between – 1,96 and + 1,96, so we can say the hypothesis holds and there is no significant difference between the two categories.

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Q5: Identify whether there are at least two age groups that display similarity in their opinion on the “Probability to buy a small (2 seat) hybrid auto within the next three years” 2 pts

We can see from the images that 4/5 age groups display similarity in their opinion on this issue. Only the group “Between 18 and24” differs in opinion.

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Q6: Identify whether the age category is associated and plays a role in the “Favorite television show type” selection. 2 pts

The sig.(2-sided) is less than 5%, so the hypothesis doesn’t hold => there is association between the age category and the favourite TV show type.

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Q7: Identify whether there is a correlation, what is the strength and the direction between “Classic lifestyle” , “gender” and “Job category”. 2 pts

The sig.(2-tailed) is bigger than 5% so there is no significant correlation between “Classic lifestyle, gender and Job category.

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Thank you for your participationin the SPSS mock exam!