Market Research Global Motors 13.2 & 14.2
Market Research Global Motors 13.2 & 14.2
Market Research Global Motors 13.2 & 14.2
Order Description
`I have done the analyses for you and can be found in the attached files.
Case 13.2 The Global Motors Survey Differences Analysis’
Case 13.2 Example – Measures of difference
Here are some tips for you for Case 13.2
This chapter looks at measures of difference. That means that what you are trying to find out is whether there are differences between your various grouping variables (demographics) and the variable of interest (in this case the two proposed automobile models). You would also use this type of technique to see if there were differences among groups (say gender) and attitudes (say for example attitudes about global warming). Determining these differences is important in developing your strategies for a particular model for this case or for the global warming example you may find that women are really concerned about global warming and men are not (this is just hypothetical). So you would use this information for determining your target market and for development of communication strategies.
The statistical test that we are using is comparing differences among groups. If you have 2 groups (say males and females) you use an independent samples t-test. The “independent” part means that the responses of 1 group (males) do not affect the responses of the other group (females). When you have more than 2 groups you want to compare you use an Analysis of Variance (ANOVA) test. The statistical test for ANOVAs is the F test. So the output you have are the results of the ANOVAs for variables with more than 2 groups (like home town size) and t-tests for variables with two groups (like gender).
For the ANO VAs you look at the first table called “ANOVA.” Underneath that it lists they type of vehicle model. There are two ways to determine whether you have statistical significance. One is to calculate the value for the F test (which is 18.167 for the 1 seat all electric) and compare that to the critical value, which you look up in an F table (which you should have used in your statistics class). The other way, which is what you should use for case 13.2, is to look at the column labeled Sig. This means significance. So if you want to have a confidence level of 95%, your Sig. level should be <.05 because being 95% confident means that there is a 5% (or .05) chance that you your conclusion is wrong and 95% chance that it is right (i.e., consistent with the data). If your significance level is <.05 it means that there is a statistically significant DIFFERENCE among at least one of the groups and the other groups. In order to determine WHICH group or groups are different you do a Post Hoc Test, which in this case we are using Duncan’s Post Hoc test because it is easy to interpret. This is found in the next table with the differences identified by different columns. Since we are trying to identify target market characteristics you want those group(s) with the statistically significant HIGHER mean value. Those group(s) represent your target demographic for that demographic variable. So it might be one group or it could be more than one group.
For the t-tests you would look the first table (labeled Group Statistics) that shows the mean values for each group to determine which group has the higher mean value (first table). Then you have to look at the next table (labeled Independent Samples Test) and the two columns labeled Levene’s Test for Equality of Variances). If the column with Sig. is <.05 you assume that variances of each group are unequal and you look at the t-value (and can compare that to the critical value found in a t-table) for the “Equal Variances NOT assumed” row) OR look at the “Equal Variances assumed” row if the Sig. value in the Lenvene’s Sig. column is .05 or >. So, choose the appropriate row for equal or unequal variances and look at the Sig. column in the section entitled “t-test for Equality of Means. If is <.05 it means that the differences ARE significant. You would then look back at the first table (Group Statistics) to see which group had the higher mean and that group is your target demographic for that variable. If the Sig. value is .05 or > it means that there is NO significant difference between the groups, therefore both would be your target demographics.
I hope that helps.
The files on the 1 seat all electric and 4 seat gas hybrid models are posted in the Assignments tab.
THIS TABLE BELOW IS AN EXAMPLE OF A TARGET DEMOGRAPHIC FOR ANOTHER OF THE MODELS TO SHOW YOU WHAT YOU SHOULD COME UP WITH FOR YOUR TWO ASSIGNED MODELS.
1. 5-seat standard size gasoline
Demographic Factor Target market
Size of home town or city Under 10,000, 10,00 to 99,999,100,000 to 499,999, and
500,000 to 1 million
Gender Females
Marital status Married
Age category Between 35 and 49
Level of education Post-undergraduate degree
College degree
Job category All groups
Income category Between $75,000 and $124,999
$125,000 and higher
Dwelling type Single-family
Mobile Home
Condominium/Townhouse
Case Questions
Your task is to apply appropriate differences analysis using the survey’s desirability measures from the GlobalMotors data file. Since you were not required to purchase the SPSS software I have completed the analyses and converted them to Word documents so you can access them.
You assignment is to develop a demographic profile for two of the five proposed models: the 1 SEAT ALL-ELECTRIC and the 4 SEAT GASOLINE HYBRID. You will find computer output files for each in the attached files. The variables that you must include are: Hometown size category, Gender, Marital status, Age category, Education category, and Income category. Only gender and marital status have 2 groups, so an independent samples t-test for was conducted for those variables and ANOVA’s were conducted for all others. For all ANOVAs a Duncan’s Post Hoc test was conducted to identify differences among groups. A 95% level of significance was used for the analysis. You have examples of output for these types of analyses in your text.
Case 14.2 The Global Motors Survey Association Analysis
1.) Use the TWO unique hybrid model demographic profiles that you developed in Case13.2 to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising division’s preferred demographic for each medium.
This exercise requires you to revisit the demographic groups you found significantly different for each hybrid model style in Case 13.2. With Case 13.2, you identified groups within the various demographic variables that characterize each hybrid model’s target market. Here, you must determine the media preferences of those groups. I have run crosstabs for the demographic variables and the media preferences for each vehicle that are STATISTICALLY SIGNIFICANT associations. You must look at the percentages tables to determine the media vehicles that are preferred by each of the TWO model target groups you used for Case 13.2 (1 seat all-electric and 4 seat gasoline hybrid). If an association is NOT statistically significant it means that there is NO DIFFERENCE among the groups for that particular media. For example, for Radio preferences the variable GENDER is NOT statistically significant. That means that there was no difference between males and females regarding preferences for radio genres.
2. What is the life style profile of each of the possible target markets, and what are the implications of this finding for the placement of advertising messages that would “speak” to this market segment when the automobile model is introduced?
To obtain the data to answer this question a SPSS correlation analysis was completed. What you must do is to IDENTIFY the target Life Style group for EACH of the TWO proposed models that you have used in previous parts of this assignment (the 1 seat all-electric model and the 4 seat gasoline hybrid). The correlation analysis is located in one of the attached files.
CHAPTER 13 – IMPLEMENTING BASIC DIFFERENCES TESTS
GLOBAL MOTORS CASE 13.2
Use the following data output to determine your target market characteristics for the 4 SEAT GASOLINE HYBRID AND THE 1 SEAT ALL-ELECTRIC MODELS. This means you will be creating 2 separate profiles – one for each type of vehicle – based on the data to follow.
4 SEAT GASOLINE HYBRID DATA
Home town size
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares df Mean Square F Sig.
Between Groups 389.594 4 97.399 29.726 .000
Within Groups 3260.181 995 3.277
Total 3649.775 999
Post Hoc Tests
Homogeneous Subsets
Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Size of home town or city N Subset for alpha = 0.05
1 2
Under 10K 40 2.50
1 million and more 128 2.66
500K to 1 million 396 4.08
10K to 100K 190 4.22
100K to 500K 246 4.50
Sig. .498 .105
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 111.942.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.
Gender
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Desirability: 4 Seat Gasoline Hybrid Male 560 3.94 1.811 .077
Female 440 4.00 2.034 .097
Independent Samples Test
Levene’s Test for Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference
Lower Upper
Desirability: 4 Seat Gasoline Hybrid Equal variances assumed 20.542 .000 -.513 998 .608 -.063 .122 -.302 .177
Equal variances not assumed -.506 886.143 .613 -.063 .124 -.305 .180
Marital Status
Group Statistics
Marital status N Mean Std. Deviation Std. Error Mean
Desirability: 4 Seat Gasoline Hybrid Unmarried 110 3.15 1.888 .180
Married 890 4.07 1.891 .063
SORRY ABOUT THE SPACING – HAD TO DO WEIRD SPACING TO MAINTAIN FORMATTING
Independent Samples Test
Levene’s Test for Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference
Lower Upper
Desirability: 4 Seat Gasoline Hybrid Equal variances assumed 1.731 .189 -4.765 998 .000 -.911 .191 -1.286 -.536
Equal variances not assumed -4.772 137.470 .000 -.911 .191 -1.288 -.533
Age
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares df Mean Square F Sig.
Between Groups 478.090 4 119.522 37.496 .000
Within Groups 3171.685 995 3.188
Total 3649.775 999
Post Hoc Tests
Homogeneous Subsets
Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Age category N Subset for alpha = 0.05
1 2
18 to 24 20 2.50
50 to 64 145 2.66
65 and older 75 3.00
35 to 49 440 4.28
25 to 34 320 4.44
Sig. .129 .609
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 66.113.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.
Level of Education
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares df Mean Square F Sig.
Between Groups 1574.878 4 393.719 188.805 .000
Within Groups 2074.897 995 2.085
Total 3649.775 999
Post Hoc Tests
Homogeneous Subsets
Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Level of education N Subset for alpha = 0.05
1 2 3
High School diploma 74 2.19
Some college 275 2.55
Less than high school 18 2.56
Post graduate degree 85 3.13
College degree 548 5.09
Sig. .200 1.000 1.000
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 57.941.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.
Income
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares df Mean Square F Sig.
Between Groups 743.631 4 185.908 63.651 .000
Within Groups 2906.144 995 2.921
Total 3649.775 999
Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Income category N Subset for alpha = 0.05
1 2
$25K to $49K 163 2.44
Under $25K 21 2.76
$125K and more 91 2.79
$75K to $125K 332 4.36
$50K to $74K 393 4.60
Sig. .253 .409
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 71.124.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.
CHAPTER 14 TESTS OF ASSOCIATION – COMPUTER OUTPUT
Use this data to complete your Chapter 14 Global Motors Assignment. Only demographic variables that were statistically significant are included. Only those demographics should be used to determine media profiles for each proposed new vehicle.
Favorite radio genre * Age category Crosstabulation
Age category Total
18 to 24 25 to 34 35 to 49 50 to 64 65 and older
Favorite radio genre Classic pop & rock Count 0 15 37 54 10 116
% within Age category .0% 4.7% 8.4% 37.2% 13.3% 11.6%
Country Count 15 31 62 20 3 131
% within Age category 75.0% 9.7% 14.1% 13.8% 4.0% 13.1%
Easy listening Count 0 27 35 5 15 82
% within Age category .0% 8.4% 8.0% 3.4% 20.0% 8.2%
Jazz & blues Count 0 38 62 52 7 159
% within Age category .0% 11.9% 14.1% 35.9% 9.3% 15.9%
Pop & Chart Count 5 185 204 4 2 400
% within Age category 25.0% 57.8% 46.4% 2.8% 2.7% 40.0%
Talk Count 0 24 40 10 38 112
% within Age category .0% 7.5% 9.1% 6.9% 50.7% 11.2%
Total Count 20 320 440 145 75 1000
% within Age category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite radio genre * Level of education Crosstabulation
Level of education Total
Less than high school High School diploma Some college College degree Post graduate degree
Favorite radio genre Classic pop & rock Count 0 8 17 66 25 116
% within Level of education .0% 10.8% 6.2% 12.0% 29.4% 11.6%
Country Count 14 12 32 59 14 131
% within Level of education 77.8% 16.2% 11.6% 10.8% 16.5% 13.1%
Easy listening Count 0 6 33 35 8 82
% within Level of education .0% 8.1% 12.0% 6.4% 9.4% 8.2%
Jazz & blues Count 0 4 21 106 28 159
% within Level of education .0% 5.4% 7.6% 19.3% 32.9% 15.9%
Pop & Chart Count 4 22 119 250 5 400
% within Level of education 22.2% 29.7% 43.3% 45.6% 5.9% 40.0%
Talk Count 0 22 53 32 5 112
% within Level of education .0% 29.7% 19.3% 5.8% 5.9% 11.2%
Total Count 18 74 275 548 85 1000
% within Level of education 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite radio genre * Income category Crosstabulation
Income category Total
Under $25K $25K to $49K $50K to $74K $75K to $125K $125K and more
Favorite radio genre Classic pop & rock Count 0 12 20 58 26 116
% within Income category .0% 7.4% 5.1% 17.5% 28.6% 11.6%
Country Count 14 20 38 40 19 131
% within Income category 66.7% 12.3% 9.7% 12.0% 20.9% 13.1%
Easy listening Count 1 15 41 16 9 82
% within Income category 4.8% 9.2% 10.4% 4.8% 9.9% 8.2%
Jazz & blues Count 0 8 45 82 24 159
% within Income category .0% 4.9% 11.5% 24.7% 26.4% 15.9%
Pop & Chart Count 4 75 212 104 5 400
% within Income category 19.0% 46.0% 53.9% 31.3% 5.5% 40.0%
Talk Count 2 33 37 32 8 112
% within Income category 9.5% 20.2% 9.4% 9.6% 8.8% 11.2%
Total Count 21 163 393 332 91 1000
% within Income category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite local newspaper section * Age category Crosstabulation
Age category Total
18 to 24 25 to 34 35 to 49 50 to 64 65 and older
Favorite local newspaper section Editorial Count 0 24 47 23 0 94
% within Age category .0% 7.5% 10.7% 15.9% .0% 9.4%
Business Count 0 29 91 70 14 204
% within Age category .0% 9.1% 20.7% 48.3% 18.7% 20.4%
Local news Count 0 114 131 29 43 317
% within Age category .0% 35.6% 29.8% 20.0% 57.3% 31.7%
National news Count 0 14 17 7 3 41
% within Age category .0% 4.4% 3.9% 4.8% 4.0% 4.1%
Sports Count 1 106 113 5 11 236
% within Age category 5.0% 33.1% 25.7% 3.4% 14.7% 23.6%
Entertainment Count 3 17 24 11 4 59
% within Age category 15.0% 5.3% 5.5% 7.6% 5.3% 5.9%
Do not read Count 16 16 17 0 0 49
% within Age category 80.0% 5.0% 3.9% .0% .0% 4.9%
Total Count 20 320 440 145 75 1000
% within Age category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite local newspaper section * Level of education Crosstabulation
Level of education Total
Less than high school High School diploma Some college College degree Post graduate degree
Favorite local newspaper section Editorial Count 0 0 4 76 14 94
% within Level of education .0% .0% 1.5% 13.9% 16.5% 9.4%
Business Count 0 8 14 144 38 204
% within Level of education .0% 10.8% 5.1% 26.3% 44.7% 20.4%
Local news Count 0 25 35 244 13 317
% within Level of education .0% 33.8% 12.7% 44.5% 15.3% 31.7%
National news Count 0 2 7 21 11 41
% within Level of education .0% 2.7% 2.5% 3.8% 12.9% 4.1%
Sports Count 1 27 170 32 6 236
% within Level of education 5.6% 36.5% 61.8% 5.8% 7.1% 23.6%
Entertainment Count 3 6 16 31 3 59
% within Level of education 16.7% 8.1% 5.8% 5.7% 3.5% 5.9%
Do not read Count 14 6 29 0 0 49
% within Level of education 77.8% 8.1% 10.5% .0% .0% 4.9%
Total Count 18 74 275 548 85 1000
% within Level of education 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite local newspaper section * Income category Crosstabulation
Income category Total
Under $25K $25K to $49K $50K to $74K $75K to $125K $125K and more
Favorite local newspaper section Editorial Count 0 0 31 50 13 94
% within Income category .0% .0% 7.9% 15.1% 14.3% 9.4%
Business Count 0 6 35 125 38 204
% within Income category .0% 3.7% 8.9% 37.7% 41.8% 20.4%
Local news Count 2 21 163 115 16 317
% within Income category 9.5% 12.9% 41.5% 34.6% 17.6% 31.7%
National news Count 0 3 18 9 11 41
% within Income category .0% 1.8% 4.6% 2.7% 12.1% 4.1%
Sports Count 2 102 109 14 9 236
% within Income category 9.5% 62.6% 27.7% 4.2% 9.9% 23.6%
Entertainment Count 3 13 20 19 4 59
% within Income category 14.3% 8.0% 5.1% 5.7% 4.4% 5.9%
Do not read Count 14 18 17 0 0 49
% within Income category 66.7% 11.0% 4.3% .0% .0% 4.9%
Total Count 21 163 393 332 91 1000
% within Income category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite television show type * Level of education Crosstabulation
Level of education Total
Less than high school High School diploma Some college College degree Post graduate degree
Favorite television show type Comedy Count 1 28 14 25 2 70
% within Level of education 5.6% 37.8% 5.1% 4.6% 2.4% 7.0%
Drama Count 1 3 106 40 26 176
% within Level of education 5.6% 4.1% 38.5% 7.3% 30.6% 17.6%
Movies/Miniseries Count 1 30 111 41 12 195
% within Level of education 5.6% 40.5% 40.4% 7.5% 14.1% 19.5%
Documentary Count 0 7 20 195 32 254
% within Level of education .0% 9.5% 7.3% 35.6% 37.6% 25.4%
Reality Count 9 2 20 43 2 76
% within Level of education 50.0% 2.7% 7.3% 7.8% 2.4% 7.6%
Science Fiction Count 5 2 0 61 3 71
% within Level of education 27.8% 2.7% .0% 11.1% 3.5% 7.1%
Sports Count 1 2 4 143 8 158
% within Level of education 5.6% 2.7% 1.5% 26.1% 9.4% 15.8%
Total Count 18 74 275 548 85 1000
% within Level of education 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite television show type * Income category Crosstabulation
Income category Total
Under $25K $25K to $49K $50K to $74K $75K to $125K $125K and more
Favorite television show type Comedy Count 2 19 20 24 5 70
% within Income category 9.5% 11.7% 5.1% 7.2% 5.5% 7.0%
Drama Count 1 52 54 44 25 176
% within Income category 4.8% 31.9% 13.7% 13.3% 27.5% 17.6%
Movies/Miniseries Count 2 72 77 30 14 195
% within Income category 9.5% 44.2% 19.6% 9.0% 15.4% 19.5%
Documentary Count 2 7 90 125 30 254
% within Income category 9.5% 4.3% 22.9% 37.7% 33.0% 25.4%
Reality Count 9 10 34 20 3 76
% within Income category 42.9% 6.1% 8.7% 6.0% 3.3% 7.6%
Science Fiction Count 4 3 32 26 6 71
% within Income category 19.0% 1.8% 8.1% 7.8% 6.6% 7.1%
Sports Count 1 0 86 63 8 158
% within Income category 4.8% .0% 21.9% 19.0% 8.8% 15.8%
Total Count 21 163 393 332 91 1000
% within Income category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite magazine type * Gender Crosstabulation
Gender Total
Male Female
Favorite magazine type Business & money Count 39 35 74
% within Gender 7.0% 8.0% 7.4%
Music & entertainment Count 81 59 140
% within Gender 14.5% 13.4% 14.0%
Family & parenting Count 127 127 254
% within Gender 22.7% 28.9% 25.4%
Sports & outdoors Count 77 42 119
% within Gender 13.8% 9.5% 11.9%
Home & garden Count 38 24 62
% within Gender 6.8% 5.5% 6.2%
Cooking, food & wine Count 38 19 57
% within Gender 6.8% 4.3% 5.7%
Trucks, Cars & Motorcycles Count 29 12 41
% within Gender 5.2% 2.7% 4.1%
News, politics & current events Count 131 122 253
% within Gender 23.4% 27.7% 25.3%
Total Count 560 440 1000
% within Gender 100.0% 100.0% 100.0%
Favorite magazine type * Marital status Crosstabulation
Marital status Total
Unmarried Married
Favorite magazine type Business & money Count 1 73 74
% within Marital status .9% 8.2% 7.4%
Music & entertainment Count 19 121 140
% within Marital status 17.3% 13.6% 14.0%
Family & parenting Count 22 232 254
% within Marital status 20.0% 26.1% 25.4%
Sports & outdoors Count 19 100 119
% within Marital status 17.3% 11.2% 11.9%
Home & garden Count 1 61 62
% within Marital status .9% 6.9% 6.2%
Cooking, food & wine Count 7 50 57
% within Marital status 6.4% 5.6% 5.7%
Trucks, Cars & Motorcycles Count 19 22 41
% within Marital status 17.3% 2.5% 4.1%
News, politics & current events Count 22 231 253
% within Marital status 20.0% 26.0% 25.3%
Total Count 110 890 1000
% within Marital status 100.0% 100.0% 100.0%
Favorite magazine type * Age category Crosstabulation
Age category Total
18 to 24 25 to 34 35 to 49 50 to 64 65 and older
Favorite magazine type Business & money Count 0 6 38 28 2 74
% within Age category .0% 1.9% 8.6% 19.3% 2.7% 7.4%
Music & entertainment Count 3 53 68 7 9 140
% within Age category 15.0% 16.6% 15.5% 4.8% 12.0% 14.0%
Family & parenting Count 0 100 118 16 20 254
% within Age category .0% 31.3% 26.8% 11.0% 26.7% 25.4%
Sports & outdoors Count 3 42 45 12 17 119
% within Age category 15.0% 13.1% 10.2% 8.3% 22.7% 11.9%
Home & garden Count 1 18 34 9 0 62
% within Age category 5.0% 5.6% 7.7% 6.2% .0% 6.2%
Cooking, food & wine Count 0 8 20 29 0 57
% within Age category .0% 2.5% 4.5% 20.0% .0% 5.7%
Trucks, Cars & Motorcycles Count 13 0 12 11 5 41
% within Age category 65.0% .0% 2.7% 7.6% 6.7% 4.1%
News, politics & current events Count 0 93 105 33 22 253
% within Age category .0% 29.1% 23.9% 22.8% 29.3% 25.3%
Total Count 20 320 440 145 75 1000
% within Age category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Favorite magazine type * Income category Crosstabulation
Income category Total
Under $25K $25K to $49K $50K to $74K $75K to $125K $125K and more
Favorite magazine type Business & money Count 0 0 13 15 46 74
% within Income category .0% .0% 3.3% 4.5% 50.5% 7.4%
Music & entertainment Count 5 60 48 16 11 140
% within Income category 23.8% 36.8% 12.2% 4.8% 12.1% 14.0%
Family & parenting Count 0 8 138 107 1 254
% within Income category .0% 4.9% 35.1% 32.2% 1.1% 25.4%
Sports & outdoors Count 2 81 19 12 5 119
% within Income category 9.5% 49.7% 4.8% 3.6% 5.5% 11.9%
Home & garden Count 1 0 36 24 1 62
% within Income category 4.8% .0% 9.2% 7.2% 1.1% 6.2%
Cooking, food & wine Count 0 5 11 29 12 57
% within Income category .0% 3.1% 2.8% 8.7% 13.2% 5.7%
Trucks, Cars & Motorcycles Count 13 1 4 14 9 41
% within Income category 61.9% .6% 1.0% 4.2% 9.9% 4.1%
News, politics & current events Count 0 8 124 115 6 253
% within Income category .0% 4.9% 31.6% 34.6% 6.6% 25.3%
Total Count 21 163 393 332 91 1000
% within Income category 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Correlations
Desirability: 1 Seat All Electric Desirability: 4 Seat Gasoline Hybrid Life Style: Novelist Life Style: Innovator Life Style: Trendsetter Life Style: Forerunner Life Style: Mainstreamer Life Style: Classic
Desirability: 1 Seat All Electric Pearson Correlation 1 .077 .764 -.089 .106 .130 .038 .070
Sig. (2-tailed) .015 .000 .005 .001 .000 .225 .026
N 1000 1000 1000 1000 1000 1000 1000 1000
Desirability: 4 Seat Gasoline Hybrid Pearson Correlation .077 1 .069 -.215 .739 -.022 -.014 .132
Sig. (2-tailed) .015 .030 .000 .000 .483 .649 .000
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Novelist Pearson Correlation .764 .069 1 -.061 .105 .111 .020 .070
Sig. (2-tailed) .000 .030 .056 .001 .000 .536 .026
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Innovator Pearson Correlation -.089 -.215 -.061 1 -.165 .003 -.023 -.070
Sig. (2-tailed) .005 .000 .056 .000 .917 .467 .027
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Trendsetter Pearson Correlation .106 .739 .105 -.165 1 -.010 -.009 .068
Sig. (2-tailed) .001 .000 .001 .000 .743 .772 .032
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Forerunner Pearson Correlation .130 -.022 .111 .003 -.010 1 .092 .097
Sig. (2-tailed) .000 .483 .000 .917 .743 .004 .002
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Mainstreamer Pearson Correlation .038 -.014 .020 -.023 -.009 .092 1 -.043
Sig. (2-tailed) .225 .649 .536 .467 .772 .004 .177
N 1000 1000 1000 1000 1000 1000 1000 1000
Life Style: Classic Pearson Correlation .070 .132 .070 -.070 .068 .097 -.043 1
Sig. (2-tailed) .026 .000 .026 .027 .032 .002 .177
N 1000 1000 1000 1000 1000 1000 1000 1000
Blue box indicates correlation is significant at the 0.05 level (2-tailed)
Yellow box indicates correlation is significant at the 0.01 level (2 tailed)
The Sig. Cells give you the same information regarding significance – just an exact probability