Nick Thomas is the CEO of auto concepts, A new division of one of the largest US automobile manufacturers with multiple divisions representing several auto and truck. This company has been slowly losing market share to other competitors. Auto concepts was created to develop totally new models that are more in tune with today’s changing automobile market a primary consideration in this development effort is the US Department of energy’s clean cities initiative that advocates the use of Alternative automobile fuels such as propane, natural gas, biodiesel, electric, hybrid, and/or ethanol. At the same time, management believes that the Internet of things (IoT) with its capabilities of safe mobile connection, self or assisted driving, and Infotainment onboard diagnostics, will be a prominent part of future vehicles. Nick Thomas knows he must come up with some innovation in automobile designs and engineering, but he is not certain in which direction he should guide his division. But he needs to find out what consumers’ attitudes or to word fuel prices and global warming. This knowledge will help him determine A direction for the company in terms of automobile design. Nick also needs more data on consumer preferences. Will they want to stay with today’s standard compact or hybrid, or might they be interested in radically different models that promise much higher fuel economy?

Nick Thomas, CEO of Auto concepts, has hired CMG research to perform a survey. Cory Walker Waze president of CMT research has a good grasp of the research objective needed to conduct a research study. Furthermore, he has taken some time to write operational definitions of the constructs, so he has done most of the preliminary work on the questionnaire. The next step is questionnaire design. Corey and Nick have decided that the most reasonable approach to the survey is to use an online Panel. This alternative, while expensive, will guarantee companies that operate such panels as sure buyers of their services that the sample will represent any general target market for a buyer for that buyer market that a buyer desires to have represented. In the case of the auto concepts, the market of interest is all automobile owners meaning that practically all adults qualify. Consequently, it is time to design a questionnaire Suitable for administrator administration to an online panel of adult consumers.

Corey Rodgers of CMG research was happy to call Nick Thomas to inform him that auto concepts survey data were collected and ready for analysis. Of course, Cory had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his data analyst, Celeste Brown. Cory said, Celeste, it is time to do some analysis on the survey we did for Nick Thomas on auto concepts. I am going to assign you primary responsibility for data analysis on this important project. For now, let’s just get a feel of what data looks like, so do some description in order to reveal the basic patterns and to gain an understanding of the nature of the variability in the data. Let’s meet tomorrow at 3:30 PM and see what you have found. 

Your task in this part of the case is to take the role of Celeste Brown, data analysis the data set for a total concepts survey is now ready for descriptive analysis. The file name is auto concepts. The data sets sample Represents American households, and it includes owners as well as known nonowners of vehicles because any new vehicle will not hit the market for another 3 to 5 years.

Question Description
CodesValue Labels
Size of Hometown or city1,2,3,4,5Under 10k, 10k to 100k, 100k to 500k, 500k to 1 million, 1 million and more
Gender0,1Male, Female
Marital Status0, 1Unmarried, married
No. of people in familyActual NumberNo labels
Age Category1, 2, 3, 4, 518 to 24, 25 to 34, 35 to 44, 45 to 54, 55 to 64, 65  and older
Education Category1, 2,3 ,4, 5Less than high school, high school diploma, some college, college degree, postgraduate degree
Income Category1, 2, 3, 4, 5Under $25k, $25k to 49k, $50k to $74k, $75k to $125k, $125k and more
Dwelling type1, 2, 3, 4Single family, Multiple family, Condominium/ townhouse, Mobile home
I am worried about global warming Gasoline emission contributes to global warming We need to do something to slow global warming We should be looking for gasoline substitues1, 2, 3, 4, 5, 6, 7Very strongly disagree, strongly disagree, Disagree, Neither disagree nor agree, Agree, Strongly agree, Very strongly agree
Desirability: 1-seat motorcycle electric  Desirability: 2-seat runabout sport electric Desirability: 2-seat runabout hatchback gasoline hybrid Desirability: 4-seat economy diesel hybrid Desirability: 5-seat economy gasoline1, 2, 3, 4, 5, 6, 7Very undesirable, Undesirable, Somewhat desirable, Neutral, Somewhat desirable, Desirable, Very desirable
  Vehiclele: Novelist Lifestyle: Innovator Lifestyle: Trendsetter Lifestyle: Forerunner Lifestyle: Mainstreamer Lifestyle: Classic  1,……..,7  Desonot describe me at all……. Describes me perfectly
Favourite television  show type1, 2, 3, 4, 5, 6, 7Comedy, Drama, Movies/mini-series, News/ documentary, Reality, Science fiction, Sports
Favorite radio genre1, 2, 3, 4, 5, 6Classic pop & rock, Country, Easy listening, Jazz & Blues, Pop & chart, Talk
Favorite magazine type1, 2, 3, 4, 5, 6, 7, 8Business & MOney, Music and Entertainment, Family and Parenting, Sports & Outdoors, Home & Garden,  Cooking-Food & Wine, Trucks-cars & Motorcycle, News -Politics & Current Events
Favourite local Newspaper section1, 2, 3, 4, 5, 6, 7Editorial, Business, Local News, National News, Sports, Entertainment, Do not read
Use of online blogs Use of content communities Use of social network sites Use online games Use of virtual worlds0, 1, 2, 3Never, 1- 2 time per day, 3- 4 times per day, 5+ times per day

For each question below (question 1 to 5), it is your task to conduct a descriptive analysis, determine the scaling assumptions underlying each question, run the proper descriptive analysis, and interpret the findings.

  1. What is the demographic composition of the sample?
  • How do respondents feel about (1) concern for global warming and (2) taking personal responsibility for fuel economy?
  • What type of automobile model is the most desirable to people in the sample? What type is the least desirable?

4. Describe the “traditional” media usage of respondents in the sample.

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

Wu meets Celeste brown the same evening who was working on Auto Concepts Dataset. Celeste brown wants him to help him to solve the following two questions so that both of them can reach Nick Thomas to give respective updates from their end. Use Auto Concepts Data to solve the following questions 6 to 8 using the concepts of inferential analysis and hypothesis testing

  • The Auto Concepts principals believe that the desirability on the part of the American public for each of the automobile models under consideration is the following:
Table  Description automatically generated
  • Whether gender-wise market segmentation is relevant to NICK Thomas with reference to the desirability of the four-seat economy hybrid model?
  • Is the preference for radio and television the same?

All papers are written by ENL (US, UK, AUSTRALIA) writers with vast experience in the field. We perform a quality assessment on all orders before submitting them.

Do you have an urgent order?  We have more than enough writers who will ensure that your order is delivered on time. 

We provide plagiarism reports for all our custom written papers. All papers are written from scratch.

24/7 Customer Support

Contact us anytime, any day, via any means if you need any help. You can use the Live Chat, email, or our provided phone number anytime.

We will not disclose the nature of our services or any information you provide to a third party.

Assignment Help Services
Money-Back Guarantee

Get your money back if your paper is not delivered on time or if your instructions are not followed.

We Guarantee the Best Grades
Assignment Help Services