Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 10

Your Integrated Case
The Advanced Automobile Concepts Survey Generalization Analysis
Cory Rogers was pleased with Celeste Brown's descriptive analysis. Brown had done all of the proper descriptive analyses, and she had copied the relevant tables and findings into a Word document with notations that Rogers could refer to quickly. Rogers says, "Celeste, this is great work. I am going to Nick Thomas in an hour to show him what we have found. In the meantime, I want you to look a bit deeper into the data. I have jotted down some items that I want you to analyze. This is the next step in understanding how the sample findings generalize to the population of the United States. I also have some hypotheses that I want you to test."
In the way of background, the data set for the Advanced Automobile Concepts survey has fifty variables that pertain to the following topics.
Demographics
Vehicle ownership
Probabilities of buying various types of hybrid vehicles in the next three years
Preferences for specific types of hybrid vehicles
Lifestyle
Favorite television show type
Favorite radio genre
Favorite magazine type
Favorite local newspaper section
The XL Data Analyst data set, called AAConcepts.xlsm, is comprised of 1,000 respondents who are a representative sample of American households. There is an estimated 14,825,428 American households (U.S. Census, 2010 estimate).
Your task here is to again take the role of Celeste Brown, marketing analyst. Using the Advanced Automobile Concepts data set, perform the proper analysis and interpret the findings for each of the following questions specified by Rogers.
Principals at Advanced Automobile Concepts fully understand that there is resistance to change in Zen. There are some senior executives who grew up during America's "romance with the automobile" era of the 1950s and 1960s, and who believe that most Americans want a large and powerful automobile. These executives point out that SUVs are extremely popular despite global warming warnings that have been issued for the past decade and numerous gasoline price surges where filling up the gas tank of an SUV or a luxury automobile approached the $100 mark. These executives further believe that hybrid and alternative fuel automobiles are generally regarded by the American public as undesirable because they are perceived to be unattractive, boxy in appearance, and sluggish in acceleration. In fact, some of these senior executives believe that the probability of the American public buying the various hybrid vehicles in the next three years may resemble the following:

Test these hypotheses with the findings from the survey.