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

Exercise 16

Your Integrated Case
The Advanced Automobile Concepts Survey Differences Analysis
Cory Rogers called a meeting with Nick Thomas, and Celeste Brown attended it. At the beginning of the meeting, Rogers's wife called with news that their five-year-old daughter was having a stomachache at school, and he was to pick her up and take her to the doctor. Rogers excused himself, saying, "I am sorry about this, but these things happen when you are a dual-career household. Celeste, sit with Nick for a bit and find out what questions he has about the survey findings. Then take a shot at the analysis, and we'll meet about it tomorrow afternoon. I am sure that Cory Junior will be over his stomach ailment by then."
After meeting for about twenty minutes, Brown understood that the Advanced Automobile Concepts division principals were encouraged by the findings of the survey which indicate that there is substantial demand for the various types of high-mileage hybrid automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one or a combination of the hybrid automobiles could be viable. The next step in their planning is to identify the target market for each hybrid automobile type under consideration. This step is crucial to market strategy as it is known that the more precise the target market definition is, the more specific and pinpointed will be the marketing strategy. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors.
? Gender
? Marital status
? Age category
? Education category
? Income category
? Home town size category
While the survey measured the likelihood of buying each hybrid type, Brown learned that Thomas considers preferences to be a better measure, because the hybrid model descriptions included seat size, mpg estimates, and styling notions.
Your task is to apply appropriate differences analysis to your AAConcepts XL Data Analyst data set to determine the target market descriptions for each of the five possible hybrid models.
Economy four-seat model; 70 mpg city, 100 mpg highway