Marketing – Case 15.2 Your Integrated Case Global Motors Segmentation Analysis

Question
Case 15.2 Your Integrated Case Global Motors Segmentation Analysis

Case Questions

With each of the two models we have been using for Chapters 13 and 14 (the 1 seat all electric model and the 4 seat gasoline hybrid model), prepare a summary that does the following for EACH MODEL:

1. List the statistically significant independent variables (use 95% level of confidence).

2. Interpret the directional of the relationship of each statistically significant independent variable with respect to the preference for the hybrid model concerned.

3. Identify or distinguish the relative importance of each of the statistically significant independent variables.

4. Assess the strength of the statistically significant independent variables as they join to predict the preferences for the hybrid model concerned.

Please use the SPSS regression output in the attached file to answer these questions

CHAPTER 15: REGRESSION – GLOBAL MOTORS CASE 15.2
Use the computer output below to answer questions for Chapter 15.

REGRESSION ANALYSIS
1 SEAT ALL ELECTRIC MODEL
Model Summary
Adjusted R
Model

R

1

.527

Square

R Square
a

Std. Error of the
Estimate

.278

.271

1.051

a. Predictors: (Constant), Gasoline emissions contribute to global
warming., Gender, Dwelling type, Size of home town or city, Number of
people in household, Income category, Marital status, Age category, I
am worried about global warming., Level of education

ANOVAb
Model
1

Sum of Squares
Regression

df

Mean Square

420.739

10

42.074

Residual

1093.097

989

1513.836

38.067

Sig.
.000a

1.105

Total

F

999

a. Predictors: (Constant), Gasoline emissions contribute to global warming., Gender, Dwelling
type, Size of home town or city, Number of people in household, Income category, Marital status,
Age category, I am worried about global warming., Level of education
b. Dependent Variable: Desirability: 1 Seat All Electric

1

Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

B
(Constant)

Std. Error
6.509

-1.304

t

Sig.

12.256

.000

.156

5.218

.000

.097

-.526

-13.399

.000

-.320

.136

-.081

-2.351

.019

.026

.044

.020

.584

.560

Age category

-.026

.004

-.259

-6.120

.000

Level of education

-.188

.047

-.249

-3.967

.000

2.499E-6

.000

.067

1.738

.083

.038

.037

.029

1.017

.309

-.073

.052

-.079

-1.400

.162

.155

.043

.214

3.604

.000

Size of home town or city

.000

Beta

.531

4.257E-7

Coefficients

Gender
Marital status
Number of people in
household

Income category
Dwelling type
I am worried about global
warming.
Gasoline emissions
contribute to global warming.

a. Dependent Variable: Desirability: 1 Seat All Electric

4 SEAT GASOLINE HYBRID
Model Summary
Adjusted R
Model
1

R
.718a

R Square
.516

Std. Error of the

Square

Estimate
.511

1.337

a. Predictors: (Constant), Gasoline emissions contribute to global
warming., Gender, Dwelling type, Size of home town or city, Number of
people in household, Income category, Marital status, Age category, I
am worried about global warming., Level of education

2

ANOVAb
Model
1

Sum of Squares

df

Mean Square

Regression

1882.682

10

188.268

Residual

1767.093

989

3649.775

Sig.
.000a

1.787

Total

F
105.369

999

a. Predictors: (Constant), Gasoline emissions contribute to global warming., Gender, Dwelling
type, Size of home town or city, Number of people in household, Income category, Marital status,
Age category, I am worried about global warming., Level of education
b. Dependent Variable: Desirability: 4 Seat Gasoline Hybrid

Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

B
(Constant)
Size of home town or city
Gender
Marital status
Number of people in

Std. Error
1.892

.000

-1.503

Beta

t

.675

-7.158E-7

Coefficients
Sig.

2.801

.005

-.169

-6.901

.000

.124

-.391

-12.148

.000

.269

.173

.044

1.554

.121

-.143

.056

-.072

-2.544

.011

-.099

.005

-.632

-18.217

.000

.463

.060

.395

7.675

.000

-1.034E-5

.000

-.178

-5.657

.000

.132

.047

.065

2.786

.005

-.433

.066

-.301

-6.519

.000

.652

.055

.578

11.919

.000

household
Age category
Level of education
Income category
Dwelling type
I am worried about global
warming.
Gasoline emissions
contribute to global warming.
a. Dependent Variable: Desirability: 4 Seat Gasoline Hybrid

3