Advertising division preferred demographic profile

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Reference no: EM132256985

1) Use the ZEN Motors advertising division’s preferred demographic profile as the segmentation variables of target markets for the 4-Seat Gasoline Hybrid Model Cars (e.g., AGE, EDUCATION, INCOME, etc.) to determine whether or not statistically significant associations exist with for each medium: (a) radio, (b) newspaper, (c) television, and (d) magazines; and if they do, recommend the specific medium vehicles. Use 95% level of significance.

Hints: you must run crosstabs for the demographic variables and the media preferences for the 4-Seat Gasoline Hybrid Model Cars. If you find a statistically significant association (i.e., check the significance of Pearson Chi-Square in the Chi-square Test Table), you then must look at the percentages tables to determine the media vehicles that are preferred by the hybrid model target groups. In the crosstabs, set the demographic variable as the column variable, while the media variable as the row one. The output is set to the column percents. For example, examine the age column information in the crosstab of AGE*RADIO to find the largest percents for radio genres. Decide on a criterion, say 2/3 or 75%, and add the largest column percent to the next largest and then the next largest until the criterion is reached/exceeded. The genres that constitute that group are the radio media vehicles to use. Repeat this process for newspaper, television, and magazine media promotional media.

Refer to the case and the dataset of Global Motors: [Textbook] Marketing Research, 7th Edition,

Burns & Bush (Case 14.2, p. 377).

Reference no: EM132256985

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