MKTG 673 – Group Assignment 3

Data Analysis and Hypothesis Testing in SPSS

Group Assignment 3 is worth 15% of your course grade and is due on Thursday 4/25/2019.

Assignment Objective: This assignment is an application for the concepts of data analysis and
hypothesis testing using SPSS. The main objective of the assignment is to assess your ability to:
1) recognize the type of analysis required to test different hypotheses, 2) perform the appropriate
descriptive and multivariate analyses in SPSS, and 3) interpret the data and write your results and
conclusions correctly.

Teams for Group Assignment 3: You will complete this assignment in Groups of 3
(exceptions may apply).

Assignment Requirements:
In order to complete this assignment, you will need to use the following material, in addition to
this document:
 Course lectures for chapters 16, 17, and 18.
 Access to SPSS at VCU or on your personal computer.
 Documents in the folder SPSS – For Group Assignments 2 & 3, located on
Blackboard/Assignments/MKTG 673-Group Assignments/
o Data Analysis – SPSS Tutorial: General guidelines on how to perform different
analyses in SPSS (check IBM SPSS Statistics 25 – Brief Guide document for
more details).
o Data Analysis – Reporting Results: General guidelines about appropriate analyses
to conduct and how to write results for significant or insignificant findings.
o Data Analysis – Writing Conclusions and Recommendations: Guidelines on how
to interpret the results and write your conclusions and recommendations
 SPSS Input File with Data “Cars.sav” posted on Blackboard under the folder
Assignments/MKTG 673 - Group Assignments/Group Assignment 3.

Important Note about the above Guidelines Documents: These documents are essential to
help guide you in completing the assignment. However, copying and pasting the wording alone
without clear evidence of understanding, significant contribution based on your analyses, and
skilled consolidation of information into a professional submission of the assignment is
considered inadequate and will be graded accordingly.

In order to complete Group Assignment 3, please:

 Read the case information provided in this assignment document including an
explanation of the SPSS Input File Data.
 Follow the instructions in the Submission Form to perform analyses, to complete the
assignment, and to create your word document for assignment submission.

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Submission Guidelines: Please follow the “MKTG 673 – Group Assignments – Guidelines”
posted on Blackboard when submitting Group Assignment 3. As a reminder, Digital submission
of all required documents (Submission forms in one documents, SPSS files, etc.) need to be sent
by e-mail sent before 5:30 pm. on the due date. Please name all your files using the format
“Group X – File Title”, where X is your group number and File Title is for example Submission
Form for GA3, SPSS Input File for GA3, etc. Stapled hard copies of all files are due at the
beginning of class on the due date.

Submission Checklist for Group Assignment 3:

 Word document submission with your completed assignment (hard copy and e-mail
submissions)
 SPSS Input File: Modified with new transformed or recoded variables (e-mail submission
only)
 SPSS Output File: One clean file with all your analyses (e-mail submission only)

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Case Background: The Cycle

Euro Motors, Inc., a German-based company, is developing a new automobile called the
Cycle that they hope to introduce into both the German market and the United States
market. Before doing so, Euro Motors conducted a survey of German and American car
owners to learn more about consumers’ attitudes and behaviors. They collected data from
70 respondents using a questionnaire administered through mall-intercept interviews in
Germany and the United States.

The dataset (Cars.sav) describes attitudes of car owners from Germany and the United
States toward their automobiles and toward the new Cycle car (after a test-drive), in
addition to their maintenance spending behavior for their current car. Following are the
variables in the dataset and their measurement characteristics:

1. CustomerCountry: Indicates whether the respondents is from Germany (0) or the

USA (1)
2. AttitudeCar: Indicates the customer’s attitude towards their current car. It is a
summated rating scale of multiple measures where attitudes can range between 7
and 21 points.
3. DomesticCar: Indicates whether the owner’s current car is an Imported (0) or a
Domestic (1) car.
4. MaintenanceSpending: This is an open-ended numeric scale that measures customer
average spending on car maintenance per year in Euros.
5. CarWorth: This is an open-ended numeric scale that measures the customer’s total
current car worth (market price) in Euros.
6. AttitudeCycle: Indicates the customer’s attitude towards the new Cycle car. It is a
summated rating scale of multiple measures where attitudes can range between 7
and 21 points.

Use SPSS to perform the analyses required for this assignment (in the submission form).
You need to save your modified SPSS Input File with transformed or recoded variables
for submission. You also need to save your SPSS Output File for Submission. The submitted
SPSS Output file should be your clean final file with only the relevant analyses included
(you can use different files for your trial and error analyses, but you should not submit
those).

You need to use the output to extract (copy or take a clear screen shot) output tables or to
construct your own tables to be included with this assignment (Note: Sometimes SPSS
tables can be cumbersome and contain unnecessary information. Therefore, constructing
well-formatted better organized tables on your own is recommended in those cases).

For charts and histograms, you can copy and paste these from the SPSS output file by using
the copy command or by taking clear screen shots of those.

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 Submission Form
MKTG 673 (Spring 2018): Group Assignment 3

Submission Date:
Team Number:
Team Members:

Part I: Cars.sav – Univariate Analyses

Frequency Distribution and Descriptive Statistics (Total = 25 points) – No Partial Credit

Q1. Categorical Variables: For each categorical variable, perform a frequency distribution
analysis and report frequencies (counts) and valid percentages. Also, create a pie or bar
chart for each variable reporting percentages. For each variable, include an interpretation
of the results in one or two sentences. (5 points)

Q2. Metric Variables: For each metric variable, perform the appropriate descriptive
statistics analysis including mean, standard deviation or variance, and min/max values.
Also, create a histogram with a normal curve for each variable. For each variable, include
an interpretation of the results in one or two sentences. (10 points)

Q3. Variable Transformation/Recoding into New Variable: Create a new variable called
“SpendCategorical” by recoding “MaintanceSpending” into a different multichotomous
variable, where 1 = Low Maintenance Spending of 1-250 Euros, 2 = Average Maintenance
Spending of 251-400 Euros, and 3 = High Maintenance Spending of 401-800 Euros. Include
a frequency analysis of the new variable with frequencies and valid percentages. (10 points)

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 Part II: Cars.sav – Multivariate Analyses and Testing Hypotheses
(Total = 75 points) - No Partial Credit

For this part:

 Use the significance level α = 0.05 when testing all hypotheses.
 Refer to the document “Data Analysis – Reporting Results – Guidelines” in
reporting your results.
 Refer to the file “Data Analysis – Writing Conclusions and Recommendations” in
interpreting your findings and writing your conclusions.

Q4. Conduct the appropriate statistical analysis to test the following hypotheses. Report
your results and include the appropriate output information and tables (if applicable) for
each hypothesis. (30 points - 10 points each)
H1: Germans like the new Cycle car more than Americans like the new Cycle car.
H2: Customers in the sample like their current car more than they like the new Cycle
car.
H3: People’s ownership of a domestic or imported car is dependent on whether they
are American or German. Americans are more likely to own imported cars than
Germans.

Q5. Based on your results from testing H1, H2, and H3, what conclusions can you draw
about the introduction of the new Cycle car in the U.S. market, the German market, or
both? What recommendations could you make to Euro Motors Inc.? (15 points)

Q6. Using the new variable you created in Q3, “SpendCategorical” for 3 groups of people
(those who spend high, average, and low amounts of money to maintain their current car),
test the following hypothesis using the appropriate statistical analysis and report your
results. (10 points)
H4: People who spend high amounts of money on maintaining their current car have
more positive attitudes towards their current car than people who spend average and
those who spend low amounts of money on maintenance.

Q7. Produce a correlation matrix for the following variables: AttitudeCar, CarWorth, and
MaintenanceSpending. Include the correlation matrix here, report and interpret
(conclusions) the correlations results between each pair of variables. (10 points)

Q8. Estimate a multiple linear regression model with two hypothesized predictors for
consumers’ attitudes towards the new Cycle car “AttituteCycle”: 1) “AttitudeCar” and 2)
“CarWorth”. Provide the full regression equation and report and interpret (conclusions)
the results. (10 points)