Marketing research the demographic composition of the sample

1. Describe the demographic composition of the sample?

Except for number of household members, the demographic variables are nominal/categorical and require frequencies. Household members is metric (ratio) and requires means analysis.

Size of home town or city
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Under 10,000   154   15.4   15.4   15.4
10,00 to 99,999   177   17.7   17.7   33.1
100,000 to 499,999   176   17.6   17.6   50.7
500,000 to 1 million   226   22.6   22.6   73.3
1 million and more   267   26.7   26.7   100.0
Total   1000   100.0   100.0
Gender
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Male   505   50.5   50.5   50.5
Female   495   49.5   49.5   100.0
Total   1000   100.0   100.0

Marital status
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Unmarried   487   48.7   48.7   48.7
Married   513   51.3   51.3   100.0
Total   1000   100.0   100.0

Age category
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Between 18 and 24   121   12.1   12.1   12.1
Between 25 and 34   174   17.4   17.4   29.5
Between 35 and 49   256   25.6   25.6   55.1
Between 50 and 64   239   23.9   23.9   79.0
65 and older   210   21.0   21.0   100.0
Total   1000   100.0   100.0

Level of education
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Did not complete high school   194   19.4   19.4   19.4
High school degree   298   29.8   29.8   49.2
Some college   214   21.4   21.4   70.6
College degree   222   22.2   22.2   92.8
Post-undergraduate degree   72   7.2   7.2   100.0
Total   1000   100.0   100.0

Job category
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Managerial and Professional   246   24.6   24.6   24.6
Sales and Office   285   28.5   28.5   53.1
Service   120   12.0   12.0   65.1
Agricultural and Natural Resources   29   2.9   2.9   68.0
Precision Production, Craft, Repair   75   7.5   7.5   75.5
Operation, Fabrication, General Labor   102   10.2   10.2   85.7
Retired   143   14.3   14.3   100.0
Total   1000   100.0   100.0

Income category
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Under $25,000   256   25.6   25.6   25.6
Between $25,000 and $49,999   343   34.3   34.3   59.9
Between $50,000 and $74,999   194   19.4   19.4   79.3
Between $75,000 and $124,999   137   13.7   13.7   93.0
$125,000 and higher   70   7.0   7.0   100.0
Total   1000   100.0   100.0

Dwelling type
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Single-family   452   45.2   45.2   45.2
Multiple-Family   296   29.6   29.6   74.8
Condominium/Townhouse   185   18.5   18.5   93.3
Mobile Home   67   6.7   6.7   100.0
Total   1000   100.0   100.0

Descriptive Statistics
N   Minimum   Maximum   Mean   Std. Deviation
Number of people in household   1000   1   9   2.21   1.381
Valid N (listwise)   1000

2. How do respondents feel about (1) global warming and (2) gasoline emissions?

Interpretation of the scale is 1 = not concerned at all to 7= extremely concerned. Please interpret the following descriptive statistics to answer the questions.
Descriptive Statistics
N   Minimum   Maximum   Mean   Std. Deviation
I am worried about global warming.   1000   1   7   6.10   1.459
Global warming is a real threat.   1000   1   7   5.62   1.836
We need to do something to slow global warming.   1000   1   7   5.33   1.910
Valid N (listwise)   1000

Descriptive Statistics
N   Minimum   Maximum   Mean   Std. Deviation
Gasoline emissions contribute to global warming.   1000   1   7   4.82   2.277
Americans use too much gasoline.   1000   1   7   5.03   2.039
We should be looking for gasoline substitutes.   1000   1   7   5.07   2.159
Valid N (listwise)   1000

3. What type of automobile model is the most desirable to people in the sample? What type is the least desirable? Explain why.

Interpret the following data to answer these questions.
Descriptive Statistics
N   Minimum   Maximum   Mean   Std. Deviation
Probability of buying a very small (1 seat) hybrid auto within 3 years   1000   0   100   13.78   23.088
Probability of buying a small (2 seat) hybrid auto within 3 years   1000   0   90   20.59   19.285
Probability of buying a standard size hybrid auto within 3 years   1000   0   100   30.12   21.205
Probability of buying a standard size synthetic fuel auto within 3 years   1000   0   100   40.17   21.465
Probability of buying a standard size electric auto within 3 years   1000   0   100   34.64   22.090
Valid N (listwise)   1000

4. Describe the “traditional” media usage of respondents in the sample.

Use the following data to answer the question.

Favorite television show type
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Comedy   70   7.0   7.0   7.0
Drama   176   17.6   17.6   24.6
Movies/Miniseries   195   19.5   19.5   44.1
Documentary   254   25.4   25.4   69.5
Reality   76   7.6   7.6   77.1
Science Fiction   71   7.1   7.1   84.2
Sports   158   15.8   15.8   100.0
Total   1000   100.0   100.0

Favorite radio genre
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Classic pop & rock   116   11.6   11.6   11.6
Country   131   13.1   13.1   24.7
Easy listening   82   8.2   8.2   32.9
Jazz & blues   159   15.9   15.9   48.8
Pop & Chart   400   40.0   40.0   88.8
Talk   112   11.2   11.2   100.0
Total   1000   100.0   100.0

Favorite magazine type
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Business & money   74   7.4   7.4   7.4
Music & entertainment   140   14.0   14.0   21.4
Family & parenting   254   25.4   25.4   46.8
Sports & outdoors   119   11.9   11.9   58.7
Home & garden   62   6.2   6.2   64.9
Cooking, food & wine   57   5.7   5.7   70.6
Trucks, Cars & Motorcycles   41   4.1   4.1   74.7
News, politics & current events   253   25.3   25.3   100.0
Total   1000   100.0   100.0

Favorite local newspaper section
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Editorial   94   9.4   9.4   9.4
Business   204   20.4   20.4   29.8
Local news   317   31.7   31.7   61.5
National news   41   4.1   4.1   65.6
Sports   236   23.6   23.6   89.2
Entertainment   59   5.9   5.9   95.1
Do not read   49   4.9   4.9   100.0
Total   1000   100.0   100.0

5. Describe the social media usage of the respondents in the sample.
The social media variables are measured with 1= “Never” and 4 = “Four + times a day,” so you must use frequencies to see the distributions.

Use the following data to answer this question.

Use of online blogs
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Never   580   58.0   58.0   58.0
2   264   26.4   26.4   84.4
3   144   14.4   14.4   98.8
Four+ times a day   12   1.2   1.2   100.0
Total   1000   100.0   100.0

Use of content communities
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Never   339   33.9   33.9   33.9
2   334   33.4   33.4   67.3
3   258   25.8   25.8   93.1
Four+ times a day   69   6.9   6.9   100.0
Total   1000   100.0   100.0

Use of social network sites
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Never   345   34.5   34.5   34.5
2   257   25.7   25.7   60.2
3   302   30.2   30.2   90.4
Four+ times a day   96   9.6   9.6   100.0
Total   1000   100.0   100.0

Use of online games
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Never   320   32.0   32.0   32.0
2   325   32.5   32.5   64.5
3   311   31.1   31.1   95.6
Four+ times a day   44   4.4   4.4   100.0
Total   1000   100.0   100.0

Use of virtual worlds
Frequency   Percent   Valid Percent   Cumulative Percent
Valid   Never   465   46.5   46.5   46.5
2   326   32.6   32.6   79.1
3   190   19.0   19.0   98.1
Four+ times a day   19   1.9   1.9   100.0
Total   1000   100.0   100.0

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