Type
Quiz
Book Title
Basic Marketing Research: Using Microsoft Excel Data Analysis 3rd Edition
ISBN 13
978-0135078228

978-0135078228 Chapter 14 Solution Manual Part 3

June 7, 2019
Demographic variables—there is no trimmed table as all variables are found to
be significant.
Results: Least Squares Method of Regression
Dependent Variable Total Cases 1000
Preference: Super Cycle
one-seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Income category -0.01 -0.28 Yes
Level of education -0.14 -0.22 Yes
Age category -0.03 -0.32 Yes
*95% level of confidence
Interpretation: Greater preference for the Super Cycle is found with individuals
with relatively less: income, education, age, and family size, while greater
preference is found with people living in larger cities. It is stronger with males
Belief variables
Results: Least Squares Method of Regression
Preference: Super Cycle one-
seat hybrid
Independent Variable(s) Coefficient
Standardize
d Significant?*
High gasoline prices will impact
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233
Gasoline emissions contribute to
*95% level of confidence
If found, variables with zero variance are not
included
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
Preference: Super Cycle one-
seat hybrid
Independent Variable(s) Coefficient
Standardize
d Significant?*
We should be looking for gasoline
*95% level of confidence
Interpretation: The trimmed table reveals that more preference for the Super Cycle
is found with individuals who believe stronger than average that we should be
looking for gasoline substitutes and less preference is found with those who
believe stronger that gasoline emissions contribute to global warming and that we
Attitude Variables
Results: Least Squares Method of Regression
Preference: Super Cycle one-seat
hybrid
Independent Variable(s) Coefficient Standardized Significant?*
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234
Hybrid autos that use alternative
fuels will slow down global
*95% level of confidence
If found, variables with zero variance are not
included
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
Preference: Super Cycle one-seat
hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Hybrid autos that use alternative
*95% level of confidence
Interpretation: Greater preference for the Super Cycle is found in individuals who
are less of the opinion that hybrid autos that use alternative fuels will keep gas
prices down and more with the opinions that small autos with high mpg’s will
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235
stabilize gas prices because of its small size, not because of its hybrid fuel.
Preference for Roundabout Sport two-seat hybrid
Demographic variables
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
Preference: Runabout Sport two-
seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
*95% level of confidence
Interpretation: Greater preference for the runabout sport model is found with
individuals with relatively less: income, education, age, and family size, whereas
greater preference is found with people living in larger cities. It is stronger with
married individuals. The standardized betas reveal that the most important
Belief Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Preference: Runabout Sport two-
seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Gasoline emissions contribute to
*95% level of confidence
Interpretation: The trimmed table reveals that more preference for the Runabout
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236
Attitude Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Preference: Runabout Sport two-
seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Hybrid autos that use alternative
*95% level of confidence
Interpretation: Greater preference for the Super Cycle is found in individuals who
are less of the opinion that hybrid autos that use alternative fuels will keep gas
prices down and more with the opinions that small autos with high mpg’s will
Runabout sport with luggage two-seat hybrid
Demographic variables
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
luggage two-seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
*95% level of confidence
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237
Interpretation: Greater preference for the Runabout with luggage model is found
with individuals with relatively less: income, age, and family size, whereas
greater preference is found with people with more income and living in larger
Belief Variables
Trimmed Regression Analysis Results (Backward Stepwise)
seat hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Gasoline emissions contribute to
*95% level of confidence
Interpretation: The trimmed table reveals that more preference for the Runabout
with luggage model is found with individuals who believe less than average that
Attitude Variables
There is NO linear relationship (95% level of confidence)
Interpretation: There is no linear relationship; therefore no significant independent
Economy four-seat hybrid
Demographic variables
Trimmed Regression Analysis Results (Backward Stepwise)
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238
Preference: Economy four-seat
hybrid
Independent Variable(s) Coefficient Standardized Significant?*
*95% level of confidence
Interpretation: Greater preference for the Economy four-seat hybrid model is
found with individuals with relatively more: income, education, and age, whereas
less preference is found with people living in larger cities. The standardized betas
Belief Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Preference: Economy four-seat
hybrid
Independent Variable(s) Coefficient
Standardize
d Significant?*
High gasoline prices will impact
which types of autos are
*95% level of confidence
Interpretation: Preference for the Economy four-seat hybrid model is greater with
the belief that high gasoline prices will impact which type of autos are purchased
and that gasoline emissions contribute to global warming. Less preference occurs
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239
Attitude Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
Preference: Economy four-seat
hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Hybrid autos that use alternative
fuels will slow down global
*95% level of confidence
Interpretation: Preference for the Economy four-seat hybrid model is greater with
opinions that hybrid autos will slow down global warming and that they will keep
gasoline prices down. It is less with the opinion that small autos with high mpg’s
Standard four-seat hybrid model
Demographic Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Dependent Variable Total Cases 1000
Preference: Standard four-seat
hybrid
Independent Variable(s) Coefficient
Standardize
d Significant?*
*95% level of confidence
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240
Interpretation: Preference for the Standard four-seat hybrid model is great with
more: income, education, age, and household size. It is less with individuals living
in large cities. It is greater with females than with males. The most important
Belief Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Preference: Standard four-seat
hybrid
Independent Variable(s) Coefficient
Standardize
d Significant?*
Gasoline emissions contribute to
*95% level of confidence
Interpretation: Preference for the Standard four-seat hybrid model is greater with
the belief that gasoline emissions contribute to global warming and less that
global warming is a threat. The former belief is the more important one. To
Attitude Variables
Trimmed Regression Analysis Results (Backward Stepwise)
Preference: Standard four-seat
hybrid
Independent Variable(s) Coefficient Standardized Significant?*
Hybrid autos that use alternative
*95% level of confidence
Interpretation: Preference for the Standard four-seat hybrid model is greater with
the opinion that hybrid autos using alternative fuels will keep gas prices down and
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
241
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
242