INTEGRATED CASE

The Global Motors Survey Associative Analysis

Cory Rogers is very pleased with the way the Global Motors project is shaping up. Celeste Brown, the CMG data analyst, applied differences analysis using the desirability measures for the various alternative automobile models that might be developed, and she found a unique demographic target market profile for each model. Celeste summarized her findings into a professional PowerPoint presentation that Cory and Celeste presented to Nick Thomas and his assembled managers just yesterday. The presentation was one of the smoothest possible, and Nick's development team members became very excited and animated when they realized that Global Motors had a possibility of five "winner" model vehicles to work with. In fact, at the end of the meeting, Nick decided to go ahead with a preliminary marketing plan for each model.

Nick informed Cory and Celeste that ZEN Motors places a huge amount of emphasis on its communications, investing millions of dollars every year in many different types of advertising to convince prospective customers that its models are the best possible choices. Nick explained, "ZEN does not shotgun its advertising. Everything is based on solid marketing research that reveals the media usage characteristics of each target market. That is why I insisted on including the media usage information in our Global Motors survey. ZEN corporate will most certainly shoot us down if we come to it with any preliminary marketing plan for any proposed automobile model that does not have advertising recommendations based on media usage research.

I did not realize at the time that we would be working on all five models, but each of my development teams will need whatever media usage findings you can come up with for its particular model."

Cory and Celeste talk the following day to discuss further analysis for the Global Motors project. Cory says, "I recall that we have a lot of detail on the media habits of the survey respondents. Let's see, it includes favorite television show type, radio genre, magazine type, local newspaper section, and four different types of social marketing media.

Nick Thomas called this morning and asked if we could have our findings to him inside of a week, so I guess he and his teams are moving very fast. Nick also told me that he spoke to the ZEN Motors advertising group, and they have strong preferences as to what demographic factors should be used for what media. Nick says that for radio, they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income. Social media is new to ZEN, so if you could find distinct profiles for these, it would be like icing on the cake:'

Celeste says, "Needs it yesterday, so what else is new? Seriously, I can get to it by the end of this week and have it ready to present early next week, assuming no glitches:'

Cory concludes the meeting with, "Great, just let me know on Friday morning how it is coming, as I told Nick I will call him on that day to set up the presentation:' Your task in this case is to revisit Case 13.2 where you used differences analyses to find the unique demographic profiles for each of the five possible new models.

- 1-seat all-electric
- 4-seat all-electric
- 4-seat gasoline hybrid
- 5-seat diesel hybrid
- 5-seat standard size gasoline

1. Use each unique automobile model demographic profile to determine whether statistically significant associations exist, and if they do, to recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising division's preferred demographic for each medium.

2. What is the social media profile of each of the possible target markets, and what are the implications of this finding for the placement of advertising messages that would "speak" to this market segment when the automobile model is introduced?

Answer both questions for only the following 2 vehicles: #2 (4-seat all-electric) and #5 (5-seat standard size gasoline).

For question #1 - please perform cross-tabs analysis between:

(1) gender and the different advertising media vehicles listed in the case; and

(2) income and the different advertising media vehicles listed in the case.

Based on the output of these analyses, recommend the specific advertising media to use to appeal to the 2 car models listed above.

For question #2 - conduct a correlation analysis between gender, income, and the social media questions in the data.

Interpret the results to identify which social media platform would be most appropriate for the 2 car models listed above. 4 seat all electric desirability =4 5 seat standard size gasoline desirability = 2