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Read through integrated case and conduct the appropriate analyses for only the vehicles: #2 (4-seat all-electric) and #5 (5-seat standard size gasoline).

Case - Integrated case

Global Motors segmentation analysis

Analyses to identify the salient demographic and/or attitude factors that are related to preferences for each of the five automobile models under consideration. With each auto-mobile model, prepare a summary that:

1. Lists the statistically significant independent variables (use 95% level of confidence).

2. Interprets the directional of the relationship of each statistically significant independent variable with respect to the preference for the automobile model concerned.

3. Identifies or distinguishes the relative importance of each of the statistically significant independent variables.

4. Assesses the strength of the statistically significant independent variables as they join to predict the preferences for the automoble model concerned.

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Marketing Management, Management Studies

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