Data Analysis Exercise 1

Team assignment

Date of submission: Sections B & C – 24 Feb, Section A – 1 Mar

Class rep to collect the soft copies in pen drive and submit to me on or before due dates

A car dealership conducted a research to find out car preferences in order to plan their promotional
strategy. Their primary research objective is to identify socio-demographic differences in car preferences
and payment capacity. They have collected data from 297 car owners on various aspects which are
shown in the SPSS dataset (car.sav).

The research questions are as follows:

1. Do demographic factors (variables 2 to 7) influence preferences for various car categories

(Luxury, standard and economy – variable 9)?
2. Do life style factors (variables 12 to 25) influence car preferences (variable 9)?
3. Does the price of car (variable 8) influence satisfaction ratings (variable 10)?
4. Do demographic factors influence satisfaction ratings?

Formulate research hypotheses and test each using appropriate statistical analysis.

Present your finding in the form of a report and provide suggestion for the dealership regarding
promotional strategies