Marketing Research Analysis - Coursework Example

Marketing Research Analysis Name Institution Introduction Based on the records from data collected, different scales are used to classify data to make the analysis easier. Based on the choice data collection, scales are used in assigning degrees of confidence to the data. To begin with the statistical scale variation, statisticians hold that data can neither be ordered nor measured, but can be assigned to a given category. Nominal scale therefore assigns data into categories based on the factors that they have in common. An example from the data is to show the number of visits to the website. Data can also be classified into ordinal scale, which assigns variable into degrees of measurement. This is the most commonly used scale in statistics, and it entails classifying variables into good, bad, worse and so on. Statistical variables are sometimes not quantifiable hence; the use of scales serves as the best method in relating different variables (Bush, 2010). Interval scale entails that a given magnitude on the unit scale of measurement represents equal variation of data under consideration. Interval scale has the weakness that values cannot be assigned the absolute zero value, but only be compared based on the scale. An illustration of interval scale is demonstrated by the comparison of values with the same intervals say between 23 and 24 or between 30 and 31. The difference between the two sets of examples is equal hence; they have the same interval scale (Bush, 2010). The ratio scale classifies variables that are equidistantly placed and takes account of the meaningful zero. The scale may be used to consider, for example, the variations of data after every two years (Bush, 2010). Researchers mostly use ratio scale when they collect quantitative data, and this is achieved by grouping the respondents into same category like comparing age, and the income of the respondents. 2. Descriptive analysis of the questionnaire. Question1.number of people visiting auto online web site. Statistics Visited Auto Online Web Site in past 3 months? N Valid 1400 Missing 0 Mean 1.00 Median 1.00 Mode 1 Sum 1400 Percentiles 25 1.00 50 1.00 75 1.00 Visited Auto Online Web Site in past 3 months? Frequency Percent Valid Percent Cumulative Percent Valid Yes 1400 100.0 100.0 100.0 Question2. Internet purchases Descriptive Statistics N Minimum Maximum Mean Std. Deviation I think purchasing items from the Internet is safe. 1400 1 5 2.82 1.302 How often do you make purchases through the Internet? 1400 1 5 2.82 1.304 The Internet should not be used to purchase vehicles. 1400 1 5 3.10 1.387 Valid N (listwise) 1400 Question 3. Indication of opinion about the market. Descriptive Statistics N Minimum Maximum Sum Mean Variance I don't like to hassle with car salesmen. 1400 1 5 4764 3.40 2.625 I like the process of buying a new vehicle. 1400 1 5 2557 1.83 1.389 The Internet should not be used to purchase vehicles. 1400 1 5 4346 3.10 1.925 Online dealerships are just another way of getting you into the traditional dealership. 1400 1 5 2971 2.12 1.025 I think purchasing items from the Internet is safe. 1400 1 5 3942 2.82 1.696 I like using the Internet. 1400 1 5 3955 2.82 1.596 I use the Internet to research purchases I make. 1400 1 5 4350 3.11 1.600 The Internet is a good tool to use when researching an automobile purchase. 1400 1 5 3941 2.82 1.599 Valid N (listwise) 1400 Question 4. How many times before you purchased the automobile did you visit the auto online web site? Visiting the web site before making purchase. N Minimum Maximum Mean Std. Deviation Variance About how many times before you bought your automobile did you visit the Auto Online web site? 1400 1 16 6.61 3.171 10.054 Valid N (listwise) 1400 Question 5. How did you find about the website. How did find about the website? N Minimum Maximum Mean Std. Deviation Variance Found out about Auto Online from a friend 1400 0 1 .06 .234 .055 Found out about Auto Online from a billboard 1400 0 1 .03 .180 .032 Found out about Auto Online from an Internet banner 1400 0 1 .17 .375 .141 Found out about Auto Online by Web surfing 1400 0 1 .43 .496 .246 Found out about Auto Online from a search engine 1400 0 1 .66 .473 .223 The web site was easy to use. 1400 1 5 3.81 1.397 1.952 Valid N (listwise) 1400 Question 6. Personal opinion about online website. Personal opinion N Minimum Maximum Mean Std. Deviation Variance I found the web site was very helpful in my purchase. 1400 1 5 3.48 1.097 1.203 I had a positive experience using the web site. 1400 1 5 3.27 1.025 1.050 I would use this web site only for research. 1400 1 5 2.14 1.217 1.480 The web site influenced me to buy my vehicle 1400 2 5 3.99 .657 .432 I would feel secure to buy from this web site. 1400 1 5 4.36 .716 .512 The web site was easy to use. 1400 1 5 3.81 1.397 1.952 Valid N (listwise) 1400 Question 7. Did you purchase your automobile from the website? Did you purchase your automobile from the website? N Minimum Maximum Mean Std. Deviation Variance Did you buy your new vehicle on the Auto Online web site? 1400 1 2 1.79 .404 .163 If yes, was it a better experience than buying at a traditional dealership visit? 287 1 2 1.05 .223 .050 If yes, indicate how much better. 272 1 4 1.97 1.007 1.014 Valid N (listwise) 272 Question 8. Personal opinion about purchases. Descriptive Statistics about purchases N Minimum Maximum Sum Mean Std. Deviation Variance People feel that the Internet is not a safe place for personal information. 1400 1 5 4534 3.24 1.487 2.212 People want to test the performance of the vehicle before buying it. 1400 2 5 6299 4.50 .668 .446 People feel they can negotiate a better price by talking with a sales representative in person. 1400 1 5 3962 2.83 1.661 2.759 People usually have trade-ins that are too complicated to deal with online. 1400 1 5 4396 3.14 1.631 2.659 People like to have a "hands on" situation when buying different options for their vehicle. 1400 1 5 5605 4.00 1.052 1.107 People want to see the vehicle before they buy it to check for imperfections. 1400 1 5 2391 1.71 .982 .965 Valid N (listwise) 1400 Question 9. How long did you search for the automobile on the website? Descriptive Statistics showing during the purchase. N Minimum Maximum Sum Mean Std. Deviation Variance For how many weeks were you actively searching for your vehicle? 1400 1 12 5050 3.61 2.351 5.528 Valid N (listwise) 1400 Question 10. The cost the vehicle. Descriptive Statistics showing cost of vehicles N Minimum Maximum Sum Mean Std. Deviation Variance If you traded in a vehicle, approximately how much was it worth? 1296 $1,000 $31,000 $13,450,000 $10,378.09 $5,331.392 28423735.640 Valid N (listwise) 1296 Question 11. The approximate cost of sticker. Descriptive Statistics showing cost of stickers N Minimum Maximum Sum Mean Std. Deviation Variance What was the approximate sticker price of your new vehicle? 1400 $10,000 $35,000 $21,695,000 $15,496.43 $4,905.977 24068607.679 Valid N (listwise) 1400 Question 12. Approximate actual prices. Descriptive Statistics showing approximate actual cost N Range Minimum Maximum Mean Std. Deviation Variance What was the approximate actual price you paid for it? 1400 $28,000 $5,000 $33,000 $13,181.43 $5,017.903 25179354.641 Valid N (listwise) 1400 Question 13. What is your age? Descriptive Statistics showing respondents age N Range Minimum Maximum Mean Std. Deviation Variance What is your age? 1400 45 21 66 36.08 8.625 74.399 Valid N (listwise) 1400 Question 14. Marital status Descriptive Statistics of marital status N Range Minimum Maximum Mean Std. Deviation Variance What is your marital status? 1400 4 1 5 2.00 1.135 1.289 Valid N (listwise) 1400 Question 15. The number of children in the family. Descriptive Statistics of the number of children N Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error How many children under the age of 18 are living with you? 842 5 0 5 1.52 1.018 1.037 .335 .084 Valid N (listwise) 842 Question 16. Level of education. Descriptive Statistics of educational level N Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error What is the highest level of education you have completed? 1400 5 1 6 3.52 1.502 2.256 .011 .065 Valid N (listwise) 1400 Question 17. Information about the race. Descriptive Statistics about the race N Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error What is your race? 1400 5 1 6 1.62 1.134 1.287 2.053 .065 Valid N (listwise) 1400 Question 18. Information about house hold income. Descriptive Statistics about income N Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error What range indicates your total household income before taxes last year? 1400 6 1 7 4.57 1.933 3.736 -.416 .065 Valid N (listwise) 1400 Question 19. Information about gender. Descriptive Statistics about gender N Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error Your gender is... 1400 1 1 2 1.20 .398 .158 1.524 .065 Valid N (listwise) 1400 3. Is there relationship between gender and the purchase of the new vehicle on the auto online website? In order to establish the relationship between the number of vehicles sold via auto online and the gender of the customers, the data below is considered. Did you buy your new vehicle on the Auto Online web site? Frequency Percent Valid Percent Cumulative Percent Valid Yes 287 20.5 20.5 20.5 No 1113 79.5 79.5 100.0 Total 1400 100.0 100.0 Your gender is... Frequency Percent Valid Percent Cumulative Percent Valid Male 1124 80.3 80.3 80.3 Female 276 19.7 19.7 100.0 Total 1400 100.0 100.0 The results from the respondents show that of all the 1400 people who purchased vehicles, only 287 people purchased the vehicles via auto online. The results also identify the male to be the frequent visitors of the web site. The number of male visitors the site was 1124 while the female visitors number stood at 276. Based on this analysis, it can be concluded that there is a relationship between gender and sales made on the site. 4. Data analysis. The conduction of market research aid the management in making informed decision towards the performance of the business. The data produced by the market survey presented in the of auto online shows the demands of the market that must be fulfilled by the suppliers. The analysis is can be used to enhance growth of the business enterprise by identifying the model of the car that has a higher demand. Based on the data, the number of men purchasing online is higher than that of women hence, marketers can utilize this information by providing more men customized cars to the market. This information may be illustrated as follows The information from the data collected can be used to find the number of customers that visit the website in order to make purchases. The management can then apply the use of marketing skills to convince the prospective customers to buy make purchases. Descriptive Statistics N Minimum Maximum Mean Std. Deviation I think purchasing items from the Internet is safe. 1400 1 5 2.82 1.302 How often do you make purchases through the Internet? 1400 1 5 2.82 1.304 The Internet should not be used to purchase vehicles. 1400 1 5 3.10 1.387 Valid N (listwise) 1400 This data show s that significant number of people visits the internet, but they don’t have the trust to make purchases online. Mean 2.82 represent the number of people making purchases and sales on the internet. The marketing manager should observe that the mean 3.10 represents the people who do not trust the internet, and apply appropriate strategy to capitalize on them. The table below shows the range in the market prices. Descriptive Statistics N Minimum Maximum Sum Mean Std. Deviation Variance If you traded in a vehicle, approximately how much was it worth? 1296 $1,000 $31,000 $13,450,000 $10,378.09 $5,331.392 28423735.640 Valid N (listwise) 1296 The marketers can use this information to establish a price mechanism by setting up their prices to with the prices of the other sellers in the market. From the survey conducted, it can be seen that the minimum market price is $1000 while the maximum market price is $31000. This information is useful in determination of a price mechanism. Before availing the products into the market, it is advisable that the decision makers survey the income of the internet users, and the amount of responsibilities they have. This information is vital for the sales executive because they will establish the product that can purchased by all the consumers. The pie chart above shows that the income of the respondents ranges between $35000-$110000. Therefore, the management should set their within this range in order to increase their sales. References Bush, B. a. (2010). Marketing Research. New York: Upper Saddle River. Salkind, G. a. (2008). Using SPSS for Windows and Macintosh. New York: Upper Saddle River. Read More