questions
1) What are strengths and weakness of your business client?
(Check business client allocation file to know your assigned business client)
To answer this question, you need to:
1a) Use the SPSS software package to conduct a formal comparison of customers’ perceptions of
the six passenger car attributes (Questions X7, X8, X9, X10, X11 & X12) across the three
competing companies while adapting the appropriate statistical technique for this purpose.
(understanding) (knowledge) (presentation)
1b) Come up with some marketing recommendations/decisions based on your analysis to
improve competitive position of your business client. The answers will be different depending
on who is your business client (Check the business client allocation sheet to know your assigned
business client) (understanding)
2) What are most valued and least valued car attributes in this market?
To answer this question, you need to
2a) Rank six car attributes (Questions: X1, X2, X3, X4, X5 & X6) based on their level
of importance using a valid statistical test to check if there are any significant
differences between these variables (Check section 1 in the questionnaire)
(understanding) (knowledge)
2b) Come up with some marketing recommendations/decisions based on your
analysis to guide their product/service strategy(understanding)
3) Are there any significant differences between males and females in terms
of their level of importance assigned to six car attributes? [25 Marks]
(Optional)
To answer this question, you need to:
3a) Compare male and female sub-samples on assigned level of importance to the six car
attributes (Questions: X1, X2, X3, X4, X5 & X6) (understanding) (knowledge)
3b) Come up with some marketing recommendations/decisions based on your analysis to
guide segmentation/targeting strategies for your allocated business client (Check business
client allocation file to know your assigned business client). (understanding)
4) What are passenger car attributes that drive one’s tendency to rebuy the same
car brand (Question number X14) in the future? [25 Marks] (Optional)
To answer this question, you need to
4a) Assess causality between customers’ evaluation of the six car attributes
(Questions X7, X8, X9, X10, X11 & X12) and their tendency to rebuy the same car
brand in the future (Question X14). (understanding) (knowledge)
4b) Identify significant product/service attributes in forming one’s tendency to
rebuy the same car brand in the future. (understanding)
4c) Rank significant product/service attributes in their power to increase
customers’ intentions to rebuy the same brand in the future. (understanding)
(knowledge)
4d) Come up with some marketing recommendations/decisions based on your
analysis to increase customers’ purchase intentions of the same car brand
(understanding)
5) Use two-step cluster procedure to classify respondents using:- [25 Marks]
(Optional)
➢ Basis variables: six product/service attributes (Questions: X1, X2, X3, X4,
X5 & X6)
➢ Descriptor variables: gender (Question: X19), Age (Question: X20) and
number of children in home (Question: X17)
➢ Evaluation variables: Likely to buy the same brand in the future (Question:
X14)
5a) How many clusters in the data? (knowledge)
5b) What is the quality of your cluster solution? (knowledge)
5c) What is the relative size of the identified clusters/segments? (knowledge)
5d) What do different segments/clusters value more in their experience with their cars?
(understanding)
5e) How would you profile different segments/clusters? (understanding)
5f) Come up with some marketing recommendations/decisions based on your analysis to
guide segmentation/targeting strategies for your allocated business (Check business client
allocation file to know your assigned business client). (understanding) (tip: think of your
marketing goal: keeping current customers or attracting customers of competing brands).
performance-importance matrix. [25 Marks] (Optional)
To answer this question, you need to:
6a) Map car attributes on the following two axis:
X axis → customers’ level of important of product/service attributes
Y axis→ customers’ evaluation of passenger car belonging to your business client.
(understanding)(Presentation) (Tip: only consider performance evaluation scores for your
business client and exclude performance evaluations of customers belonging to the other two
competing firms).
6b) Come up with some marketing recommendations/decisions based on your analysis to
optimise new product/service development strategy (understandin
