Nick Thomas (CEO) of Auto Concepts, a recently formed division of one of the largest U.S. automobile manufacturers, is determined to steer the company in a new direction. As a member of a marketing research firm contracted to assist in the analysis of survey data to inform key marketing decisions, your section supervisor has given you the option of playing a role in a two-staged integrated assessment of survey data collected on behalf of Auto Concepts.
The first part of the assessment involves descriptive and inference analysis (Case 12.2 pp. 348-349). The first part is obligatory, since the work extends to population parameters and hypothesis testing. The second part requires you to demonstrate your advanced capability as an analyst. Choose 1 of the following 3 skill challenges to complete the second part of the report. Your supervisor has staged a competition to identify the most capable analysts in each of the following areas.
You contemplate your options to demonstrate your expertise in one of the following:
1.Differences Analysis (Case 13.2 p.375), or
2.Association Analysis (Case 14.2 p.405), or
3.Relationships Analysis (Case 15.2 p. 430).