Posted: February 18th, 2015

Market Research Global Motors 13.2 & 14.2

Market Research Global Motors 13.2 & 14.2

Order Description

`I have done the analyses for you and can be found in the attached files.

Case 13.2 The Global Motors Survey Differences Analysis’

Case 13.2 Example – Measures of difference

Here are some tips for you for Case 13.2
This chapter looks at measures of difference. That means that what you are trying to find out is whether there are differences between your various grouping variables (demographics) and the variable of interest (in this case the two proposed automobile models). You would also use this type of technique to see if there were differences among groups (say gender) and attitudes (say for example attitudes about global warming). Determining these differences is important in developing your strategies for a particular model for this case or for the global warming example you may find that women are really concerned about global warming and men are not (this is just hypothetical). So you would use this information for determining your target market and for development of communication strategies.
The statistical test that we are using is comparing differences among groups. If you have 2 groups (say males and females) you use an independent samples t-test. The “independent” part means that the responses of 1 group (males) do not affect the responses of the other group (females). When you have more than 2 groups you want to compare you use an Analysis of Variance (ANOVA) test. The statistical test for ANOVAs is the F test. So the output you have are the results of the ANOVAs for variables with more than 2 groups (like home town size) and t-tests for variables with two groups (like gender).
For the ANO VAs you look at the first table called “ANOVA.” Underneath that it lists they type of vehicle model.  There are two ways to determine whether you have statistical significance. One is to calculate the value for the F test (which is 18.167 for the 1 seat all electric) and compare that to the critical value, which you look up in an F table (which you should have used in your statistics class). The other way, which is what you should use for case 13.2, is to look at the column labeled Sig. This means significance. So if you want to have a confidence level of 95%, your Sig. level should be <.05 because being 95% confident means that there is a 5% (or .05) chance that you your conclusion is wrong and 95% chance that it is right (i.e., consistent with the data). If your significance level is <.05 it means that there is a statistically significant DIFFERENCE among at least one of the groups and the other groups. In order to determine WHICH group or groups are different you do a Post Hoc Test, which in this case we are using Duncan’s Post Hoc test because it is easy to interpret. This is found in the next table with the differences identified by different columns. Since we are trying to identify target market characteristics you want those group(s) with the statistically significant HIGHER mean value. Those group(s) represent your target demographic for that demographic variable. So it might be one group or it could be more than one group.

For the t-tests you would look the first table (labeled Group Statistics) that shows the mean values for each group to determine which group has the higher mean value (first table). Then you have to look at the next table (labeled Independent Samples Test) and the two columns labeled Levene’s Test for Equality of Variances). If the column with Sig. is <.05 you assume that variances of each group are unequal and you look at the t-value (and can compare that to the critical value found in a t-table) for the “Equal Variances NOT assumed” row) OR look at the “Equal Variances assumed” row if the Sig. value in the Lenvene’s Sig. column is .05 or >. So, choose the appropriate row for equal or unequal variances and look at the Sig. column in the section entitled “t-test for Equality of Means. If is <.05 it means that the differences ARE significant. You would then look back at the first table (Group Statistics) to see which group had the higher mean and that group is your target demographic for that variable. If the Sig. value is .05 or > it means that there is NO significant difference between the groups, therefore both would be your target demographics.
I hope that helps.
The files on the 1 seat all electric and 4 seat gas hybrid models are posted in the Assignments tab.

THIS TABLE BELOW IS AN EXAMPLE OF A TARGET DEMOGRAPHIC FOR ANOTHER OF THE MODELS TO SHOW YOU WHAT YOU SHOULD COME UP WITH FOR YOUR TWO ASSIGNED MODELS.
1.    5-seat standard size gasoline

Demographic Factor    Target market
Size of home town or city    Under 10,000, 10,00 to 99,999,100,000 to 499,999, and
500,000 to 1 million
Gender    Females
Marital status    Married
Age category    Between 35 and 49
Level of education    Post-undergraduate degree
College degree
Job category    All groups
Income category    Between $75,000 and $124,999
$125,000 and higher
Dwelling type    Single-family
Mobile Home
Condominium/Townhouse

Case Questions
Your task is to apply appropriate differences analysis using the survey’s desirability measures from the GlobalMotors data file. Since you were not required to purchase the SPSS software I have completed the analyses and converted them to Word documents so you can access them.

You assignment is to develop a demographic profile for two of the five proposed models: the 1 SEAT ALL-ELECTRIC and the 4 SEAT GASOLINE HYBRID. You will find computer output files for each in the attached files. The variables that you must include are: Hometown size category, Gender, Marital status, Age category, Education category, and Income category. Only gender and marital status have 2 groups, so an independent samples t-test for was conducted for those variables and ANOVA’s were conducted for all others. For all ANOVAs a Duncan’s Post Hoc test was conducted to identify differences among groups. A 95% level of significance was used for the analysis. You have examples of output for these types of analyses in your text.

Case 14.2 The Global Motors Survey Association Analysis

1.) Use the TWO unique hybrid model demographic profiles that you developed in Case13.2 to determine whether or not statistically significant associations exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising division’s preferred demographic for each medium.

This exercise requires you to revisit the demographic groups you found significantly different for each hybrid model style in Case 13.2. With Case 13.2, you identified groups within the various demographic variables that characterize each hybrid model’s target market. Here, you must determine the media preferences of those groups. I have run crosstabs for the demographic variables and the media preferences for each vehicle that are STATISTICALLY SIGNIFICANT associations. You must look at the percentages tables to determine the media vehicles that are preferred by each of the TWO model target groups you used for Case 13.2 (1 seat all-electric and 4 seat gasoline hybrid). If an association is NOT statistically significant it means that there is NO DIFFERENCE among the groups for that particular media. For example, for Radio preferences the variable GENDER is NOT statistically significant. That means that there was no difference between males and females regarding preferences for radio genres.

2. What is the life style profile of each of the possible target markets, and what are the implications of this finding for the placement of advertising messages that would “speak” to this market segment when the automobile model is introduced?

To obtain the data to answer this question a SPSS correlation analysis was completed. What you must do is to IDENTIFY the target Life Style group for EACH of the TWO proposed models that you have used in previous parts of this assignment (the 1 seat all-electric model and the 4 seat gasoline hybrid). The correlation analysis is located in one of the attached files.

CHAPTER 13 – IMPLEMENTING BASIC DIFFERENCES TESTS
GLOBAL MOTORS CASE 13.2

Use the following data output to determine your target market characteristics for the 4 SEAT GASOLINE HYBRID AND THE 1 SEAT ALL-ELECTRIC MODELS. This means you will be creating 2 separate profiles – one for each type of vehicle – based on the data to follow.

4 SEAT GASOLINE HYBRID DATA
Home town size
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares    df    Mean Square    F    Sig.
Between Groups    389.594    4    97.399    29.726    .000
Within Groups    3260.181    995    3.277
Total    3649.775    999

Post Hoc Tests

Homogeneous Subsets

Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Size of home town or city    N    Subset for alpha = 0.05
1    2
Under 10K    40    2.50
1 million and more    128    2.66
500K to 1 million    396        4.08
10K to 100K    190        4.22
100K to 500K    246        4.50
Sig.        .498    .105
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 111.942.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.

Gender

Group Statistics
Gender    N    Mean    Std. Deviation    Std. Error Mean
Desirability: 4 Seat Gasoline Hybrid    Male    560    3.94    1.811    .077
Female    440    4.00    2.034    .097

Independent Samples Test
Levene’s Test for Equality of Variances     t-test for Equality of Means
F    Sig.    t    df    Sig. (2-tailed)    Mean Difference    Std. Error Difference    95% Confidence Interval of the Difference
Lower    Upper
Desirability: 4 Seat Gasoline Hybrid    Equal variances assumed    20.542    .000    -.513    998    .608    -.063    .122    -.302    .177
Equal variances not assumed            -.506    886.143    .613    -.063    .124    -.305    .180

Marital Status
Group Statistics
Marital status    N    Mean    Std. Deviation    Std. Error Mean
Desirability: 4 Seat Gasoline Hybrid    Unmarried    110    3.15    1.888    .180
Married    890    4.07    1.891    .063

SORRY ABOUT THE SPACING – HAD TO DO WEIRD SPACING TO MAINTAIN FORMATTING

Independent Samples Test
Levene’s Test for Equality of Variances    t-test for Equality of Means
F    Sig.    t    df    Sig. (2-tailed)    Mean Difference    Std. Error Difference    95% Confidence Interval of the Difference
Lower    Upper
Desirability: 4 Seat Gasoline Hybrid    Equal variances assumed    1.731    .189    -4.765    998    .000    -.911    .191    -1.286    -.536
Equal variances not assumed            -4.772    137.470    .000    -.911    .191    -1.288    -.533

Age

ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares    df    Mean Square    F    Sig.
Between Groups    478.090    4    119.522    37.496    .000
Within Groups    3171.685    995    3.188
Total    3649.775    999

Post Hoc Tests

Homogeneous Subsets

Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Age category    N    Subset for alpha = 0.05
1    2
18 to 24    20    2.50
50 to 64    145    2.66
65 and older    75    3.00
35 to 49    440        4.28
25 to 34    320        4.44
Sig.        .129    .609
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 66.113.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.

Level of Education

ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares    df    Mean Square    F    Sig.
Between Groups    1574.878    4    393.719    188.805    .000
Within Groups    2074.897    995    2.085
Total    3649.775    999

Post Hoc Tests

Homogeneous Subsets

Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Level of education    N    Subset for alpha = 0.05
1    2    3
High School diploma    74    2.19
Some college    275    2.55
Less than high school    18    2.56
Post graduate degree    85        3.13
College degree    548            5.09
Sig.        .200    1.000    1.000
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 57.941.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.

Income
ANOVA
Desirability: 4 Seat Gasoline Hybrid
Sum of Squares    df    Mean Square    F    Sig.
Between Groups    743.631    4    185.908    63.651    .000
Within Groups    2906.144    995    2.921
Total    3649.775    999

Desirability: 4 Seat Gasoline Hybrid
Duncana,b
Income category    N    Subset for alpha = 0.05
1    2
$25K to $49K    163    2.44
Under $25K    21    2.76
$125K and more    91    2.79
$75K to $125K    332        4.36
$50K to $74K    393        4.60
Sig.        .253    .409
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 71.124.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.

CHAPTER 14 TESTS OF ASSOCIATION – COMPUTER OUTPUT

Use this data to complete your Chapter 14 Global Motors Assignment. Only demographic variables that were statistically significant are included. Only those demographics should be used to determine media profiles for each proposed new vehicle.

Favorite radio genre * Age category Crosstabulation
Age category    Total
18 to 24    25 to 34    35 to 49    50 to 64    65 and older
Favorite radio genre    Classic pop & rock    Count    0    15    37    54    10    116
% within Age category    .0%    4.7%    8.4%    37.2%    13.3%    11.6%
Country    Count    15    31    62    20    3    131
% within Age category    75.0%    9.7%    14.1%    13.8%    4.0%    13.1%
Easy listening    Count    0    27    35    5    15    82
% within Age category    .0%    8.4%    8.0%    3.4%    20.0%    8.2%
Jazz & blues    Count    0    38    62    52    7    159
% within Age category    .0%    11.9%    14.1%    35.9%    9.3%    15.9%
Pop & Chart    Count    5    185    204    4    2    400
% within Age category    25.0%    57.8%    46.4%    2.8%    2.7%    40.0%
Talk    Count    0    24    40    10    38    112
% within Age category    .0%    7.5%    9.1%    6.9%    50.7%    11.2%
Total    Count    20    320    440    145    75    1000
% within Age category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite radio genre * Level of education Crosstabulation
Level of education    Total
Less than high school    High School diploma    Some college    College degree    Post graduate degree
Favorite radio genre    Classic pop & rock    Count    0    8    17    66    25    116
% within Level of education    .0%    10.8%    6.2%    12.0%    29.4%    11.6%
Country    Count    14    12    32    59    14    131
% within Level of education    77.8%    16.2%    11.6%    10.8%    16.5%    13.1%
Easy listening    Count    0    6    33    35    8    82
% within Level of education    .0%    8.1%    12.0%    6.4%    9.4%    8.2%
Jazz & blues    Count    0    4    21    106    28    159
% within Level of education    .0%    5.4%    7.6%    19.3%    32.9%    15.9%
Pop & Chart    Count    4    22    119    250    5    400
% within Level of education    22.2%    29.7%    43.3%    45.6%    5.9%    40.0%
Talk    Count    0    22    53    32    5    112
% within Level of education    .0%    29.7%    19.3%    5.8%    5.9%    11.2%
Total    Count    18    74    275    548    85    1000
% within Level of education    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite radio genre * Income category Crosstabulation
Income category    Total
Under $25K    $25K to $49K    $50K to $74K    $75K to $125K    $125K and more
Favorite radio genre    Classic pop & rock    Count    0    12    20    58    26    116
% within Income category    .0%    7.4%    5.1%    17.5%    28.6%    11.6%
Country    Count    14    20    38    40    19    131
% within Income category    66.7%    12.3%    9.7%    12.0%    20.9%    13.1%
Easy listening    Count    1    15    41    16    9    82
% within Income category    4.8%    9.2%    10.4%    4.8%    9.9%    8.2%
Jazz & blues    Count    0    8    45    82    24    159
% within Income category    .0%    4.9%    11.5%    24.7%    26.4%    15.9%
Pop & Chart    Count    4    75    212    104    5    400
% within Income category    19.0%    46.0%    53.9%    31.3%    5.5%    40.0%
Talk    Count    2    33    37    32    8    112
% within Income category    9.5%    20.2%    9.4%    9.6%    8.8%    11.2%
Total    Count    21    163    393    332    91    1000
% within Income category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite local newspaper section * Age category Crosstabulation
Age category    Total
18 to 24    25 to 34    35 to 49    50 to 64    65 and older
Favorite local newspaper section    Editorial    Count    0    24    47    23    0    94
% within Age category    .0%    7.5%    10.7%    15.9%    .0%    9.4%
Business    Count    0    29    91    70    14    204
% within Age category    .0%    9.1%    20.7%    48.3%    18.7%    20.4%
Local news    Count    0    114    131    29    43    317
% within Age category    .0%    35.6%    29.8%    20.0%    57.3%    31.7%
National news    Count    0    14    17    7    3    41
% within Age category    .0%    4.4%    3.9%    4.8%    4.0%    4.1%
Sports    Count    1    106    113    5    11    236
% within Age category    5.0%    33.1%    25.7%    3.4%    14.7%    23.6%
Entertainment    Count    3    17    24    11    4    59
% within Age category    15.0%    5.3%    5.5%    7.6%    5.3%    5.9%
Do not read    Count    16    16    17    0    0    49
% within Age category    80.0%    5.0%    3.9%    .0%    .0%    4.9%
Total    Count    20    320    440    145    75    1000
% within Age category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite local newspaper section * Level of education Crosstabulation
Level of education    Total
Less than high school    High School diploma    Some college    College degree    Post graduate degree
Favorite local newspaper section    Editorial    Count    0    0    4    76    14    94
% within Level of education    .0%    .0%    1.5%    13.9%    16.5%    9.4%
Business    Count    0    8    14    144    38    204
% within Level of education    .0%    10.8%    5.1%    26.3%    44.7%    20.4%
Local news    Count    0    25    35    244    13    317
% within Level of education    .0%    33.8%    12.7%    44.5%    15.3%    31.7%
National news    Count    0    2    7    21    11    41
% within Level of education    .0%    2.7%    2.5%    3.8%    12.9%    4.1%
Sports    Count    1    27    170    32    6    236
% within Level of education    5.6%    36.5%    61.8%    5.8%    7.1%    23.6%
Entertainment    Count    3    6    16    31    3    59
% within Level of education    16.7%    8.1%    5.8%    5.7%    3.5%    5.9%
Do not read    Count    14    6    29    0    0    49
% within Level of education    77.8%    8.1%    10.5%    .0%    .0%    4.9%
Total    Count    18    74    275    548    85    1000
% within Level of education    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite local newspaper section * Income category Crosstabulation
Income category    Total
Under $25K    $25K to $49K    $50K to $74K    $75K to $125K    $125K and more
Favorite local newspaper section    Editorial    Count    0    0    31    50    13    94
% within Income category    .0%    .0%    7.9%    15.1%    14.3%    9.4%
Business    Count    0    6    35    125    38    204
% within Income category    .0%    3.7%    8.9%    37.7%    41.8%    20.4%
Local news    Count    2    21    163    115    16    317
% within Income category    9.5%    12.9%    41.5%    34.6%    17.6%    31.7%
National news    Count    0    3    18    9    11    41
% within Income category    .0%    1.8%    4.6%    2.7%    12.1%    4.1%
Sports    Count    2    102    109    14    9    236
% within Income category    9.5%    62.6%    27.7%    4.2%    9.9%    23.6%
Entertainment    Count    3    13    20    19    4    59
% within Income category    14.3%    8.0%    5.1%    5.7%    4.4%    5.9%
Do not read    Count    14    18    17    0    0    49
% within Income category    66.7%    11.0%    4.3%    .0%    .0%    4.9%
Total    Count    21    163    393    332    91    1000
% within Income category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite television show type * Level of education Crosstabulation
Level of education    Total
Less than high school    High School diploma    Some college    College degree    Post graduate degree
Favorite television show type    Comedy    Count    1    28    14    25    2    70
% within Level of education    5.6%    37.8%    5.1%    4.6%    2.4%    7.0%
Drama    Count    1    3    106    40    26    176
% within Level of education    5.6%    4.1%    38.5%    7.3%    30.6%    17.6%
Movies/Miniseries    Count    1    30    111    41    12    195
% within Level of education    5.6%    40.5%    40.4%    7.5%    14.1%    19.5%
Documentary    Count    0    7    20    195    32    254
% within Level of education    .0%    9.5%    7.3%    35.6%    37.6%    25.4%
Reality    Count    9    2    20    43    2    76
% within Level of education    50.0%    2.7%    7.3%    7.8%    2.4%    7.6%
Science Fiction    Count    5    2    0    61    3    71
% within Level of education    27.8%    2.7%    .0%    11.1%    3.5%    7.1%
Sports    Count    1    2    4    143    8    158
% within Level of education    5.6%    2.7%    1.5%    26.1%    9.4%    15.8%
Total    Count    18    74    275    548    85    1000
% within Level of education    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite television show type * Income category Crosstabulation
Income category    Total
Under $25K    $25K to $49K    $50K to $74K    $75K to $125K    $125K and more
Favorite television show type    Comedy    Count    2    19    20    24    5    70
% within Income category    9.5%    11.7%    5.1%    7.2%    5.5%    7.0%
Drama    Count    1    52    54    44    25    176
% within Income category    4.8%    31.9%    13.7%    13.3%    27.5%    17.6%
Movies/Miniseries    Count    2    72    77    30    14    195
% within Income category    9.5%    44.2%    19.6%    9.0%    15.4%    19.5%
Documentary    Count    2    7    90    125    30    254
% within Income category    9.5%    4.3%    22.9%    37.7%    33.0%    25.4%
Reality    Count    9    10    34    20    3    76
% within Income category    42.9%    6.1%    8.7%    6.0%    3.3%    7.6%
Science Fiction    Count    4    3    32    26    6    71
% within Income category    19.0%    1.8%    8.1%    7.8%    6.6%    7.1%
Sports    Count    1    0    86    63    8    158
% within Income category    4.8%    .0%    21.9%    19.0%    8.8%    15.8%
Total    Count    21    163    393    332    91    1000
% within Income category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite magazine type * Gender Crosstabulation
Gender    Total
Male    Female
Favorite magazine type    Business & money    Count    39    35    74
% within Gender    7.0%    8.0%    7.4%
Music & entertainment    Count    81    59    140
% within Gender    14.5%    13.4%    14.0%
Family & parenting    Count    127    127    254
% within Gender    22.7%    28.9%    25.4%
Sports & outdoors    Count    77    42    119
% within Gender    13.8%    9.5%    11.9%
Home & garden    Count    38    24    62
% within Gender    6.8%    5.5%    6.2%
Cooking, food & wine    Count    38    19    57
% within Gender    6.8%    4.3%    5.7%
Trucks, Cars & Motorcycles    Count    29    12    41
% within Gender    5.2%    2.7%    4.1%
News, politics & current events    Count    131    122    253
% within Gender    23.4%    27.7%    25.3%
Total    Count    560    440    1000
% within Gender    100.0%    100.0%    100.0%

Favorite magazine type * Marital status Crosstabulation
Marital status    Total
Unmarried    Married
Favorite magazine type    Business & money    Count    1    73    74
% within Marital status    .9%    8.2%    7.4%
Music & entertainment    Count    19    121    140
% within Marital status    17.3%    13.6%    14.0%
Family & parenting    Count    22    232    254
% within Marital status    20.0%    26.1%    25.4%
Sports & outdoors    Count    19    100    119
% within Marital status    17.3%    11.2%    11.9%
Home & garden    Count    1    61    62
% within Marital status    .9%    6.9%    6.2%
Cooking, food & wine    Count    7    50    57
% within Marital status    6.4%    5.6%    5.7%
Trucks, Cars & Motorcycles    Count    19    22    41
% within Marital status    17.3%    2.5%    4.1%
News, politics & current events    Count    22    231    253
% within Marital status    20.0%    26.0%    25.3%
Total    Count    110    890    1000
% within Marital status    100.0%    100.0%    100.0%

Favorite magazine type * Age category Crosstabulation
Age category    Total
18 to 24    25 to 34    35 to 49    50 to 64    65 and older
Favorite magazine type    Business & money    Count    0    6    38    28    2    74
% within Age category    .0%    1.9%    8.6%    19.3%    2.7%    7.4%
Music & entertainment    Count    3    53    68    7    9    140
% within Age category    15.0%    16.6%    15.5%    4.8%    12.0%    14.0%
Family & parenting    Count    0    100    118    16    20    254
% within Age category    .0%    31.3%    26.8%    11.0%    26.7%    25.4%
Sports & outdoors    Count    3    42    45    12    17    119
% within Age category    15.0%    13.1%    10.2%    8.3%    22.7%    11.9%
Home & garden    Count    1    18    34    9    0    62
% within Age category    5.0%    5.6%    7.7%    6.2%    .0%    6.2%
Cooking, food & wine    Count    0    8    20    29    0    57
% within Age category    .0%    2.5%    4.5%    20.0%    .0%    5.7%
Trucks, Cars & Motorcycles    Count    13    0    12    11    5    41
% within Age category    65.0%    .0%    2.7%    7.6%    6.7%    4.1%
News, politics & current events    Count    0    93    105    33    22    253
% within Age category    .0%    29.1%    23.9%    22.8%    29.3%    25.3%
Total    Count    20    320    440    145    75    1000
% within Age category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Favorite magazine type * Income category Crosstabulation
Income category    Total
Under $25K    $25K to $49K    $50K to $74K    $75K to $125K    $125K and more
Favorite magazine type    Business & money    Count    0    0    13    15    46    74
% within Income category    .0%    .0%    3.3%    4.5%    50.5%    7.4%
Music & entertainment    Count    5    60    48    16    11    140
% within Income category    23.8%    36.8%    12.2%    4.8%    12.1%    14.0%
Family & parenting    Count    0    8    138    107    1    254
% within Income category    .0%    4.9%    35.1%    32.2%    1.1%    25.4%
Sports & outdoors    Count    2    81    19    12    5    119
% within Income category    9.5%    49.7%    4.8%    3.6%    5.5%    11.9%
Home & garden    Count    1    0    36    24    1    62
% within Income category    4.8%    .0%    9.2%    7.2%    1.1%    6.2%
Cooking, food & wine    Count    0    5    11    29    12    57
% within Income category    .0%    3.1%    2.8%    8.7%    13.2%    5.7%
Trucks, Cars & Motorcycles    Count    13    1    4    14    9    41
% within Income category    61.9%    .6%    1.0%    4.2%    9.9%    4.1%
News, politics & current events    Count    0    8    124    115    6    253
% within Income category    .0%    4.9%    31.6%    34.6%    6.6%    25.3%
Total    Count    21    163    393    332    91    1000
% within Income category    100.0%    100.0%    100.0%    100.0%    100.0%    100.0%

Correlations
Desirability: 1 Seat All Electric    Desirability: 4 Seat Gasoline Hybrid    Life Style: Novelist    Life Style: Innovator    Life Style: Trendsetter    Life Style: Forerunner    Life Style: Mainstreamer    Life Style: Classic
Desirability: 1 Seat All Electric    Pearson Correlation    1    .077    .764    -.089    .106    .130    .038    .070
Sig. (2-tailed)        .015    .000    .005    .001    .000    .225    .026
N    1000    1000    1000    1000    1000    1000    1000    1000
Desirability: 4 Seat Gasoline Hybrid    Pearson Correlation    .077    1    .069    -.215    .739    -.022    -.014    .132
Sig. (2-tailed)    .015        .030    .000    .000    .483    .649    .000
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Novelist    Pearson Correlation    .764    .069    1    -.061    .105    .111    .020    .070
Sig. (2-tailed)    .000    .030        .056    .001    .000    .536    .026
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Innovator    Pearson Correlation    -.089    -.215    -.061    1    -.165    .003    -.023    -.070
Sig. (2-tailed)    .005    .000    .056        .000    .917    .467    .027
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Trendsetter    Pearson Correlation    .106    .739    .105    -.165    1    -.010    -.009    .068
Sig. (2-tailed)    .001    .000    .001    .000        .743    .772    .032
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Forerunner    Pearson Correlation    .130    -.022    .111    .003    -.010    1    .092    .097
Sig. (2-tailed)    .000    .483    .000    .917    .743        .004    .002
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Mainstreamer    Pearson Correlation    .038    -.014    .020    -.023    -.009    .092    1    -.043
Sig. (2-tailed)    .225    .649    .536    .467    .772    .004        .177
N    1000    1000    1000    1000    1000    1000    1000    1000
Life Style: Classic    Pearson Correlation    .070    .132    .070    -.070    .068    .097    -.043    1
Sig. (2-tailed)    .026    .000    .026    .027    .032    .002    .177
N    1000    1000    1000    1000    1000    1000    1000    1000

Blue box indicates correlation is significant at the 0.05 level (2-tailed)
Yellow box indicates correlation is significant at the 0.01 level (2 tailed)

The Sig.  Cells give you the same information regarding significance – just an exact probability