New Delhi Institute of Management,

New Delhi
Assignment in SPSS (10 Marks)
Subject: Market Research Methodology
Last Date of Submission:- Saturday, 26th March 2016
Note:- Students are advised to submit the print-out of SPSS output
sheet (extension *.spv) along with hand-written analysis report. Refer
to the attached file Bike_Groups.xls, import the data from excel sheet
to SPSS file, and answer the following questions related to the case
study.
Case Study (Factors discriminating Bajaj and Hero bike users):There are two major players in the bike segment in the Indian market, Bajaj and
Hero. A marketing consultant aims to understand whether there are factors that
differentiate two broad groups of the bike users, i.e. Bajaj bike users and Hero
bike users.
The variables identified are economic condition of user, power of the bike (in
CC), and main usage purpose of the bike. A discriminant analysis was used to
quantify the role of each of the underlying preference factors. This technique not
only helps the marketing consultant to classify the individual objects into two
mutually exclusive and exhaustive groups on the basis of the set of independent
variables, but also helps to classify the quantitative power that factors have in
classifying the users.
Data of 133 bike users across the country were collected using a search engine.
The groups were Bajaj Auto Manufactured Bike User and Hero Manufactured
Bike User The details of data set given in the attached excel sheet is as below:Dependent Categorical Variable (Nominal Scale) is Bike Make Bajaj Bike
User (Coded as 1) and Hero Bike User (Coded as 2).
Independent Variables (Predictors) include

Income (Ratio Scale)

Occupation (Nominal Scale) Business (Coded as 1), Student (Coded as

2), Freelancer (Coded as 3), Service (Coded as 4), Unemployed (Coded
as 5).
Type of Bike in Terms of Power in CC (Ratio Scale)
Usage_Type (Nominal Scale) Daily Use (Coded as 1), Frequent Use
(Coded as 2), Weekly Use (Coded as 3), Fortnightly Use (Coded as 4),
Rarely Use (Coded as 5)

Questions:1) Divide the sample in two groups namely Bajaj Bike and Hero Bike.
Estimate a discriminant function.
2) Identify the significant predictor/predictors to discriminate between Bajaj
Bike User and Hero Bike User. Justify.
3) Identify the least significant predictor to discriminate between Bajaj Bike
User and Hero Bike User. Justify.
4) Check for the problem of multicollinearity between the predictor variables.
Justify.
5) Compute the percentage of respondents that is able to classify correctly.
Students skills regarding labels and providing the values against codes
shall be checked in the output sheet during evaluation.