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Answer :
To assess the relationship between personality type and attitude toward small cars, researchers use statistical tests such as Chi-square tests. They can determine if certain personality types like cautious conservatives, middle-of-the-roaders, or confident explorers show different levels of favorability towards small cars.
- To determine if there is a relationship between personality type and attitude toward small cars, the market research team would likely use statistical methods such as Chi-square tests of independence.
- These tests evaluate whether the observed frequencies of responses in the categories of one variable (attitude towards small cars) differ significantly from the expected frequencies if there were no relationship to the other variable (personality type).
- Personality assessments, like the 16-item self-perception questionnaire mentioned, are designed to categorize individuals into personality types such as cautious conservative, middle-of-the-roader, and confident explorer.
- These personality assessments are based on various factors and dimensions such as those identified by Cattell's 16PF or the Big Five traits.
- Researchers can then see if these personality types have statistically significant correlations with attitudes towards small cars.
- The nature of the relationship, if one exists, would be described in terms of which personality types have more favorable, neutral, or unfavorable views of small cars.
- Comparisons between observed and expected frequencies of responses could show, for instance, if confident explorers have a higher percentage of favorable opinions on small cars compared to cautious conservatives or middle-of-the-roaders.
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