Marketing Research
You need to use SPSS for this homework
Jeff Rogers believed that there was an opportunity to build an upscale restaurant, possibly to be calledL’ExperienceFélicité (for “Delightful Experience”) somewhere in the metropolitan area. The proposed restaurant was described as follows… A restaurant with a very elegant decor, offering very personal service in a spacious, semi-private atmosphere, featuring both traditional and unusual menu items prepared by a chef with an international reputation. The atmosphere, food, and service at this restaurant meet the standards of the finest restaurants. Menu items are priced separately, known as “à la carte,” and the prices are what one would expect for a restaurant meeting the highest restaurant standards. Jeff’s team had designed an online questionnaire and gathered a representative sample. The code book for the SPSS dataset can be found in the “variables view” tab of the dataset named “L’Experience.sav”
Jeff had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his marketing intern, Christine. Christine was a senior marketing major at Able State University, and she had taken marketing research in the previous semester. Jeff said, “Christine, it is time to do some analysis on the survey. For now, let’s just get a feel for what the data look like. I’ll leave it up to your judgment as to what basic analysis to run. Let’s meet tomorrow at 2:30 p.m. and see what you have found.” Your task is to take the role of Christine, marketing intern.
- Find the frequency of these categorical variables: “radprogm” (To which type of radio programming do you most often listen?) “timenew”(Which newscast do you watch most often?) “secpaper” (which section of the local newspaper would you say you read most frequently?) “citymag” (Do you subscribe to city magazine?) (10 points)
- What should Jeff do if he want to properly advertise this restaurant based on the above results? (5 points)
- Determine which questions are metric variables, perform the appropriate descriptive analysis. (Note: report mean and standard deviation, etc.) (10 points)
- Because this restaurant will be upscale and priced average more than $25 per entrée item, it will appeal to high-spending consumers only. The investors would like to see that the variable “avprice” (“What would you expect an average evening meal entree item alone to be priced?”) from this market to be higher than $25 on average. Test this hypothesis.
- Please construct your null and alternative hypothesis (5 points)
- Please conduct the appropriate test with 95% confidence level. What is your conclusion? (10 points)
- The marketing of this restaurant depends on what they can learn from the data. Jeff would like to know if he should target certain group. He believed that if those who are very likely to visit (VLPatron: 1: yes; 0: no) should have certain preference, which means statistically there will be significant difference between those who are likely to visit and those who are not likely to visit on the following variables: “water” (prefer Waterfront View), “drive” (Prefer Drive Less than 30 Minutes) “waitstaf” (Prefer Formal Waitstaff Wearing Tuxedos) “dessert” (prefer Unusual Desserts) “variety” (Prefer Large Variety of Entrees) “unusal” (Prefer Unusual Entrees).Show you test with 5% significance level. (10 points)
- Is variable “year born” related to variable “likely” (“How likely would it be for you to patronize this restaurant (new upscale restaurant)”)? What is the correlation coefficient? Is the relationship significant at 95% confidence level? What is your conclusion? (10 points)
- Both City Magazine (variable “citymag”) and Yelp.com (an online review website) are approaching Jeff for potential promotions. What should Jeff do? Note you need to find the relationship between these two variables tovariable “VLPatron” (“Very likely Patron”)?
- Please construct two cross-tabulation tables. (10 points)
- Are these variables relatedto VLPatron? Please find out the sig. values of Pearson chi-square test. What are your recommendations? (10 points)
- Jeff needs to decide whether the whole market prefers Jazz or String, can you conduct a test for the whole sample?(5 points)
He also need to decide whether his likely patron prefer Jazz or String, can you select those who are VLPatron (value =1) and conduct this test again? What is your conclusion? (5 points)
(Under “DATA”à “Select Cases” à check “If condition is satisfied” à click “IF” à add “VLPatron =1” in the box) Run the test again after you select these 72 cases.
- Jeff also needs to decide between two potential sites for his likely patroon: (A) a waterfront site location which may not as convenient located for his target market; and (B) a location much closer (within 30 minutes’ drive radius), which one would you recommend? (10 points)
