In addition to the Auto Concepts survey, Cory Rogers of CMG Research was working with Jeff Dean, who believed that there was an opportunity to build an upscale restaurant, possibly to be called L’ Experience Félicité (for “Delightful Experience”) somewhere in the metropolitan area. The the proposed restaurant was described as follows… A restaurant with very elegant decor, offering very personal service in a spacious, semi-private atmosphere, featuring a 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 fi nest 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. Cory’s team had designed an online questionnaire and gathered a representative sample. The code book for the The SPSS dataset follows.  

Cory had other marketing research projects and meetings scheduled with present and prospective clients, so he called in his marketing intern, Christine Yu. Christine was a senior marketing major at Able State University, and she had taken marketing research in the previous semester.
Cory said, “Christine, it is time to do some analysis on the survey we did for Jeff Dean. For now, let’s just get a feel for what the data looks 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 Yu, marketing intern. The file name is L’Experience. sav and it is in SPSS data file format. Your instructor will provide this SPSS data file to you or indicate how you can obtain it.

1. Determine what variables are categorical (either nominal or ordinal scales), perform the appropriate descriptive analysis, and interpret it.

2. Determine what questions are scale variables (either interval or ratio scales), perform the appropriate descriptive analysis, and interpret it.

3. What are the population estimates for each of the following?

a. Preference for “easy listening” radio programming

b. Viewing of 10 p.m. local news on TV

c. Subscribe to City Magazine

d. Average age of heads of households

e. Average price paid for an evening meal entrée 4. Because this restaurant will be upscale, it will appeal to high-income consumers. The investors hope that 15% of the households represented in the survey have an income level of $100,000 or higher. Test this hypothesis.

5. Concerning those who are “very likely” to patronize L’Experience Félicité Restaurant, Jeff believes that they will either “very strongly” or “somewhat” prefer each of the following:

(a) waitstaff with tuxedos,

(b) unusual desserts,

(c) a large variety of entrées,

(d) Unusual entrées,

(e) elegant decor, and

(f) jazz combo music.

Does the survey support or refute Jeff’s hypotheses? Interpret your findings.

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Question Do you eat at an upscale restaurant at least once every two weeks? 1,2 How many total dollars do you spend per month in restaurants (for your meals only)? How likely would it be for you to patronize this proposed new upscale restaurant? What would you expect an average evening meal entre item alone to be priced in the proposed new restaurant? (If not "very unlikely" in previous question) Would you describe yourself as one who listens to the radio? (If yes) To which type of radio programming do you most often listen? Would you describe yourself as a viewer of TV local news? (If yes) Which newscast do you watch most frequently? Do you read the newspaper? (If yes) Which section of the local newspaper would you say you read most frequently? 1,2 1,2 1,2,3,4 1,2 1,2,3,4,5 Actual Codes Labels Yes, No (If No, terminate the survey) No labels dollars 1,2,3,4,5 Very unlikely,..., Very likely Actual dollars No labels Yes, No 1,2,3,4,5 Country, Easy listening, Rock, Talk/ news, No preference Do you subscribe to City Magazine? How often have you used online reviews to choose products and services? 1,2 0,1,2,3,4 In this proposed new restaurant how much would you prefer... 1,2,3,4,5 Waterfront view Drive less than 30 minutes Formal waitstaff wearing tuxedos Yes, No 7:00a.m., Noon, 6:00 p.m., 10:00 p.m. Yes, No Editorial, Business, Local, Classifieds, Life-Health-Entertainment Yes, No Never, 1-2 times, 3-4 times, 5-7 times, more than 7 times per month Very strongly not prefer, Somewhat not prefer, Neither prefer nor not prefer, Somewhat prefer, Very strongly prefer Unusual desserts Large variety of entres Unusual entres Simple decor Elegant decor String quartet Jazz combo