Case study

Back Yard BBQ (BYBBQ), a fast-food restaurant chain, prides itself in serving quality food to its customers. To move away from typical fast-food stereotypes and maintain a local theme to its offerings, it specialises in selling Aussie-style burgers, fish and barbecue chicken meals with typical salad and chips on the side. Their supplies are sourced only from reputable local suppliers, e.g. Steggles and Ingham for their chicken, to ensure food quality is always maintained and served. Since establishment in Sydney, its management is looking for opportunities to expand its business. After conducting some preliminary secondary research internally, the few concerns that gained the attention of management include the trend towards healthy food consumption and the saturated nature of the fast-food market in Australia. Despite these concerns, BYBBQ management thinks that convenience still holds an edge in consumer lifestyles. Furthermore, a recent report by the Australian Bureau of Statistics indicated that the average household expenditure on fast foods and meals out is quite high compared to other food consumption categories (Exhibit 14.2), and that the Australian fastfood market has a potential worth of A$8.8 billion (Euromonitor International). The management reckons that they have a competitive advantage over their competitors in terms of their quality offerings. Before they can proceed further with their business expansion plan, they decided to engage a research firm to help them better ascertain the attitudes and opinions of consumers towards fast-food restaurants. Your research agency, Endmark Pty Ltd, has been approached by the BYBBQ management to gather data about consumers' fast-food consumption attitudes. The management hope that the information gathered will assist them in their future strategic directions. A questionnaire was developed by your agency and administered by a group of casual researchers hired by your agency. The survey was conducted in the Sydney CBD area. Respondents were randomly selected over a 7-day period by intercepting them at shopping malls and outside fast-food restaurants. The data gathered from consumers consist of 300 observations on 40 separate variables. The full data (Back Yard BBQ.sav) collated in SPSS format is available on Canvas (or via the textbook website www.mhhe.com/au/hair4e). Variables q1 to q10 relate to respondents' fast food selection and consumption patterns. Variables q11 to q19 indicate their attitudes towards and preferences for fast-food restaurants. Variables q20 to q33 record their general opinions on lifestyle issues. Finally, respondents' demographic data are collected and indicated in variables q34 to q40. Management puts forward a number of tasks for you to accomplish.

The focus of this is on QUANTITATIVE ANALYSIS.You will be required to identify and apply appropriate analytic tests and report the findings using SPSS and the Back Yard BBQ case study.

You need to:

1. Explain which inferential statistical tests are appropriate to address questions 1 & 2 below. You will need to explain why these tests are suitable based on theory and the data available from the case.
2. Apply the inferential statistical tests you have identified and report the findings for questions 1 &

Research Questions:

1. Management wants to find out if there are gender differences in attitudes towards, and preferences for, fast-food restaurants.
2. Does a person's demographic characteristics and price considerations impact on how frequently they visit fast-food restaurants?

TIP! There are different tests that can be recommend. Which would be themostappropriate and provide themostinformation for the client? might need to try a few options until the find the best one. Also, read the background information document carefully, there might be some key information in that to help.

Number:

BackyardBBQ_Data.sav [DataSet1] - IBM SPSS Statistics Data Editor X File Edit View Data Transform Analyze Graphs Utilities Extensions Window Help H Name Type Width Decimals Label Values Missing Columns Align Measure Role 22 q21 Numeric 0 My choice of pr... {1, Definitel... None Center Scale Input 23 q22 Numeric 10 I typically search.. {1, Definitel... None 8 Center Input 24 q23 Numeric O Price is importa... {1, Definitel... None Center Scale `Input 25 924 Numeric I spend a lot of ... {1, Definitel... None 8 Center Scale Input 26 q25 Numeric boooo Friends and nei... {1, Definitel... None Center Scale Input 27 926 Numeric I shop for speci... {1, Definitel... None 8 Center Scale Input 28 q27 Numeric I seldom eat fo... {1, Definitel... None Center Scale Input 29 928 Numeric I play a leaders... {1, Definitel... None Center Scale Input 30 929 Numeric co O O 8 I am influential i... {1, Definitel... None 8 Center Scale Input 31 930 Numeric I minimize my i... {1, Definitel... None Center Scale Input 32 931 Numeric Satisfaction {1, Very Dis... None 8 Center Scale Input 33 932 Numeric Likely to Return {1, Very Unl... None Center Scale Input 34 933 Numeric Likely to Reco... {1, Very Unl... None 8 Center Scale Input 35 934 Numeric Marital Status {1, Married).. None 8 Center Nominal Input 36 935 Numeric Number of Chil... 10, No Child... None 8 Center Scale ` Input 37 936 Numeric Occupation {1, Manager... None 8 Center Nominal Input 38 937 Numeric Educational Level {1, Some Hi... None 8 Center Ordinal Input 39 938 Numeric o O Ethnic Origin {1, Black)... None 8 Center Nominal Input 40 939 Numeric Gender {0, Female).. None Center Nominal Input 41 940 Numeric U O Annual Househ... {1, Under $1... None Center Scale `Input 42 fac 1 1 Numeric 14 Employees None None Center Scale Input 1 Data View Variable View IBM SPSS Statistics Processor is ready Unicode:ON