Lily's Caf case

A local restaurant chain, Lily's Caf, has experienced consistent growth over the past few years. The restaurant management considers opening a new upscale restaurant in a new location. In order to understand the market potential and consumer preference in the local market, the management conducted marketing research. The research questionnaire is attached in the Appendix, and the SPSS dataset is available on the Blackboard (LilyCafe.sav). Your task as a marketing research consultant is to use the SPSS dataset, perform the proper analysis, and interpret the findings for each of the following questions specified by the management.

SPSS Project 1:

1.The management wonders if the restaurant is more appealing to women that it is to men or vice versa.The question concerns two groups: men and women.The "appealing" variable is a five-point rating scale asking the question "how likely would it be for you to patronize this restaurant."

2.The management of the restaurant wonders if a waterfront viewer is preferred more than a drive less than 30 minutes. Here, two questions need to be compared.Both are measured with a five-point Likert disagree-agree scale

3.The management of the restaurant speculated that the different geographic areas that they identified by zip codes would have different reactions to the prospect of patronizing a new upscale restaurant. There are 4 zip code geographic areas (A, B, C, and D) identified. The prospect of patronizing a new upscale restaurant is a five-point rating scale asking the question "how likely would it be for you to patronize this restaurant."