please check the attachments Ignore the regression output at the very bottom of the file. It’s for another assignment.Locate the SPSS data file in the Assignments folder called “L’Experience Félicité.” This dataset
was collected by a market research firm who were hired to assess whether there was an
opportunity to open a new upscale restaurant. The name of the restaurant translates to
“Delightful Experience.” The proposed restaurant is 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.
The marketing research firm has conducted a survey to determine whether there is demand for
such a restaurant. The code book for the survey is on the next page (and also on page 317 in your
textbook).
Using SPSS, answer the following questions. For each bullet point, include a readout from SPSS
and one sentence summarizing the findings.
1. Describe the sample demographically. Make sure you include appropriate measures of
central tendency and variance for:
• Gender
• Age, household income
• Education level
• Marital status
• Family size
• Zip code
Your answers should be reported appropriately based on whether each variable is categorical or a
scale.
2. Describe the sample’s restaurant-going behavior.
•
•
•
•
Do they frequently eat at upscale restaurants?
How much do they typically spend per month in restaurants?
How likely would they be to patronize this new restaurant?
What are their preferences for what features should be included in this new
restaurant?
Make sure you include appropriate measures of central tendency and variance. Your answers
should be reported appropriately based on whether each variable is categorical or a scale.
3. Describe the sample’s media consumption behavior.
• What media do they consume?
• What types of programming or information do they consume through these media?
• Do they use online reviews to help them choose products and services?
Make sure you include appropriate measures of central tendency and variance. Your answers
should be reported appropriately based on whether each variable is categorical or a scale.
4. Based just on what you know so far (we will be revisiting this dataset and this question),
would you recommend that this restaurant be opened? Why or why not?
GET
FILE=’/Users/cba-fvfx1eh3j1wl/Documents/1. Work/2. Teaching/Courses/Past/Mar
keting/Marketing Research/Fall 2017/Marketing Research Materials/Textbook Reso
urces/SPSS Datasets/LíExperience.sav’.
DATASET NAME DataSet1 WINDOW=FRONT.
FREQUENCIES VARIABLES=eatrest lisradio radprogr vietvnew timenew reapaper secp
aper citymag
onlinereviews educa marital zipcode income gender hcpatron VLPatron
/STATISTICS=MODE
/ORDER=ANALYSIS.
Frequencies
[DataSet1] /Users/cba-fvfx1eh3j1wl/Documents/1. Work/2. Teaching/Courses/Past/
Marketing/Marketing Research/Fall 2017/Marketing Research Materials/Textbook R
esources/SPSS Datasets/LíExperience.sav
Statistics
Do you eat at
an upscale
restaurant at
least once
every two
weeks?
N
Valid
Missing
Mode
Would you
describe
yourself as
one who
listens to the
radio?
To which type
of radio
programming
do you most
often listen?
Would you
describe
yourself as a
viewer of TV
local news?
Which
newscast do
you watch
most
frequently?
400
400
385
400
356
400
0
0
15
0
44
0
1
1
3
1
4
1
Statistics
Do you read
the
newspaper?
N
Valid
Missing
Mode
Which section
of the local
newspaper
would you say
you read most
frequently?
How often do
you use online
reviews to
chose
Do you
What is your
products and highest level of
subscribe to
services?
City Magazine?
education?
400
379
400
400
400
400
0
21
0
0
0
0
1
3
2
4
6
2
Page 1
Statistics
Please check
Which of the
the letter that
following
includes the
categories
Zip Code in
best describes
which you live
your before
(coded by
tax household
What is your
letter).
income?
marital status?
N
Valid
Missing
Mode
What is your
gender?
Probable
Patron of
L’Experience
Felicite
Restaurant
400
400
400
400
400
400
0
0
0
0
0
0
2
3
4
1
2
0
Statistics
Very Likely
Patron
N
Valid
400
Missing
0
Mode
0
Frequency Table
Do you eat at an upscale restaurant at least once
every two weeks?
Frequency
Valid
Yes
400
Percent
100.0
Valid Percent
100.0
Cumulative
Percent
100.0
Would you describe yourself as one who listens to
the radio?
Frequency
Valid
Yes
No
Total
Percent
Valid Percent
Cumulative
Percent
385
96.3
96.3
96.3
15
3.8
3.8
100.0
400
100.0
100.0
Page 2
To which type of radio programming do you most often listen?
Frequency
Valid
Cumulative
Percent
Valid Percent
Country&Western
66
16.5
17.1
17.1
Easy Listening
78
19.5
20.3
37.4
159
39.8
41.3
78.7
82
20.5
21.3
100.0
385
96.3
100.0
15
3.8
400
100.0
Rock
Talk/News
Total
Missing
Percent
System
Total
Would you describe yourself as a viewer of TV local
news?
Frequency
Valid
Yes
No
Total
Percent
Valid Percent
Cumulative
Percent
356
89.0
89.0
89.0
44
11.0
11.0
100.0
400
100.0
100.0
Which newscast do you watch most frequently?
Frequency
Valid
7:00 am News
Valid Percent
Cumulative
Percent
32
8.0
9.0
9.0
1
.3
.3
9.3
6:00 pm News
129
32.3
36.2
45.5
10:00 pm News
194
48.5
54.5
100.0
Total
356
89.0
100.0
44
11.0
400
100.0
Noon News
Missing
Percent
System
Total
Do you read the newspaper?
Frequency
Valid
Yes
No
Total
Percent
Valid Percent
Cumulative
Percent
378
94.5
94.5
94.5
22
5.5
5.5
100.0
400
100.0
100.0
Page 3
Which section of the local newspaper would you say you read most
frequently?
Frequency
Valid
Valid Percent
Cumulative
Percent
Editorial
52
13.0
13.7
13.7
Business
65
16.3
17.2
30.9
118
29.5
31.1
62.0
Classifieds
57
14.2
15.0
77.0
Life, Health &
Entertainment
87
21.8
23.0
100.0
379
94.8
100.0
21
5.3
400
100.0
Local
Total
Missing
Percent
System
Total
Do you subscribe to City Magazine?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Yes
181
45.3
45.3
45.3
No
219
54.8
54.8
100.0
Total
400
100.0
100.0
How often do you use online reviews to chose products and
services?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Never
65
16.3
16.3
16.3
1-2 times per month
58
14.5
14.5
30.8
3-4 times per month
80
20.0
20.0
50.7
5-7 times per month
75
18.8
18.8
69.5
More than 7 times per
month
122
30.5
30.5
100.0
Total
400
100.0
100.0
Page 4
What is your highest level of education?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Less than High School
11
2.8
2.8
2.8
Some High School
14
3.5
3.5
6.3
High School Graduate
14
3.5
3.5
9.8
Some College (No
Degree)
14
3.5
3.5
13.3
Associate Degree
14
3.5
3.5
16.8
Bachelor’s Degree
238
59.5
59.5
76.3
86
21.5
21.5
97.8
9
2.3
2.3
100.0
400
100.0
100.0
Master’s Degree
Doctorate Degree
Total
What is your marital status?
Frequency
Valid
Single
Married
Other (Divorced, Widow,
etc.)
Total
Percent
Valid Percent
Cumulative
Percent
93
23.3
23.3
23.3
272
68.0
68.0
91.3
35
8.8
8.8
100.0
400
100.0
100.0
Please check the letter that includes the Zip Code in which
you live (coded by letter).
Frequency
Valid
A (1 & 2)
Percent
Valid Percent
Cumulative
Percent
20
5.0
5.0
5.0
B (3, 4, & 5)
120
30.0
30.0
35.0
C (6, 7, 8, & 9)
220
55.0
55.0
90.0
40
10.0
10.0
100.0
400
100.0
100.0
D (10, 11, & 12)
Total
Page 5
Which of the following categories best describes your before tax
household income?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
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