Marketing Research discussion

Marketing Research

 

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Homework 5

Associations and Predictions

 

Name:                                                            

 

Locate the SPSS data file in the Assignments folder called “L’Experience Félicité.” Last time, we analyzed the differences between the likely patrons and the unlikely patrons. This time, we are going to analyze what is associated with and predicts a person’s likelihood to patronize the restaurant.

 

Using the variable “likely,” or “How likely would it be for you to patronize this restaurant,” the variable “VLPatron,” or Very Likely Patron, and SPSS, answer the following questions:

 

  1. Is there an association between likelihood to patronize the restaurant and total dollars spent per month in restaurants? (yes or no answer)

-What is the direction of this relationship?

-How strong are these relationships?

 

  1. Is there an association between likelihood to patronize the restaurant and expected price for an average evening meal entrée item? What is the direction of this relationship? How strong are these relationships?

 

 

  1. Which of these demographic variables are significant predictors of likelihood to patronize the restaurant?

-Education,

-Marital status

-Zip Code (Zip codes are labeled by letters A, B, C, and D in this data set)

Which of these demographic variables is the strongest predictor?

 

 

  1. Based on these findings, describe the target market for this new restaurant.

 

 

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