# The SPSS data file Assignments

8.Positioning

Marketing Research

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Homework 5

Difference Tests and Linear Regression

Name:

Locate the SPSS data file in the Assignments folder called “L’Experience Félicité.” Last time, we described the sample in this dataset and considered whether they were likely to patronize the new restaurant. This time, we are going to focus on the differences between the likely patrons and the unlikely patrons.

Locate the variable “VLPatron” or Very Likely Patron in the dataset. This is a yes/no variable based on the likelihood to patronize scale in the survey. We want to understand how the Very Likely Patrons are different from the rest of the sample.

1. Do the Very Likely Patrons (VLPatron nominal variable) have a significant difference in family size than those that aren’t Very Likely Patrons?
1. What is the difference in average family size for VLPatrons and non VLPatrons?

1. Is there a significant difference between the answers for the question “Do you prefer unusual entrees?” and “Do you prefer unusual desserts?”
1. What is the significance of this paired sample difference test? Does this value indicate if this is at all statistically significant?
2. What is the difference between means?

1. Run a linear regression to see how the “How many dollars do you spend for months in restaurants” variable predicts the “How likely are you to patronize this restaurant” scale variable.
1. What is the R Squared value? Does this indicate an accurate model or an inaccurate model?
2. Is this regression statistically significant?
3. What would the model (equation) be for this regression?

1. Run a linear regression to see how the “How much do you expect to spend on an average meal entrée” variable predicts the “How likely are you to patronize this restaurant” scale variable.
1. What is the R Squared value? Is this more or less accurate than the “How many dollars do you spend for months in restaurants” variable?
2. Is this regression statistically significant?
3. What would the model (equation) be for this regression?

Marketing Research

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.

GET
FILE=’/Users/michaellyndall /Desktop/Marketing Research Materials/Textbook Re
sources/SPSS Datasets/LíExperience.sav ‘.
DATASET NAME DataSet1 WINDOW=FRONT.
CORRELATIONS
/VARIABLES=likely totspent
/PRINT=TWOTAIL NOSIG
/MISSING=PAIRWISE.
Correlations
Notes
Output Created
Input Data
Active Dataset
Filter
Weight
Split File
N of Rows in Working
Data File
Missing Value Handling Definition of Missing
Cases Used
Syntax
Resources Processor Time
Elapsed Time
17-NOV-2020 20:56…
/Users/michaellyndall/D
esktop/Marketing
Research
Materials/Textbook
Resources/SPSS
Datasets/LíExperience.
sav
DataSet1
<none>
<none>
<none>
400
User-defined missing
values are treated as
missing.
Statistics for each pair of
variables are based on
all the cases with valid
data for that pair.
CORRELATIONS
/VARIABLES=likely
totspent
/PRINT=TWOTAIL
NOSIG
/MISSING=PAIRWISE.
00:00:00.01
00:00:00.00
[DataSet1] /Users/michaellyndall/Desktop/Marketing Research Materials/Textbook
Resources/SPSS Datasets/LíExperience.sav
Page 1
Correlations
How likely
would it be for
you to
patronize this
restaurant
(new upscale
restaurant)?
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
restaurant (new upscale
restaurant)?
Pearson Correlation
Sig. (2-tailed)
N
How many total dollars
do you spend per month
in restaurants (for your
meals only)?
Pearson Correlation
Sig. (2-tailed)
N
1 .867 * *
.000
400 400
.867 * * 1
.000
400 400
**. Correlation is significant at the 0.01 level (2-tailed).
CORRELATIONS
/VARIABLES=likely avprice
/PRINT=TWOTAIL NOSIG
/MISSING=PAIRWISE.
Correlations
Page 2
Notes
Output Created
Input Data
Active Dataset
Filter
Weight
Split File
N of Rows in Working
Data File
Missing Value Handling Definition of Missing
Cases Used
Syntax
Resources Processor Time
Elapsed Time
17-NOV-2020 20:57…
/Users/michaellyndall/D
esktop/Marketing
Research
Materials/Textbook
Resources/SPSS
Datasets/LíExperience.
sav
DataSet1
<none>
<none>
<none>
400
User-defined missing
values are treated as
missing.
Statistics for each pair of
variables are based on
all the cases with valid
data for that pair.
CORRELATIONS
/VARIABLES=likely
avprice
/PRINT=TWOTAIL
NOSIG
/MISSING=PAIRWISE.
00:00:00.00
00:00:00.00
Page 3
Correlations
How likely
would it be for
you to
patronize this
restaurant
(new upscale
restaurant)?
What would
you expect an
average
evening meal
entree item
alone to be
priced?
How likely would it be for
you to patronize this
restaurant (new upscale
restaurant)?
Pearson Correlation
Sig. (2-tailed)
N
What would you expect
an average evening meal
entree item alone to be
priced?
Pearson Correlation
Sig. (2-tailed)
N
1 .838 * *
.000
400 340
.838 * * 1
.000
340 340
**. Correlation is significant at the 0.01 level (2-tailed).
CROSSTABS
/TABLES=VLPatron BY educa
/FORMAT=AVALUE TABLES
/STATISTICS =CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
Crosstabs
Page 4
Notes
Output Created
Input Data
Active Dataset
Filter
Weight
Split File
N of Rows in Working
Data File
Missing Value Handling Definition of Missing
Cases Used
Syntax
Resources Processor Time
Elapsed Time
Dimensions Requested
Cells Available
17-NOV-2020 20:58…
/Users/michaellyndall/D
esktop/Marketing
Research
Materials/Textbook
Resources/SPSS
Datasets/LíExperience.
sav
DataSet1
<none>
<none>
<none>
400
User-defined missing
values are treated as
missing.
Statistics for each table
are based on all the
cases with valid data in
the specified range(s)
for all variables in each
table.
CROSSTABS
/TABLES=VLPatron BY
educa
/FORMAT=AVALUE
TABLES
/STATISTICS=CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
00:00:00.02
00:00:00.00
2
524245
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Very Likely Patron * What
education?
400 100.0% 0 0.0% 400 100.0%
Page 5
Very Likely Patron * What is your highest level of education? Crosstabulation
What is your highest level of education?
Less than High
School
Some High
School
High School
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
1 1 1 4 1 4 1 4
3.4% 4.3% 4.3% 4.3%
0 0 0 0
0.0% 0.0% 0.0% 0.0%
1 1 1 4 1 4 1 4
2.8% 3.5% 3.5% 3.5%
Very Likely Patron * What is your highest level of education? Crosstabulation
What is your highest level of education?
Some College
(No Degree)
Associate
Degree
Bachelor’s
Degree
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
1 4 1 1 196 6 6
4.3% 3.4% 59.8% 20.1%
0 3 4 2 2 0
0.0% 4.2% 58.3% 27.8%
1 4 1 4 238 8 6
3.5% 3.5% 59.5% 21.5%
Very Likely Patron * What is your highest level of education? Crosstabulation
What is your highest level of…
Total
Master’s
Degree
Doctorate
Degree
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
6 6 2 328
20.1% 0.6% 100.0%
2 0 7 7 2
27.8% 9.7% 100.0%
8 6 9 400
21.5% 2.3% 100.0%
Page 6
Chi-Square Tests
Value df
Asymptotic
Significance
(2-sided)
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
35.164 a 7 .000
37.932 7 .000
19.052 1 .000
400
a. 6 cells (37.5%) have expected count less than 5. The minimum expected count is 1.62.
CROSSTABS
/TABLES=VLPatron BY marital
/FORMAT=AVALUE TABLES
/STATISTICS =CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
Crosstabs
Page 7
Notes
Output Created
Input Data
Active Dataset
Filter
Weight
Split File
N of Rows in Working
Data File
Missing Value Handling Definition of Missing
Cases Used
Syntax
Resources Processor Time
Elapsed Time
Dimensions Requested
Cells Available
17-NOV-2020 20:59…
/Users/michaellyndall/D
esktop/Marketing
Research
Materials/Textbook
Resources/SPSS
Datasets/LíExperience.
sav
DataSet1
<none>
<none>
<none>
400
User-defined missing
values are treated as
missing.
Statistics for each table
are based on all the
cases with valid data in
the specified range(s)
for all variables in each
table.
CROSSTABS
/TABLES=VLPatron BY
marital
/FORMAT=AVALUE
TABLES
/STATISTICS=CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
00:00:00.01
00:00:00.00
2
524245
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Very Likely Patron * What
400 100.0% 0 0.0% 400 100.0%
Page 8
Very Likely Patron * What is your marital status? Crosstabulation
Single Married
Other
(Divorced,
Widow, etc.)
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
7 9 222 2 7 328
24.1% 67.7% 8.2% 100.0%
1 4 5 0 8 7 2
19.4% 69.4% 11.1% 100.0%
9 3 272 3 5 400
23.3% 68.0% 8.8% 100.0%
Very Likely Patron * What is your marital status? Crosstabulation
Total
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
328
100.0%
7 2
100.0%
400
100.0%
Chi-Square Tests
Value df
Asymptotic
Significance
(2-sided)
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
1.133 a 2 .567
1.124 2 .570
1.114 1 .291
400
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.30.
Page 9
CROSSTABS
/TABLES=VLPatron BY zipcode
/FORMAT=AVALUE TABLES
/STATISTICS =CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
Crosstabs
Notes
Output Created
Input Data
Active Dataset
Filter
Weight
Split File
N of Rows in Working
Data File
Missing Value Handling Definition of Missing
Cases Used
Syntax
Resources Processor Time
Elapsed Time
Dimensions Requested
Cells Available
17-NOV-2020 21:00…
/Users/michaellyndall/D
esktop/Marketing
Research
Materials/Textbook
Resources/SPSS
Datasets/LíExperience.
sav
DataSet1
<none>
<none>
<none>
400
User-defined missing
values are treated as
missing.
Statistics for each table
are based on all the
cases with valid data in
the specified range(s)
for all variables in each
table.
CROSSTABS
/TABLES=VLPatron BY
zipcode
/FORMAT=AVALUE
TABLES
/STATISTICS=CHISQ
/CELLS=COUNT ROW
/COUNT ROUND CELL.
00:00:00.01
00:00:00.00
2
524245
Page 10
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Very Likely Patron *
that includes the Zip
Code in which you live
(coded by letter).
400 100.0% 0 0.0% 400 100.0%
Very Likely Patron * Please check the letter that includes the Zip Code in
which you live (coded by letter). Crosstabulation
Please check the letter that includes the Zip
Code in which you live (coded by letter).
A (1 & 2) B (3, 4, & 5)
C (6, 7, 8, &
9)
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
2 0 6 2 206 4 0
6.1% 18.9% 62.8% 12.2%
0 5 8 1 4 0
0.0% 80.6% 19.4% 0.0%
2 0 120 220 4 0
5.0% 30.0% 55.0% 10.0%
Very Likely Patron * Please check the letter that includes the Zip Code in
which you live (coded by letter). Crosstabulation
the letter that …
Total
D (10, 11, &
12)
Very Likely Patron No Count
% within Very Likely
Patron
Yes Count
% within Very Likely
Patron
Total Count
% within Very Likely
Patron
4 0 328
12.2% 100.0%
0 7 2
0.0% 100.0%
4 0 400
10.0% 100.0%
Page 11
Chi-Square Tests
Value df
Asymptotic
Significance
(2-sided)
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
108.159 a 3 .000
106.675 3 .000
43.893 1 .000
400
a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 3.60.
Page 12

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