jeff spss case

Please include a print screen or use the snipping tool for your SPSS output.  Please follow directions carefully.

The questions that follow are based on the case below and the associated SPSS data set on the course site.

Jeff a restauranteur wants to know if diners prefer his restaurant overall and what is valued when choosing the restaurant. He wants this information so that he can develop a marketing strategy to be more competitive in the industry in an effort to boost dining sales. This is especially important now that the dining industry will not be as constrained as Covid limitations are easing with more people going out to eat. To understand consumer attitudes, he worked with a research firm to conduct a survey to gather information from a random sample of respondents familiar with his restaurant. Each respondent was asked to rate preference to eat in his restaurant on a 7-point rating scale (1 = Weak Preference, 7 = Strong Preference), and to rate the restaurant on a 7-point rating scale in terms of quality of food, quantity of portions, value, and service (1 = Poor, 7 = Excellent). Annual household income was also obtained and coded as: 1 = Less than $20,000; 2 = $20,000 to 34,999; 3 = $35,000 to 49,999; 4 = $50,000 to 74,999; 5 = $75,000 to 99,999; 6 = $100,000 or more.

7a. What do you see as the marketing decision problem?

7b. What is the resulting research problem?

8. Do respondents indicate a preference for his restaurant? Based on a frequency analysis and the appropriate descriptive statistics, what does your analysis of the data reveal? State in a sentence. Use best practices to graph for a frequency analysis and visualize the distribution of the variable.

9. Does preference for Jeff’s restaurant differ by income group? State the null hypothesis and the alternative hypothesis. Can you reject or accept the null hypothesis? What statistical test informs your answer? Interpret the result. State in a sentence.

10. Jeff wants to know what variables ( quality of food, quantity of portions, value, and service) are related to preference for his restaurant. Jeff also wants to know what he should focus on if he wants to improve preference for his restaurant among diners. State the null hypothesis and the alternative hypothesis. Can you reject or accept the null hypothesis? What statistical test(s) informs your answer? Interpret the result and provide a recommendation to Jeff on what he should do to increase preference for dining in his restaurant. State in a few sentences.

11. BONUS QUESTION (Up to an additional 5 points)

As the senior marketing research manager for Nike, explain the role that conjoint analysis can play in designing superior athletic shoes to top management. Please explain this in nontechnical terms. Clarity and conciseness here are valued. Please do not exceed 150-200 words.

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