SPSS CASE ANALYSIS ASSIGNMENT

DUE MIDNIGHT, MAY 7, 2017

Dear MKTG4100 Students:

You have two SPSS assignments for this course, the SPSS Homework assignment and the SPSS Case

Analysis assignment. The purpose of the homework assignment is to familiarize you with the workings

of SPSS and how to run and interpret a number of statistical techniques. The SPSS CASE ANALYSIS

assignment is designed to take you a step further by getting you to use and apply what youâ€™ve already

learned about SPSS.

Before you start this assignment, make sure that youâ€™ve carefully read and examined the following two

files:

â€¢ Santa Fe Grill Database Overviewâ€”Class Project

â€¢ Santa Fe Question

Both files reside in the SPSS CASE ANALYSIS folder.

You should also download the Santa Fe Grill N = 405 file to your desktop as you will need that file for

your data analysis.

Given the write-up for the case and the questionnaire, there are several questions that a researcher can

ask to determine differences between Santa Fe Grill (SFG) and Joseâ€™s Southwestern CafÃ© (JSC). Here is a

typical question with my solution as a guide for you to use.

SAMPLE QUESTION

Are there any differences between Santa Fe Grill and Joseâ€™s Southwestern CafÃ© respondents with respect

to Fun Place to Eat?

This question, examines the relationship between Question 4 (screening question) and Question 13. The

appropriate test is a t-test to examine the mean evaluation between SFG and JSC.

The first table indicates that the mean for â€œFun Place to Eatâ€ is 4.28 and 4.85 for JSC and SFG

respectively. Furthermore, from the second table we can tell that there is a significant different

between the two means (look at the sig- 2 tailed value). As such, we can conclude that respondents

perceive Santa Fe Grill as more fun place that Joseâ€™s Southwestern CafÃ©.

THIS IS THE TYPE OF ANSWER THAT Iâ€™M LOOKING FOR EACH OF THE NEXT EIGHT QUESTIONS.

INSTRUCTION:

For each of the following seven questions:

â€¢ Indicate the variables that will be used for analysis

â€¢ The type of statistical test that needs to be conducted

â€¢ A pasted printout of the analysis

â€¢ Your interpretation of the results

â€¢ Specific instructions are provided for Question 8

1. Are there any differences between Santa Fe Grill and Joseâ€™s Southwestern CafÃ© respondents

with respect to Friendly Employees? (15 points)

2. What is difference between the level of Satisfaction for Santa Fe Grill and Joseâ€™s Southwestern

CafÃ© respondents? (15 points)

3. What is the Likelihood of Returning to the restaurant between Santa Fe Grill and Joseâ€™s

Southwestern CafÃ© respondents? (15 points)

4. Looking at Lifestyle Questions, what is the relationship among items 1, 9 and 11? How would

you interpret your findings? (25 points)

5. Are there any differences between Santa Fe Grill and Joseâ€™s Southwestern CafÃ© respondents

with respect to Distance Driven? (20 points)

6. Are there any differences between Santa Fe Grill and Joseâ€™s Southwestern CafÃ© respondents

with respect to Age? (20 points)

7. Create a new variable by adding items 4, 8 and 10 from the Life Style Questions section. (Hint:

You need to use the Compute Variable command under the TRANSFORM menu item.) Name

the new variable HEALTHY_FOOD. Next, determine if there are any difference between Santa

Fe Grill and Joseâ€™s Southwestern CafÃ© respondents with respect of HEALTY_FOOD variable. (30

points)

8. The last part of the assignment is to develop a regression model for Santa Fe Grill customers

only to determine the variables that can help explain customer satisfaction with the Santa Fe

Grill. Your dependent variable is Satisfaction (X22). For the independent variables we select

variables X12 (Friendly Employees), X14 (Large Size Portions), X15 (Fresh Food). You need to use

the Regression command then select Linear. At the next screen (see image below), place the

dependent variable in the appropriate section, next place the variables X12, X14, and X15 in the

section for Independent(s): variables. Finally, place X_s4 (Favorite Mexican Restaurant) in the

Selection Variable panel and use the Rule = 1 to select Santa Fe Grill. At this point youâ€™re ready

to run the Regression Analysis.

Copy the following three tables in your word document: Model Summary; ANOVA and Coefficients.

Interpret the analysis by examining all four values in your Model Summary Table. Next, explain the

results in the ANOVA table. Finally, explain your findings by discussing the Unstandardized and

Standardized variables in the Coefficients table. Which of the three independent variables is most

important? Which one is least important in explaining Customer Satisfaction with Santa Fe Grill. (40

points)

Your grade is determine based on: Correct Analysis (70 percent); Quality of Interpretation (20

percent) and Overall Appearance (10%)

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