The Hobbit’s Choice Restaurant Survey Associative Analysis

(For necessary background, read Case 12.1 on pages 319–321 and Case 13.1 on pages 349.)

Cory Junior’s stomach ailment turns out to be much worse than Cory Rogers expected, so Cory Senior calls to inform Christine Yu, his marketing intern at CMG Research, that it might be several days before he can get back to the office. Cory says to Christine, “I know you might feel a bit lost with The Hobbit’s Choice Restaurant project, but why don’t you take a look at the proposal and see if there is any further analysis that you can do while I am out. Have Tonya pull the proposal from the file.” As Christine studies the research proposal, she jots down some notes on research questions that need to be addressed. Her notes are below and numbered 1-4. Your task is to use The Hobbit’s Choice Restaurant SPSS dataset and perform the proper analysis. You will also need to interpret the findings.

1. Perform the correct analysis and interpret your findings with regard to The Hobbit’s Choice Restaurant menu, décor, and atmosphere for those people who prefer to drive less than 30 minutes to get to the restaurant.

2. Do older or younger people want unusual desserts and/or unusual entrees?

3. Use the variable that distinguishes the “Probable patrons” (likely to patronize Hobbit’s Choice responses 1 or 2) for the “Not probable patrons” (likely to patronize Hobbit’s Choice responses 3, 4, or 5). If the probable patrons constitute The Hobbit’s Choice Restaurant target market, what is the demographic makeup of this target market? Use the demographics of household income, education level, gender, and zip code.

4. Is the City Magazine a viable advertising medium for Jeff Dean to use? Apart from this question, are there other viable promotion vehicles that Jeff should know about?