The purpose of the homework assignment

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 you’ve already
learned about SPSS.
Before you start this assignment, make sure that you’ve carefully read and examined the following two
• Santa Fe Grill Database Overview—Class Project
• 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 Jose’s Southwestern Café (JSC). Here is a
typical question with my solution as a guide for you to use.
Are there any differences between Santa Fe Grill and Jose’s Southwestern Café 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 “Fun Place to Eat” 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 Jose’s Southwestern Café.
For each of the following seven questions:
• Indicate the variables that will be used for analysis
• The type of statistical test that needs to be conducted
• A pasted printout of the analysis
• Your interpretation of the results
• Specific instructions are provided for Question 8
1. Are there any differences between Santa Fe Grill and Jose’s Southwestern Café respondents
with respect to Friendly Employees? (15 points)
2. What is difference between the level of Satisfaction for Santa Fe Grill and Jose’s Southwestern
Café respondents? (15 points)
3. What is the Likelihood of Returning to the restaurant between Santa Fe Grill and Jose’s
Southwestern Café 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 Jose’s Southwestern Café respondents
with respect to Distance Driven? (20 points)
6. Are there any differences between Santa Fe Grill and Jose’s Southwestern Café 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 Jose’s Southwestern Café respondents with respect of HEALTY_FOOD variable. (30
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 you’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
Your grade is determine based on: Correct Analysis (70 percent); Quality of Interpretation (20
percent) and Overall Appearance (10%)

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