Data Analysis Assignment—Hobbits’ Choice Restaurant
Jeff Dean is a restaurant supply sales representative who has always dreamed of opening his own restaurant. He is thinking of opening a fine, upscale restaurant featuring the finest entres, drinks, and desserts in an elegant atmosphere, which is a type of restaurant missing from his metro area. Dean was a fan of the author J.R.R. Tolkien, and he thought the reference to the Hobbits would be perfect in a name for an upscale restaurant. The Hobbits, characters in Tolkienas writings, were portrayed as good, fun- loving people whose lives primarily centered around eating.
To help justify the investment costs of opening such a restaurant and to provide information for his marketing plan, Dean conducted a marketing research study. The data from his survey are saved in the Excel file HobbitData.xlsx.
For your data analysis project, please use evidence obtained from analysis of the dataset to address the questions below. You may cut and paste tables from the computer output into a word processing file, but you may not turn in a stack of printouts. Each question will be worth 10 points. (Single Space)
1. Perform the appropriate descriptive analysis for each question on the questionnaire and interpret it.
2. What are the population estimates for each of the following?
a.Preference for aeasy listeninga radio programming
b.Viewing of 10 P.M. local news on TV
c.Average age of heads of household
d.Average price paid for an evening meal entre
3.Because Jeff Deanas restaurant will be upscale, it will appeal to high-income consumers. Jeff hopes that at least 30 percent of the households have an income level of $100,000 or higher. Test this hypothesis.
4.With respect to those who are avery likelya to patronize The Hobbitsa Choice restaurant, Jeff believes that the will either avery stronglya or asomewhata prefer each of the following: (a) wait staff with tuxedos, (b) elegant dcor, and (c) jazz combo music. Does the survey support or refute Jeffas hypothesis? Interpret your findings.
5.Jeff wonders if The Hobbitsa Choice Restaurant is more appealing to women than it is to men or vice versa. Perform the proper analysis, interpret it, and answer Jeffas question.
6.With respect to the location of The Hobbitsa Choice Restaurant, is a waterfront view preferred more than a drive of less than 30 minutes?
7.In general, upscale restaurants are appealing to higher-income households, whereas they are less appealing to lower-income households. Is this the case for The Hobbitsa Choice Restaurant?
8.Do older or younger people want unusual desserts and/or unusual entres?
9.Create a variable that distinguishes the aprobable patronsa (likely to patronize=4 or 5) from the anot probable patronsa (likely to patronize=1, 2, or 3). If the probable patrons constitute the target market for Hobbitsa Choice, what is the demographic makeup of this target market? Use cross tabulations to consider the demographics of household income, education level, gender, and zip code. Also consider the media habits of the target market, including magazines, radio, newscasts, and newspapers.
10.Use regression analysis to determine which restaurant features are related to consumersa likelihood of patronizing The Hobbitsa Choice Restaurant?
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