Data Analysis AssignmentHobbits Choice Restaurant - Assignment Example

Data Analysis Assignment—Hobbits’ Choice Restaurant Data Analysis Assignment—Hobbits’ Choice Restaurant Questions1. Perform the appropriate descriptive analysis for each question on the questionnaire and interpret it. Demographic Profile The sample represents both the male (51%) and female (49%) respondents approximately equally. The average age of the respondents is 45.54 years (SD = 9.52). The range of the respondents’ age is 47 years with minimum and maximum respondent’s age being 28 years and 75 years respectively. The distribution of respondents age is slightly positively skewed (Skew = .63). As shown in figure 1, the majority (68%) of the respondents are married. About one-fourth (23.2%) of the respondents are single and about 8.8% of the respondents are either divorced or widow (figure 1). Figure 1: Respondents’ marital status Figure 2 shows the bar chart showing respondents’ highest level of education. The majority (59.5%) of the respondents has a Bachelor’s Degree. About 21.5% respondents have a Master’s Degree. Table 1 shows the summary statistics for the numerical variables. The average family size of the respondents is 2.67 (SD = 1.38). The range of the family size is 6 with minimum and maximum family size being 1 (respondent himself) and 6, respectively. The distribution of family size is slightly positively skewed (Skew = .58). Table 1: Summary statistics for the numerical variables Question n Mean Std. Dev. Min Max Range Skew How many total dollars do you spend per month in restaurants (for your meals only)? 400 $150.05 $92.71 $5 $450 $445 .564 What would you expect an average evening meal entree item alone to be priced? 340 $18.84 $9.83 $6 $60 $54 1.39 Including children under 18 living with you, what is your family size? 400 2.67 1.38 1 7 6 .578 Recoded income to $1,000s using midpoints of questionnaire ranges 400 76.47 53.14 7.5 175 167.5 .809 Age 400 45.54 9.52 28 75 47 .632 Figure 2: Respondents’ highest level of education Figure 3 shows the bar showing categories best describes respondents’ before tax household income. About 33.2% of the respondents’ before tax household income is from $50,000 to $74,999 followed by about 20.5% of the respondents’ before tax household income from $25,000 to $49,999. About 16.5% of the respondents’ before tax household income is greater than $150,000. The average before tax household income of the respondents is $76,470 (SD = $53,140). The distribution of the respondents’ before tax household income is positively skewed (Skew = .81). Figure 3: Respondents before tax household income As shown in figure 4, the majority (55.0%) of the respondents’ live in an area having Zip Code C (6, 7, 8 & 9). About 30% living in an area having Zip Code B (3, 4 & 5). Figure 4: Respondents’ Zip Code in which they live Media Habits of the Target Market Table 2 shows the questions for which respondents answer is either Yes or No. Table 2: Questions for which respondents answer is either Yes or No Question Yes No Do you eat at this type of restaurant at least once every two weeks? 400 (100.0%) 0 (0.0%) Would you describe yourself as one who listens to the radio? 385 (96.2%) 15 (3.8%) Would you describe yourself as a viewer of TV local news? 356 (89.0%) 44 (11.0%) Do you read the newspaper? 378 (94.5%) 22 (5.5%) Do you subscribe to City Magazine? 181 (45.2%) 219 (54.8%) Most (96.2%) of the respondents describe themselves as one who listens to the radio. Figure 5 shows the bar graph showing the type of radio programming respondents’ most often listen. About 41.3% of the respondents’ listen rock followed by about 21.3% Talk/News, about 20.3% Easy listening and about 17.1% Country & Western. Figure 5: Type of radio programming respondents’ most often listen Most (89.0%) of the respondents describe themselves as a viewer of the TV local news. Figure 6 shows the pie chart showing newscast respondents’ watch most frequently. The majority (54.5%) of the respondents watch 10:00 pm News, followed by about 36.2% who watch 6:00 pm News. Figure 6: Newscast respondents’ watch most frequently The majority (54.8%) of the respondents’ does not subscribe to City Magazine. Most (94.5%) of the respondents said they read the newspaper. Figure 7 shows the bar graph showing Section of the local newspaper respondents’ say they read most frequently. About 31.1% read Local, about 23.0% read Life, Health & Entertainment, about 17.2% read Business, about 15.0% read Classifieds and about 13.7% read Editorial. Figure 7: Section of the local newspaper respondents’ says they read most frequently Preference Level for different Aspects Related to a Restaurant Table 3 shows the respondents’ preference level for different aspects related to a restaurant. The majority (59.2%) of the respondents somewhat or very strongly prefers Waterfront view. The majority (53.2%) of the respondents very strongly or somewhat not prefer Drive Less than 30 Minutes. About two-third (67.6%) of the respondents very strongly or somewhat not prefer Formal Wait staff Wearing Tuxedos. About two-third (65.8%) of the respondents very strongly or somewhat not prefer Unusual Desserts. The majority (60.4%) of the respondents very strongly or somewhat not prefer Large Variety of Entrees. About two-third (64.3%) of the respondents very strongly or somewhat not prefer Unusual Entrees. About two-third (66.8%) of the respondents somewhat or very strongly prefer Simple Decor. About two-third (67.2%) of the respondents very strongly or somewhat not prefer Elegant Decor. The majority (60%) of the respondents very strongly or somewhat not prefer String Quartet. The majority (62.0%) of the respondents somewhat or very strongly prefers Jazz Combo. Table 3: Respondents’ preference level for different aspects related to a restaurant (n = 400) Preference Preference Level Very Strongly Not Prefer Somewhat Not Prefer Neither Prefer Nor Not Prefer Somewhat Prefer Very Strongly Prefer Waterfront View 45 (11.2%) 75 (18.8%) 43 (10.8%) 141 (35.2%) 96 (24.0%) Drive Less than 30 Minutes 72 (18.0%) 141 (35.2%) 68 (17.0%) 63 (15.8%) 56 (14.0%) Formal Wait staff Wearing Tuxedos 139 (34.8%) 131 (32.8%) 10 (2.5%) 45 (11.2%) 75 (18.8%) Unusual Desserts 159 (39.8%) 104 (26.0%) 17 (4.2%) 55 (13.8%) 65 (16.2%) Large Variety of Entrees 145 (36.2%) 97 (24.2%) 38 (9.5%) 63 (15.8%) 57 (14.2%) Unusual Entrees 171 (42.8%) 86 (21.5%) 23 (5.8%) 50 (12.5%) 70 (17.5%) Simple Decor 64 (16.0%) 56 (14.0%) 13 (3.2%) 120 (30.0%) 147 (36.8%) Elegant Decor 177 (44.2%) 92(23.0%) 11 (2.8%) 63 (15.8%) 57 (14.2%) String Quartet 130 (32.5%) 110 (27.5%) 40 (10.0%) 69 (17.2%) 51 (12.8%) Jazz Combo 25 (6.2%) 50 (12.5%) 77 (19.2%) 118 (29.5%) 130 (32.5%) Restaurant Patronize and Spending All (100%) the respondents said that they eat at this (upscale) type of restaurant at least once every two weeks. The average amount respondents’ spends per month in restaurants for meals only is $150.05 (SD = $92.71). The range of the amount respondents’ spends per month in restaurants is $445 with minimum and maximum spending per month being $5 and $450. The distribution of amount spends per month is slightly positively skewed (Skew = .56). The average amount respondents’ expects an average evening meal entree item alone to be priced is $18.84 (SD = $9.83). The range of the amount respondents’ expects an average evening meal entree item alone to be priced is $54 with minimum and maximum being $6 and $60, respectively. Figure 8 shows the distribution of how likely a respondent patronizes the new upscale restaurant. About 32.0% of the respondents say they are very unlikely or somewhat unlikely patronizes the new upscale restaurant, about 40.2% neither likely nor unlikely patronize the new upscale restaurant, and about 27.5% say they are somewhat likely or very likely patronize the new upscale restaurant. Figure 8: How likely a respondent patronizes the new upscale restaurant 2. What are the population estimates for each of the following? a. Preference for “easy listening” radio programming The population estimates for preference for “easy listening” radio programming is about 20.3%. b. Viewing of 10 P.M. local news on TV The population estimates for viewing of 10 P.M. local news on TV is 54.5%. c. Average age of heads of household The population estimates for average age of heads of household is about 45.54 years (SD = 9.52). d. Average price paid for an evening meal entrée The population estimates for average price paid for an evening meal entrée is about $18.84 (SD = $9.83) 3. Because Jeff Dean’s 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. The null and alternate hypotheses are H0: p ≤ .30 H1: p > .30 The selected level of significance, α is .05. The selected test is Binomial Test for a Proportion. The results of the Binomial Test are not significant (p-value = 1 – .125 = .875). Thus, there is no sufficient evidence that at least 30 percent of the households have an income level of $100,000 or higher. Binomial Test Category N Observed Prop. Test Prop. Asymp. Sig. (1-tailed) Income 100,000+ Group 1 Income 100,000 and more 109 .3 .3 .125a,,b Group 2 Income below 100,000 291 .7 Total 400 1.0 a. Alternative hypothesis states that the proportion of cases in the first group < .3. b. Based on Z Approximation. Which of the following categories best describes your before tax household income? Frequency Percent Valid Percent Cumulative Percent Valid Read More