Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 6

The Prospective New Restaurant Survey
Following is a questionnaire used in a survey to determine reactions to a proposed new restaurant.
Survey Questionnaire
1. Do you eat at an upscale restaurant at least once every two weeks?
____Yes (Continue) ____ No (Terminate)
2. How many total dollars do you spend per month in restaurants (for your meals only)?
$___________
3. Now please read the following description of a restaurant and answer the following questions.
A restaurant with a very elegant decor, offering very personal service in a spacious, semiprivate atmosphere, featuring menu items, traditional and unusual, prepared by chefs with international reputations. The atmosphere, food, and service at this restaurant meet a standard equal to that of the finest restaurants in the world. Menu items are priced separately, known as "a la carte," and the prices are what one would expect for a restaurant meeting or surpassing the highest restaurant standards in the world.
How likely would it be for you to patronize this restaurant?
____ Very likely (1)
____ Somewhat likely (2)
____ Neither likely nor unlikely (3)
____ Somewhat unlikely (4)
____ Very unlikely (5)
4. Thinking again of the restaurant just described and remembering that drinks, appetizers, entrées, and desserts are priced separately (a la carte), what would you expect an average evening meal entree item alone to be priced?
$ ___________
5. Would you describe yourself as one who listens to the radio?
1. Yes (1)
2. No (2) (Go to Question 7)
6. To which type of radio programming do you most often listen? Select only one.
____ Country Western (1)
____ Easy Listening (2)
____ Rock (3)
____ Talk/News (4)
____ No Preference (5)
7. Would you describe yourself as a viewer of television local news?
1. Yes (1)
2. No (2) (Go to Question 9)
8. Which newscast do you watch most frequently? Select only one.
____ 7:00 am (1)
____ Noon (2)
____ 6:00 pm (3)
____ 10:00 pm (4)
9. Do you read the newspaper?
1. Yes (1)
2. No (2) (Go to Question 11)
10. Which section of the local newspaper would you say you read most frequently? Select only one.
____ Editorial (1)
____ Business (2)
____ Local (3)
____ Classifieds (4)
____ Life, Health Entertainment (5)
____ No Preference (6)
11. Do you subscribe to City Magazine ?
1. Yes (1)
2. No (2)
We are going to describe some characteristics of restaurants and we want you to tell us how strongly you would prefer each characteristic in a restaurant of your choice.
12. Waterfront view
Response scale for Questions 12 through 21
13. Located less than a 30-minute drive from your home
____Very strongly not prefer (1)
14. A formal waitstaff wearing tuxedos
____ Somewhat not prefer (2)
15. Unusual desserts such as "Baked Alaska" and "Flaming Bananas Foster"
16. Alarge variety of entrées
17. Unusual entrées such as moose, bison, venison, and pheasant
18. Simple decor: tables, chairs, and a few wall decorations
19. Elegant decor: curtains, original paintings, fine furniture
20. A string quartet for background music
21. A jazz combo for background music
The following questions are asked for classification purposes only.
22. In which year were you born? __________
23. What is your highest level of education?
____ Less than high school (1)
____ Some high school (2)
____ High school graduate (3)
____ Some college (no degree) (4)
____ Associate degree (5)
____ Bachelor's degree (6)
____ Master's degree (7)
____ Doctorate degree (8)
24. What is your marital status?
____ Single (1)
____ Married (2)
____ Other (3)
25. Including children under 18 years of age living with you, what is your family size? ___________
26. Please provide the zip code in which you live. ___________
27. Which of the following categories best describes your before-tax household income?
____ $15,000 (1)
____ $15,000-$24,999 (2)
____ $25,000-$49,999 (3)
____ $50,000-$74,999 (4)
____ $75,000-$99,999 (5)
____ $100,000-$149,999 (6)
____ $150,000+ (7)
28. What is your gender?
__________ Male (1)
__________ Female (2)
1. Assuming that the data set is comprised of only respondents who answered "Yes" to question 1, indicate those variables where missing data would be found even if every respondent answered every question he or she is supposed to answer.
2. Determine what variables are categorical and indicate the appropriate summarization analysis.
3. Determine what variables are metric scales and indicate appropriate summarization analysis.