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

Exercise 12

IHOP Improvement Survey
Mary Yu graduated from college in June 2010. On graduation, she took a job as a marketing research assistant with the International House of Pancakes, known as "IHOP" and headquartered in Glendale, California. When Mary began working, the marketing research department was in the middle of a huge telephone survey of IHOP patrons across North America. The objectives of the survey were to determine (1) how often and what time of day people eat at IHOP, (2) how satisfied they are with selected aspects of IHOP, (3) how satisfied they are overall with IHOP, (4) what IHOP advertising they recall, and (5) a demographic profile of the respondents.
Mary was assigned the responsibility of data analysis because she was fresh out of college. She was informed that IHOP headquarters uses the XL Data Analyst program for its data analysis. All of the 5,000 respondents' answers are organized in a worksheet data set with variable labels in row 1. Of course, someone has to set up the XL Data Analyst so its output will be useful. This task is now Mary's responsibility. The questionnaire designers created a code sheet of the scales used in the survey. This code book is duplicated in the following table.

Indicate how Mary should set up the Define Variables worksheet in an XL Data Analyst data set file.