The SPSS file HOBBIT.SAV should be used for the following assignments.
Please answer the following questions by using SPSS. You may want to begin by first examining the questionnaire. You should identify the scaling formats used for each question. Keep in mind that the scaling format will determine the type of descriptive analyses which may be conducted with each question. Once you are familiar with the questionnaire, determine which variables (survey questions) provide information necessary to address each of the following questions. Be sure to provide BOTH the measure of central tendency AND the measure of variance for each. For all questions, you must also upload the corresponding output from SPSS.
1. What is the demographic profile of the respondents (Includes all demographics)?
2. How likely are respondents to want to patronize the proposed restaurant? How much would respondents expect to pay for an average evening meal?
3. How many dollars do respondents typically spend per month in restaurants?
4. Among the respondents, how preferred are the characteristics of restaurants (include all characteristics)?
5. What types of media are commonly used by the respondents? (Hint: Media profile refers to radio, TV and newspaper.)
Hobbits’ Choice Survey Questionnaire
This research is being conducted by CMG research and is a survey about your attitudes, habits, and preferences for restaurants. There are different types of restaurants such as fast food restaurants or cafeterias or snack bars. But this survey is not about these types of restaurants.
When you answer the questions which follow, we want you to think in terms of a particular type of restaurant defined as: A restaurant in which you are normally seated by a hostess; there is a menu with several choices for appetizers, entrees, desserts, and beverages; and food is served by a waiter or waitress assigned to your table.
1) Do you eat at this type of 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 description of another type of restaurant below and answer the following questions.
A restaurant with a very elegant decor, offering very personal service in a spacious, semi-private 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 Somewhat Likely Neither Likely Nor Unlikely Somewhat Unlikely Very Unlikely |
4) Thinking again of the restaurant just described and remembering that drinks, appetizers, entrees, 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?
| Yes No, Go to question 7 |
6) To which type of radio programming do you most often listen?
| Country & Western Easy Listening Rock Talk/News No Preference |
7) Would you describe yourself as a viewer of TV local news?
| Yes No, Go to question 9 |
8) Which newscast do you watch most frequently?
| 7:00 am News Noon News 6:00 pm News 10:00 pm News |
9) Do you read the newspaper?
| Yes No |
10) Which section of the local newspaper would you say you read most frequently?
| Editorial Business Local Classifieds Life, Health & Entertainment No Preference |
11) Do you subscribe to City Magazine?
| Yes No |
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
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
13) Located less than a 30-minute drive from your home
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
14) A formal wait staff wearing tuxedos
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Prefer Somewhat Not Prefer Very Strongly Not Prefer |
15) Unusual desserts such as “Baked Alaska” and “Flaming Bananas Foster”
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
16) A large variety of entrees
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
17) Unusual entrees such as moose, bison, venison, and pheasant
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
18) Simple decor: tables, chairs, and a few wall decorations
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
19) Elegant decor: curtains, original paintings, fine furniture
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
20) A string quartet for background music
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Not Prefer |
21) A jazz combo for background music
| Very Strongly Prefer Somewhat Prefer Neither Prefer Nor Not Prefer Somewhat Not Prefer Very Strongly Prefer |
Demographic questions to classify your answers.
22) The following questions are asked for classification purposes only.
In which year were you born?
23) What is your highest level of education?
| Less Than High School Some High School High School Graduate Some College (No Degree) Associate Degree Bachelor’s Degree Master’s Degree Doctorate Degree |
24) What is your marital status?
Single
Married
Other
25) Including children under 18 years of age living with you, what is your family size?
26) Please check the letter that includes the zip code in which you live.
(1 & 2)
(3, 4, & 5)
(6, 7, 8, & 9)
(10, 11, & 12)
27) Which of the following categories best describes your before tax household income?
Household Earning< $15,000
Household Earning $15,000-$24,999
Household Earning $25,000-$49,999
Household Earning $50,000-$74,999
Household Earning $75,000-$99,999
Household Earning $100,000-$149,999
Household Earning $150,000+
28) What is your gender?
| Male Female |
When you have completed all relevant questions, please click the “submit” button.
