Assignment 4 MAR 4613

docx

School

Florida International University *

*We aren’t endorsed by this school

Course

MISC

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by CountThunderGorilla20

Marketing Research MAR 4613 Assignment 4 Name(s): Gabriela Blazquez Fusion is still looking for answers. Your team has just come out of a meeting where you briefed the senior management at Fusion about your findings from the data analysis in phase 1. To your surprise, the management agreed to all your suggestions and decided to lower the prices on its menu to bring it to $100, just over the $99 average that consumers were willing to spend if they were on a date. You were also convincing enough with your skillful data analysis that you have convinced Fusion to collect additional data to determine if Fusion is perceived as a place couples would dine at on a special occasion. Your team’s manager, impressed by how well you satisfied the client and made the client agree to all the suggestions, has trusted you with another set of data that was recently collected after the meeting. In collecting the second set of data, your team’s manager ensured that there were no missing data or incomplete responses. In addition, there was a different set of questions included in the survey with the objectives defined by Fusion’s senior management. Some of the objectives discussed during the meeting are as follows:  Identify if existing customers, as compared to non-customers, think of Fusion as a restaurant for special occasions to celebrate with one’s partner  Identify the preferred dining area (rooftop or deck) for customers who are in a relationship versus those who are not in a relationship.  Identify the potential social media platforms to use for sponsored content and advertisements to increase customer traffic. As you look through the dataset, you realize that your team’s manager must have gone back and revised some of the techniques in creating surveys as this dataset seems to look very organized and complete. In the following sections, you will work through your dataset and address each of the objectives using the various bivariate statistical analysis that you learned in your marketing research class. Section 1: Using the description in the “Labels” and “Values” column in the “Variable View” tab on SPSS, please describe any TWO (2) nominal variables and any TWO (2) interval variables in your dataset. Clearly mention what these variables mean. Prefdeck and Accept Recommendation are the two interval variables, and Relationship and Customer Type are the two nominal variables. Nominal variables Respondents are divided into two groups based on their relationship status: those who are single (designated as 1) and those who are not in a relationship (0). A nominal variable called "Customer Type" divides respondents into two groups: new customers (labeled as 0) and current customers (designated as 1).

The variables of intervals Prefdeck, which rates how likely it is to eat on the deck, ranges from 1 (very low possibility) to 7 (extremely high likelihood). Accept Recommendation, which ranges from highly improbable (1) to extremely likely (7), measures respondents' readiness to accept restaurant recommendations on social media. Section 2: The second assignment you have is to assess whether existing customers (vs. non- customers) think of Fusion as a restaurant for celebrating special occasions with their partner. Fusion’s management believes that because they get a lot of first-time customers who may want to celebrate a special occasion, there should be no difference in how existing versus non-existing customers think about Fusion. The CEO of Fusion basically said in the meeting that we are the “Apple” of the special occasions’ restaurants. You may not have been to us, but when you hear “special occasions”, Fusion is the first word that must come to mind. Your task is to test this hypothesis. 1. Write down a null and an alternate hypothesis based on the discussion above. You can use the lecture slides while framing the hypothesis. a. Null Hypothesis: Existing customers and non-customers' perceptions of Fusion as a restaurant for special occasion dining with a partner are essentially the same. Stated otherwise, there is no difference in the mean ratings between current and prospective clients, and they are equal. b. Alternate Hypothesis: Existing customers and non-customers have somewhat different perceptions of Fusion as a restaurant to celebrate important events with their significant other. There is a difference in the attitudes of current customers and non-customers as seen by the unequal mean scores for each group. 2. Using SPSS, test the hypothesis by running an independent samples t-test. Please provide the appropriate output here F-Test Two-Sample for Variances CustomerType SpecialOccasion Mean 0.4 4.964705882 Variance 0.241420118 2.554959972 Observations 170 170 df 169 169 F 0.094490763 P(F<=f) one-tail 0 F Critical one-tail 0.775871977 3. How would you interpret the results? What would you say to the CEO at Fusion regarding their existing beliefs about Fusion’s market positioning. a. The CEO believes that the premise of equal variances is supported by the existing data. For a final evaluation, nevertheless, it is imperative to wait for the results of

the independent samples t-test. No matter what kind of client Fusion is, the CEO's conviction that Fusion is the "Apple" of special occasion restaurants will be reinforced if the t-test similarly shows no discernible difference in mean ratings. If the differences are substantial, more research could be required to determine the cause of the discrepancy and how it affects Fusion's market standing. Section 3: Finally, you have to identify the potential social media platforms that Fusion must opt for while advertising online. Because Fusion currently does not have any social media presence, answer to this question becomes even more important for Fusion’s senior management that is confused about what platforms to focus on. Fusion’s main objective is that it wants a higher likelihood of people accepting the recommendation to dine at Fusion when they see a post or advertisement from the restaurant. Your team’s manager, based on the work done for other clients in the restaurant industry, has collected data on users’ most preferred social media platform, and only gave them a choice between Facebook, Instagram, TikTok and Snapchat. The general perception of your team is that there should be at least some difference in the likelihood to accept restaurant recommendations between active users of different social media platforms. However, none of the team members can precisely say which groups would be different. 1. Write down a null and an alternate hypothesis based on the discussion above. You can use the lecture slides while framing the hypothesis. a. Null Hypothesis: Users who are active on several social media sites (Facebook, Instagram, TikTok, and Snapchat) do not significantly differ in their likelihood of accepting restaurant suggestions. That is, there is no difference in the mean probability ratings across the four platforms. b. Alternate Hypothesis: Among active users of at least two distinct social media sites, there is a considerable variation in the chance that individuals will accept restaurant suggestions (Facebook, Instagram, TikTok, and Snapchat). For at least one set of platforms, the mean probability scores differ. 2. Using SPSS, test the hypothesis by running a one-way ANOVA. Please provide the appropriate output here Anova: Single Factor SUMMARY Groups Count Sum Average Variance TikTok 43 179 4.1627907 2.09191584

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Insta 68 304 4.47058824 2.01404741 Snapchat 23 47 2.04347826 1.31620553 Facebook 59 209 3.54237288 3.42489772 ANOVA Source of Variation SS df MS F P-value F crit Between Groups 110.955282 3 36.9850939 15.5198671 4.5805E- 09 2.65239026 Within Groups 450.402231 189 2.38308059 Total 561.357513 192 3. How would you interpret the results? What would you say to the CEO at Fusion regarding the social media platform they should focus on? a. The Fusion CEO that there is a significant difference in the possibility of user acceptance on various social media sites. Although more thorough investigation is required to identify the precise variations, preliminary data indicates that different platforms have different effects on consumer acceptability. Fusion would be wise to concentrate on directing their advertising efforts toward the platforms that have higher mean probability scores, as determined by post-hoc testing, considering these findings. Fusion may be able to optimize the effectiveness of its internet advertising initiatives with this focused strategy.

Assignment 4 MAR 4613

Related Documents