HW3%20assignment%20ANSWERS-1

HW3%20assignment%20ANSWERS-1 - LeBow College of Business...

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LeBow College of Business Marketing Research (MKTG 326) Department of Marketing Winter 2012 Drexel University ANSWER KEY Homework #3 – Regression and MDS Due Wednesday, February 29th at 2pm 1. Remington’s Steak House Case. The file “RemingtonsMRIA.sav” is uploaded to BBVista under the Homework folder. Use this data set to answer the following questions. Make sure you include any SPSS tables that are necessary. The handout we went over in class is helpful, but the additional chapter that I uploaded to BbVista under “Extra Course Materials” is much more comprehensive regarding how to interpret the findings. a. Run a multiple regression analysis that will help the managers determine the following: i. Dependent Variable = Likelihood to Recommend; independent variables X1- X6.
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ii. What does this regression tell us? It tells us the likelihood to recommend is influenced by several variables. Namely, large portions, food quality, speed of service, atmosphere, and reasonable prices. Interestingly, we see that speed of service and reasonable prices are negatively correlated. This means that while large portions, food quality and atmosphere increase likelihood to recommend, speed of service and reasonable prices actually decrease the likelihood to recommend. Competent employees are not found to significantly influence likelihood to recommend. iii. list any non-significant variables X2 – competent employees iv. Run the regression again without these variables. What does this regression tell you? This second regression – minus competent employees – shows that speed of service and reasonable prices maintain their negative correlation with likelihood to recommend. However, the other variables, large portions, food quality and atmosphere maintain the very strong significance (p<.01) and positively influence likelihood to recommend.
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v. What training variables would you suggest the managers to concentrate on in order to
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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HW3%20assignment%20ANSWERS-1 - LeBow College of Business...

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