L’Experience Restaurant Survey Descriptive and Inference Analysis

Cory Rogers, vice president of CMG Research, was working with Jeff Dean, who believed that there was an
opportunity to build an upscale restaurant, possibly to be called L’Experience (“The Experience” in French)
somewhere in their metropolitan area. The proposed restaurant was described as follows:
A restaurant with sophisticated décor offering very personal service in a spacious, semi-private atmosphere, featuring both
traditional and unusual menu items prepared by a chef with an international reputation. The atmosphere, food, and service
at this restaurant meet the standards of fine dining restaurants. Menu items are priced separately “à la carte”, and the prices
are what one would expect for a restaurant meeting the highest standards.

Cory’s team has designed an online questionnaire and gathered a representative sample. The code book for the
dataset follows.
Question Codes Labels
Do you eat at an upscale restaurant at least once every two weeks? 1,2 Yes, No (If No, terminate the survey)
How many total dollars do you spend per month in restaurants (for your meals only)? Actual dollars No labels
How likely would it be for you to patronize this proposed new upscale restaurant? 1,2,3,4,5 Very unlikely, …, Very Likely
What would you expect an average evening meal entree item alone to be priced in the
Actual dollars No labels
proposed new restaurant? (If not "very unlikely" in previous question)
Would you describe yourself as one who listens to radio? 1,2 Yes, No
(If yes) To which type of radio programming do you most often listen? 1,2,3,4,5 Country&Western, Easy Listening, Rock, Talk/News, Country&Western
Would you describe yourself as a viewer of TV local news? 1,2 Yes, No
(If yes) Which newscast do you watch most frequently? 1,2,3,4 7:00 a.m., Noon, 6:00 p.m., 10:00 p.m.
Do you read or view the local newspaper on a daily basis? 1,2 Yes, No
(If yes) Which section of the local newspaper would you say you look at most frequently? 1,2,3,4,5 Editorial, Business, Local, Classifieds, Life, Health & Entertainment
Do you subscribe to City Magazine? 1,2 Yes, No
How often in a typical month do you use online reviews to chose products and services? 0,1,2,3,4 Never, 1-2 times, 3-4 times, 5-7 times, more than 7 times
In this proposed new restaurant, to what degree would you prefer:
-Waterfront View
-Drive Less than 30 Minutes
-Formal Wait Staff Attire
-Unusual Desserts
Very Strongly Not Prefer, Somewhat Not Prefer, Neither Prefer Nor Not
-Large Variety of Entrees 1,2,3,4,5
Prefer, Somewhat Prefer, Very Strongly Prefer
-Unusual Entrees
-Simple Decor
-Elegant Decor
-Classical Background Music
-Top Forty Background Music
What is your age? Number of years No labels
Less than High School, Some High School, High School Graduate, Some
What is your highest level of education? 1,2,3,4,5,6,7,8 College (No Degree), Associate Degree, Bachelor's Degree, Master's
Degree, Doctorate Degree
What is your marital status? 1,2,3 Single, Married, Other
Including children under 18 living with you, what is your family size? Number of children No labels
Please check the letter that includes the Zip Code in which you live (designated by letter by
1,2,3,4 A (01 & 02), B (03, 04 & 05), C, (07, 08 & 09), D (10, 11 & 12)
combining ZIP's using the last two digits).
<$50,000, $50,000 to $74,999, $75,000 to $99,999, $100,000 to
Which of the following categories best describes your before tax household income? 1,2,3,4,5,6,7
$149,999, $150,000 to $199,999, $200,000 to $249,999, $250,000+
What is your gender? 1,2 Male, Female

Cory had other marketing research projects and meeting scheduled with present and prospective clients, so he
called in his marketing intern, Christine Yu. Christine was a senior marketing major at Able State University, and
she had taken marketing research in the previous semester. Cory said, “Christine, it is time to do some analysis on
the survey we did for Jeff Dean. For now, let’s just get a feel for what the data look like. I’ll leave up to your
judgment as to what basic analysis to run. Let’s meet tomorrow at 2:30 p.m. and see what you have found.”

Your first task is to take the role of Christine Yu, marketing intern. The file name is L’Experience.xslx and it is in
Excel data file format. Your instructor will provide this Excel data file to you or indicate how you can obtain it.
1. Determine what variables are categorical (either nominal or ordinal scales), perform the appropriate
descriptive analysis, and interpret it.
2. Determine what questions are scale variables (either interval or ratio scales), perform the appropriate
descriptive analysis, and interpret it.
3. What are the population estimates for each of the following?
a. Preference for “easy listening” radio programming
b. Viewing of 10:00 p.m. local news on TV
c. Subscribe to City Magazine
d. Average age of heads of households
e. Average total dollars spent per month in restaurants
4. Because this restaurant will be upscale, it will appeal to high-income consumers. The investors hope that 15%
of the households represented in the survey have an income level of $200,000 or higher. Test this hypothesis.
5. With respect to those who are “very likely” to patronize L’Experience restaurant, Jeff believes that they will
either “very strongly” or “somewhat” prefer each of the following: (a) wait staff with formal attire; (b) unusual
desserts; (c) large variety of entrées; (d) unusual entrées; (e) elegant décor; and (f) classical background music.
Does the survey support or refute Jeff’s hypotheses? Interpret your findings.
 L’Experience Restaurant Survey Differences Analysis

Cory Rogers of CMG Research called a meeting with Jeff Dean, the client who needed research on the demand for
a new, upscale restaurant to be possibly called L’Experience, with marketing intern Christine Yu attending. Cory
began the meeting with a review of the research objectives agreed with Jeff. After about 20 minutes, Christine
listed the following six questions in which Jeff was especially interested.

Your second task is to take Christine’s role. Using the L’Experience Restaurant survey Excel dataset, perform the
proper analysis and interpret the findings for each of the following questions:

1. Jeff wonders if L’Experience Restaurant is more appealing to women than it is to men, or perhaps vice
versa? Perform the proper analysis, interpret it, and answer Jeff’s question.
2. With respect to the location of L’Experience Restaurant, is a waterfront view preferred more than a drive
of less than 30 minutes?
3. With respect to the restaurant’s atmosphere, is classical background music preferred over the top forty
background music?
4. What about unusual entrées versus unusual desserts?
5. In general, upscale establishments are more appealing to higher-income households than they are to
lower-income households. Is this pattern the case for L’Experience Restaurant?
6. Jeff and Cory speculated that the different geographic areas that they identified by ZIP codes would have
different reactions to the prospect of patronizing a new upscale restaurant. Are these anticipated
differences substantiated by the survey? Perform the proper analysis and interpret your findings.
 L’Experience Restaurant Survey Associative Analysis

Cory Rogers calls his marketing intern. Christine Yu and says, “I am going to be in San Francisco attending the AMA
Marketing Research Event for three days, but I need you to make progress on the L’Experience Restaurant survey.
I know you might be a bit lost with this project, but why don’t you take a look at the proposal and see if there is
any further analysis that you can do while I am out. Have Tonya pull the proposal from the file.” Christine looks at
the research proposal and jots down some notes with respect to research questions that need to be addressed.
Her notes follow.

Your third and last task is to use the L’Experience Restaurant Excel dataset and perform the proper analysis. You
will also need to interpret the findings.

1. Is preferred driving time to L’Experience Restaurant associated with preferences (positive or negative) for
its possible features? In other words, what is the relationship of preference to drive 30 minutes or less
with all the other possible features (such as waterfront view, formal wait staff attire, etc.) of L’Experience
Restaurant?
2. Are menu preferences related to age? That is, do older or younger people want unusual desserts and/or
unusual entrées?
3. Use the variable that distinguishes the “Probable patrons” of L’Experience Restaurant (Likely to patronize
= 1 or 2) from the “Not probable patrons” (Likely to patronize = 3, 4, or 5). If the probable patrons
constitute L’Experience Restaurant target market, what is the demographic makeup of this target market?
Use the demographics of gender, marital status, and ZIP code.
4. Is City Magazine a viable advertising medium for Jeff Dean to use? Apart from this question, are there
other viable promotion vehicles that Jeff should know about?