THE ASSIGNMENT:
For this assignment you will be using SPSS to analyze a data set provided by the
Professor. You will need to run the appropriate statistical tests to answer the
questions provided below. Please type up your answers to the questions in a word
document; you can be succinct, but you need to provide statistical evidence to
support your answers. You will submit the word document and your complete SPSS
output file to Canvas; expect point deduction if this requirement is not met.
Please note that this is an individual assignment and should reflect your own efforts
to conduct analyses and interpret results.
THE SITUATION:
The marketing research company you recently started working for was hired by a
local museum / entertainment park to assess its profitability. After five years of
operation, the park has not lacked visitors but has struggled to break even. The
main attractions of the park are exhibits of ecosystems of swamp habitats of the
Southern USA, swimming pools, thrill rides, fast-food as well as full-service
restaurants.
The research company has already conducted exploratory research in the form of
interviews with park guests. Preliminary analysis suggest the following key
findings: 1) some patrons have expressed concerns with poor quality, 2) perceived
value seems to be low due to high admission prices, and 3) maneuvering through
the park seems complicated.
Based on these findings, the park managers hire the research company for a
primary data study to address the following questions: 1) in what ways can we use
technology to enhance a customers ability to navigate around the museum/park?
2) How can we increase return visits? 3) Should we participate in online coupon
programs to increase patronage and value?
THE STUDY:
A mobile app that provides audio and visual navigation aid around the park is
created as a type of technology that could be used by consumers in the future. Your
research company is implementing an experiment sampling 200 visitors over the
duration of one weekend, who are randomly selected upon entering the park. Half
of the sample is invited to download the app and the other half is invited to
download the coupon for a reduced entry fee. When exiting the park, the visitors
are taken to a desk where they fill out a short survey. The variables included in the
survey are listed below.
VARIABLES:
1. Wayf Did you receive the mobile phone app on entering the park?
o Yes or No
2. Coupon Did you use a coupon discount when entering the park?
o 1 = Yes
o 2 = No
3. SQ1 Employees at the park offer high-quality service.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
4. SQ2 The attractions at the park are high in quality.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
5. SQ3 The food quality at the park is very good.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
6. SQ4 The service at the park is excellent overall.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
7. SQ5 The quality of the park is very good.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
8. VAL1 The time I spent at the park was truly a joy.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
9. VAL2 I enjoyed being engaged in exciting activities during my visit to the park.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
10. VAL3 While at the park, I was able to forget my problems.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
11. VAL4 I think the park offers guests a lot of value.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
12. PriceP The admission price is very fair.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
13. ReturnInt – I intent to return to the park.
o 7-point Likert (1 = strongly disagree to 7 = strongly agree)
Use the terms below to describe your feelings about the park (14. 17. are
measured with 7-point Semantic Differential):
14. FEEL1 Favorable —— Unfavorable
15. FEEL2 Exciting ——– Boring
16. FEEL3 Happy ———- Sad
17. FEEL4 Delighted —— Terrible
18. UPGRADE Did you agree to upgrade your regular ticket to a season pass?
o 1 = No
o 2 = Yes
o 3 = Undecided
19. Gender What is your sex?
o 1 = Female
o 2 = Male
20. Age What is your age?
o 1 = Less than 18
o 2 = 19 to 24
o 3 = 25 to 35
o 4 = 36 to 44
o 5 = 46 and above
21. Others How many other people were with you?
o 0 = None
o 1 = 1
o 2 = 2
o 3 = 3
o 4 = More than 3
QUESTIONS:
1) Compute a composite scale for the five service quality (SQ) scale items and the
four value (VAL) scale items. Compute and interpret a coefficient alpha for each
of the resulting service quality and value scales. Hint: Make sure you first assess
if all of the five SQ and four VAL items should be included in the composite scale
scores. (5 points)
2) Does the use of a mobile phone navigation app and the coupon for a discount
have the same impact on service quality and value perceptions of patrons?
Conduct the appropriate tests, report the necessary test statistics for each test,
and conclude each test to answer the question. Hint: You will have to compute
four different tests. (6 points)
3) Do those using the app/coupon have a greater likelihood of an upgrade? (4
points)
4) What is the biggest predictor of consumers to return to the park: value or price
perceptions? (4 points)
5) Come up with an additional research question that can be tested with a oneway ANOVA. Write down the research question and test it. Report the results (4
points)
6) Do you have any concerns about the dataset? (2 point)
7) Summarize the implications from the tests above. Make sure you address if the
park should invest in the navigation system and coupon technologies. (3 points)
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