Chapter 13 Case Clues
Case 13.1 The Hobbit’s Choice Restaurant Survey Differences Analysis
Case Objective
The objective of the Hobbit’s Choice Restaurant survey case is to have you identify what
differences tests are appropriate, to run them, and interpret them correctly.
Clues to Case Questions
1. Jeff wonders if The Hobbit’s Choice Restaurant is more appealing to women that it is
to men or vice versa. Perform the proper analysis, interpret it, and answer Jeff’s
question.
Clue: Gender is a two-group variable.
2. With respect to the location of The Hobbit’s Choice Restaurant, is a waterfront
viewer preferred more than a drive less than 30 minutes?
Clue: Compare 2 questions, not 2 groups.
3. With respect to the restaurant’s atmosphere is a string quartet preferred over a jazz
combo?
Clue: Compare 2 questions, not 2 groups.
4. What about unusual entrees versus unusual desserts?
Clue: Ditto.
5. In general, elegant restaurants are appealing to higher income households, while
they are less appealing to lower income households. Is this pattern the case for The
Hobbit’s Choice Restaurant?
Clue: Income levels are often used as possible market segmentation variables.
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.
Clue: Geographics is a valid segmentation variable.
Case 13.2 Integrated Case: Global Motors
Case Objective
The objective of the Integrated Case is to have you identify what differences tests are
appropriate, to run them, and interpret them correctly.
Clues to Case Questions
Your task is to apply appropriate differences analysis using the survey’s desirability
measures in your GlobalMotors.sav SPSS dataset to determine the target market
descriptions for each of the five possible automobile models.
1. 1-seat all-electric
2. 4-seat all-electric
3. 4-seat gasoline hybrid
4. 5-seat diesel hybrid
5. 5-seat standard size gasoline
Clue: Be prepared to do a lot of differences analyses.