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Marketing Research Cases 14 and 15

In: Business and Management

Submitted By austinprthr
Words 3383
Pages 14
Case 14.1
1.

Correlations | | Prefer Drive Less than 30 Minutes | Prefer Unusual Desserts | Prefer Large Variety of Entrees | Prefer Unusual Entrees | Prefer Drive Less than 30 Minutes | Pearson Correlation | 1 | .768** | .806** | .765** | | Sig. (2-tailed) | | .000 | .000 | .000 | | N | 400 | 400 | 400 | 400 | Prefer Unusual Desserts | Pearson Correlation | .768** | 1 | .823** | .868** | | Sig. (2-tailed) | .000 | | .000 | .000 | | N | 400 | 400 | 400 | 400 | Prefer Large Variety of Entrees | Pearson Correlation | .806** | .823** | 1 | .831** | | Sig. (2-tailed) | .000 | .000 | | .000 | | N | 400 | 400 | 400 | 400 | Prefer Unusual Entrees | Pearson Correlation | .765** | .868** | .831** | 1 | | Sig. (2-tailed) | .000 | .000 | .000 | | | N | 400 | 400 | 400 | 400 | **. Correlation is significant at the 0.01 level (2-tailed). |
Null Hypothesis- No relation between preference to drive 30 minutes or less and preference of menu items
Alternative Hypothesis- There is a relation between the preference to drive 30 minutes or less and preference of menu items

Interpretation-All the correlations have sig values that are significantly different from zero. So, we reject the null hypothesis. The correlations are positive and they are in the moderate range. As the preference to drive 30 minutes or less increases, so do preferences for unusual deserts, large variety of entrees, and unusual entrees.

Correlations | | Prefer Drive Less than 30 Minutes | Prefer Simple Decor | Prefer Elegant Decor | Prefer Formal Waitstaff Wearing Tuxedos | Prefer Drive Less than 30 Minutes | Pearson Correlation | 1 | -.793** | .819** | .799** | | Sig. (2-tailed) | | .000 | .000 | .000 | | N | 400 | 400 | 400 | 400 | Prefer Simple Decor | Pearson Correlation | -.793** | 1 | -.884** | -.876** | | Sig. (2-tailed) | .000 | | .000 | .000 | | N | 400 | 400 |...

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