Chapter 17 Case Clues

Case 17.1 Pets, Pets, and Pets Team Project (Part II)
Case Objective
This case requires students to identify what differences analysis tests should be conducted
based on identification of nominal or metric scaled variables.
Clues to Case Questions
Indicate the specific differences statistical tests that should be conducted to answer each
of the research questions 1, 2, and 3 in the email attachment Marsha sent to Josh. In
each of your answers, tell precisely what is the grouping variable, what is the variable
being used to compare the groups to each other, and if percentages or means are to be
compared.
Clue: You will not use SPSS, but refer to Figure 17.2 for 2 of these.

Case 17.2 The Hobbits Choice Restaurant Survey Differences Analysis

Case Objective
The objective of the Hobbits Choice Restaurant survey case is to have students identify
what differences tests are appropriate, to run them, and interpret them correctly.
Clues to Case Questions
1. Jeff wonders if The Hobbits Choice Restaurant is more appealing to women that it is
to men or vice versa. Perform the proper analysis, interpret it, and answer Jeffs
question.
Clue: Gender is a two-group variable.
2. With respect to the location of The Hobbits 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 restaurants atmosphere is a string quartet preferred over a jazz
combo?
Clue: Compare 2 questions, not 2 groups.

290

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
Hobbits 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 17.3 Advanced Automobile Concepts
Case Objective
Clues to Case Questions
Your task is to apply appropriate differences analysis to your AAConcepts.sav SPSS data
set to determine the target market descriptions for each of the five possible hybrid
models:
1. Super cycle one-seat; 120+ mpg city
2. Runabout Sport two-seat; 90 mpg city, 80 mpg highway
3. Runabout with Luggage two-seat; 80 mpg city, 70 mpg highway
4. Economy four-seat; 70 mpg city, 60 mpg highway
5. Standard four-seat; 60 mpg city, 50 mpg highway
Clue: Be prepared to do a lot of differences analyses.

291