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 possibly be called L’Experience, with marketing intern Christine Yu attending. Cory began the meeting with a review of the research objectives agreed to by Jeff. After about 20 minutes, Christine listed the following six questions in which Jeff was especially interested.

Your task in this case is to take Christine’s role. Using the L’Experience Restaurant survey SPSS 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 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 lowerincome 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.