The Swamp Palace Museum (SPM) is an interactive museum that teaches visitors the ways of life on the swamps of the southern United States. Visitors can visit over 100 exhibits demonstrating the ecology of the swamp and the habits of the animals and insects that call the swamp home. Additionally, the museum includes several fast-food and full-service restaurants and opportunity for swimming and several thrill rides. The park covers over forty acres and includes miles and miles of pathways. The park was originally supported with one-time government funding but now it has to become self-supporting. After five years of operation, the park has not lacked for visitors but has struggled just to break even. The Swamp Palace has sought help from the Marketivity Group to help them address the long-term viability of the park. Initially, the Swamp Palace conducts exploratory research employing a participant-observer technique in which trained interviewers pretend to be park guests and engage in dialog with museum patrons. After employing interpretive techniques to the data gathered in these interviews, the Marketivity Group reports the exploratory results to management. The report emphasizes these key findings: 1. Patrons who complain tend to base their complaints over deficiencies in quality. Happy patrons voice nothing indicating a low quality theme. 2. Patrons also express a theme around value. Unhappy patrons believe the value offered by the park is low based in part on what is perceived as a high admission price. 3. Patrons express the difficulty in getting around in the park as a key theme. Even happy patrons joke about how difficult it is to find their way around. 4. As groups get larger, at least one member of the group was unhappy about having to accompany the others to the park. After further subsequent discussions, Marketivity is hired to undertake a further study aimed at helping in addressing these decision statements: - In what ways can Swamp Palace use technology to improve a customer's ability to effectively navigate around the museum? - In what ways can Swamp Palace increase return visits by customers? - Is participation in online coupon programs an effective way of increasing patronage and value? Several technologies are considered as ways of enhancing value. One is a mobile phone app that will provide oral and visual navigation aids around the park. For instance, if someone says "take me to the Blind Bayou Bar," the phone will give directions using prominent museum landmarks. Second, Swamp Palace is considering subscribing to an Internet coupon program that would provide patrons with discounts. Marketivity translates these statements into several research questions including the following: 1. Do patrons who use a mobile phone navigation app report higher service quality and have an improved experience relative to those who do not? 2. Do patrons who use the mobile phone app have a greater likelihood of upgrading to a season pass? 3. Do patrons who use a coupon report more positive price perceptions? Do patrons who use the mobile phone app have a greater likelihood of upgrading to a season pass? 4. What factors contribute to improved value perceptions? Marketivity implements a quasi-experimental design over a one-week period in August. A sample of 200 visitors are randomly intercepted before entering the park. Approximately half are given the opportunity to download a free navigation app for their cell phone. Similarly, about half are invited to go to a kiosk and download a coupon from the Internet. The park provides Marketivity with employees to intercept the patrons and explain the research procedures. Upon exiting the park, the patrons are taken to a desk where they fill out a short questionnaire. The employee then keys the data into the computer. The variables in the data set are described in the following table. 

Questions: 1. Create frequency tables for Gender, Others, and Age. Are any problems evident with coding? Take any necessary corrective actions. 2. Compute a composite scale for the five SQ items and the four VAL items. Compute a coefficient alpha for each of the resulting service quality and value scales. 3. Perform an appropriate test of each research question RQ1, RQ2, RQ3, RQ4, and RQ5. 4. List an additional research question that can be addressed with a one-way ANOVA. Conduct the test. 5. List an additional research question that can be addressed with a GLM model. Conduct the test. 6. Summarize the implications for the decision statements that arise from the tests above. Make sure you cover whether the park should invest in the navigation system and coupon technologies.