A convenient way to identify the response codes used in this data set is to open the SPSS file in SPSS and use the Utilities-Variables command sequence. This command will provide a window where each variable’s label, value codes, and value labels can be seen.
The “measure” aspect of each variable has been identified as “nominal” or “scale,” with “scale” pertaining to interval or ratio scaling assumptions.
1. Determine what variables are categorical (either nominal or ordinal scales), perform the appropriate descriptive analysis, and interpret it.
2. Determine what variables are scale variables (either interval or ratio scales), perform the appropriate descriptive analysis, and interpret it.
3. What are the population estimates for each of the following?
a) Preference for “easy listening” radio programming
b) Viewing of 10 p.m. local news on TV
c) Subscribe to City Magazine
d) Average age of heads of households
e) Average price paid for an evening meal entrée
4. Because Jeff Dean’s restaurant will be upscale, it will appeal to high income consumers. Jeff hopes that at least 25% of the households have an income level of $100,000 or higher. Test this hypothesis.
5. With respect to those who are “very likely” to patronize the Hobbit’s Choice Restaurant, Jeff believes that they will either “very strongly” or “somewhat” prefer each of the following: (a) wait staff with tuxedos, (b) unusual desserts, (c) large variety of entrees, (d) unusual entrees, (e) elegant décor, and (f) jazz combo music. Does the survey support or refute Jeff’s hypotheses? Interpret your findings.