MKT-5410: Marketing Research and Analysis Assignment 4 (Total points - 15) Due Date: Thursday, April 14, 2016 Note: Use the same UF data set and survey posted on the course Blackboard for this assignment also. A. The researcher wants to assess if the respondents' rating regarding (1) value for money (Section-2) and (2) products I need (Section-2) can explain their satisfaction with University Foods (Section-3). Run two separate regression analyses (Hint: Go to Regression and then to Linear. \"Extremely Satisfied\" is the dependent variable. The independent variables are \"value for money\" and \"products I need.\" DO NOT enter the two independent variables together in the analysis. YOU HAVE TO RUN TWO SEPARATE REGRESSIONS; one with \"value for money\" and the other with \"products I need\" as IV's. 1. From the linear regression analysis, to find out the impact of \"value for money\" on \"extremely satisfied\Customer Opinion about University Foods The purpose of this survey is to identify customer opinions about University Foods. Management at University Foods has approved this survey. Design, administration, and interpretation of the survey are part of a marketing research class at the Graduate School of Business Administration at Wayne State University. Please answer the enclosed questions based on your experience at University Foods. Answers are anonymous and confidential. Section 1: Please respond to the following questions about your shopping routine. 1. How many times per month do you shop at University Foods? ____1 - 2 ____3 - 5 ____6 - 8 ____9 or more 2. On average, how much per visit do you spend at University Foods? ____$0-$25 ____$26-$50 ____$51-$100 ____$101-$150 ____$151 and above Section 2: The following statements relate to the product and other offerings at University Foods.. 3. Please rate the degree to which you agree or disagree with the following statements about University Foods. Strongly Disagree Strongly Agree University Foods offers value for the money. University Foods offers the products I need. University Foods offers a wide selection of products. University Foods offers quality products. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 University Foods offers adequate parking. University Foods offers friendly service. University Foods offers a pleasant atmosphere. 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 Section 3: These statements relate to your overall evaluation of University Foods. Strongly Disagree Strongly Agree Overall, I am extremely satisfied with University Foods. 1 2 3 4 5 I would recommend University Foods to people I know. 1 2 3 4 5 I would recommend University Foods to new people in the Wayne State area (Downtown, Midtown, New Center). 1 2 3 4 5 2 Section 4: The following items relate to the importance of several features related to University Foods. 4. When purchasing groceries from University Foods, how important are the following: Not Important Product Price Product Availability Store Location Parking Customer Service Product Selection Safety Atmosphere Hours of Operation 1 1 1 1 1 1 1 1 1 Very Important 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 Section 5: The following statements relate to the \"atmosphere\" of University Foods. Please rate the degree to which you agree or disagree with the following at University Foods. Strongly Disagree Strongly Disagree 1. University Foods is clean. 1 2 3 4 5 2. The \"physical condition\" of University Foods is good. 1 2 3 4 5 3. I like the music selection at University Foods. 1 2 3 4 5 4. The product display is attractive. 1 2 3 4 5 5. The aisles are wide. 1 2 3 4 5 6. The layout of the store is attractive. 1 2 3 4 5 7. Parking lot lighting is good. 1 2 3 4 5 8. Security in the parking lot is adequate. 1 2 3 4 5 3 Section 6: He following statements are related to the \"service\" part of University Foods. Please rate the degree to which you agree or disagree with the following statements about customer service at University Foods. Strongly Disagree Strongly Agree 1. The staff is friendly. 1 2 3 4 5 2. The checkout staff is knowledgeable. 1 2 3 4 5 3. Special requests are satisfactorily fulfilled. 1 2 3 4 5 4. Store hours are convenient. 1 2 3 4 5 5. Shopping carts are readily available. 1 2 3 4 5 6. Shopping carts are clean. 1 2 3 4 5 7. Management is visible. 1 2 3 4 5 8. The time spent in the checkout line is short. 1 2 3 4 5 Section 7: Please respond by circling Yes or No to the following statements. Management demonstrates an interest in customer satisfaction. Yes No When I go grocery shopping, I usually go to University Foods. Yes No I recommend University Foods to new people in the Wayne State University area (Downtown, Midtown, New Center). Yes No I wish there were an alternative to University Foods in the neighborhood. Yes No I enjoy shopping at University Foods. Yes No I feel that University Foods cares about my business. Yes No When I shop at University Foods, the employees make me feel welcome. Yes No Employees go out of their way to assist me. Yes No I look forward to shopping at University Foods. Yes No I am glad University Foods is near Wayne State University. Yes No Other businesses in University Foods (Western Union, Flag Star Bank) influence my decision to shop at University Foods. Yes No 4 Section 8 These questions are for classification purposes only. Wayne State University: Are you associated with Wayne State University as a student, faculty member or staff member? Gender: Age: __Male __Under 18 Marital Status: __Married __Female __18-29 Ethnic Background: __African American __Hispanic __30-44 __Asian __Native American Home: Do you have people under 18 living with you? Income Level: __ $0.00 - $24,999 __45-64 __Above 64 __Caucasian (White) __Other __Single, Never Married Are you a: __Permanent Resident of Detroit __Yes __Divorced/Widowed/Separated __Yes __No __Temporary Resident of Detroit __ $25,000 - $49,999 __ $50,000 - $74,999 __$75,000 and above Thank you for completing this survey. 5 __No