Project Overview You will utilize the data from the Remingtons Steakhouse survey to answer the managerial questions below. The SPSS data file is available under the Homework Module on Webcourses. Your answers will be submitted in a single Word file and uploaded by the due date. For each question, please do the following: State the null and alternate hypothesis for the question being examined. (2.5 pts) Determine the appropriate variables (2.5 pts), choose the appropriate statistical test (2.5 pts), and provide the appropriate SPSS output tables to answer the question (2.5 pts). Determine the what, so what, now what for each answer, as follows: o What does the data say? o So, what does that mean? (interpretation) (2.5 pts) o Now, what do you do about it? (recommendation) (2.5 pts)

Background Remingtons Steak House is a retail themed restaurant located in a midwestern city. The owner, John Smith, recently conducted an image survey using an online panel to better understand customers attitudes and feelings about his restaurant and local competition. Please review the Remingtons Steak House Exercise and answer the questions below:

Question 1 In the survey, people were asked to rate various importance factors in selecting a restaurant. The owner of Remingtons would like to know if there are any differences between Men and Women in these ratings? Please interpret the data and discuss the managerial implications?

Question 2 For what perception measures does Remingtons excel versus Outback and/or Longhorns? For what measures are they at parity? For what measures are they below? Please interpret the data and discuss the managerial implications?

Question 3 Overall, what is more important to customers competent employees or atmosphere? Please interpret the data and discuss the managerial implications?

Question 4 John Smith is not convinced if advertising has any impact on frequency of patronage, not only for Remingtons but for the restaurants in general. He would like to know if people that see advertising frequent the restaurants more often. Please provide an interpretation.

Question 5 Remingtons manager has been trying to convince John that they should offer a kids menu with smaller portions and special prices, however John disagrees. Johns perspective has always been that high-end steakhouses are not places parents would usually take children. What does the data tell us about family size vs frequency of patronage?

Part 4 Data Preparation, Analysis, and Reporting the Results Part 4 Data Preparation, Analysis, and Reporting the Results Remington's Steak House Questionnaire Screening and Rapport Questions Hello. My name is and I work for DSS Research. We are talking to individuals today/ tonight about dining out habits. 1. "Do you regularly dine at casual dining restaurants?" Yes No 2. "Have you eaten at other casual restaurants in the last six months?" Yes No 3. "Is your gross annual household income $20,000 or more?" Yes No 4. There are three casual steakhouse restaurants in you neighborhood-Outback, Longhorn, and Remington's. Which of these restaurants are you most familiar with? a. Outback b. Longhorn c. Remington's d. None If respondent answers "Yes" to the first three questions, and is familiar with one of the three restaurants, then say: We would like you to answer a few questions about your recent dining experiences at Outback' Longhorn/Remington's restaurant. The survey will only take a few minutes and it will be very heipful in better serving restaurant customers in this area. If the person says yes, give them instructions on how to access the website and complete the survey. DINING OUT SURVEY Please read all questions carefully. In the first section a number of reasons are listed that people use in selecting a particular restaurant to dine at. Using a scale from 1 to 7 , with 7 being "Very Important" and 1 being "Not Important at All," please indicate the extent to which a particular selection reason is important or unimportant. Circle only one number for each selection reason. Listed below is a set of characteristics that could be used to describe [Outback/Longhorn/ Remington's]. Using a scale from 1 to 7 , with 7 being "Strongly Agree" and 1 being "Strongly Disagree," to what extent do you agree or disagree that [Remington's-OutbackLonghorn's): (a particular restaurant's name appeared on the screen based on the familiarity question in the telephone screener) Section 3: Relationship Measures Please indicate your view on each of the following questions: 13. How satisfied are you with ? Not Satisfied At All Very Satisfied 14. How likely are you to return to in the future? 15. How likely are you to recommend to a friend? 16. Frequency of Patronage How often do you eat at Definitely Will Definitely Not Return Will Return 1234567 Definitely Will Definitely Will Not Recommend Recommend 1234567 1 = Occasionally (Less than once a month) 2= Frequently (13 times a month) 3= Very Frequently ( 4 or more times a month) Section 4: Classification Questions Please circle the number that classifies you best. 17. Number of Children at Home 1 None 2 1-2 3 More than 2 children at home continued mining Restaurant Image Positions-Remington's Steak House About three years ago, John Smith opened Remington's Steak House, a retail theme restaurant located in a large midwestern city. Smith's vision was to position his restaurant as a unique, theme-oriented specialty restaurant. The plan was for the restaurant to have an excellent reputation for offering a wide assortment of high-quality yet competitively priced entrees, excellent service, and knowledgeable employees who understand customers' needs. The overriding goal was to place heavy emphasis on satisfying customers. Smith used this vision to guide the development and implementation of his restaurant's positioning and marketing strategies. Although Smith knew how to deliver dining experience, he did not know much about developing, implementing, and assessing marketing strategies. Recently, Smith began asking himself some fundamental questions about his restaurant's operations and the future of his business. Smith expressed these questions to an account representative at a local marketing research firm and, as a result, decided to do some research to better understand his customers' attitudes and feelings. More specifically, he wanted to gain some information and insights into the following set of questions: 1. What are the major factors customers use when selecting a restaurant, and what is the relative importance of each of these factors? 2. What image do customers have of Remington's and its two major competitors? 3. Is Remington's providing quality and satisfaction to its customers? 4. Do any of Remington's current marketing strategies need to be changed, and if so in what ways? To address Smith's questions, the account representative recommended completing an image survey using an Internet panel approach. Initial contact was made with potential respondents using a random digit dialing telephone survey to screen for individuals who were patrons of Remington's as well as customers of competitors' restaurants (including their main competitors, Outback Steak House and Longhorn Steak House) within the market area. Respondents must also have a minimum annual household income of $20,000, and be familiar enough with one of the three restaurant competitors to accurately rate them. If an individual was qualified for the study based on the screening questions, they were directed to a website where they completed the survey. Because this was the first time Smith had conducted any marketing research, the consultant suggested an exploratory approach and recommended a small sample size of 200 . She said that if the results of the initial 200 surveys were helpful, the sample size could be increased so that the findings would be more precise. The questionnaire included questions about the importance of various reasons in choosing a restaurant, perceptions of the images of the three restaurant competitors on the same factors, and selected classification information on the respondents. When the researcher reached the quota of 200 usable completed questionnaires, the sample included 86 respondents who were most familiar with Outback, 65 who were most familiar with Longhorn, and 49 who were most familiar with Remington's. This last criterion was used to determine which of Remington's restaurant competitors a respondent evaluated. A database for the questions in this case is available in SPSS and PSPP format at connect.mheducation.com. The name of the database is Remingtons MRIA_essn.sav. A copy of the questionnaire is in Exhibit 11.19