Nominal Variables

Frequency Table
Do you eat at this type of restaurant at least once every two weeks?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 400 100.0 100.0 100.0

Would you describe yourself as one who listens to the radio?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 385 96.3 96.3 96.3
No 15 3.8 3.8 100.0
Total 400 100.0 100.0

To which type of radio programming do you most often listen?

Cumulative
Frequency Percent Valid Percent Percent
Valid Country&Western 66 16.5 17.1 17.1
Easy Listening 78 19.5 20.3 37.4
Rock 159 39.8 41.3 78.7
Talk/News 82 20.5 21.3 100.0
Total 385 96.3 100.0
Missing System 15 3.8
Total 400 100.0

Would you describe yourself as a viewer of TV local news?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 356 89.0 89.0 89.0
No 44 11.0 11.0 100.0
Total 400 100.0 100.0

Which newscast do you watch most frequently?

Cumulative
Frequency Percent Valid Percent Percent
Valid 7:00 am News 32 8.0 9.0 9.0
Noon News 1 .3 .3 9.3
6:00 pm News 129 32.3 36.2 45.5
10:00 pm News 194 48.5 54.5 100.0
Total 356 89.0 100.0
Missing System 44 11.0
Total 400 100.0
 Do you read the newspaper?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 378 94.5 94.5 94.5
No 22 5.5 5.5 100.0
Total 400 100.0 100.0

Do you subscribe to City Magazine?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 181 45.3 45.3 45.3
No 219 54.8 54.8 100.0
Total 400 100.0 100.0

What is your marital status?

Cumulative
Frequency Percent Valid Percent Percent
Valid Single 93 23.3 23.3 23.3
Married 272 68.0 68.0 91.3
Other (Divorced,
35 8.8 8.8 100.0
Widow, etc.)
Total 400 100.0 100.0

What is your gender?

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 204 51.0 51.0 51.0
Female 196 49.0 49.0 100.0
Total 400 100.0 100.0
Ordinal Variables

What is your highest level of education?

Cumulative
Frequency Percent Valid Percent Percent
Valid Less than High School 11 2.8 2.8 2.8
Some High School 14 3.5 3.5 6.3
High School Graduate 14 3.5 3.5 9.8
Some College (No
14 3.5 3.5 13.3
Degree)
Associate Degree 14 3.5 3.5 16.8
Bachelor's Degree 238 59.5 59.5 76.3
Master's Degree 86 21.5 21.5 97.8
Doctorate Degree 9 2.3 2.3 100.0
Total 400 100.0 100.0

Which of the following categories best describes your before tax household income?

Cumulative
Frequency Percent Valid Percent Percent
Valid <$15,000 26 6.5 6.5 6.5
$15,000 to $24,999 34 8.5 8.5 15.0
$25,000 to $49,999 82 20.5 20.5 35.5
$50,000 to $74,999 133 33.3 33.3 68.8
$75,000 to $99,999 16 4.0 4.0 72.8
$100,000 to $149,999 43 10.8 10.8 83.5
$150,000+ 66 16.5 16.5 100.0
Total 400 100.0 100.0
Interval Questions
Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

How many total dollars
do you spend per month
400 $5.00 $450.00 $150.0525 $92.70629
in restaurants (for your
meals only)?
How likely would it be for
you to patronize this
400 1 5 3.00 1.237
restaurant (new upscale
restaurant)?
What would you expect
an average evening meal
340 $6.00 $60.00 $18.8353 $9.82784
entree item alone to be
priced?
Prefer Waterfront View 400 1 5 3.42 1.333
Prefer Drive Less than
400 1 5 2.72 1.311
30 Minutes
Prefer Formal Waitstaff
400 1 5 2.47 1.516
Wearing Tuxedos
Prefer Unusual Desserts 400 1 5 2.41 1.514
Prefer Large Variety of
400 1 5 2.47 1.466
Entrees
Prefer Unusual Entrees 400 1 5 2.40 1.550
Prefer Simple Decor 400 1 5 3.58 1.492
Prefer Elegant Decor 400 1 5 2.33 1.510
Prefer String Quartet 400 1 5 2.50 1.420
Prefer Jazz Combo 400 1 5 3.70 1.221
Valid N (listwise) 340

Frequency Table
 Prefer Waterfront View

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 45 11.3 11.3 11.3
Somewhat Not Prefer 75 18.8 18.8 30.0
Neither Prefer Nor Not
43 10.8 10.8 40.8
Prefer
Somewhat Prefer 141 35.3 35.3 76.0
Very Strongly Prefer 96 24.0 24.0 100.0
Total 400 100.0 100.0

Prefer Drive Less than 30 Minutes

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 72 18.0 18.0 18.0
Somewhat Not Prefer 141 35.3 35.3 53.3
Neither Prefer Nor Not
68 17.0 17.0 70.3
Prefer
Somewhat Prefer 63 15.8 15.8 86.0
Very Strongly Prefer 56 14.0 14.0 100.0
Total 400 100.0 100.0

Prefer Formal Waitstaff Wearing Tuxedos

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 139 34.8 34.8 34.8
Somewhat Not Prefer 131 32.8 32.8 67.5
Neither Prefer Nor Not
10 2.5 2.5 70.0
Prefer
Somewhat Prefer 45 11.3 11.3 81.3
Very Strongly Prefer 75 18.8 18.8 100.0
Total 400 100.0 100.0

Prefer Unusual Desserts

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 159 39.8 39.8 39.8
Somewhat Not Prefer 104 26.0 26.0 65.8
Neither Prefer Nor Not
17 4.3 4.3 70.0
Prefer
Somewhat Prefer 55 13.8 13.8 83.8
Very Strongly Prefer 65 16.3 16.3 100.0
Total 400 100.0 100.0
 Prefer Large Variety of Entrees

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 145 36.3 36.3 36.3
Somewhat Not Prefer 97 24.3 24.3 60.5
Neither Prefer Nor Not
38 9.5 9.5 70.0
Prefer
Somewhat Prefer 63 15.8 15.8 85.8
Very Strongly Prefer 57 14.3 14.3 100.0
Total 400 100.0 100.0

Prefer Unusual Entrees

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 171 42.8 42.8 42.8
Somewhat Not Prefer 86 21.5 21.5 64.3
Neither Prefer Nor Not
23 5.8 5.8 70.0
Prefer
Somewhat Prefer 50 12.5 12.5 82.5
Very Strongly Prefer 70 17.5 17.5 100.0
Total 400 100.0 100.0

Prefer Simple Decor

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 64 16.0 16.0 16.0
Somewhat Not Prefer 56 14.0 14.0 30.0
Neither Prefer Nor Not
13 3.3 3.3 33.3
Prefer
Somewhat Prefer 120 30.0 30.0 63.3
Very Strongly Prefer 147 36.8 36.8 100.0
Total 400 100.0 100.0

Prefer Elegant Decor

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 177 44.3 44.3 44.3
Somewhat Not Prefer 92 23.0 23.0 67.3
Neither Prefer Nor Not
11 2.8 2.8 70.0
Prefer
Somewhat Prefer 63 15.8 15.8 85.8
Very Strongly Prefer 57 14.3 14.3 100.0
Total 400 100.0 100.0
 Prefer String Quartet

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 130 32.5 32.5 32.5
Somewhat Not Prefer 110 27.5 27.5 60.0
Neither Prefer Nor Not
40 10.0 10.0 70.0
Prefer
Somewhat Prefer 69 17.3 17.3 87.3
Very Strongly Prefer 51 12.8 12.8 100.0
Total 400 100.0 100.0

Prefer Jazz Combo

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Strongly Not Prefer 25 6.3 6.3 6.3
Somewhat Not Prefer 50 12.5 12.5 18.8
Neither Prefer Nor Not
77 19.3 19.3 38.0
Prefer
Somewhat Prefer 118 29.5 29.5 67.5
Very Strongly Prefer 130 32.5 32.5 100.0
Total 400 100.0 100.0

How likely would it be for you to patronize this restaurant (new upscale restaurant)?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Unlikely 52 13.0 13.0 13.0
Somewhat Unlikely 77 19.3 19.3 32.3
Neither Likely Nor
161 40.3 40.3 72.5
Unlikely
Somewhat Likely 38 9.5 9.5 82.0
Very Likely 72 18.0 18.0 100.0
Total 400 100.0 100.0