BUSI 4430: Marketing Research

Data Analysis Assignment I

Shelby Trafford - 0686457

Download the Bed and Breakfast Traveler Survey dataset with the accompanying survey
and Codebook. Complete the questions below using SPSS for your data analysis. You can
answer the questions right on this sheet and upload it into Moodle, or you can use a
separate Word file to submit your answers. Do not email your files. Do not send your data
or output files from SPSS or Excel. Send only a Word file with your answers. When you
are finished this exercise, submit your file by uploading it into the assignment space in
Moodle. Good luck.

1) What type of level of measurement (data scale) (Hint: See Module 4 – Slide 11)
(5 points)
a) Q1) OFTEN Nominal
b) Q2) LONG Nominal
c) Q4) PROV Nominal
d) Q7-5) OVERALL Scale
e) Q14) AGE Ordinal

2) Based on the level of data measurement used for each pair of variables below, what
statistical tests would you use to perform the following bivariate analyses?
(Hint: See Module 15 – Slide 7) (5 points)
a) INCOME (Independent variable) by PEGGY (Dependent variable) Chi-square
b) GENDER (Independent variable) by OFTEN (Dependent Variable) Chi-square
c) OFTEN (Independent variable) by CLEAN (Dependent Variable) Analysis of
Variance
d) GENDER (Independent variable) by GUIDE (Dependent variable) Chi-square
e) OVERALL (Independent variable) by AMBIENCE (Dependent variable)
Regression

3) What would the hypotheses be that you would be testing for the following
relationships? Write out both the null and alternate (research) hypotheses for each.
(10 points) (Hint: See Module 7 – Slides 7, 8).
a) INCOME (Independent variable) by OFTEN (Dependent variable) Null
hypothesis: Income level does not impact how often people will travel to the
Maritimes.
Alternate hypothesis: Income level has an impact on how often people will
visit the Maritimes.

b) GENDER (Independent variable) by TNS (Dependent variable) Null hypothesis:

Men nor women are more likely to visit the Tourism Nova Scotia website.
Alternate hypothesis: Women are more likely to visit the Tourism Nova
Scotia website than men.
 c) SPEND (Independent variable) by OVERALL (Dependent variable) Null
hypothesis: Amount of money spent nightly on a room does not have an
impact on overall quality of stay.
Alternate hypothesis: Amount of money spent nightly on a room does have
an impact on overall quality of stay.

d) AGE (Independent variable) by CLEAN (Dependent variable) Null hypothesis:

Age does not have an impact on the ratings people give for cleanliness.
Alternate hypothesis: Age does have an impact on the ratings people give for
cleanliness.

e) INCOME (Independent variable) by SPEND (Dependent variable) Null

hypothesis: How much money people spend nightly on a room does not
depend on income level.
Alternate hypothesis: How much money people spend nightly on a room
depends on income level.

4) Run frequencies for all categorical variables (nominal or ordinal level) and
descriptive statistics for all continuous variables (interval or ratio level). (Hint: See
Module 9). Then answer the following questions:

a) How many traveled alone in their last B&B trip? (Report both number and
percentage) (2 points) 18 people or 2.3%

b) What is the modal response (mode) for the amount spent nightly for the B&B
room? (1 point) $176 - $200 nightly – Frequency of 198 or 24.8%

c) Which of the scaled questions had the highest average rating? (1 point) Overall
quality of stay with a rating of 4.11

d) What percentage of respondents had incomes of $150,000 or more? (1 point) 0%

e) Interpret the income and age results using the cumulative percentage. (5 points)
The majority of respondents, 54%, are between the ages of 56-65 years old.
All participant earned an income of under $125,000. 36.6% earned an
income of under $100,000.

f) Write up the results of for any two of the demographic variables. Use both text
and a graph or table in your write-up. Do not cut and paste tables from SPSS into
your write-up. Use everyday language in your write-up so that managers who are
not familiar with research or statistics would be able to understand your research
findings. (10 points)
 Based on our sample of 800 participants, women are more likely to visit the
Maritimes than men. Roughly 71.5% of visitors were female and 28.5% male.

Based on results from our sample of 800 participants, most travelers to the
Maritimes were 66 years or older (roughly 45%). Participants aged 36-45 are least
likely to visit the Maritimes.
5) What is the 95% confidence interval for each of the following variables?
(Hint: See Module 9)
a) OFTEN (1 point) Lower bound 2.92, upper bound 3.12
b) STAYED (yes response only) (2 points) Lower bound 64.87, upper bound is
71.33
c) PROV (Nova Scotia visits only) (2 points) Lower bound is 73.46, upper bound
is 79.34
d) FRIEND (1 point) Lower bound 3.98, upper bound 4.10
e) WILL (yes response only) (2 points) Lower bound 37.89, upper bound 44.71
f) TIDAL (yes response only) (2 points) Lower bound 11.22, upper bound 15.98