Quantitative Market Research Brief Using SPSS

8/16/2019 Quantitative Market Research Brief Using SPSS

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Quantitative Market ResearchIntroductionThe survey of Barista customers contains 100 respondents who are almost equally split up in

female and male customers. The customers are also equally split up in the choice of either

Barista or Caf Rio !rand. "e are not #iven the questionnaire that produced the results that

are analy$ed in this !rief. %lso amon#st unknown is whether customers of Barista !rand

occasionally visit Rio and vice versa. %lso the availa!ility of either !rand is not #iven& if the

two !rands are equally availa!le and from easy vanta#e point. Thus it is difficult to assess if

the a!sence of such information would lead to !iased results. %nalysis of the #iven varia!les

does show preference of one !rand over the other considerin# various factors of the survey.

Discussion

"e start off !y listin# the various varia!les and their consequent inherent e'ploratory data

analysis.

cafeoverall

satisfaction

importanceof speedof service

importanceof comfort

importanceof range of

coffeeavailable

agegroup

incomegroup

respondent'ssex

N Valid 100 100 100 100 100 100 100 100Missing 0 0 0 0 0 0 0 0

Mean 1.5000 3.9900 4. !00 4.!300 4.5000 !.9 00 !."300 1.5400#td. $rror 050!5 1!51! 13339 144%5 14!49 11051 0%4% 05009


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,t is to !e noted that ud#in# the impact of different !rands throu#h limited response

questions mi#ht provide results that may !e wide off the mark. %lso customers have notchosen e'treme values in responses where they were required to provide their preferences.

%nother thin# which is not evident is the method of survey distri!ution whether customers

filled it on their own accord& or whether the survey was administered over the phone or if the

survey was done inside the caf houses each method would introduce its own !iases.

,f we were to take quota sample of 23 percent of the respondents !y random samplin# of thee'istin# population we see shift in various measures the means have chan#ed and so has

4urtosis. The standard error of skewness has #one up to 0.515 from 0.215 and standard error

of 4urtosis has increased from 0.5 / to 0./06& similarly in detailed statistics the shift is

towards e'plainin# more information throu#h limited num!er of cases.

N=25 %

cafe

overallsatisfactio

n

importance of

speed of service



coffeeavailable

agegroup

incomegroup

respondent's sex

N Valid 3! 3! 3! 3! 3! 3! 3! 3! Missing 0 0 0 0 0 0 0 0Mean 1.3 50 4.0"!5 4.31!5 4.!1%% 4."5"3 3.093% !."% 5 1.5"!5#td.&eviation .491% 1.34!54 1.3 %11 1.5394 1.515 1

1.0! 35 . 3 %0 .5040!

Variance .!4! 1.%0! 1.%99 !.3 0 !.!9 1.055 .544 .!54# e(ness 54! ) !91 0!4 5 0 09" ) 5 % ) 44" ) !"5


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#td. $rrorof# e(ness

.403 .403 .403 .403 .403 .403 .403 .403

*urtosis )1.%5" )1.01" .354 .51" ).31% )1.0!3 )."3 )!.0"4#td. $rrorof *urtosis . %% . %% . %% . %% . %% . %% . %% . %%

+ange 1.00 4.00 5.00 5.00 5.00 4.00 3.00 1.00Minimum 1.00 !.00 !.00 !.00 !.00 1.00 1.00 1.00Maximum !.00 ".00 .00 .00 .00 5.00 4.00 !.00

9ookin# at followin# frequency ta!le of overall satisfaction& we see am!ivalence of response

with 7 percent of responses hoverin# around semi satisfied status.

overall satisfaction

,re-uenc /ercent Valid /ercentumulative/ercent

Valid unsatisfied 15 15.0 15.0 15.0some( at unsatisfied !1 !1.0 !1.0 3".0

neit er satisfied norunsatisfied !" !".0 !".0 "!.0

some( at satisfied !" !".0 !".0 %%.0satisfied 1! 1!.0 1!.0 100.02otal 100 100.0 100.0

*imilar o!servation can !e made for two other varia!les importance of comfort and

importance of ran#e of coffee availa!ility.

importance of comfort


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!rackets with income in the


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$xpected ount 9.0 15.0 !%.0 !4.0 13.0 11.0 100.0

Symmetric Measures

Value

s mp.#td.

$rror6a7 pprox.

26b7 pprox. #ig.Nominal bNominal

/ i .4!% .5"ramer's V .!14 .5"

8rdinal b 8rdinal *endall's tau)b .091 .0 4 1.!33 .!1N of Valid ases 100

a Not assuming t e null pot esis.b sing t e as mptotic standard error assuming t e null pot esis.

The a!ove ta!le shows assumption of standard error and discountin# of null hypothesis

chan#es the situation.


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:arrista ;1.00

age group

1%)!4 !5)34 35)44 45)"0 8ver "0respondent's

sex


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%nother descriptive section of statistics shows how usin# 63 percent confidence interval and

usin# one tailed tests the mean values of our ordinal varia!les increase su!stantially. %s

mentioned earlier as well the differences !etween male and female choice is insi#nificant.

Thus the respective marketin# mana#er can concentrate on hi#hli#htin# the convenience and

attractive factors of coffee rather than focusin# on #ender differences.

Descriptives

N Mean#td.

&eviation#td.$rror

95> onfidence?nterval for Mean Minimum Maximum

@o(er :ound

pper :ound

cafe male 4" 1.5000 .50553 .0 454 1.3499 1."501 1.00 !.00 female 54 1.5000 .504"9 .0"%"% 1.3"!! 1."3 % 1.00 !.00 2otal 100 1.5000 .50!5! .050!5 1.4003 1.599 1.00 !.00

overallsatisfaction

male 4" 3. 391 1.!5494 .1%503 3.3""5 4.111% !.00 ".00

female 54 4.!03 1.!1903 .1"5%9 3.% 10 4.53"4 !.00 ".00 2otal 100 3.9900 1.!51!! .1!51! 3. 41 4.!3%3 !.00 ".00importance ofspeed ofservice

male4" 4.%043 1.343"! .19%11 4.4053 5.!034 !.00 .00

female 54 4."4%1 1.33399 .1%153 4.!%40 5.01!3 !.00 .00 2otal

100 4. !00 1.33394 .13339 4.4553 4.9%4 !.00 .00importance of male


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age group 1.0!% 1 9% .313income group .1!5 1 9% . !4

%@)A% provides comparison of means from more than two #roups& the resultant :ratio tells

the ratio of the variation !etween #roups to the variation within #roups. The hypothesis is to

determine if the differences represents real world differences in the lar#er population.

Multivariate tests as shown in the appendi' also show that if we assume that se' income and

a#e are fi'ed varia!les and the ordinal varia!les >which si#nify various de#rees of likin# and

sensitivity to coffee !rands? are dependent varia!les we have hi#h de#ree of si#nificance

when se' and income are taken to#ether >( ypothesis Testin# with *-**+?

inton et. al >2005? acknowled#e *-** efficacy in questionnaire analysis. Cross ta!s help in

identifyin# relationships !etween different varia!les of survey questionnaire while chi square

analysis help in elicitin# patterns in the data. %lthou#h results of the questionnaire may !e

analy$ed usin# different techniques such as t tests and %@)A%& the !ase premise for all of

the tests is that the questionnaire is relia!le. This means that the questionnaire will !e via!le

and valid across different populations thus if same respondent e.#. were to fill out the same

survey the results would !e similar. )ne such metric for questionnaire relia!ility is

Cron!ach=s %lpha which accordin# to inton et. al >2005? is the most popular method of


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eliability Statistics

ronbac 's lp a6a7

ronbac 's lp a :ased

on#tandardiAed

?tems6a7 N of ?tems).005 ).34! %

a 2 e value is negative due to a negative average covariance among items. 2 is violates reliabilit modelassumptions. Bou ma (ant to c ec item codings.

!tem"Total Statistics

#cale Mean if ?tem &eleted

#caleVariance if

?tem &eleted

orrected?tem)2otalorrelation

#-uaredMultipleorrelation

ronbac 's lp a if ?tem

&eletedcafe !4.5%00 11.9"3 )." 4 . 43 .!!4overall satisfaction !!.0900 ".951 .!05 .0 % ).!356a7importance of speedof service !1.3"00 1!.1 ! ).43% .30" .3%

importance of comfort !1.%500 ".0"% .!39 .355 ).33 6a7importance of range of coffee available !1.5%00 ".549 .1 .54% ).!396a7age group !3.1100 .91 .11% .1%! ).1156a7income group !3.4500 %.!90 .1 " .4 % ).1!%6a7respondent's sex !4.5400 9.!41 .1!5 .055 ).0546a7

a 2 e value is negative due to a negative average covariance among items. 2 is violates reliabilit modelassumptions. Bou ma (ant to c ec item codings.

Scale Statistics

#td.


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@evene's2est for

$-ualit of Variances t)test for $-ualit of Means

, #ig. t df

#ig.6!)

tailed7Mean

&ifference#td. $rror &ifference

95> onfidence?nterval of t e

&ifference

@o(er pper cafe $-ual

variancesassumed

. . .000 9% 1.000 .00000 .10134 ).!0111 .!0111

$-ualvariancesnotassumed

.000 95.439 1.000 .00000 .10135 ).!01!0 .!01!0

In the second case we see a diferent picture – here we see F= 0.004, p>

0.03 !hal" o" the p value as this test is "or two tailed hypothesis# hence

value o" this p $eans that we have $et our assu$ption o" e%ual variances

> inton et. al 2005?.

#roup Statistics

respondent's sex N Mean#td.

&eviation#td. $rror

Mean


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si#nificant relationship !etween the hi#hli#hted varia!les. )ne result shows that as

importance of ran#e of coffee increases than importance of speed of service is less important

while importance of comfort increases if more coffee ran#e is availa!le.

orrelations&a'

overall

satisfaction

importance of speed of

service

importance of

comfort

importance of range of

coffee

availableoverall satisfaction /earson orrelation 1 ).00! .113 .110 #ig. 6!)tailed7 .9% .!"4 .! 4importance of speedof service

/earson orrelation ).00! 1 ).3 96CC7 ).4 %6CC7

#ig. 6!)tailed7.9% .000 .000

importance of comfort /earson orrelation .113 ).3 96CC7 1 .4 6CC7 #ig. 6!)tailed7 .!"4 .000 .000importance of range of coffee available

/earson orrelation .110 ).4 %6CC7 .4 6CC7 1

#ig. 6!)tailed7 .! 4 .000 .000CC orrelation is significant at t e 0.01 level 6!)tailed7.a @ist(ise N;100

%lso factor analysis to determine if there are si#nificant factors which may determine the

varia!ility in data we #et two factors as e'plained !elow. F'ploratory factor analysis finds at

least two separate factors which to#ether e'plain more than half of the variance. actor one


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Total Variance ()plaine$

omponent

?nitial $igenvalues$xtraction #ums of #-uared

@oadings+otation #ums of #-uared

@oadings

2otal> of

Varianceumulative

> 2otal> of

Varianceumulative

> 2otal> of

Varianceumulative

>1 3.135 39.1%" 39.1%" 3.135 39.1%" 39.1%" 3.099 3%. 43 3%. 43! 1.1"" 14.5 % 53. "4 1.1"" 14.5 % 53. "4 1.!0! 15.0!1 53. "43 .9 9 1!.!34 "5.99%4 .%5% 10. !0 ". 1%5 ."13 .""" %4.3%5

" .5%0 .!50 91."35.49! ".144 9 . %

% .1 % !.!!! 100.000$xtraction Met odD /rincipal omponent nal sis.

omponent Matri)&a'

omponent

1 !cafe ).91!overall satisfaction . 3"importance of speedof service )."

importance of comfort . 15importance of range of coffee available .%0%


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List of References

1. >n.d.? (T:Tests+ GonlineH availa!le from IhttpJDDacademic.reed.eduDpsycholo#yDREE%we!siteDspss#uideDttests.htmlK G07 %pril

2006H

2. >n.d.? ( ypothesis Testin# with *-**+ GonlineH availa!le from

IhttpJDDpeople.richland.eduD amesDlectureDspssDtestin#DK G07 %pril 2006H

7. >n.d.? (Random *amplin# with *-**+ GonlineH availa!le from

IhttpJDDcommfaculty.fullerton.eduD reinardD!ookwe!Drandom.htmK G07 %pril 2006H

5. inton& -. R. Brownlow& C. McMurray& ,. Co$ens& B. >2005? ( SPSS Explained +

Routled#e ,ncJ @ew Lork


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Bibliography

1. 200/? (,nterpretin# *tatistical p:values+ GonlineH availa!le from

httpJDDwww.stattutorials.comDp:value:interpretin#.html G07 %pril 2006H

http://www.stattutorials.com/p-value-interpreting.htmlhttp://www.stattutorials.com/p-value-interpreting.html


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Appendix


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rosstabs

ase *rocessing Summary

asesValid Missing 2otal

N /ercent N /ercent N /ercentoverall satisfaction Cimportance of comfort 100 100.0> 0 .0> 100 100.0>

overall satisfaction + importance of comfort rosstabulation

importance of comfort 2otal !.00 3.00 4.00 5.00 ".00 .00overallsatisfaction

unsatisfied ount ! 4 4 1 3 1 15

$xpected ount 1.! 4.5 3.5 3.0 1.! 1. 15.0 some( at unsatisfied ount ! " 4 1 1 !1 $xpected ount 1. ".3 4.% 4.! 1. !.3 !1.0 neit er satisfied nor

unsatisfiedount ! 9 ! % 1 4 !"

$xpected ount!.1 .% ".0 5.! !.1 !.9 !".0 some( at sat is fied ount ! % % ! ! 4 !"

$xpected ount !.1 .% ".0 5.! !.1 !.9 !".0 satisfied ount 0 ! 3 5 1 1 1! $xpected ount 1.0 3." !.% !.4 1.0 1.3 1!.02otal ount % 30 !3 !0 % 11 100 $xpected ount %.0 30.0 !3.0 !0.0 %.0 11.0 100.0

Symmetric Measures

Value

s mp.#td.

$rror6a7 pprox.


/ i .441 .491ramer's V .!!1 .491

8rdinal b 8rdinal *endall's tau)b .095 .0 " 1.!5 .!09N of Valid ases 100


rosstabs

-a#e 1 of /


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N /ercent N /ercent N /ercentoverall satisfactionC importance ofspeed of service

100 100.0> 0 .0> 100 100.0>

overall satisfaction + importance of spee$ of service rosstabulation

importance of speed of service 2otal

!.00 3.00

neit er important nor unimportant 5.00 ".00 ver important

overallsatisfaction

unsatisfied ount 1 ! 3 3 4 ! 15

$xpected ount 1.1 1.5 3.% 4.4 3.0 1.4 15.0 some( at unsatisfied ount ! ! 5 " 4 ! !1 $xpected ount 1.5 !.1 5.3 ".1 4.! 1.9 !1.0 neit er satisfied nor

unsatisfiedount 1 4 % " 5 ! !"

$xpected ount 1.% !." ".5 .5 5.! !.3 !".0 some( at sat is fied ount 1 ! % 10 ! 3 !"

$xpected ount 1.% !." ".5 .5 5.! !.3 !".0 satisfied ount ! 0 1 4 5 0 1! $xpected ount .% 1.! 3.0 3.5 !.4 1.1 1!.02otal ount 10 !5 !9 !0 9 100 $xpected ount .0 10.0 !5.0 !9.0 !0.0 9.0 100.0

Symmetric Measures

Value

s mp.#td.

$rror6a7 pprox.


/ i .39! . 55ramer's V .19" . 55

8rdinal b 8rdinal *endall's tau)b .01! .0%4 .145 .%%5N of Valid ases 100




N /ercent N /ercent N /ercent

-a#e 1/ of /


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overall satisfaction Cimportance of rangeof coffee available

100 100.0> 0 .0> 100 100.0>

overall satisfaction + importance of range of coffee available rosstabulation

importance of range of coffee available 2otal !.00 3.00 4.00 5.00 ".00 .00overall

satisfaction

unsatisfied ount 1 ! 5 5 1 1 15

$xpected ount 1.4 !.3 4.! 3." !.0 1. 15.0 some( at unsatisfied ount ! 3 9 3 0 4 !1 $xpected ount 1.9 3.! 5.9 5.0 !. !.3 !1.0 neit er satisfied nor

unsatisfiedount 5 4 4 4 ! !"

$xpected ount !.3 3.9 .3 ".! 3.4 !.9 !".0 some( at sat is fied ount 1 4 " " ! !" $xpected ount !.3 3.9 .3 ".! 3.4 !.9 !".0 satisfied ount 0 ! 4 ! ! ! 1! $xpected ount 1.1 1.% 3.4 !.9 1." 1.3 1!.02otal ount 9 15 !% !4 13 11 100 $xpected ount 9.0 15.0 !%.0 !4.0 13.0 11.0 100.0

Symmetric Measures

Value

s mp.#td.

$rror6a7 pprox.


/ i .4!% .5"ramer's V .!14 .5"

8rdinal b 8rdinal *endall's tau)b .091 .0 4 1.!33 .!1N of Valid ases 100


rosstabs



N /ercent N /ercent N /ercentcafe C respondent's sex 100 100.0> 0 .0> 100 100.0>importance of comfort Crespondent's sex 100 100.0> 0 .0> 100 100.0>

cafe + respon$ent,s se)

-a#e 16 of /


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rosstab

respondent's sex 2otal male femalecafe 1.00 ount !3 ! 50 $xpected ount !3.0 ! .0 50.0 !.00 ount !3 ! 50 $xpected ount !3.0 ! .0 50.02otal ount 4" 54 100 $xpected ount 4".0 54.0 100.0

-i"S.uare Tests

Value df s mp. #ig.

6!)sided7$xact #ig.6!)sided7

$xact #ig.61)sided7

/earson i)#-uare .0006b7 1 1.000ontinuitorrection6a7 .000 1 1.000

@i eli ood +atio .000 1 1.000,is er's $xact 2est 1.000 .5 9@inear)b )@inear

ssociation .000 1 1.000

N of Valid ases 100a omputed onl for a !x! tableb 0 cells 6.0>7 ave expected count less t an 5. 2 e minimum expected count is !3.00.

Symmetric Measures

Value pprox. #ig.Nominal bNominal

/ i .000 1.000

ramer's V .000 1.000N of Valid ases 100


importance of comfort + respon$ent,s se)

rosstab

respondent's sex 2otal male femaleimportanceof comfort

!.00 ount 3 5 %

$xpected ount 3. 4.3 %.0 3.00 ount 1" 14 30 $xpected ount 13.% 1".! 30.0 4.00 ount 10 13 !3 $xpected ount 10." 1!.4 !3.0

-a#e 20 of /


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5.00 ount 11 9 !0 $xpected ount 9.! 10.% !0.0 ".00 ount 3 5 % $xpected ount 3. 4.3 %.0 .00 ount 3 % 11 $xpected ount 5.1 5.9 11.02otal ount 4" 54 100 $xpected ount 4".0 54.0 100.0

-i"S.uare Tests

Value df s mp. #ig.

6!)sided7/earson i)#-uare 3.3 96a7 5 ."4!@i eli ood +atio 3.454 5 ."30@inear)b )@inear

ssociation .%31 1 .3"!

N of Valid ases100

a 4 cells 633.3>7 ave expected count less t an 5. 2 e minimum expected count is 3."%.

Symmetric Measures

Value

pprox.

#ig.Nominal bNominal

/ i .1%4 ."4!

ramer's V .1%4 ."4!N of Valid ases 100




N /ercent N /ercent N /ercent

cafe C income group 100 100.0> 0 .0> 100 100.0>

cafe + income group rosstabulation

income group 2otal

less t an

1% 0001% 001 )!% 000

!% 001 )3% 000

more t an3% 000

cafe 1.00 ount 0 4 33 13 50 $xpected ount 5.5 14.0 !4.0 ".5 50.0 !.00 ount 11 !4 15 0 50

-a#e 21 of /


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$xpected ount 5.5 14.0 !4.0 ".5 50.02otal ount 11 !% 4% 13 100 $xpected ount 11.0 !%.0 4%.0 13.0 100.0

-i"S.uare Tests

Value df s mp. #ig.

6!)sided7/earson i)#-uare 45.03"6a7 3 .000

@i eli ood +atio 5".039 3 .000@inear)b )@inear ssociation 41.99" 1 .000

N of Valid ases100

a 0 cells 6.0>7 ave expected count less t an 5. 2 e minimum expected count is 5.50.

Symmetric Measures

Value pprox.


/ i ." 1 .000

ramer's V ." 1 .000N of Valid ases 100




N /ercent N /ercent N /ercentage group Cimportance of comfort 100 100.0> 0 .0> 100 100.0>

age group + importance of comfort rosstabulation

importance of comfort 2otal !.00 3.00 4.00 5.00 ".00 .00agegroup

1%)!4 ount 1 ! 4 1 1 0 9

$xpected ount . !. !.1 1.% . 1.0 9.0 !5)34 ount 3 10 % 4 0 3 !% $xpected ount !.! %.4 ".4 5." !.! 3.1 !%.0 35)44 ount ! % " " 3 ! ! $xpected ount !.! %.1 ".! 5.4 !.! 3.0 ! .0 45)"0 ount 0 9 5 4 4 !9 $xpected ount !.3 %. ". 5.% !.3 3.! !9.0

-a#e 22 of /


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8 ve r " 0 oun t ! 1 0 ! 0 ! $xpected ount ." !.1 1." 1.4 ." .% .02otal ount % 30 !3 !0 % 11 100 $xpected ount %.0 30.0 !3.0 !0.0 %.0 11.0 100.0

-i"S.uare Tests

Value df s mp. #ig.

6!)sided7

/earson i)#-uare !1.0046a7 !0 .39@i eli ood +atio !".1%5 !0 .1"0@inear)b )@inear

ssociation 3.4 5 1 .0"!

N of Valid ases100

a !1 cells 6 0.0>7 ave expected count less t an 5. 2 e minimum expected count is .5".

Symmetric Measures

Value pprox.


/ i .45% .39

ramer's V .!!9 .39N of Valid ases 100




N /ercent N /ercent N /ercentimportance of rangeof coffee available Crespondent's sex

100 100.0> 0 .0> 100 100.0>

importance of range of coffee available + respon$ent,s se) rosstabulation

respondent's sex 2otal male femaleimportanceof range ofcoffeeavailable

!.00 ount

" 3 9

$xpected ount 4.1 4.9 9.0 3.00 ount 4 11 15 $xpected ount ".9 %.1 15.0 4.00 ount 14 14 !%

-a#e 27 of /


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$xpected ount 1!.9 15.1 !%.0 5.00 ount 1! 1! !4 $xpected ount 11.0 13.0 !4.0 ".00 ount " 13 $xpected ount ".0 .0 13.0 .00 ount 4 11 $xpected ount 5.1 5.9 11.02otal ount 4" 54 100 $xpected ount 4".0 54.0 100.0

-i"S.uare Tests

Value df s mp. #ig.

6!)sided7/earson i)#-uare 4.5516a7 5 .4 3@i eli ood +atio 4."%1 5 .45"@inear)b )@inear

ssociation .1 % 1 ." 3

N of Valid ases100

a ! cells 61". >7 ave expected count less t an 5. 2 e minimum expected count is 4.14.

Symmetric Measures

Value

s mp.#td.$rror6a7

pprox.26b7 pprox. #ig.

Nominal bNominal

/ i .!13 .4 3ramer's V .!13 .4 3

8rdinal b 8rdinal *endall's tau)b .0!! .0%9 .!4! .%09N of Valid ases 100


/re.uencies

Statistics

cafeoverall

satisfaction

importanceof speedof service



coffeeavailable

agegroup

incomegroup

respondent'ssex

N Valid 100 100 100 100 100 100 100 100Missing 0 0 0 0 0 0 0 0

Mean 1.5000 3.9900 4. !00 4.!300 4.5000 !.9 00 !."300 1.5400Median 1.5000 4.0000 5.0000 4.0000 4.0000 3.0000 3.0000 !.0000Mode 1.006a7 4.006a7 5.00 3.00 4.00 4.00 3.00 !.00# e(ness .000 ).0 " ).!!5 .4%3 .0%" ).031 ).31 ).1"3#td. $rror of # e(ness .!41 .!41 .!41 .!41 .!41 .!41 .!41 .!41

-a#e 25 of /


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*urtosis )!.041 ).999 ).4"% )."5" )."%! ).%49 ).430 )!.014#td. $rror of *urtosis .4 % .4 % .4 % .4 % .4 % .4 % .4 % .4 %a Multiple modes exist. 2 e smallest value is s o(n

/re.uency Table

cafe

, re -u en c /e rc en t Vali d /e rce ntumulative/ercent

Valid 1.00 50 50.0 50.0 50.0!.00 50 50.0 50.0 100.02otal 100 100.0 100.0


,r e- ue nc /e rc en t Val id /e rc en tumulative/ercent

Valid unsat is fied 15 15.0 15.0 15.0some( at unsatisfied !1 !1.0 !1.0 3".0neit er satisfied norunsatisfied !" !".0 !".0 "!.0

some( at satisfied !" !".0 !".0 %%.0satisfied

1! 1!.0 1!.0 100.02otal 100 100.0 100.0

importance of spee$ of service


Valid !.00 .0 .0 .03.00 10 10.0 10.0 1 .0neit er importantnor unimportant !5 !5.0 !5.0 4!.0

5.00 !9 !9.0 !9.0 1.0".00 !0 !0.0 !0.0 91.0ver important 9 9.0 9.0 100.02otal 100 100.0 100.0



Valid !.00 % %.0 %.0 %.03.00 30 30.0 30.0 3%.04.00 !3 !3.0 !3.0 "1.05.00 !0 !0.0 !0.0 %1.0".00 % %.0 %.0 %9.0

-a#e 23 of /


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.00 11 11.0 11.0 100.02otal 100 100.0 100.0

importance of range of coffee available


Valid !.00 9 9.0 9.0 9.03.00 15 15.0 15.0 !4.0

4.00 !% !%.0 !%.0 5!.05.00 !4 !4.0 !4.0 ".0".00 13 13.0 13.0 %9.0

.00 11 11.0 11.0 100.02otal 100 100.0 100.0

age group

,r e-u en c /e rc en t Val id /e rce ntumulative/ercent

Valid 1%)!4 9 9.0 9.0 9.0!5)34 !% !%.0 !%.0 3 .035)44 ! ! .0 ! .0 "4.045)"0 !9 !9.0 !9.0 93.08ver "0 .0 .0 100.02otal 100 100.0 100.0

income group


Valid less t an 1% 000 11 11.0 11.0 11.01% 001 ) !% 000 !% !%.0 !%.0 39.0!% 001 ) 3% 000 4% 4%.0 4%.0 % .0

more t an 3% 000 13 13.0 13.0 100.02otal 100 100.0 100.0

respon$ent,s se)

,r e- ue nc /e rc en t Val id / erc en tumulative/ercent

Valid male 4" 4".0 4".0 4".0female 54 54.0 54.0 100.02otal 100 100.0 100.0

Histogram

-a#e 2; of /


27/78

!.50!.001.501.000.50caf e"040!00 .t... 1

-a#e 2 of /


28/78

.00".005.004.003.00!.001.00overall satisfaction!0100 .t.. . 1

-a#e 2/ of /


29/78

%.00.00".005.004.003.00!.001.00imortanceofsee$ofservice!0151050 .t.. . 1

-a#e 26 of /


30/78

%.00.00".005.004.003.00!.001.00imortanceofcomfort!0151050 .t.. . 1

-a#e 70 of /


31/78

%.00.00".005.004.003.00!.001.00imortanceofraneofcoffeeavailable!0151050 .t.. . 1

-a#e 71 of /


32/78

".005.004.003.00!.001.000.00aerou30!0100 .t.. . 1

-a#e 72 of /


33/78

5.004.003.00!.001.000.00incomerou30!0100 .t... 1

-a#e 77 of /


34/78

!.50!.001.501.000.50reson$ent,sse)"040!00 .t... 1

Statistics

cafeoverall

satisfaction

importance of speed of service


importance of range of coffee

a va il ab le ag e gr ou p i nc ome gr ou prespondent's

sexN Valid 3! 3! 3! 3! 3! 3! 3! 3!

Missing 0 0 0 0 0 0 0 0Mean 1.3 50 4.0"!5 4.31!5 4.!1%% 4."5"3 3.093% !."% 5 1.5"!5#td. &eviation .491% 1.34!54 1.3 %11 1.5394 1.515 1 1.0! 35 . 3 %0 .5040!Variance .!4! 1.%0! 1.%99 !.3 0 !.!9 1.055 .544 .!54# e(ness .54! ).!91 .0!4 .5 0 .09" ).5 % ).44" ).!"5#td. $rror of # e(ness .414 .414 .414 .414 .414 .414 .414 .414*urtosis )1.%!4 )1.14 ).43% ).%%1 ).9%% ).!% .!94 )!.0"3#td. $rror of *urtosis .%09 .%09 .%09 .%09 .%09 .%09 .%09 .%09

-a#e 75 of /


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+ange 1.00 4.00 5.00 5.00 5.00 4.00 3.00 1.00Minimum 1.00 !.00 !.00 !.00 !.00 1.00 1.00 1.00Maximum !.00 ".00 .00 .00 .00 5.00 4.00 !.00

/re.uency Table

cafe


Valid 1.00 !0 "!.5 "!.5 "!.5!.00 1! 3 .5 3 .5 100.02otal 3! 100.0 100.0



Valid unsat is fied " 1%.% 1%.% 1%.%some( at unsatisfied 5 15." 15." 34.4neit er satisfied norunsatisfied " 1%.% 1%.% 53.1

some( at satisfied 11 34.4 34.4 % .5satisfied 4 1!.5 1!.5 100.02otal 3! 100.0 100.0

importance of spee$ of service


Valid !.00 4 1!.5 1!.5 1!.53.00 4 1!.5 1!.5 !5.0neit er importantnor unimportant 10 31.3 31.3 5".3

5.00 % !5.0 !5.0 %1.3".00 4 1!.5 1!.5 93.%ver important ! ".3 ".3 100.02otal 3! 100.0 100.0



Valid !.00 ! ".3 ".3 ".33.00 13 40." 40." 4".94.00 4 1!.5 1!.5 59.45.00 " 1%.% 1%.% %.1".00 3 9.4 9.4 % .5

-a#e 73 of /


36/78

.00 4 1!.5 1!.5 100.02otal 3! 100.0 100.0



Valid !.00 ! ".3 ".3 ".33.00 " 1%.% 1%.% !5.04.00 % !5.0 !5.0 50.05.00 " 1%.% 1%.% "%.%".00 5 15." 15." %4.4

.00 5 15." 15." 100.02otal 3! 100.0 100.0

age group

,r e-u en c /e rc en t Val id /e rce ntumulative/ercent

Valid 1%)!4 3 9.4 9.4 9.4!5)34 5 15." 15." !5.035)44 11 34.4 34.4 59.445)"0 1! 3 .5 3 .5 9".98ver "0 1 3.1 3.1 100.0

2otal 3! 100.0 100.0

income group


Valid less t an 1% 000 ! ".3 ".3 ".31% 001 ) !% 000 9 !%.1 !%.1 34.4!% 001 ) 3% 000 1% 5".3 5".3 90."

more t an 3% 000 3 9.4 9.4 100.02otal 3! 100.0 100.0

respon$ent,s se)

,r e- ue nc /e rc en t Val id / erc en tumulative/ercent

Valid male 14 43.% 43.% 43.%female 1% 5".3 5".3 100.02otal 3! 100.0 100.0

0ne1ay StatisticsDescriptives

-a#e 7; of /


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N Mean#td.

&evia tion #td . $r ror 95> onfidence ?nterval for

Mean Minimum Maximum

@o(er :ound pper :oundcafe male 4" 1.5000 .50553 .0 454 1.3499 1."501 1.00 !.00 female 54 1.5000 .504"9 .0"%"% 1.3"!! 1."3 % 1.00 !.00 2otal 100 1.5000 .50!5! .050!5 1.4003 1.599 1.00 !.00o ve ra ll sa tis fa ct io n ma le 4" 3. 391 1.!5494 .1%503 3.3""5 4.111% !.00 ".00 female 54 4.!03 1.!1903 .1"5%9 3.% 10 4.53"4 !.00 ".00 2otal 100 3.9900 1.!51!! .1!51! 3. 41 4.!3%3 !.00 ".00importance of speedof service

male4" 4.%043 1.343"! .19%11 4.4053 5.!034 !.00 .00

female 54 4."4%1 1.33399 .1%153 4.!%40 5.01!3 !.00 .00 2otal

100 4. !00 1.33394 .13339 4.4553 4.9%4 !.00 .00

importance of comfort male 4" 4.0% 0 1.313"! .193"% 3."9"9 4.4 1 !.00 .00 female 54 4.3519 1.5559 .!11 4 3.9! ! 4. "5 !.00 .00 2otal 100 4.!300 1.44%4% .144%5 3.94!" 4.51 4 !.00 .00importance of range of coffee available

male 4" 4.434% 1.4!44! .!100! 4.011% 4.%5 % !.00 .00

female 54 4.555" 1.43"!% .19545 4.1"35 4.94 " !.00 .00 2otal 100 4.5000 1.4!4%9 .14!49 4.!1 3 4. %! !.00 .00age group male 4" !.95"5 1.153%" .1 013 !."139 3.!99! 1.00 5.00 female 54 !.9%15 1.0 !"" .1459 !."%% 3.! 43 1.00 5.00 2otal 100 !.9 00 1.10513 .11051 !. 50 3.1%93 1.00 5.00income group male 4" !."0% .%!941 .1!!!9 !.3"!4 !.%550 1.00 4.00

female 54 !."4%1 .% !1" .11%"9 !.4101 !.%%"! 1.00 4.00 2otal 100 !."300 .%4% 1 .0%4% !.4"1" !. 9%4 1.00 4.00

Test of Homogeneity of Variances

@evene#tatistic df1 df! #ig.

cafe . 1 . .overall satisfaction .004 1 9% .953importance of speedof service .1% 1 9% .""

importance of comfort !.! ! 1 9% .135importance of range of coffee available .1!" 1 9% . !3

age group 1.0!% 1 9% .313

income group .1!5 1 9% . !4

N0V

#um of

#-uares df Mean #-uare , #ig.cafe :et(een


38/78

Eit in


39/78


40/78

fealemalereson$ent,sse)..4.003.%03."0

-a#e 50 of /


41/78

fealemalereson$ent,sse)....4.!54.04."54."5

-a#e 51 of /


42/78

fealemalereson$ent,sse)..4.!04.10

-a#e 52 of /


43/78

fealemalereson$ent,sse)...4.504.4%4.4"4.444.4!

-a#e 57 of /


44/78

fealemalereson$ent,sse)...!.9!.9"5!.9"!.955

-a#e 55 of /


45/78

fealemalereson$ent,sse)..!."3!."!!."1

#eneral inear Mo$el

Notes

4et1een"Sub ects /actors

Value @abel Nrespondent'ssex

1.00 male 4"!.00 female 54

income group 1.00 less t an1% 000 11

!.00 1% 001 )!% 000

!%

-a#e 53 of /

3.00 !% 001 )3% 000 4%


46/78

3% 0004.00 more t an

3% 000 13

age group 1.00 1%)!4 9!.00 !5)34 !%3.00 35)44 !4.00 45)"0 !95.00 8ver "0

Descriptive Statistics

respondent's sex income group age group Mean#td.

&eviation Noverall satisfaction male less t an 1% 000 1%)!4 3.0000 . 1 !5)34 3.5000 . 0 11 ! 45)"0 5.5000 . 0 11 ! 2otal 4.!000 1.303%4 5 1% 001 ) !% 000 1%)!4 3.5000 . 0 11 ! !5)34 3.""" !.0%1" 3 35)44 3.3333 1.154 0 3 45)"0 3.!500 .95 43 4 8ver "0 !.0000 . 1 2otal 3.30 1.1%!13 13 !% 001 ) 3% 000 1%)!4 !.5000 . 0 11 !

!5)34 4.0000 . 0 11 5 35)44 3.4!%" 1.! !4! 45)"0 4."!50 1.50594 % 8ver "0 3.0000 . 1 2otal 3.%"9" 1.3!4 4 !3 more t an 3% 000 1%)!4 5.0000 . 1 !5)34 4.0000 . 1 45)"0 3.3333 1.154 0 3 2otal 3.%000 1.09545 5 2otal 1%)!4 3.3333 1.03!%0 " !5)34 3.%1%! 1.0 % ! 11 35)44 3.4000 1.1 3 9 10 45)"0 4.1 "5 1.4!45 1 8ver "0 !.5000 . 0 11 ! 2otal 3. 391 1.!5494 4"

female less t an 1% 000 !5)34 4.0000 1. 3!05 3 35)44 5.0000 . 1 8ver "0 3.5000 . 0 11 ! 2otal 4.0000 1.!"491 " 1% 001 ) !% 000 1%)!4 3.0000 . 1 !5)34 3.!000 1.09545 5 35)44 3.%333 1.1"905 " 45)"0 !.0000 . 1 8ver "0 4.0000 .00000 ! 2otal 3.4"" 1.0"010 15

-a#e 5; of /

!% 001 ) 3% 000 1%)!4 3.0000 . 1!5)34 4 % 50 99103 %


47/78

!5)34 4.% 50 .99103 % 35)44 5.1"" . 5! " 45)"0 4.555" 1.4!400 9 8ver "0 5.0000 . 1 2otal 4. "00 1.1!%4! !5 more t an 3% 000 1%)!4 4.0000 . 1 !5)34 4.0000 . 1 35)44 3.5000 1.!9099 4 45)"0 5.0000 .00000 !

2otal 4.0000 1.0"904 % 2otal 1%)!4 3.3333 .5 35 3 !5)34 4.1 "5 1.!%"!4 1 35)44 4.!941 1.!1!"% 1 45)"0 4.41" 1.4433% 1! 8ver "0 4.0000 . 0 11 5 2otal 4.!03 1.!1903 54 2otal less t an 1% 000 1%)!4 3.0000 . 1 !5)34 3.%000 1.303%4 5 35)44 5.0000 . 1 45)"0 5.5000 . 0 11 ! 8ver "0 3.5000 . 0 11 ! 2otal 4.0909 1.!!103 11 1% 001 ) !% 000 1%)!4 3.3333 .5 35 3 !5)34 3.3 50 1.40 %9 %

35)44 3.""" 1.11%03 9 45)"0 3.0000 1.00000 5 8ver "0 3.3333 1.154 0 3 2otal 3.39!9 1.10014 !% !% 001 ) 3% 000 1%)!4 !.""" .5 35 3 !5)34 4.53%5 .9" 4! 13 35)44 4.!30% 1.3"344 13 45)"0 4.5%%! 1.41"%1 1 8ver "0 4.0000 1.414!1 ! 2otal 4.3333 1.!93 4 4% more t an 3% 000 1%)!4 4.5000 . 0 11 ! !5)34 4.0000 .00000 ! 35)44 3.5000 1.!9099 4 45)"0 4.0000 1.!!4 4 5 2otal 3.9!31 1.03 5 13 2otal 1%)!4 3.3333 .%""03 9 !5)34 4.035 1.!0130 !% 35)44 3.9"30 1.!5519 ! 45)"0 4.! 59 1.411"0 !9 8ver "0 3.5 14 .9 590 2otal 3.9900 1.!51!! 100importance of speedof service

male less t an 1% 000 1%)!4 4.0000 . 1

!5)34 4.5000 . 0 11 ! 45)"0 5.5000 . 0 11 !

-a#e 5 of /


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2otal less t an 1% 000 1%)!4 4.0000 . 1!5)34 5 4000 1 1401% 5


49/78

!5)34 5.4000 1.1401% 5 35)44 4.0000 . 1 45)"0 5.5000 . 0 11 ! 8ver "0 5.0000 1.414!1 ! 2otal 5.0909 1.0444 11 1% 001 ) !% 000 1%)!4 ".3333 1.154 0 3 !5)34 4.% 50 .%345! % 35)44 5.%%%9 1.!"930 9 45)"0 4.%000 1.09545 5 8ver "0 5.""" .5 35 3 2otal 5.4!%" 1.13"!! !% !% 001 ) 3% 000 1%)!4 5.3333 1.5! 53 3 !5)34 5.0 "9 1.1151" 13 35)44 4."9!3 1.03155 13 45)"0 3.%!35 1.!3""9 1 8ver "0 4.5000 . 0 11 ! 2otal 4.5!0% 1.!3 53 4% more t an 3% 000 1%)!4 4.5000 . 0 11 ! !5)34 3.0000 .00000 ! 35)44 !.5000 1.00000 4 45)"0 4.4000 1." 33! 5 2otal 3."154 1.44559 13 2otal 1%)!4 5.3333 1.3!!%% 9 !5)34 4.9!%" 1.119%1 !%

35)44 4. 40 1.53404 ! 45)"0 4.!0"9 1.319"1 !9 8ver "0 5.14!9 .%99 4 2otal 4. !00 1.33394 100importance of comfort male less t an 1% 000 1%)!4 5.0000 . 1 !5)34 3.5000 . 0 11 ! 45)"0 3.0000 .00000 ! 2otal 3."000 .%9443 5 1% 001 ) !% 000 1%)!4 3.0000 .00000 ! !5)34 3.3333 1.5! 53 3 35)44 !.""" .5 35 3 45)"0 3. 500 .95 43 4 8ver "0 !.0000 . 1 2otal 3.153% .9% 10 13 !% 001 ) 3% 000 1%)!4 4.0000 .00000 !

!5)34 4.4000 1." 33! 5 35)44 4. 143 1.!535 45)"0 5.0000 1.30931 % 8ver "0 3.0000 . 1 2otal 4."0% 1.305!0 !3 more t an 3% 000 1%)!4 4.0000 . 1 !5)34 5.0000 . 1 45)"0 4.""" 1.5! 53 3 2otal 4."000 1.1401% 5 2otal 1%)!4 3.%333 . 5! "

-a#e 56 of /

!5)34 4.0000 1.414!1 11 35)44 4.1000 1.44914 10


50/78

) 45)"0 4.411% 1.3!5"5 1 8ver "0 !.5000 . 0 11 ! 2otal 4.0% 0 1.313"! 4" female less t an 1% 000 !5)34 3.""" .5 35 3 35)44 3.0000 . 1 8ver "0 5.0000 .00000 ! 2otal 4.0000 .%9443 " 1% 001 ) !% 000 1%)!4 !.0000 . 1 !5)34 !.%000 .%3""" 5 35)44 3.3333 .%1"50 " 45)"0 .0000 . 1 8ver "0 4.5000 3.53553 ! 2otal 3.4"" 1."41 ! 15 !% 001 ) 3% 000 1%)!4 4.0000 . 1 !5)34 4.1!50 1.35"!0 % 35)44 5.1"" 1.4 19" " 45)"0 4.""" 1.3!!%% 9 8ver "0 .0000 . 1 2otal 4."%00 1.40594 !5 more t an 3% 000 1%)!4 ".0000 . 1 !5)34 .0000 . 1 35)44 4. 500 1.!5%31 4 45)"0 5.0000 !.%!%43 ! 2otal 5.!500 1.5%114 % 2otal 1%)!4 4.0000 !.00000 3 !5)34 3.%!35 1.4!45 1 35)44 4.!941 1.403 % 1 45)"0 4.91" 1.5"4!% 1! 8ver "0 5.!000 !.04939 5 2otal 4.3519 1.5559 54 2otal less t an 1% 000 1%)!4 5.0000 . 1 !5)34 3."000 .54 ! 5 35)44 3.0000 . 1 45)"0 3.0000 .00000 ! 8ver "0 5.0000 .00000 ! 2otal 3.%1%! .% 3%" 11 1% 001 ) !% 000 1%)!4 !.""" .5 35 3 !5)34 3.0000 1.0"904 % 35)44 3.1111 . %1 4 9 45)"0 4.4000 1." 33! 5 8ver "0 3.""" !.%%" 5 3 2otal 3.3!14 1.3"!!% !% !% 001 ) 3% 000 1%)!4 4.0000 .00000 3 !5)34 4.!30% 1.4!3!5 13 35)44 4.9!31 1.3!045 13 45)"0 4.%!35 1.!%"!4 1 8ver "0 5.0000 !.%!%43 ! 2otal 4."45% 1.344"4 4%

-a#e 30 of /

more t an 3% 000 1%)!4 5.0000 1.414!1 ! !5)34 ".0000 1.414!1 !


51/78

35)44 4. 500 1.!5%31 4 45)"0 4.%000 1. %%%5 5 2otal 5.0000 1.414!1 13 2otal 1%)!4 3.%%%9 1.1""" 9 !5)34 3.%9!9 1.39"%0 !% 35)44 4.!!!! 1.3959" ! 45)"0 4."!0 1.4!4"3 !9 8ver "0 4.4!%" !.149!0 2otal 4.!300 1.44%4% 100importance of range of coffee available

male less t an 1% 000 1%)!4 4.0000 . 1

!5)34 4.5000 . 0 11 ! 45)"0 4.5000 . 0 11 ! 2otal 4.4000 .54 ! 5 1% 001 ) !% 000 1%)!4 3.5000 . 0 11 ! !5)34 3.0000 1.00000 3 35)44 !.""" 1.154 0 3 45)"0 4.!500 .50000 4 8ver "0 3.0000 . 1 2otal 3.3%4" .9"0 13 !% 001 ) 3% 000 1%)!4 3.0000 1.414!1 ! !5)34 4.%000 !.1" 95 5 35)44 5.0000 1.00000 45)"0 5.3 50 1."%50! % 8ver "0 4.0000 . 1 2otal 4.%"9" 1."0410 !3 more t an 3% 000 1%)!4 5.0000 . 1 !5)34 5.0000 . 1 45)"0 5.3333 .5 35 3 2otal 5.!000 .44 !1 5 2otal 1%)!4 3.""" 1.03!%0 " !5)34 4.! ! 1." % 4 11 35)44 4.3000 1.49443 10 45)"0 5.0000 1.! 4 5 1 8ver "0 3.5000 . 0 11 ! 2otal 4.434% 1.4!44! 4" female less t an 1% 000 !5)34 3.""" .5 35 3 35)44 3.0000 . 1 8ver "0 3.0000 .00000 ! 2otal 3.3333 .51"40 " 1% 001 ) !% 000 1%)!4 !.0000 . 1 !5)34 3."000 .54 ! 5 35)44 4.3333 1.50555 " 45)"0 5.0000 . 1 8ver "0 4.5000 3.53553 ! 2otal 4.0000 1.511%" 15 !% 001 ) 3% 000 1%)!4 3.0000 . 1 !5)34 4.0000 . 5593 %

-a#e 31 of /

35)44 5.%333 . 5! " 45)"0 5.0000 1."5%31 9


52/78

8ver "0 5.0000 . 1 2otal 4.%000 1.35401 !5 more t an 3% 000 1%)!4 5.0000 . 1 !5)34 .0000 . 1 35)44 5. 500 .95 43 4 45)"0 5.5000 . 0 11 ! 2otal 5. 500 .%%"41 % 2otal 1%)!4 3.3333 1.5! 53 3 !5)34 4.0000 1.00000 1 35)44 5.11 " 1.3"393 1 45)"0 5.0%33 1.4433% 1! 8ver "0 4.0000 !.00000 5 2otal 4.555" 1.43"!% 54 2otal less t an 1% 000 1%)!4 4.0000 . 1 !5)34 4.0000 . 0 11 5 35)44 3.0000 . 1 45)"0 4.5000 . 0 11 ! 8ver "0 3.0000 .00000 ! 2otal 3.%1%! . 50 " 11 1% 001 ) !% 000 1%)!4 3.0000 1.00000 3 !5)34 3.3 50 . 440! % 35)44 3. % 1.5"34 9 45)"0 4.4000 .54 ! 5 8ver "0 4.0000 !."45 5 3 2otal 3. 143 1.301!0 !% !% 001 ) 3% 000 1%)!4 3.0000 1.00000 3 !5)34 4.30 1.43" 0 13 35)44 5.3%4" .9"0 13 45)"0 5.1 "5 1."!9!4 1 8ver "0 4.5000 . 0 11 ! 2otal 4.%333 1.4"350 4% more t an 3% 000 1%)!4 5.0000 .00000 ! !5)34 ".0000 1.414!1 ! 35)44 5. 500 .95 43 4 45)"0 5.4000 .54 ! 5 2otal 5.53%5 . "!5 13 2otal 1%)!4 3.555" 1.13039 9 !5)34 4.10 1 1.!%"3% !% 35)44 4.%14% 1.44!14 ! 45)"0 5.0345 1.3!!41 !9 8ver "0 3.%5 1 1." "1" 2otal 4.5000 1.4!4%9 100

4o),s Test of (.uality of ovariance Matrices&a'

:ox's M 10 .905, 1.030df1 0

-a#e 32 of /

df! !0"!.5!0#ig. .411


53/78

2ests t e null pot esis t at t e observed covariance matrices of t e dependent variables are e-ual across groups.a &esignD ?nterceptFsexFincomeFageFsex C incomeFsex C ageFincome C ageFsex C income C age

Multivariate Tests&c'

$ffect Value ,G pot esis

df $rror df #ig.?ntercept /illai's 2race .9 4 59".4156a7 4.000 "4.000 .000

Eil s' @ambda .0!" 59".4156a7 4.000 "4.000 .000 Gotelling's 2race 3 .! " 59".4156a7 4.000 "4.000 .000 +o 's @argest +oot 3 .! " 59".4156a7 4.000 "4.000 .000sex /illai's 2race .15% !.99%6a7 4.000 "4.000 .0!5 Eil s' @ambda .%4! !.99%6a7 4.000 "4.000 .0!5 Gotelling's 2race .1% !.99%6a7 4.000 "4.000 .0!5 +o 's @argest +oot .1% !.99%6a7 4.000 "4.000 .0!5income /illai's 2race .431 !. " 1!.000 19%.000 .00! Eil s' @ambda .59! 3.093 1!.000 1"9."!0 .001 Gotelling's 2race ."49 3.390 1!.000 1%%.000 .000 +o 's @argest +oot .5%5 9."516b7 4.000 "".000 .000age /illai's 2race .1%5 .%1! 1".000 !"%.000 ." ! Eil s' @ambda .%!1 .%1" 1".000 19".1"1 ."" Gotelling's 2race .!10 .%!1 1".000 !50.000 .""! +o 's @argest +oot .1" !. 9"6b7 4.000 " .000 .033

sex C income /illai's 2race .0%5 .4%! 1!.000 19%.000 .9!4 Eil s' @ambda .91 .4 ! 1!.000 1"9."!0 .9!9 Gotelling's 2race .0%9 .4"3 1!.000 1%%.000 .934 +o 's @argest +oot .053 .%%!6b7 4.000 "".000 .4 9sex C age /illai's 2race .!90 1.310 1".000 !"%.000 .190 Eil s' @ambda . 33 1.31! 1".000 19".1"1 .193 Gotelling's 2race .333 1.30! 1".000 !50.000 .19" +o 's @argest +oot .!0" 3.4456b7 4.000 " .000 .013income C age /illai's 2race ."03 1.0%! 44.000 !"%.000 .344 Eil s' @ambda .509 1.0%3 44.000 !4".%03 .344 Gotelling's 2race . "! 1.0%! 44.000 !50.000 .34" +o 's @argest +oot .3 1 !.!596b7 11.000 " .000 .0!1sex C income C age /illai's 2race .304 .919 !4.000 !"%.000 .5 " Eil s' @ambda . !1 .91% !4.000 !!4.4 9 .5 % Gotelling's 2race .351 .915 !4.000 !50.000 .5%1 +o 's @argest +oot .!0% !.3!36b7 ".000 " .000 .043

a $xact statisticb 2 e statistic is an upper bound on , t at ields a lo(er bound on t e significance level.c &esignD ?nterceptFsexFincomeFageFsex C incomeFsex C ageFincome C ageFsex C income C age

evene,s Test of (.uality of (rror Variances&a'

, df1 df! #ig.overall satisfaction 1.5%1 3! " .05%

-a#e 37 of /

importance of speedof service 1.31" 3! " .1 1

importance of comfort 1 % 1 3! " 01"


54/78

importance of comfort 1.% 1 3! .01importance of range of coffee available !.!5" 3! " .003

2ests t e null pot esis t at t e error variance of t e dependent variable is e-ual across groups.a &esignD ?nterceptFsexFincomeFageFsex C incomeFsex C ageFincome C ageFsex C income C age

Tests of 4et1een"Sub ects (ffects

#ource &ependent Variable2 pe ??? #umof #-uares df Mean #-uare , #ig.

orrected Model overall satisfaction 59.5% 6a7 3! 1.%"! 1.30% .1importance of speedof service 100.90"6b7 3! 3.153 !.%0 .000

importance of comfort 9!.0 36c7 3! !.% 1."" .040importance of range of coffee available %%.95%6d7 3! !. %0 1.""! .041

?ntercept overall satisfaction "4 .31! 1 "4 .31! 454.59" .000importance of speedof service 100".%1! 1 100".%1! %9".3%% .000

importance of comfort %09.0"3 1 %09.0"3 4"%. 1 .000importance of range of coffee available %!5." ! 1 %!5." ! 493. 45 .000

sex overall satisfaction 3.%3! 1 3.%3! !."91 .10"importance of speedof service !.!15 1 !.!15 1.9 ! .1"5

importance of comfort 1!."!4 1 1!."!4 .314 .009importance of range of coffee available 1.391 1 1.391 .%3! .3"5

income overall satisfaction .93! 3 !."44 1.%5 .145importance of speedof service 1%.3"% 3 ".1!3 5.451 .00!

importance of comfort !3.!0% 3 . 3" 4.4%! .00"importance of range of coffee available !5.335 3 %.445 5.050 .003

age overall satisfaction 3.991 4 .99% . 01 .594importance of speedof service 3.5!% 4 .%%! . %5 .539

importance of comfort 5.!4" 4 1.311 . "0 .555importance of range of coffee available 9.195 4 !.!99 1.3 5 .!5!

s ex C in co me o ve ra ll s at isf ac ti on !."0! 3 .%" ."09 ."11importance of speedof service !.444 3 .%15 . !5 .541

importance of comfort !.534 3 .%45 .4%9 ."91importance of range of coffee available 3.!41 3 1.0%0 ."4" .5%%

sex C age overall satisfaction .350 4 1.%3 1.!90 .!%3importance of speedof service ".!1% 4 1.555 1.3%4 .!49

importance of comfort 10.304 4 !.5 " 1.493 .!14

-a#e 35 of /

importance of range of coffee available .! " 4 1.%19 1.0%% .3 0

i nco me C a ge o ve ra ll s at isf ac ti on 1 .% % 11 1."!5 1.141 .345


55/78

g .% % . !5 . .3 5importance of speedof service !1."%% 11 1.9 ! 1. 55 .0%0

importance of comfort !5.4"4 11 !.315 1.341 .!!!importance of range of coffee available 14.!"0 11 1.!9" . 5 .""3

sex C income C age overall satisfaction 4.!13 " . 0! .493 .%11importance of speedof service 1!.339 " !.05" 1.%31 .10"

importance of comfort 11."94 " 1.949 1.1!9 .355importance of range of coffee available 3."!! " ."04 .3"1 .901

$rror overall satisfaction 95.403 " 1.4!4importance of speedof service 5.!54 " 1.1!3

importance of comfort 115."3 " 1. !"importance of range of coffee available 11!.04! " 1." !

2otal overall satisfaction 1 4 .000 100importance of speedof service !404.000 100

importance of comfort 199 .000 100importance of range of coffee available !!!".000 100

orrected 2otal overall satisfaction 154.990 99importance of speedof service 1 ".1"0 99

importance of comfort !0 . 10 99importance of range of coffee available !01.000 99

a + #-uared ; .3%4 6 dHusted + #-uared ; .0907b + #-uared ; .5 3 6 dHusted + #-uared ; .3"97c + #-uared ; .443 6 dHusted + #-uared ; .1 7d + #-uared ; .443 6 dHusted + #-uared ; .1 "7

#eneral inear Mo$el


Value @abel Nrespondent'ssex

1.00 male 4"!.00 female 54


r es po nd en t's s ex Me an#td.

&eviation N

-a#e 33 of /

o ve ra ll sa tis fa ct io n ma le 3. 391 1.!5494 4" female 4.!03 1.!1903 54 2otal 3.9900 1.!51!! 100


56/78

3.9900 1.!51!! 100importance of speedof service

male 4.%043 1.343"! 4"

female 4."4%1 1.33399 54 2otal 4. !00 1.33394 100importance of comfort male 4.0% 0 1.313"! 4" female 4.3519 1.5559 54 2otal 4.!300 1.44%4% 100importance of range of

coffee available

male 4.434% 1.4!44! 4"

female 4.555" 1.43"!% 54 2otal 4.5000 1.4!4%9 100


:ox's M 15.051, 1.43%df1 10df! 43! %. %"#ig. .15"

2ests t e null pot esis t at t e observed covariance matrices of t e dependent variables are e-ual across groups.a &esignD ?nterceptFsex

Multivariate Tests&b'

$ffect Value ,G pot esis

df $rror df #ig.?ntercept /illai's 2race .9%3 1341. !!6a7 4.000 95.000 .000 Eil s' @ambda .01 1341. !!6a7 4.000 95.000 .000 Gotelling's 2race 5".494 1341. !!6a7 4.000 95.000 .000 +o 's @argest +oot 5".494 1341. !!6a7 4.000 95.000 .000sex /illai's 2race .04! 1.0!96a7 4.000 95.000 .39" Eil s' @ambda .95% 1.0!96a7 4.000 95.000 .39" Gotelling's 2race .043 1.0!96a7 4.000 95.000 .39" +o 's @argest +oot .043 1.0!96a7 4.000 95.000 .39"

a $xact statisticb &esignD ?nterceptFsex


, df1 df! #ig.overall satisfaction .004 1 9% .953importance of speedof service .1% 1 9% .""

importance of comfort !.! ! 1 9% .135importance of range of coffee available .1!" 1 9% . !3

2ests t e null pot esis t at t e error variance of t e dependent variable is e-ual across groups.

-a#e 3; of /

a &esignD ?nterceptFsex



57/78



orrected Model overall satisfaction 5.3"16a7 1 5.3"1 3.511 .0"4importance of speedof service ."0"6b7 1 ."0" .33% .5"!

importance of comfort 1. 436c7 1 1. 43 .%!9 .3"5importance of range of coffee available .3"!6d7 1 .3"! .1 ." 5

?ntercept overall satisfaction 15" .1!1 1 15" .1!1 10!".39! .000importance of speedof service !!19.44" 1 !!19.44" 1!3%.9"% .000

importance of comfort 1 "%.943 1 1 "%.943 %41." 1 .000importance of range of coffee available !00 . !! 1 !00 . !! 9%0."5 .000

sex overall satisfaction 5.3"1 1 5.3"1 3.511 .0"4importance of speedof service ."0" 1 ."0" .33% .5"!

importance of comfort 1. 43 1 1. 43 .%!9 .3"5importance of range of coffee available .3"! 1 .3"! .1 ." 5

$rror overall satisfaction 149."!9 9% 1.5!importance of speedof service 1 5.554 9% 1. 91

importance of comfort !05.9" 9% !.10!importance of range of coffee available !00."3% 9% !.04





a + #-uared ; .035 6 dHusted + #-uared ; .0!57b + #-uared ; .003 6 dHusted + #-uared ; ).00 7c + #-uared ; .00% 6 dHusted + #-uared ; ).00!7d + #-uared ; .00! 6 dHusted + #-uared ; ).00%7

#eneral inear Mo$el

Notes

-a#e 3 of /



58/78

Value @abel Nagegroup

1.00 1%)!4 9!.00 !5)34 !%3.00 35)44 !4.00 45)"0 !95.00 8ver "0


age group Mean#td.

&eviation No ve ra ll s at is fa ct io n 1 %) !4 3.3333 .%""03 9 !5)34 4.035 1.!0130 !% 35)44 3.9"30 1.!5519 ! 45)"0 4.! 59 1.411"0 !9 8ver "0 3.5 14 .9 590 2otal 3.9900 1.!51!! 100importance of speedof service

1%)!4 5.3333 1.3!!%% 9

!5)34 4.9!%" 1.119%1 !% 35)44 4. 40 1.53404 ! 45)"0 4.!0"9 1.319"1 !9

8ver "0 5.14!9 .%99 4 2otal 4. !00 1.33394 100importance of comfort 1%)!4 3.%%%9 1.1""" 9 !5)34 3.%9!9 1.39"%0 !% 35)44 4.!!!! 1.3959" ! 45)"0 4."!0 1.4!4"3 !9 8ver "0 4.4!%" !.149!0 2otal 4.!300 1.44%4% 100importance of range of coffee available

1%)!4 3.555" 1.13039 9

!5)34 4.10 1 1.!%"3% !% 35)44 4.%14% 1.44!14 ! 45)"0 5.0345 1.3!!41 !9 8ver "0 3.%5 1 1." "1" 2otal 4.5000 1.4!4%9 100


:ox's M "3.!"4, 1.335df1 40df! !"5%.""0#ig. .0 %

2ests t e null pot esis t at t e observed covariance matrices of t e dependent variables are e-ual across groups.

-a#e 3/ of /

a &esignD ?nterceptFage

MultivariateTests&c'


59/78

Multivariate Tests&c

$ffect Value , G pot esis df $rror df #ig.?ntercept /illai's 2race .9 5 90 .9956a7 4.000 9!.000 .000 Eil s' @ambda .0!5 90 .9956a7 4.000 9!.000 .000 Gotelling's 2race 39.4 % 90 .9956a7 4.000 9!.000 .000 +o 's @argest +oot 39.4 % 90 .9956a7 4.000 9!.000 .000age /illai's 2race .!19 1.3 " 1".000 3%0.000 .150 Eil s' @ambda . 90 1.41! 1".000 !%1. 0! .135 Gotelling's 2race .!54 1.43% 1".000 3"!.000 .1!1 +o 's @argest +oot .!0! 4. %%6b7 4.000 95.000 .001

a $xact statisticb 2 e statistic is an upper bound on , t at ields a lo(er bound on t e significance level.c &esignD ?nterceptFage


, df1 df! #ig.overall satisfaction 1.!45 4 95 .!9importance of speedof service 1.0 4 4 95 .3 4

importance of comfort 1. 1" 4 95 .153importance of range of coffee available .330 4 95 .%5

2ests t e null pot esis t at t e error variance of t e dependent variable is e-ual across groups.a &esignD ?nterceptFage



orrected Model overall satisfaction .5556a7 4 1.%%9 1.!1 .309importance of speedof service 13.50!6b7 4 3.3 5 1.9 1 .105

importance of comfort %.9346c7 4 !.!34 1.0" .3importance of range of coffee available !".!0!6d7 4 ".551 3.5"0 .009

?ntercept overall satisfaction 101%.39! 1 101%.39! "5".!04 .000importance of speedof service 1"41.%4% 1 1"41.%4% 95%.91 .000importance of comfort 1!! .1!0 1 1!! .1!0 5%".4 1 .000importance of range of coffee available 1!"4.!!! 1 1!"4.!!! "% .0% .000

age overall satisfaction .555 4 1.%%9 1.!1 .309importance of speedof service 13.50! 4 3.3 5 1.9 1 .105

importance of comfort %.934 4 !.!34 1.0" .3importance of range of coffee available !".!0! 4 ".551 3.5"0 .009

-a#e 36 of /

$rror overall satisfaction 14 .435 95 1.55!importance of speedof service 1"!."5% 95 1. 1!

importance of comfort 19% " 95 ! 09!


60/78

importance of comfort 19%. 95 !.09!importance of range of coffee available 1 4. 9% 95 1.%40





a + #-uared ; .049 6 dHusted + #-uared ; .0097b + #-uared ; .0 6 dHusted + #-uared ; .03%7c + #-uared ; .043 6 dHusted + #-uared ; .0037d + #-uared ; .130 6 dHusted + #-uared ; .0947

#eneral inear Mo$el

Notes


Value @abel Nincomegroup

1.00 less t an1% 000 11

!.00 1% 001 )!% 000 !%

3.00 !% 001 )3% 000 4%

4.00 more t an3% 000 13


income group Mean#td.

&eviation Noverall satisfaction less t an 1% 000 4.0909 1.!!103 11 1% 001 ) !% 000 3.39!9 1.10014 !% !% 001 ) 3% 000 4.3333 1.!93 4 4% more t an 3% 000 3.9!31 1.03 5 13 2otal 3.9900 1.!51!! 100importance of speed less t an 1% 000 5.0909 1.0444 11

-a#e ;0 of /

of service 1% 001 ) !% 000 5.4!%" 1.13"!! !% !% 001 ) 3% 000 4.5!0% 1.!3 53 4%

more t an 3% 000 3 "154 1 44559 13


61/78

more t an 3% 000 3. 154 1.44559 13 2otal 4. !00 1.33394 100importance of comfort less t an 1% 000 3.%1%! .% 3%" 11 1% 001 ) !% 000 3.3!14 1.3"!!% !% !% 001 ) 3% 000 4."45% 1.344"4 4% more t an 3% 000 5.0000 1.414!1 13 2otal 4.!300 1.44%4% 100importance of range of

coffee available

less t an 1% 000 3.%1%! . 50 " 11

1% 001 ) !% 000 3. 143 1.301!0 !% !% 001 ) 3% 000 4.%333 1.4"350 4% more t an 3% 000 5.53%5 . "!5 13 2otal 4.5000 1.4!4%9 100


:ox's M 33. 31, .993df1 30df! 495 .1%%#ig. .4 "

2ests t e null pot esis t at t e observed covariance matrices of t e dependent variables are e-ual across groups.a &esignD ?nterceptFincome

Multivariate Tests&c'

$ffect Value , G pot esis df $rror df #ig.?ntercept /illai's 2race .9 9 4. 06a7 4.000 93.000 .000 Eil s' @ambda .0!3 9 4. 06a7 4.000 93.000 .000 Gotelling's 2race 41.9!" 9 4. 06a7 4.000 93.000 .000 +o 's @argest +oot 41.9!" 9 4. 06a7 4.000 93.000 .000income / il la i' s 2race .410 3. "0 1!.000 !%5.000 .000 Eil s' @ambda ."13 4.1"4 1!.000 !4".34" .000 Gotelling's 2race .59! 4.5!! 1!.000 ! 5.000 .000 +o 's @argest +oot .5!0 1!.35%6b7 4.000 95.000 .000

a $xact statisticb 2 e statistic is an upper bound on , t at ields a lo(er bound on t e significance level.

c &esignD ?nterceptFincome


, df1 df! #ig.overall satisfaction 1.4!3 3 9" .!41importance of speedof service .599 3 9" ."1

importance of comfort .%0 3 9" .493

-a#e ;1 of /

importance of range of coffee available !.9%% 3 9" .035

2ests t e null pot esis t at t e error variance of t e dependent variable is e-ual across groups.a &esignD ?nterceptFincome


62/78



orrected Model overall satisfaction 15.%136a7 3 5.! 1 3."3" .01"importance of speed

of service33.33%6b7 3 11.113 .4"9 .000

importance of comfort 40.9% 6c7 3 13.""! .%" .000importance of range of coffee available 41. 5!6d7 3 13.91 %.390 .000

?ntercept overall satisfaction 1104.1"9 1 1104.1"9 "1."19 .000importance of speedof service 1551.09% 1 1551.09% 104!.59! .000

importance of comfort 1!55."%9 1 1!55."%9 !3.034 .000importance of range of coffee available 14!%.""1 1 14!%.""1 %"1.!44 .000

income overall satisfaction 15.%13 3 5.! 1 3."3" .01"importance of speedof service 33.33% 3 11.113 .4"9 .000

importance of comfort 40.9% 3 13.""! .%" .000importance of range of coffee available 41. 5! 3 13.91 %.390 .000

$rror overall satisfaction 139.1 9" 1.450importance of speedof service 14!.%!! 9" 1.4%%

importance of comfort 1"". !3 9" 1. 3importance of range of coffee available 159.!4% 9" 1."59





a + #-uared ; .10! 6 dHusted + #-uared ; .0 47b + #-uared ; .1%9 6 dHusted + #-uared ; .1"47c + #-uared ; .19 6 dHusted + #-uared ; .1 !7d + #-uared ; .!0% 6 dHusted + #-uared ; .1%37

eliability of Survey

-a#e ;2 of /


N >


63/78

N >ases Valid 100 100.0

$xcluded6a7 0 .0

2otal 100 100.0a @ist(ise deletion based on all variables in t e procedure.

eliability Statistics

ronbac 's lp a6a7

ronbac 's lp a :ased

on#tandardiAed

?tems6a7 N of ?tems).005 ).34! %

a 2 e value is negative due to a negative average covariance among items. 2 is violates reliabilit model assumptions. Bou ma (ant to c ecitem codings.

!tem Statistics

Mean#td.

&eviation Ncafe 1.5000 .50!5! 100overall satisfaction 3.9900 1.!51!! 100importance of speedof service 4. !00 1.33394 100

importance of comfort 4.!300 1.44%4% 100importance of range of coffee available 4.5000 1.4!4%9 100

age group !.9 00 1.10513 100income group !."300 .%4% 1 100respondent's sex 1.5400 .50091 100

Summary !tem Statistics

Mean Minimum Maximum +angeMaximum IMinimum Variance N of ?tems

?tem Means 3.!"0 1.500 4. !0 3.!!0 3.14 1.""9 %?tem Variances 1.!40 .!51 !.09% 1.%4 %.3"! .5"9 %

2 e covariance matrix is calculated and used in t e anal sis.

!tem"Total Statistics

#cale Mean if ?tem &eleted

#caleVariance if

?tem &eleted

orrected?tem)2otalorrelation

#-uaredMultipleorrelation

ronbac 's lp a if ?tem

&eletedcafe !4.5%00 11.9"3 )." 4 . 43 .!!4

-a#e ;7 of /

overall satisfaction !!.0900 ".951 .!05 .0 % ).!356a7importance of speedof service !1.3"00 1!.1 ! ).43% .30" .3%

importance of comfort !1.%500 ".0"% .!39 .355 ).33 6a7


64/78

importance of range of coffee available !1.5%00 ".549 .1 .54% ).!396a7

age group !3.1100 .91 .11% .1%! ).1156a7income group !3.4500 %.!90 .1 " .4 % ).1!%6a7respondent's sex !4.5400 9.!41 .1!5 .055 ).0546a7

a 2 e value is negative due to a negative average covariance among items. 2 is violates reliabilit model assumptions. Bou ma (ant to c ecitem codings.

Scale Statistics

Mean Variance#td.

&evia tion N of ?tems!".0%00 9.% ! 3.14!03 %

T"Test

#roup Statistics


&eviation#td. $rror

Meanoverall satisfaction male 4" 3. 391 1.!5494 .1%503 female 54 4.!03 1.!1903 .1"5%9

!n$epen$ent Samples Test

@evene's 2est for


, #ig. t df #ig. 6!)tailed7Mean



&ifference

@o(er pper overall satisfaction $-ual variances

assumed .004 .953 )1.% 4 9% .0"4 ).4"45 .!4 9! ).95"5 .0! 4! $-ual variances

not assumed )1.%"9 94.549 .0"5 ).4"45 .!4%51 ).95 95 .0!%%0

T"Test

-a#e ;5 of /

#roup Statistics

#td. #td. $rror


65/78


&eviation#td. $rror

Meancafe male 4" 1.5000 .50553 .0 454 female 54 1.5000 .504"9 .0"%"%


@evene's 2est for $-ualit of Variances t)test for $-ualit of Means




&ifference

@o(er pper cafe $-ual variances

assumed . . .000 9% 1.000 .00000 .10134 ).!0111 .!0111

$-ual variancesnot assumed .000 95.439 1.000 .00000 .10135 ).!01!0 .!01!0

orrelations

Notes


Mean#td.

&eviation Ncafe 1.5000 .50!5! 100respondent's sex 1.5400 .50091 100

orrelations&a'

caferespondent's

sexcafe /earson orrelation 1 .000

#ig. 6!)tailed7 1.000respondent's sex /earson orrelation .000 1 #ig. 6!)tailed7 1.000

a @ist(ise N;100


-a#e ;3 of /

Mean#td.

&eviation Nincome group !."300 .%4% 1 100age group !.9 00 1.10513 100


66/78

orrelations

income group age groupincome group /earson orrelation 1 .031 #ig. 6!)tailed7 . 59 N 100 100a ge g ro up /e ar so n o rr el at io n .031 1 #ig. 6!)tailed7 . 59

N 100 100

Nonparametric orrelations

orrelations

income group age group#pearman's r o income group orrelation oefficient 1.000 .05" #ig. 6!)tailed7 . .5 N 100 100 age group orre la tion oeff ic ient .05" 1.000 #ig. 6!)tailed7 .5 . N 100 100


Mean#td.

&eviation Noverall satisfaction 3.9900 1.!51!! 100importance of speedof service 4. !00 1.33394 100


orrelations&a'

overall

satisfaction




availableoverall satisfaction /earson orrelation 1 ).00! .113 .110 #ig. 6!)tailed7 .9% .!"4 .! 4

-a#e ;; of /

importance of speedof service

/earson orrelation ).00! 1 ).3 96CC7 ).4 %6CC7

#ig. 6!)tailed7.9% .000 .000

importance of comfort /earson orrelation .113 ).3 96CC7 1 .4 6CC7


67/78

) #ig. 6!)tailed7 .!"4 .000 .000importance of range of coffee available

/earson orrelation .110 ).4 %6CC7 .4 6CC7 1

#ig. 6!)tailed7 .! 4 .000 .000CC orrelation is significant at t e 0.01 level 6!)tailed7.a @ist(ise N;100


Mean#td.

&eviation Nincome group !."300 .%4% 1 100importance of comfort 4.!300 1.44%4% 100overall satisfaction 3.9900 1.!51!! 100respondent's sex 1.5400 .50091 100cafe 1.5000 .50!5! 100

orrelations&a'

income groupimportance of

comfortoverall

satisfactionrespondent's

sex cafeincome group /earson orrelation 1 .3""6CC7 .130 .0!3 )."516CC7 #ig. 6!)tailed7 .000 .199 .%1% .000importance of comfort /earson orrelation .3""6CC7 1 .113 .09! ).5 "6CC7 #ig. 6!)tailed7 .000 .!"4 .3"5 .000overall satisfaction /earson orrelation .130 .113 1 .1%" ).1"9 #ig. 6!)tailed7 .199 .!"4 .0"4 .093respondent' s sex /earson orre la tion .0!3 .09! .1%" 1 .000 #ig. 6!)tailed7 .%1% .3"5 .0"4 1.000cafe /earson orrelation )."516CC7 ).5 "6CC7 ).1"9 .000 1 #ig. 6!)tailed7 .000 .000 .093 1.000

CC orrelation is significant at t e 0.01 level 6!)tailed7.a @ist(ise N;100

/actor nalysis


-a#e ; of /

Mean#td.

&evia tion nal sis Ncafe 1.5000 .50!5! 100overall satisfaction 3.9900 1.!51!! 100


68/78

importance of speedof service 4. !00 1.33394 100


age group !.9 00 1.10513 100income group !."300 .%4% 1 100respondent's sex 1.5400 .50091 100

orrelation Matri)&a'

cafeoverall

satisfaction




a va il ab le a ge g ro up i nc ome g ro uprespondent's

sexorrelation cafe 1.000 ).1"9 .49 ).5 " ). 19 ).33" )."51 .000

overall satisfaction ).1"9 1.000 ).00! .113 .110 .095 .130 .1%" importance of speed

of service .49 ).00! 1.000 ).3 9 ).4 % ).1 ).3 % ).059

importance of comfort ).5 " .113 ).3 9 1.000 .4 .1% .3"" .09! importance of range of

coffee available ). 19 .110 ).4 % .4 1.000 .!!1 .4!! .04!

age group ).33" .095 ).1 .1% .!!1 1.000 .031 .011 income group )."51 .130 ).3 % .3"" .4!! .031 1.000 .0!3 respondent's sex .000 .1%" ).059 .09! .04! .011 .0!3 1.000#ig. 61)tailed7 cafe .04 .000 .000 .000 .000 .000 .500 overall satisfaction .04 .493 .13! .13 .1 4 .099 .03! importance of speed

of service .000 .493 .000 .000 .039 .000 .!%1

importance of comfort .000 .13! .000 .000 .031 .000 .1%! importance of range of

coffee available .000 .13 .000 .000 .013 .000 .33

age group .000 .1 4 .039 .031 .013 .3 9 .45" income group .000 .099 .000 .000 .000 .3 9 .409 respondent's sex .500 .03! .!%1 .1%! .33 .45" .409

a &eterminant ; .095

6M0 an$ 4artlett,s Test

*aiser)Me er)8l in Measure of #ampling de-uac . . 39

:artlett's 2est of#p ericit

pprox. i)#-uare !!4.439df !%#ig. .000

-a#e ;/ of /

ommunalities

? nitial $xtr actioncafe 1.000 .%3"

ll i f i


69/78

overall satisfaction 1.000 .590importance of speedof service 1.000 .4%5

importance of comfort 1.000 .511importance of range of coffee available 1.000 ."59

age group 1.000 .141

income group 1.000 .495respondent's sex 1.000 .5%5

$xtraction Met odD /rincipal omponent nal sis.

Total Variance ()plaine$

omponent

? ni ti al $i ge nv alu es $x tr ac tio n # ums of #- ua re d @ oa di ng s + ota ti on #u ms of #- ua re d @o ad in gs

2otal> of

Variance umulative > 2otal> of

Variance umulative > 2otal> of

Variance umulative >1 3.135 39.1%" 39.1%" 3.135 39.1%" 39.1%" 3.099 3%. 43 3%. 43! 1.1"" 14.5 % 53. "4 1.1"" 14.5 % 53. "4 1.!0! 15.0!1 53. "43 .9 9 1!.!34 "5.99%4 .%5% 10. !0 ". 1%5 ."13 .""" %4.3%5

" .5%0 .!50 91."35.49! ".144 9 . %

% .1 % !.!!! 100.000$xtraction Met odD /rincipal omponent nal sis.

-a#e ;6 of /


70/78

"543!1omonentNuber !10

omponent Matri)&a'

omponent

1 !cafe ).91!overall satisfaction . 3"importance of speedof service )."importance of comfort . 15importance of range of coffee available .%0%

age group income group . 00respondent's sex . 59

$xtraction Met odD /rincipal omponent nal sis.a ! components extracted.

-a#e 0 of /

otate$ omponent Matri)&a'

omponent1 !


71/78

1 !cafe ).913overall satisfaction . 59importance of speedof service )."93

importance of comfort . 04importance of range of

coffee available.%11

age group income group . 03respondent's sex . "5

$xtraction Met odD /rincipal omponent nal sis.+otation Met odD Varimax (it *aiser NormaliAation.

a +otation converged in 3 iterations.

omponent Transformation Matri)

omponent 1 !1 .991 .134! ).134 .991

$xtraction Met odD /rincipal omponent nal sis.+otation Met odD Varimax (it *aiser NormaliAation.

T"Test

0ne"Sample Statistics

N Mean#td.

&eviation#td. $rror

Meancafe 4" 1.5000 .50553 .0 454

0ne"Sample Test

2est Value ; 1

t df #ig. 6!)tailed7Mean

&ifference


&ifference

@o(er pper cafe ". 0% 45 .000 .50000 .3499 ."501

-a#e 1 of /

0ne"Sample Statistics


72/78

N Mean#td.

&eviation#td. $rror

Meancafe 4" 1.5000 .50553 .0 454

0ne"Sample Test

2est Value ; !

t df #ig. 6!)tailed7Mean

&ifference


&ifference

@o(er pper cafe )". 0% 45 .000 ).50000 )."501 ).3499

#roup Statistics


&eviation#td. $rror

Mean

cafe male 4" 1.5000 .50553 .0 454 female 54 1.5000 .504"9 .0"%"%


@evene's 2est for





&ifference

@o(er pper cafe $-ual variances

assumed . . .000 9% 1.000 .00000 .10134 ).!0111 .!0111

$-ual variances

not assumed .000 95.439 1.000 .00000 .10135 ).!01!0 .!01!0

T"Test

*aire$ Samples Statistics

-a#e 2 of /

Mean N#td.

&eviation#td. $rror

Mean/air 1 overall satisfaction 4.!000 50 1.! 5 .1%0 0

income group 3.1%00 50 .5"0!5 .0 9!3


73/78

*aire$ Samples orrelations

N orrelation #ig./air 1 overall satisfaction

J income group 50 .034 .%14

*aire$ Samples Test

/aired &ifferences

t df #ig. 6!)tailed7Mean#td.

&eviation#td. $rror

Mean


&ifference

@o(er pper /air 1 overall satisfaction

) income group 1.0!000 1.3 5! .194%1 ."!%51 1.41149 5.!3" 49 .000

*ivot Tables

age group1%)!4 !5)34 35)44 45)"0 8ver "0

ount ount ount ount ountincomegroup

l es s t a n 1% 0 00 1 5 1 ! !1% 001 ) !% 000 3 % 9 5 3!% 001 ) 3% 000 3 13 13 1 !

more t an 3% 000 ! ! 4 5

age group1%)!4 !5)34 35)44 45)"0 8ver "0

respondent's sex respondent's sex respondent's sex respondent's sex respondent's sex

male female male female male female male female male femaleount ount ount ount ount ount ount ount ount ount

incomegroup

l es s t a n 1% 0 00 1 ! 3 1 ! !1% 001 ) !% 000 ! 1 3 5 3 " 4 1 1 !!% 001 ) 3% 000 ! 1 5 % " % 9 1 1

more t an 3% 000 1 1 1 1 4 3 !

-a#e 7 of /

age group

1%)!4 !5)34 35)44 45)"0 8ver "0respondent's

sex


74/78

ount ount ount ount ountount ount ount ount ount ount ount ount ount ountincomegroup

lesst an

1% 000

1 1 ! 3 5 1 1 ! ! ! !

1% 001)

!% 000

! 1 3 3 5 % 3 " 9 4 1 5 1 ! 3

!% 001)

3% 000

! 1 3 5 % 13 " 13 % 9 1 1 1 !

moret an

3% 000

1 1 ! 1 1 ! 4 4 3 ! 5


75/78

3% 000

2able 2otal 1 5 1 ! 5 " ! 15 5 5 11 " 11 " 11 1 1 1 ! 3 100


76/78


unsatisfiedsome( atunsatisfied

neit er satisfied nor unsatisfied

some( atsatisfied satisfied

importanceof range ofcoffeeavailable

!.00 1 ! 5 13.00

! 3 4 4 !4.00 5 9 4 " 45.00 5 3 !".00 1 4 " !

.00 1 4 ! ! !


!.00 3.00 4.00 5.00 ".00 .00incomegroup

less t an 1% 000 5 3 31% 001 ) !% 000 % 11 5 ! !!% 001 ) 3% 000 11 14 11 5

more t an 3% 000 3 1 4 3 !


!.00 3.00 4.00 5.00 ".00 .00incomegroup

less t an 1% 000 4 5 !1% 001 ) !% 000 5 11 3 !!% 001 ) 3% 000 4 4 1! 11 10

more t an 3% 000 % 3 !


!.00 3.00 4.00 5.00 ".00 .00agegroup

1%)!4 ! ! 3 !!5)34 ! 11 4 ! !35)44 ! 3 5 9 4 445)"0 ! % % 48ver "0 1 3 1 1 1

-a#e ; of /


!.00 3.00 4.00 5.00 ".00 .00respondent'ssex

male " 4 14 1! " 4female 3 11 14 1!


77/78


!.00 3.00 4.00 5.00 ".00 .001.00 1 1% 13 11!.00 9 14 !1 "

income groupless t an

1% 0001% 001 )!% 000

!% 001 )3% 000

more t an3% 000

1.00 4 33 13!.00 11 !4 15

respondent's sex

male female1.00 !3 !!.00 !3 !


!.00 3.00 4.00 5.00 ".00 .001.00 9 9 13 % 11!.00 % !1 14


!.00 3.00

neit er important nor unimportant 5.00 ".00 ver important

1.00 10 13 13!.00 1! 1" 13 9

-a#e of /


unsatisfiedsome( atunsatisfied

neit er satisfied nor unsatisfied

some( atsatisfied satisfied


78/78

unsatisfied unsatisfied unsatisfied satisfied satisfied1.00 13 15 %!.00 % 14 13 11 4

income groupless t an

1% 0001% 001 )!% 000

!% 001 )3% 000

more t an3% 000

1.00 4 33 13!.00 11 !4 15

-a#e / of /

Documents

Quantitative Market Research Brief Using SPSS