2034MKT
Assessment 2 Briefing Document
Assessment 2: Market research report - Quantitative
· 1,000-word limit (plus or minus 10% is ok), excluding title page, TOC, research questions (headings and sub-headings), SPSS output, and reference list (Part 1 only)
o Assessment 2 has two parts. Part 1 – Customer satisfaction (restaurant) survey questions, this section will have approx. 700 words
§ Introduction (100 words)
§ RQ1 (150 words)
§ RQ2 (150 words)
§ RQ3 (150 words)
§ Conclusion (150 words)
o Assessment 2 has two parts. Part 2 – Business scenarios, this section will have approx. 300 words
§ Business scenario 1 (100 words)
§ Business scenario 2 (100 words)
§ Business scenario3 (100 words)
· You need to download and use SPSS for Part 1. You do NOT need to use SPSS for Part 2 of the assessment.
· Due in Week 12 Tuesday 07/10/2025, @12:00 noon
· 60% of the course (total grade 60)
· Individual assessment - The analysis, interpretation, conclusions and final report must be entirely your own work
Part 1 – Customer Satisfaction Survey
Part 1 Overview
Part 1 of the assessment involves analysing a customer satisfaction survey dataset in SPSS to address three key research questions. These focus on gender differences, customer experience variables (such as group size and waiting time), and conditional factors (including dining occasion, usual meal type, and loyalty program membership) in relation to customer satisfaction. The aim is to generate meaningful insights to inform. the restaurant’s marketing strategies and customer relationship management.
Download SPSS and the Dataset
SPSS is available through Turbo.net at Griffith University. Please read the instructions document “Instructions on how to download SPSS” and download SPSS.
The SPSS dataset “restaurant_customer-satisfaction.sav” is also available on the course website. Once SPSS is installed, you can open this SPSS dataset and begin your analysis.
When you open the SPSS dataset, you will find there is a “data view” and a “variable view” in SPSS, we will explain how to use SPSS in workshops.
SPSS Dataset and Research Questions
There are twelve variables in the SPSS dataset. For your convenience, below is a table that shows you which variables you need to use to answer each research question.
List of variables in the SPSS dataset “restaurant_customer-satisfaction.sav”
|
Variable Name
|
Description
|
Coding
|
Research Question
|
|
Customer ID
|
Customer ID Code
|
|
|
|
Age
|
|
|
Introduction
|
|
Gender
|
Gender
|
1=Male, 2=Female
|
1 & Introduction
|
|
Income
|
|
|
Introduction
|
|
GroupSize
|
The number of people in the group when dining at the restaurant
|
|
2
|
|
Occasion
|
Dining occasion
|
1=Casual, 2=Business, 3=Celebration
|
3
|
|
MealType
|
Usual meal type
|
1=Dine-in, 2=Takeaway
|
3
|
|
LoyaltyProgramMember
|
Are you part of our membership program?
|
0=No, 1=Yes
|
3
|
|
WaitTime
|
Average waiting time in minutes
|
|
2
|
|
ServiceRating
|
Rate your satisfaction with the restaurant service
|
1=Very dissatisfied, 2=Dissatisfied, 3=Neutral, 4=Satisfied, 5=Very satisfied
|
1, 2
|
|
FoodRating
|
Rate your satisfaction with the food
|
1=Very dissatisfied, 2=Dissatisfied, 3=Neutral, 4=Satisfied, 5=Very satisfied
|
1, 2
|
|
AmbienceRating
|
Rate your satisfaction with the restaurant's ambience
|
1=Very dissatisfied, 2=Dissatisfied, 3=Neutral, 4=Satisfied, 5=Very satisfied
|
1, 2
|
|
OverallSatisfaction
|
Rate your overall restaurant experience satisfaction
|
1=Very dissatisfied, 2=Dissatisfied, 3=Neutral, 4=Satisfied, 5=Very satisfied
|
1, 2
|
|
HighSatisfaction
|
Overall, are you highly satisfied with this restaurant?
|
0=No, 1=Yes
|
3
|
Part 1 Description
Introduction
Your task:
Your introduction should set the stage for your research by clearly explaining what the topic is, why it matters, and what your report will explore. Be sure to include a brief description of the research method and the sample size, gender (i.e. number of males and females), and income distribution (i.e. average income).
Research question 1
Based on the restaurant_customer-satisfaction.sav SPSS dataset provided, investigate whether customer satisfaction differs between male and female respondents (“Gender”) across the following aspects: restaurant service (“ServiceRating”), ambience (“AmbianceRating”), food (“FoodRating”), and overall satisfaction (“OverallSatisfaction”). Use appropriate statistical tests and justify your conclusions.
Your task:
Explain the statistical tests conducted, including IV and DVs. Explain why this type of analysis was used. Cut and paste the SPSS output into the document. Then, in the next paragraph, interpret the SPSS output and address the research question.
Research question 2
Using the dataset provided, examine the relationships between customer group size (“GroupSize”), waiting time (WaitTime), and satisfaction levels (service – “ServiceRating”, ambience – “AmbianceRating”, food – “FoodRating”, and overall – “OverallSatisfaction”). Use appropriate statistical tests and justify your conclusions.
Your task:
Explain the statistical tests conducted. Explain why this type of analysis was used. Cut and paste the SPSS output into the document. Then, in the next paragraph, interpret the SPSS output and address the research question.
Research question 3
Using the dataset provided, examine how customer overall satisfaction with the restaurant (highly satisfied vs. not highly satisfied – “HighSatisfaction”) varies across the following conditions: dining occasion (“Occasion”), usual meal type (“MealType”), and loyalty program membership (“LoyaltyProgramMember”). Use appropriate statistical tests and justify your conclusions.
Your task
Explain the statistical tests conducted. Explain why this type of analysis was used. Cut and paste the SPSS output in the document. Then, in the next paragraph, interpret the SPSS output and address the research question.
Conclusion
Summarise the key (significant) findings, discuss the implications for customer relationship and marketing strategy, and provide actionable insights for restaurant managers. Include references that enhance arguments and support the development of implications (theoretical and/or practical).