Relationship between Marital Status and Hyatt - Assignment Example

SPSS MARKETING PROJECT Results & Findings Demographics The study aimed to have a 50:50 representation however; more male (approximately 70%) took part in this survey. The ratio of male to female respondents was thus 7:3. The figure below shows the representation of study participants by gender. In terms of age distribution, the majority of the respondents interviewed (41.2%) were aged between 35-55 years old, while 29.3% of those interviewed were aged above 55 years old while 28.3 were aged below 35 years old. Age_15 Frequency Percent Valid Percent Cumulative Percent Valid Under 35 227 28.3 28.9 28.9 35-55 324 40.4 41.2 70.1 Over 55 235 29.3 29.9 100.0 Total 786 98.1 100.0 Missing System 15 1.9 Total 801 100.0 In terms of age and gender, majority of male respondents (45.9%) were aged between 35-55 years while for the female respondents majority (38.5%) were aged over 55 years old. Respondents aged less than 35 years old for both male and female was 28% and 31% respectively. Age_15 * Gender_13 Crosstabulation % within Gender_13 Gender_13 Total Male Female Age_15 Under 35 28.0% 31.0% 28.9% 35-55 45.9% 30.5% 41.2% Over 55 26.1% 38.5% 29.9% Total 100.0% 100.0% 100.0% 55.6% of the respondents reported to be married/common law, 32.3% were single and another 12.1% were either separated, widowed or divorced. The female respondents topped the list with the highest percent (39.3%) of separated/widowed/divorced while the male respondents led in the percentage of the married/common law couples. Only 0.2% of the male respondents reported to have been divorced. At the same time, the percent of male and female single respondents was reported to be 34% and 28.5% respectively. Marital_14 * Gender_13 Crosstabulation % within Gender_13 Gender_13 Total Male Female Marital_14 Single 34.0% 28.5% 32.3% Married/Common Law 65.8% 32.2% 55.6% Separated/Widow/Divorced .2% 39.3% 12.1% Total 100.0% 100.0% 100.0% The respondents’ income ranged from below $15,000 to over $65,000 with majority of the respondents (32.6%) being in the income bracket of $55,000-$64,999. Only 5.7% of the respondents interviewed reported to earn below $15,000. In summary, 62.8% of the respondents interviewed said to earn an annual income of $45,000 and above. Income_16 Frequency Percent Valid Percent Cumulative Percent Valid Under $15,000 10 1.2 5.7 5.7 $15,000-$24,999 13 1.6 7.4 13.1 $25,000-$34,999 12 1.5 6.9 20.0 $35,000-$44,999 30 3.7 17.1 37.1 $45,000-$54,999 23 2.9 13.1 50.3 $55,000-$64,999 57 7.1 32.6 82.9 $65,000 and Over 30 3.7 17.1 100.0 Total 175 21.8 100.0 Missing System 626 78.2 Total 801 100.0 Checking statistically significant associations i) Association with regard to marital status a) Relationship between Marital Status and Mariott The P-value for the Chi-Square test is 0.0000.05 (significance level), leading us to fail rejecting the null hypothesis. The results for this analysis therefore show that there is no association between taking Delta and the marital status of the respondent. c) Relationship between Marital Status and Hyatt The P-value for the Chi-Square test is 0.0000.05 (significance level), leading us to fail rejecting the null hypothesis. The results for this analysis therefore show that there is no association between taking Motel6 and the marital status of the respondent. ii) Association with regard to gender a) Relationship between gender and Mariott The P-value for the Chi-Square test is 0.0000.05 (significance level), leading us to fail rejecting the null hypothesis. The results for this analysis therefore show that there is no association between taking Delta and the gender of the respondent. c) Relationship between Gender and Hyatt The P-value for the Chi-Square test is 0.0260.05 (significance level), leading us to fail rejecting the null hypothesis. The results for this analysis therefore show that there is no association between taking Motel6 and the gender of the respondent. iii) Association with regard to Age a) Relationship between Age and Mariott The P-value for the Chi-Square test is 0.0490.05 (significance level) for the Chi-Square test, we fail to reject the null hypothesis and conclude that there is no association between taking Delta and the income of the respondent. c) Relationship between Income and Hyatt The P-value for the Chi-Square test is 0115>0.05 (significance level), we thus fail to reject the null hypothesis. The results for this analysis therefore show that there is no association between taking Hyatt and the income of the respondent. d) Relationship between Age and Motel6 The P-value for the Chi-Square test is 0.061>0.05 (significance level), leading us to fail rejecting the null hypothesis. The results for this analysis therefore show that there is no association between taking Motel6 and the income of the respondent. Taking breakfast meal in a restaurant In this section we look at the percent of respondents who have purchased a breakfast meal in a restaurant in the last month. 55.5% of the respondents reported to have taken breakfast meal in a restaurant in the last month while 45.5% had not. Association between taking breakfast in a restaurant and the demographics i) Considering gender as the demographic a) Association between gender and price consideration in taking breakfast The results of the analysis shows that p-value=0.0040.05 (significance level), we thus fail to reject the null hypothesis and conclude that there is no significant association between gender and overall nutritional quality consideration. This means that just like in the case of organic product gender is not a priority when it comes to consideration of overall nutritional quality in taking the breakfast. ii) Considering gender as the demographic a) Association between age and price consideration in taking breakfast The results of the analysis shows that p-value=0.000 Read More