SPSS' QUESTlONS

The following exercises are intended to give you practice in the recode and corn - pute operations of SPSSa for Windows", Sb~dent Version.

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&low are the pared ratings of Red Lobster and Jake's Seafood Restaurant for 10 resnondents for each of three dierent restaurant atkibutes.

PRICES SERVICE MENU

RED RED RED RESPONDENT JPXFS LOBSTER JAKE'S LOBSTER JAKE'S LOBSTER

i :' The 7point ratings were obtained on a questionnaire that instvcted respondents

to rate each restaurant iromB98S$B prices, fast-to-slow s e ~ c e . and wide-to- A+-& -&

limited menu selection. Use SPSS" for Windows", Student Version, to create a I data file and to perform each oi the following:

1. Recode the service and menu selection variables so they have a logical nega- tive-tc-positive coding scheme.

2. Compute average overall ratings ior Red Lobster and ~ake's Seafood Restau- rant using the three restaurant attributes of price, service quality and menu selection.

3. Compute the difference behveen'the average overall ratings for each restau- rant for each respondent.

4. Create a single chartof these differences by respondent with zero difference as a reference line. What do you surmise about the hvo restaurants' images by inspecting this graph?