Question

According to Marriott’s vice president of marketing and public relations, quality, price, service, amenities, comfort, and convenience are all independent variables that affect the preferences for a hotel chain. Assume that in a survey, each of the independent variables is measured on a 7-point scale with 1=poor and 7=excellent. Preference for hotel chain is also measured on a 7-point scale, with 1=not at all preferred and 7=greatly preferred. Each respondent rates Marriott and three competing hotel chains on all the independent variables as well as preference to stay there on a vacation.

1. What sampling plan should be adopted and how should the sample size be determined for the survey?

Survey analysis: what statistical technique would you use to answer the following questions? Please state the technique you recommend, justify your reasons and outline any important assumptions.

2. Is preference related to each of the independent variables considered individually? What is the nature of the relationship you expect?
3. Is preference related to all the independent variables considered simultaneously?
4. Do the respondents evaluate the hotel chains more favourable on quality than they do on price?
5. The sample is divided into two groups: regular patrons of Marriott and patrons of other hotels. Do these two groups differ in terms of their ratings of Marriott on quality?
6. Are the two groups in the question above different on terms of income measured as high, medium and low?
7. The sample is divided into three groups, heavy, medium and light users of hotels. Do the three groups differ in terms of preference for Marriott?

Answer 1