Quantitative Market Research Brief Using SPSS

Quantitative Market Research
Introduction
The 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 brand. We are not given the questionnaire that produced the results that
are analyzed in this brief. Also amongst unknown is whether customers of Barista brand
occasionally visit Rio and vice versa. Also the availability of either brand is not given, if the
two brands are equally available and from easy vantage point. Thus it is difficult to assess if
the absence of such information would lead to biased results. Analysis of the given variables
does show preference of one brand over the other considering various factors of the survey.
Discussion
We start off by listing the various variables and their consequent inherent exploratory data
analysis.
overall
cafe
satisfaction
N Valid
100
100
Missing
0
0
Mean
1.5000
3.9900
Std. Error
.05025
.12512
of Mean
Std.
.50252
1.25122
Deviation
Variance
.253
1.566
Skewness
.000
-.076
Std. Error
of
.241
.241
Skewness
Kurtosis
-2.041
-.999
Std. Error
.478
.478
of Kurtosis
Range
1.00
4.00
Minimum
1.00
2.00
Maximum
2.00
6.00
importance
of speed
importance
of service
of comfort
100
100
0
0
4.7200
4.2300
importance
of range of
coffee
available
100
0
4.5000
.13339
.14485
.14249
1.33394
1.44848
1.779
-.225
2.098
.483
2.030
.086
.241
.241
-.468
age
income
group
group
100
100
0
0
2.9700 2.6300
respondent's
sex
100
0
1.5400
.11051
.08487
.05009
1.42489 1.10513
.84871
.50091
1.221
-.031
.720
-.317
.251
-.163
.241
.241
.241
.241
-.656
-.682
-.849
-.430
-2.014
.478
.478
.478
.478
.478
.478
5.00
2.00
7.00
5.00
2.00
7.00
5.00
2.00
7.00
4.00
1.00
5.00
3.00
1.00
4.00
1.00
1.00
2.00
We see that only caf variable with equal splits between choices of brand has perfect normal
distribution while other variables have varying degree of negative and positive skewness and
kurtosis. This factor might affect the analysis which is based on assuming normal distribution
of the sample. Also high degree of standard deviation in the variables sat, speed, comfort and
Range which correspond to Overall Satisfaction, Importance of speed of service,
Importance of comfort of the caf, and Importance of range of coffees available
respectively show differential emphasis of consumers according to the choice of the stimulus.
Page 1 of 78
It is to be noted that judging the impact of different brands through limited response
questions might provide results that may be wide off the mark. Also customers have not
chosen extreme values in responses where they were required to provide their preferences.
Another thing which is not evident is the method of survey distribution 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 biases.
If we were to take quota sample of 25 percent of the respondents by random sampling of the
existing population we see shift in various measures the means have changed and so has
Kurtosis. The standard error of skewness has gone up to 0.414 from 0.214 and standard error
of Kurtosis has increased from 0.478 to 0.809, similarly in detailed statistics the shift is
towards explaining more information through limited number of cases.
N=25 %
overall
satisfactio
n
importanc
e of
speed of
service
importance
of comfort
importance
of range of
coffee
available
32
0
1.3750
32
0
4.0625
32
0
4.3125
32
0
4.2188
32
0
4.6563
.49187
1.34254
1.37811
1.53947
1.51571
.242
.542
1.802
-.291
1.899
.024
2.370
.570
.414
.414
.414
-1.824
-1.147
.809
1.00
1.00
2.00
cafe
N
Valid
Missing
Mean
Std.
Deviation
Variance
Skewness
Std. Error
of
Skewness
Kurtosis
Std. Error
of Kurtosis
Range
Minimum
Maximum
age
group
income
group
responden
t's sex
32
0
2.6875
32
0
1.5625
.73780
.50402
2.297
.096
32
0
3.0938
1.0273
5
1.055
-.578
.544
-.446
.254
-.265
.414
.414
.414
.414
.414
-.438
-.881
-.988
-.287
.294
-2.063
.809
.809
.809
.809
.809
.809
.809
4.00
2.00
6.00
5.00
2.00
7.00
5.00
2.00
7.00
5.00
2.00
7.00
4.00
1.00
5.00
3.00
1.00
4.00
1.00
1.00
2.00
As we increase the percentage of selected cases i.e. say from 25 per cent to 33% the various
measures start approaching the complete 100 percent cases results.
N=33%
overall
satisfaction
importance
of speed of
service
importance
of comfort
importance
of range of
coffee
available
34
0
1.6176
34
0
3.7941
34
0
5.0882
34
0
4.0588
.08460
.21017
.19968
.23485
.49327
1.22547
1.16431
1.36939
.243
-.507
1.502
-.107
1.356
-.548
1.875
.866
cafe
N Valid
Missing
Mean
Std. Error
of Mean
Std.
Deviation
Variance
Skewness
Page 2 of 78
income
group
respondent's
sex
34
0
4.1176
34
34
0
0
2.9706 2.5000
34
0
1.5588
.24533
.18637 .15368
.08643
1.43051 1.08670 .89612
.50399
2.046
.177
age
group
1.181
.061
.803
-.134
.254
-.248
Std. Error
of
Skewness
Kurtosis
Std. Error
of Kurtosis
Range
Minimum
Maximum
.403
.403
.403
.403
.403
.403
.403
.403
-1.856
-1.016
.354
.516
-.318
-1.023
-.637
-2.064
.788
.788
.788
.788
.788
.788
.788
.788
1.00
1.00
2.00
4.00
2.00
6.00
5.00
2.00
7.00
5.00
2.00
7.00
5.00
2.00
7.00
4.00
1.00
5.00
3.00
1.00
4.00
1.00
1.00
2.00
Looking at following frequency table of overall satisfaction, we see ambivalence of response

with 73 percent of responses hovering around semi satisfied status.
overall satisfaction
Valid
unsatisfied
somewhat unsatisfied
neither satisfied nor
unsatisfied
somewhat satisfied
satisfied
Total
Frequency
15
21
Percent
15.0
21.0
Valid Percent
15.0
21.0
Cumulative
Percent
15.0
36.0
26
26.0
26.0
62.0
26
12
100
26.0
12.0
100.0
26.0
12.0
100.0
88.0
100.0
Similar observation can be made for two other variables importance of comfort and
importance of range of coffee availability.
importance of comfort
Valid
2.00
3.00
4.00
5.00
6.00
7.00
Total
Frequency
8
30
23
20
8
11
100
Percent
8.0
30.0
23.0
20.0
8.0
11.0
100.0
Valid Percent
8.0
30.0
23.0
20.0
8.0
11.0
100.0
Cumulative
Percent
8.0
38.0
61.0
81.0
89.0
100.0
importance of range of coffee available
Valid
2.00
3.00
4.00
5.00
6.00
7.00
Total
Frequency
9
15
28
24
13
11
100
Percent
9.0
15.0
28.0
24.0
13.0
11.0
100.0
Valid Percent
9.0
15.0
28.0
24.0
13.0
11.0
100.0
Cumulative
Percent
9.0
24.0
52.0
76.0
89.0
100.0
We have to look beyond frequency statistics into the interrelationships of different variables
to gauge the impact of various variables. Looking at upscale Barista customers there is a
heavy concentration in the 35-60 age brackets with most customers falling in the 45-60 age
Page 3 of 78
brackets with income in the GBP 28,000 to GBP 38,000 while for caf Rio the concentration
is on younger crowd with income upto GBP 28,000. Interestingly females are not overtly
interested in coffee contrast to their male counterparts for either of the two upscale or mass
market brands as seen here
2.00
respondent's
sex
male
female
6
3

3.00
4.00
5.00
6.00
4
14
12
6
11
14
12
7
7.00
4
7
The two brands cater to different segments of the market both in terms of age as well as in
terms of income brackets of the customers. The higher income earners choice was distinctly
elite Barista brand, however interestingly the concentration of this premium brand coffee was
tilted towards GBP 28,000 to GBP 38,000 and not the highest income bracket as 66 percent
of premium coffee drinkers were in GBP 28,000 to GBP 38,000 income range and only 26
percent of premium coffee drinkers were in higher than GBP 38,000 income range.
less than
18,000
1.00
2.00
11
income group
18,001 28,001 28,000
38,000
4
33
24
15
more than
38,000
13
If we were to analyze at the cross tabulation of variables overall satisfaction vs. range of
coffee available using the null hypothesis that the results are completely random we get the
expected count column showing results had population or variables concerned were
completely randomly distributed (Random Sampling with SPSS).
2.00 3.00 4.00 5.00 6.00
7.00
overall
unsatisfied Count
satisfaction
Expected Count
somewhat Count
unsatisfied
Expected Count
neither
Count
satisfied
nor
unsatisfied
Expected Count
somewhat Count
satisfied
Expected Count
satisfied
Count
Expected Count
Total
Count
Total
15
1.4
2.3
4.2
3.6
2.0
1.7
15.0
21
1.9
3.2
5.9
5.0
2.7
2.3
21.0
26
2.3
3.9
7.3
6.2
3.4
2.9
26.0
26
2.3
0
1.1
9
3.9
2
1.8
15
7.3
4
3.4
28
6.2
2
2.9
24
3.4
2
1.6
13
2.9
2
1.3
11
26.0
12
12.0
100
Page 4 of 78
Expected Count
9.0
15.0 28.0
24.0
13.0
11.0
100.0
Symmetric Measures
Nominal by
Nominal
Ordinal by Ordinal
N of Valid Cases
Phi
Cramer's V
Kendall's tau-b
Value
.428
.214
.091
100
Asymp.
Std.
Error(a)
.074
Approx.
T(b)
1.233
Approx. Sig.
.567
.567
.217
a Not assuming the null hypothesis.

b Using the asymptotic standard error assuming the null hypothesis.
The above table shows assumption of standard error and discounting of null hypothesis
changes the situation.
Page 5 of 78
Page 6 of 78
Barrista =1.00
age group
18-24
respondent's
sex
less than
18,000
18,001 28,000
28,001 38,000
more than
38,000
Group Total
male
female
Count
Count
Group
Total
Count
25-34
respondent's
sex
male
female
Count
Count
Group
Total
Count
35-44
respondent's
sex
male
female
Count
Count
Group
Total
45-60
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
11
15
11
16
11
11
22
Over 60
respondent's
sex
male
female
Count
Count
Group
Total
Count
income
group
Over 60
respondent's
sex
Group
Total
Caf Rio = 2.00

age group
18-24
respondent's
sex
income
group
less than
18,000
18,001 28,000
28,001 38,000
more than
38,000
Group Total
male
female
Count
Count
Group
Total
25-34
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
35-44
respondent's
sex
male
female
Count
Count
15
21
Page 7 of 78
Group
Total
45-60
respondent's
sex
Group
Total
male
female
Count
Count
Count
11
Count
male
female
Count
Count
Count
Another descriptive section of statistics shows how using 95 percent confidence interval and
using one tailed tests the mean values of our ordinal variables increase substantially. As
mentioned earlier as well the differences between male and female choice is insignificant.
Thus the respective marketing manager can concentrate on highlighting the convenience and
attractive factors of coffee rather than focusing on gender differences.
Descriptives
Mean
Std.
Deviation
male
female
Total
male
46 1.5000
54 1.5000
100 1.5000
.50553
.50469
.50252
.07454
.06868
.05025
95% Confidence
Interval for Mean Minimum
Lower
Upper
Bound
Bound
1.3499
1.6501
1.00
1.3622
1.6378
1.00
1.4003
1.5997
1.00
46 3.7391
1.25494
.18503
3.3665
4.1118
2.00
6.00
female
Total
male
54 4.2037
100 3.9900
1.21903
1.25122
.16589
.12512
3.8710
3.7417
4.5364
4.2383
2.00
2.00
6.00
6.00
46 4.8043
1.34362
.19811
4.4053
5.2034
2.00
7.00
54 4.6481
1.33399
.18153
4.2840
5.0123
2.00
7.00
100 4.7200
1.33394
.13339
4.4553
4.9847
2.00
7.00
46 4.0870
1.31362
.19368
3.6969
4.4771
2.00
7.00
54 4.3519
100 4.2300
1.55597
1.44848
.21174
.14485
3.9272
3.9426
4.7765
4.5174
2.00
2.00
7.00
7.00
46 4.4348
1.42442
.21002
4.0118
4.8578
2.00
7.00
1.43628
1.42489
1.15386
1.07266
1.10513
.82941
.87216
.84871
.19545
.14249
.17013
.14597
.11051
.12229
.11869
.08487
4.1635
4.2173
2.6139
2.6887
2.7507
2.3624
2.4101
2.4616
4.9476
4.7827
3.2992
3.2743
3.1893
2.8550
2.8862
2.7984
2.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
7.00
7.00
5.00
5.00
5.00
4.00
4.00
4.00
cafe
overall
satisfaction
importance of
speed of
service
female
Total
importance of
comfort
importance of
range of coffee
available
age group
income group
male
female
Total
male
female
Total
male
female
Total
male
female
Total
54
100
46
54
100
46
54
100
4.5556
4.5000
2.9565
2.9815
2.9700
2.6087
2.6481
2.6300
Std.
Error
Test of Homogeneity of Variances

Levene
Statistic
cafe
importance of speed
of service
importance of range of
coffee available
df1
df2
Sig.
.
.004
1
1
.
98
.
.953
.187
98
.667
2.272
98
.135
.126
98
.723
Page 8 of 78
Maximum
2.00
2.00
2.00
age group
income group
1.028
.125
1
1
98
98
.313
.724
ANOVA provides comparison of means from more than two groups, the resultant F-ratio tells
the ratio of the variation between groups to the variation within groups. The hypothesis is to
determine if the differences represents real world differences in the larger population.
Multivariate tests as shown in the appendix also show that if we assume that sex income and
age are fixed variables and the ordinal variables (which signify various degrees of liking and
sensitivity to coffee brands) are dependent variables we have high degree of significance
when sex and income are taken together (Hypothesis Testing with SPSS)
Hinton et. al (2004) acknowledge SPSS efficacy in questionnaire analysis. Cross tabs help in
identifying relationships between different variables of survey questionnaire while chi square
analysis help in eliciting patterns in the data. Although results of the questionnaire may be
analyzed using different techniques such as t tests and ANOVA, the base premise for all of
the tests is that the questionnaire is reliable. This means that the questionnaire will be viable
and valid across different populations thus if same respondent e.g. were to fill out the same
survey the results would be similar. One such metric for questionnaire reliability is
Cronbachs Alpha which according to Hinton et. al (2004) is the most popular method of
testing reliability. Another method of testing reliability would have been split half reliability
which unfortunately would not be applicable here as it required to split the questionnaire into
two and test results of first half against the second. Cronbachs Alpha calculates inter term
correlation on the various questions/responses on the questionnaire. Higher correlation would
indicate similarity and ratify the assertion that same thing was being measured while lower
correlation would indicate error and flag out that same thing was not being measured.
Cronbachs Alpha test value of 0 would indicate completely unreliable test to 1 for complete
reliability while 0.7 or higher score would indicate good measure of reliability. Cronbachs
Alpha test is assuming that observed values or scores are true values plus margin for error
and for effective test results the errors must be random. After running the test and inspecting
the Corrected Item Total Correlation column showing quite a lot of negative values. This
indicates questions that might be lacking on reliability. We have run the test on variables
since we did not have the actual questionnaire, so one reason for negative values might be
because of this factor. Actual questionnaire with random sampling would be required to retest
the metrics or confirm or deny the initial diagnosis (Hinton et. al 2004).
Page 9 of 78
Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's
Standardized
Alpha(a)
Items(a)
N of Items
-.005
-.342
8
a The value is negative due to a negative average covariance among items. This violates reliability model
assumptions. You may want to check item codings.
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Scale Mean if
Item Deleted
24.5800
22.0900
Item-Total Statistics
Scale
Corrected
Variance if
Item-Total
Item Deleted
Correlation
11.963
-.674
6.951
.205
Squared
Multiple
Correlation
.743
.078
Cronbach's
Alpha if Item
Deleted
.224
-.235(a)
21.3600
12.172
-.438
.306
.387
21.8500
6.068
.239
.355
-.337(a)
21.5800
6.549
.177
.548
-.239(a)
23.1100
7.917
.118
.182
-.115(a)
23.4500
8.290
.176
.478
-.128(a)
24.5400
9.241
.125
.055
-.054(a)
a The value is negative due to a negative average covariance among items. This violates reliability model
assumptions. You may want to check item codings.
Scale Statistics
Mean
26.0800
Variance
9.872
Std.
Deviation
3.14203
N of Items
8
T-test is helpful for comparing two samples. In our case we assume that male and female
respondents represent two separate samples and on that basis run our t-tests examining the
different parameters of brand attractiveness (t-tests). Data is assumed to be normally
distributed with equal variances. Standard Deviation shows that overall satisfaction for males
has a wider spread. Also looking at Levenes test if two variances differ significantly then
we would use lower values else upper values. In this case variances are
not different significantly hence we use upper values.
Group Statistics
cafe
respondent's sex
male
female
N
46
54
Mean
1.5000
1.5000
Std.
Deviation
.50553
.50469
Independent Samples Test
Page 10 of 78
Std. Error
Mean
.07454
.06868
Levene's
Test for
Equality of
Variances
F
Sig.
t-test for Equality of Means

Sig.
(2Mean
Std. Error
tailed) Difference Difference
df
95% Confidence
Interval of the
Difference
Lower
cafe Equal
variances
assumed
Equal
variances
not
assumed
. .000
Upper
98
1.000
.00000
.10134
-.20111
.20111
.000 95.439
1.000
.00000
.10135
-.20120
.20120
In the second case we see a different picture here we see F= 0.004, p>
0.032 (half of the p value as this test is for two tailed hypothesis) hence
value of this p means that we have met our assumption of equal variances
(Hinton et. al 2004).
Group Statistics
respondent's sex
male
female
N
46
54
Mean
3.7391
4.2037
Std.
Deviation
1.25494
1.21903
Std. Error
Mean
.18503
.16589

Levene's
Test for
Equality of
Variances
overall
satisfaction
Equal
variances
assumed
Equal
variances
not
assumed
.004
Sig.
.953

Sig.
(2Mean
Std. Error
tailed) Difference Difference
df
1.874
95% Confidence
Interval of the
Difference
Lower
Upper
98
.064
-.46457
.24792
-.9565
7
.02742
94.549
1.869
.065
-.46457
.24851
-.9579
5
.02880
Similarly while taking correlations to determine relationship between variables we get
Page 11 of 78
significant relationship between the highlighted variables. One result shows that as
importance of range of coffee increases than importance of speed of service is less important
while importance of comfort increases if more coffee range is available.
Correlations(a)
importance of speed
of service
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
importance of
overall
speed of
importance of
satisfaction
service
comfort
1
-.002
.113
.987
.264
Sig. (2-tailed)
-.002
.987
Pearson Correlation
Sig. (2-tailed)
importance of range of Pearson Correlation
coffee available
Sig. (2-tailed)
importance of
range of
coffee
available
.110
.274
-.379(**)
-.478(**)
.000
.000
.113
.264
-.379(**)
.000
.477(**)
.000
.110
-.478(**)
.477(**)
.274
.000
.000
** Correlation is significant at the 0.01 level (2-tailed).

a Listwise N=100
Also factor analysis to determine if there are significant factors which may determine the
variability in data we get two factors as explained below. Exploratory factor analysis finds at
least two separate factors which together explain more than half of the variance. Factor one
corresponds to importance of increased comfort, importance of range of coffee availability
and increased income while reducing emphasis on importance of speed and caf choice (Caf
Barista). Hence choice of barista would give the above three while customers would not be
concerned overtly with speed of service while second factor denotes that higher satisfaction is
derived by females than males.
Communalities
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Initial
1.000
1.000
Extraction
.836
.590
1.000
.485
1.000
.511
1.000
.659
1.000
.141
1.000
.495
1.000
.585
Extraction Method: Principal Component Analysis.
Page 12 of 78
Total Variance Explained
Componen
t
1
2
3
4
5
6
7
8
Initial Eigenvalues
% of
Cumulative
Total Variance
%
Extraction Sums of Squared

Loadings
% of
Cumulative
Total Variance
%
Rotation Sums of Squared

Loadings
% of
Cumulative
Total Variance
%
3.135
39.186
39.186
3.135
39.186
39.186
3.099
38.743
38.743
1.166
14.578
53.764
1.166
14.578
53.764
1.202
15.021
53.764
.979
12.234
65.998
.858
10.720
76.718
.613
7.666
84.385
.580
7.250
91.635
.492
6.144
97.778
.178
2.222
100.000
Component Matrix(a)
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Component
1
2
-.912
.736
-.677
.715
.808
.700
.759
a 2 components extracted.
Conclusion
There is definite difference between the two brands, however as we have noted the data
available for analysis might not be normally distributed as asserted so the analysis may be
biased. Further the absence of questionnaire limits how much necessary data was recorded.
The limited scope of questionnaire also affects the quality of analysis as many of the
variables regarding choice between the brands remain missing. We do not have availability of
location of the two coffee shops, the distribution of income vs. the respective professions as
certain professions might be more prone to coffee drinking. Also having equal representation
of the gourmet vs. standard coffee drinkers might show a bias in sampling as typically one or
the other brand of coffee drinkers would predominate in normally distributed world.
Page 13 of 78
List of References
1.
(n.d.)
T-Tests
[online]
available
from
<
http://academic.reed.edu/psychology/RDDAwebsite/spssguide/ttests.html> [03 April

2009]
2.
(n.d.)
Hypothesis
Testing
with
SPSS
[online]
available
from
<http://people.richland.edu/james/lecture/spss/testing/> [03 April 2009]

3. (n.d.) Random Sampling with SPSS [online] available from
<http://commfaculty.fullerton.edu/jreinard/bookweb/random.htm> [03 April 2009]
4. Hinton, P. R. Brownlow, C. McMurray, I. Cozens, B. (2004) SPSS Explained
Routledge Inc: New York
Page 14 of 78
Bibliography
1. George A. M. Nancy L. L. Gene W. G. Karen C. B. (2004) SPSS For Introductory
Statistics Lawrence Erlbaum Associates: NJ
2. Coakes J.S. (2005) SPSS Analysis Without Anguish John Wiley & Sons: Australia
3. (2008) Interpreting Statistical p-values [online] available from
http://www.stattutorials.com/p-value-interpreting.html [03 April 2009]
Page 15 of 78
Appendix
Page 16 of 78
Crosstabs
Case Processing Summary
Valid
N
overall satisfaction *
Percent
100
Cases
Missing
N
Percent
100.0%
Total
N
.0%
Percent
100
100.0%
overall satisfaction * importance of comfort Crosstabulation
2.00
overall
satisfaction
unsatisfied
unsatisfied
somewhat satisfied
satisfied
Total
4.00
5.00
3.00
Count
15
Expected Count
Count
Expected Count
Count
1.2
2
1.7
4.5
7
6.3
3.5
6
4.8
3.0
4
4.2
1.2
1
1.7
1.7
1
2.3
15.0
21
21.0
26
Expected Count
Count
Expected Count
Count
Expected Count
Count
2.1
2
2.1
0
1.0
8
7.8
8
7.8
2
3.6
30
6.0
8
6.0
3
2.8
23
5.2
2
5.2
5
2.4
20
2.1
2
2.1
1
1.0
8
2.9
4
2.9
1
1.3
11
26.0
26
26.0
12
12.0
100
8.0
30.0
23.0
Symmetric Measures
Phi
Cramer's V
Kendall's tau-b
7.00
Expected Count
Nominal by
Nominal
Ordinal by Ordinal
N of Valid Cases
Total
6.00
Value
.441
.221
.095
100
Asymp.
Std.
Error(a)
Approx.
T(b)
.076
1.257

Crosstabs
Page 17 of 78
Approx. Sig.
.491
.491
.209
20.0
8.0
11.0
100.0
Valid
N
* importance of
speed of service
Percent
100
Cases
Missing
N
Percent
100.0%
Total
N
Percent
.0%
100
100.0%
overall satisfaction * importance of speed of service Crosstabulation
2.00
overall
satisfaction
unsatisfied
3.00
Count
unsatisfied
somewhat satisfied
satisfied
Total
importance of speed of service

neither
important nor
unimportant
5.00
6.00
2
15
Expected Count
Count
Expected Count
Count
1.1
2
1.5
1.5
2
2.1
3.8
5
5.3
4.4
6
6.1
3.0
4
4.2
1.4
2
1.9
15.0
21
21.0
26
Expected Count
Count
Expected Count
Count
Expected Count
Count
1.8
1
1.8
2
.8
7
7.0
2.6
2
2.6
0
1.2
10
10.0
6.5
8
6.5
1
3.0
25
25.0
7.5
10
7.5
4
3.5
29
29.0
5.2
2
5.2
5
2.4
20
20.0
2.3
3
2.3
0
1.1
9
9.0
26.0
26
26.0
12
12.0
100
100.0
Symmetric Measures
Value
.392
.196
.012
100
Phi
Cramer's V
Kendall's tau-b
Asymp.
Std.
Error(a)
Approx.
T(b)
.084
Approx. Sig.
.755
.755
.885
.145

Valid
N
very important
Expected Count
Nominal by
Nominal
Ordinal by Ordinal
N of Valid Cases
Total
Percent
Cases
Missing
N
Percent
Total
N
Page 18 of 78
Percent
overall satisfaction *
importance of range
of coffee available
100
100.0%
.0%
100
100.0%
overall satisfaction * importance of range of coffee available Crosstabulation

3.00
4.00
5.00
6.00
2.00
overall
satisfaction
unsatisfied
Count
unsatisfied
somewhat satisfied
satisfied
Total
Expected Count
15
Expected Count
Count
Expected Count
Count
1.4
2
1.9
2.3
3
3.2
4.2
9
5.9
3.6
3
5.0
2.0
0
2.7
1.7
4
2.3
15.0
21
21.0
26
Expected Count
Count
Expected Count
Count
Expected Count
Count
9.0
15.0
2.3
1
2.3
0
1.1
9
28.0
3.9
4
3.9
2
1.8
15
24.0
7.3
6
7.3
4
3.4
28
13.0
6.2
7
6.2
2
2.9
24
11.0
2.9
2
2.9
2
1.3
11
26.0
26
26.0
12
12.0
100
Symmetric Measures
Nominal by
Nominal
Ordinal by Ordinal
N of Valid Cases
Value
.428
.214
.091
100
Phi
Cramer's V
Kendall's tau-b
Asymp.
Std.
Error(a)
Approx.
T(b)
.074
1.233
Approx. Sig.
.567
.567
.217

Crosstabs
Valid
N
cafe * respondent's sex
importance of comfort *
respondent's sex
Total
7.00
100
Percent
100.0%
100
100.0%
Cases
Missing
N
Percent
0
.0%
0
.0%
cafe * respondent's sex
Page 19 of 78
Total
N
100
Percent
100.0%
100
100.0%
3.4
6
3.4
2
1.6
13
100.0
Crosstab
cafe
Total
respondent's sex
Total
male
female
1.00
Count
23
27
50
Expected Count
23.0
27.0
50.0
2.00
Count
23
27
50
Expected Count
23.0
27.0
50.0
Count
46
54
100
Expected Count
46.0
54.0
100.0
Chi-Square Tests
Pearson Chi-Square
Continuity
Correction(a)
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
1.000
.000
1.000
.000
1.000
Value
.000(b)
df
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
1.000
.000
.579
1.000
100
a Computed only for a 2x2 table
b 0 cells (.0%) have expected count less than 5. The minimum expected count is 23.00.
Symmetric Measures
Value
Nominal by
Nominal
Phi
Cramer's V
N of Valid Cases
Approx. Sig.
.000
1.000
.000
100
1.000

importance of comfort * respondent's sex

Crosstab
respondent's sex
male
female
importance
of comfort
2.00
3.00
4.00
Count
Expected Count
Count
Expected Count
Count
Expected Count
Total
3.7
16
13.8
10
10.6
4.3
14
16.2
13
12.4
8.0
30
30.0
23
23.0
Page 20 of 78
5.00
Count
Expected Count
6.00
Count
Expected Count
7.00
Count
Expected Count
Count
Expected Count
46.0
Total
11
9.2
3
3.7
3
5.1
46
54.0
9
10.8
5
4.3
8
5.9
54
100.0
20
20.0
8
8.0
11
11.0
100
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
3.379(a)
3.454
5
5
Asymp. Sig.
(2-sided)
.642
.630
.362
df
.831
100
a 4 cells (33.3%) have expected count less than 5. The minimum expected count is 3.68.
Symmetric Measures
Approx.
Sig.
Value
Nominal by
Nominal
Phi
Cramer's V
N of Valid Cases
.184
.642
.184
100
.642

Valid
N
cafe * income group
100
Percent
100.0%
Cases
Missing
N
Percent
0
.0%
Total
N
100
Percent
100.0%
cafe * income group Crosstabulation
cafe
1.00
2.00
Count
Expected Count
Count
less than
18,000
0
5.5
11
income group
18,001 28,001 28,000
38,000
4
33
14.0
24.0
24
15
Total
more than
38,000
13
6.5
0
Page 21 of 78
50
50.0
50
Total
Expected Count
Count
Expected Count
11.0
5.5
11
14.0
28
28.0
24.0
48
48.0
6.5
13
100.0
13.0
50.0
100
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
45.036(a)
56.039
3
3
Asymp. Sig.
(2-sided)
.000
.000
.000
df
41.996
100
a 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.50.
Symmetric Measures
Approx.
Sig.
Value
Nominal by
Nominal
Phi
Cramer's V
N of Valid Cases
.671
.000
.671
100
.000


Cases
Missing
N
Percent
Valid
N
age group *
Percent
100
100.0%
Total
N
.0%
Percent
100
100.0%
age group * importance of comfort Crosstabulation
2.00
age
group
18-24
25-34
35-44
45-60
Count
Expected Count
Count
Expected Count
Count
Expected Count
Count
Expected Count
4.00
5.00
3.00
Total
6.00
7.00
.7
3
2.2
2
2.2
0
2.3
2.7
10
8.4
8
8.1
9
8.7
2.1
8
6.4
6
6.2
5
6.7
1.8
4
5.6
6
5.4
7
5.8
.7
0
2.2
3
2.2
4
2.3
1.0
3
3.1
2
3.0
4
3.2
9.0
28
28.0
27
27.0
29
29.0
Page 22 of 78
Over 60
Total
Count
Expected Count
Count
Expected Count
8.0
2
.6
8
30.0
1
2.1
30
23.0
0
1.6
23
20.0
2
1.4
20
8.0
0
.6
8
11.0
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
21.004(a)
26.185
20
20
Asymp. Sig.
(2-sided)
.397
.160
.062
df
3.475
100
a 21 cells (70.0%) have expected count less than 5. The minimum expected count is .56.
Symmetric Measures
Approx.
Sig.
Value
Nominal by
Nominal
Phi
Cramer's V
N of Valid Cases
.458
.397
.229
100
.397


Cases
Missing
N
Percent
Valid
N
importance of range
of coffee available *
respondent's sex
Percent
100
100.0%
Total
N
.0%
100
importance of range of coffee available * respondent's sex Crosstabulation

respondent's sex
male
female
importance
of range of
coffee
available
2.00
3.00
4.00
Total
Count
Expected Count
Count
Expected Count
Count
Percent
4.1
4
6.9
14
4.9
11
8.1
14
9.0
15
15.0
28
Page 23 of 78
100.0%
2
.8
11
100.0
7
7.0
100
Expected Count
Count
Expected Count
6.00
Count
Expected Count
7.00
Count
Expected Count
Count
Expected Count
46.0
12.9
12
11.0
6
6.0
4
5.1
46
54.0
5.00
Total
15.1
12
13.0
7
7.0
7
5.9
54
100.0
28.0
24
24.0
13
13.0
11
11.0
100
Chi-Square Tests
Value
4.551(a)
4.681
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
.178
5
5
Asymp. Sig.
(2-sided)
.473
.456
.673
df
100
a 2 cells (16.7%) have expected count less than 5. The minimum expected count is 4.14.
Symmetric Measures
Nominal by
Nominal
Ordinal by Ordinal
N of Valid Cases
Phi
Cramer's V
Kendall's tau-b
Value
.213
.213
.022
100
Asymp.
Std.
Error(a)
Approx.
T(b)
.089
.242
Approx. Sig.
.473
.473
.809

Frequencies
Statistics
Valid
Missing
Mean
Median
Mode
Skewness
Std. Error of Skewness
overall
cafe
satisfaction
100
100
0
0
1.5000
3.9900
1.5000
4.0000
1.00(a)
4.00(a)
.000
-.076
.241
.241
importance
of speed
importance
of service
of comfort
100
100
0
0
4.7200
4.2300
5.0000
4.0000
5.00
3.00
-.225
.483
.241
.241
Page 24 of 78
importance
of range of
coffee
available
100
0
4.5000
4.0000
4.00
.086
.241
age
group
100
0
2.9700
3.0000
4.00
-.031
.241
income
group
100
0
2.6300
3.0000
3.00
-.317
.241
respondent's
sex
100
0
1.5400
2.0000
2.00
-.163
.241
Kurtosis
Std. Error of Kurtosis
-2.041
.478
a Multiple modes exist. The smallest value is shown
-.999
.478
-.468
.478
-.656
.478
Frequency Table
cafe
Valid
1.00
2.00
Total
Frequency
50
50
100
Percent
50.0
50.0
100.0
Cumulative
Percent
50.0
100.0
Valid Percent
50.0
50.0
100.0
Valid
unsatisfied
unsatisfied
somewhat satisfied
satisfied
Total
Frequency
15
21
Percent
15.0
21.0
Valid Percent
15.0
21.0
Cumulative
Percent
15.0
36.0
26
26.0
26.0
62.0
26
12
100
26.0
12.0
100.0
26.0
12.0
100.0
88.0
100.0
Valid
2.00
3.00
neither important
nor unimportant
5.00
6.00
very important
Total
Frequency
7
10
Percent
7.0
10.0
Valid Percent
7.0
10.0
Cumulative
Percent
7.0
17.0
25
25.0
25.0
42.0
29
20
9
100
29.0
20.0
9.0
100.0
29.0
20.0
9.0
100.0
71.0
91.0
100.0
Valid
2.00
3.00
4.00
5.00
6.00
Frequency
8
30
23
20
8
Percent
8.0
30.0
23.0
20.0
8.0
Valid Percent
8.0
30.0
23.0
20.0
8.0
Cumulative
Percent
8.0
38.0
61.0
81.0
89.0
Page 25 of 78
-.682
.478
-.849
.478
-.430
.478
-2.014
.478
7.00
Total
11
100
11.0
100.0
11.0
100.0
100.0
Valid
2.00
3.00
4.00
5.00
6.00
7.00
Total
Frequency
9
15
28
24
13
11
100
Percent
9.0
15.0
28.0
24.0
13.0
11.0
100.0
Valid Percent
9.0
15.0
28.0
24.0
13.0
11.0
100.0
Cumulative
Percent
9.0
24.0
52.0
76.0
89.0
100.0
age group
Valid
18-24
25-34
35-44
45-60
Over 60
Total
Frequency
9
28
27
29
7
100
Percent
9.0
28.0
27.0
29.0
7.0
100.0
Valid Percent
9.0
28.0
27.0
29.0
7.0
100.0
Cumulative
Percent
9.0
37.0
64.0
93.0
100.0
income group
Valid
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
Frequency
11
28
48
13
100
Percent
11.0
28.0
48.0
13.0
100.0
Valid Percent
11.0
28.0
48.0
13.0
100.0
Cumulative
Percent
11.0
39.0
87.0
100.0
respondent's sex
Valid
male
female
Total
Frequency
46
54
100
Percent
46.0
54.0
100.0
Valid Percent
46.0
54.0
100.0
Cumulative
Percent
46.0
100.0
Histogram
Page 26 of 78
F
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q
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c
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c
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8
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Page 27 of 78
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Page 29 of 78
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Page 30 of 78
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6
.
0
7
.
0
8
.
0
p
o
rta
n
c
e
o
fra
n
g
e
o
fcfea
v
ila
b
e
Page 31 of 78
F
re
q
u
n
c
y
a
g
e
r
o
u
p
4
0
3
0
2
0
1
0
M
e
a
n
=
2
.
9
7
S
t
d
.
D
v
1
0
5
1
3
0.01
N
1
0
.02
.0a
.g
3
0
4
.
0
5
.
0
6
.
0
ero
u
p
Page 32 of 78
F
re
q
u
n
c
y
i
n
c
o
m
e
g
r
o
u
p
5
0
4
0
3
0
2
0
1
0
M
e
a
n
=
2
.
6
3
S
t
d
.
D
v
0
8
4
7
1
0.01
N
1
0
.0in
2
.c
0
3
.
0
4
.
0
5
.
0
o
m
e
g
ro
u
p
Page 33 of 78
F
re
q
u
n
c
y
r
e
s
p
o
n
d
e
t
'
s
e
x
8
0
6
0
4
0
2
0
M
e
a
n
=
1
.
5
4
S
t
d
.
D
v
0
9
1
0.5
N
0
01
.0r
1
.
5
0
2
.
0
2
.
5
0
e
s
p
o
n
d
et'se
x
Statistics
cafe
N
Mean
Std. Deviation
Variance
Skewness
Std. Error of Skewness
Kurtosis
Std. Error of Kurtosis
Valid
Missing
32
0
1.3750
.49187
.242
.542
.414
-1.824
.809
overall
satisfaction
32
0
4.0625
1.34254
1.802
-.291
.414
-1.147
.809
Page 34 of 78
importance of
speed of
importance of
service
comfort
32
32
0
0
4.3125
4.2188
1.37811
1.53947
1.899
2.370
.024
.570
.414
.414
-.438
-.881
.809
.809
importance of
range of
coffee
available
32
0
4.6563
1.51571
2.297
.096
.414
-.988
.809
age group
32
0
3.0938
1.02735
1.055
-.578
.414
-.287
.809
income group
32
0
2.6875
.73780
.544
-.446
.414
.294
.809
respondent's
sex
32
0
1.5625
.50402
.254
-.265
.414
-2.063
.809
Range
Minimum
Maximum
1.00
1.00
2.00
4.00
2.00
6.00
5.00
2.00
7.00
Frequency Table
cafe
Valid
1.00
2.00
Total
Frequency
20
12
32
Percent
62.5
37.5
100.0
Cumulative
Percent
62.5
100.0
Valid Percent
62.5
37.5
100.0
Valid
unsatisfied
unsatisfied
somewhat satisfied
satisfied
Total
Frequency
6
5
Percent
18.8
15.6
Valid Percent
18.8
15.6
Cumulative
Percent
18.8
34.4
18.8
18.8
53.1
11
4
32
34.4
12.5
100.0
34.4
12.5
100.0
87.5
100.0
Valid
2.00
3.00
neither important
nor unimportant
5.00
6.00
very important
Total
Frequency
4
4
Percent
12.5
12.5
Valid Percent
12.5
12.5
Cumulative
Percent
12.5
25.0
10
31.3
31.3
56.3
8
4
2
32
25.0
12.5
6.3
100.0
25.0
12.5
6.3
100.0
81.3
93.8
100.0
Valid
2.00
3.00
4.00
5.00
6.00
Frequency
2
13
4
6
3
Percent
6.3
40.6
12.5
18.8
9.4
Valid Percent
6.3
40.6
12.5
18.8
9.4
Cumulative
Percent
6.3
46.9
59.4
78.1
87.5
Page 35 of 78
5.00
2.00
7.00
5.00
2.00
7.00
4.00
1.00
5.00
3.00
1.00
4.00
1.00
1.00
2.00
7.00
Total
4
32
12.5
100.0
12.5
100.0
100.0
Valid
2.00
3.00
4.00
5.00
6.00
7.00
Total
Frequency
2
6
8
6
5
5
32
Percent
6.3
18.8
25.0
18.8
15.6
15.6
100.0
Valid Percent
6.3
18.8
25.0
18.8
15.6
15.6
100.0
Cumulative
Percent
6.3
25.0
50.0
68.8
84.4
100.0
age group
Valid
18-24
25-34
35-44
45-60
Over 60
Total
Frequency
3
5
11
12
1
32
Percent
9.4
15.6
34.4
37.5
3.1
100.0
Valid Percent
9.4
15.6
34.4
37.5
3.1
100.0
Cumulative
Percent
9.4
25.0
59.4
96.9
100.0
income group
Valid
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
Frequency
2
9
18
3
32
Percent
6.3
28.1
56.3
9.4
100.0
Valid Percent
6.3
28.1
56.3
9.4
100.0
Cumulative
Percent
6.3
34.4
90.6
100.0
respondent's sex
Valid
male
female
Total
Frequency
14
18
32
Percent
43.8
56.3
100.0
Valid Percent
43.8
56.3
100.0
Cumulative
Percent
43.8
100.0
Oneway Statistics
Descriptives
Page 36 of 78
N
cafe
importance of speed
of service
Std.
Deviation
Mean
Std. Error
.07454
.06868
.05025
.18503
.16589
.12512
1.00
1.00
1.00
2.00
2.00
2.00
2.00
2.00
2.00
6.00
6.00
6.00
1.34362
.19811
4.4053
5.2034
2.00
7.00
4.6481
1.33399
.18153
4.2840
5.0123
2.00
7.00
100
4.7200
1.33394
.13339
4.4553
4.9847
2.00
7.00
46
54
100
4.0870
4.3519
4.2300
1.31362
1.55597
1.44848
.19368
.21174
.14485
3.6969
3.9272
3.9426
4.4771
4.7765
4.5174
2.00
2.00
2.00
7.00
7.00
7.00
46
4.4348
1.42442
.21002
4.0118
4.8578
2.00
7.00
54
100
46
54
100
46
54
100
4.5556
4.5000
2.9565
2.9815
2.9700
2.6087
2.6481
2.6300
1.43628
1.42489
1.15386
1.07266
1.10513
.82941
.87216
.84871
.19545
.14249
.17013
.14597
.11051
.12229
.11869
.08487
4.1635
4.2173
2.6139
2.6887
2.7507
2.3624
2.4101
2.4616
4.9476
4.7827
3.2992
3.2743
3.1893
2.8550
2.8862
2.7984
2.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
7.00
7.00
5.00
5.00
5.00
4.00
4.00
4.00
1.5000
1.5000
1.5000
3.7391
4.2037
3.9900
.50553
.50469
.50252
1.25494
1.21903
1.25122
46
4.8043
female
Total
54
Test of Homogeneity of Variances

Levene
Statistic
cafe
importance of speed
of service
coffee available
age group
income group
df1
df2
Sig.
.
.004
1
1
.
98
.
.953
.187
98
.667
2.272
98
.135
.126
98
.723
1.028
.125
1
1
98
98
.313
.724
ANOVA
cafe
Between Groups
Within Groups
Total
Between Groups
Maximum
Upper Bound
1.6501
1.6378
1.5997
4.1118
4.5364
4.2383
46
54
100
46
54
100
male
female
Total
importance of range of male
coffee available
female
Total
age group
male
female
Total
income group
male
female
Total
Minimum
Lower Bound
1.3499
1.3622
1.4003
3.3665
3.8710
3.7417
male
female
Total
male
female
Total
male
95% Confidence Interval for

Mean
Sum of
Squares
.000
25.000
25.000
5.361
df
1
98
99
1
Mean Square
.000
.255
5.361
Page 37 of 78
F
.000
Sig.
1.000
3.511
.064
importance of speed
of service
Within Groups
Total
Between Groups
149.629
154.990
98
99
1.527
.606
.606
Within Groups
Total
175.554
98
1.791
176.160
99
1.743
205.967
207.710
1
98
99
.362
200.638
201.000
.015
120.895
120.910
.039
71.271
71.310
Between Groups
Within Groups
Total
importance of range of Between Groups
coffee available
Within Groups
Total
age group
Between Groups
Within Groups
Total
income group
Between Groups
Within Groups
Total
.338
.562
1.743
2.102
.829
.365
.362
.177
.675
98
99
1
98
99
1
98
99
2.047
.015
1.234
.013
.911
.039
.727
.053
.818
Means Plots
Page 38 of 78
M
e
a
n
o
fc
a
e
.2
3
0
.2
5
0
.1
0
.0
5
0
.0
1
0
..5 m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 39 of 78
M
e
a
n
o
fs
a
t
.4
4
0
.4
2
0
.3
0
.3
8
0
.6
0m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 40 of 78
M
e
a
n
o
fs
p
e
d
.4
4
8
2
5
0
.4
7
5
.4
7
2
5
0
.6
7
5m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 41 of 78
M
e
a
n
o
fcfo
rt
.4
4
0
.4
3
0
.4
2
0
.1
0m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 42 of 78
M
e
a
n
o
fra
n
g
e
.4
4
5
6
.4
5
.4
5
2
.4
5
0
.4
8
.4
6
.4
.2m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 43 of 78
M
e
a
n
o
fa
g
e
.2
2
9
8
5
.2
2
9
8
.2
9
7
5
.2
9
7
.2
9
6
5
..9
9
6
5m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
Page 44 of 78
M
e
a
n
o
fin
c
o
e
.2
2
6
5
.2
6
4
.2
6
3
.2
6
.6
1m
a
ler
f
e
m
a
l
e
e
s
p
o
n
d
et'se
x
General Linear Model
Notes
Between-Subjects Factors
respondent's
sex
income group
1.00
2.00
1.00
2.00
Value Label
male
female
less than
18,000
18,001 28,000
N
46
54
11
28
Page 45 of 78
3.00
4.00
age group
1.00
2.00
3.00
4.00
5.00
28,001 38,000
more than
38,000
18-24
25-34
35-44
45-60
Over 60
48
13
9
28
27
29
7
Descriptive Statistics
respondent's sex
male
income group
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
female
less than 18,000
18,001 - 28,000
age group
18-24
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
25-34
35-44
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
Page 46 of 78
Mean
3.0000
3.5000
5.5000
4.2000
3.5000
3.6667
3.3333
3.2500
2.0000
3.3077
2.5000
4.0000
3.4286
4.6250
3.0000
3.8696
5.0000
4.0000
3.3333
3.8000
3.3333
3.8182
3.4000
4.1765
2.5000
3.7391
4.0000
5.0000
3.5000
4.0000
3.0000
3.2000
3.8333
2.0000
4.0000
3.4667
Std.
Deviation
.
.70711
.70711
1.30384
.70711
2.08167
1.15470
.95743
.
1.18213
.70711
.70711
1.27242
1.50594
.
1.32474
.
.
1.15470
1.09545
1.03280
1.07872
1.17379
1.42457
.70711
1.25494
1.73205
.
.70711
1.26491
.
1.09545
1.16905
.
.00000
1.06010
N
1
2
2
5
2
3
3
4
1
13
2
5
7
8
1
23
1
1
3
5
6
11
10
17
2
46
3
1
2
6
1
5
6
1
2
15
28,001 - 38,000
more than 38,000
Total
Total
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
importance of speed
of service
male
less than 18,000
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
3.0000
4.8750
5.1667
4.5556
5.0000
4.7600
4.0000
4.0000
3.5000
5.0000
4.0000
3.3333
4.1765
4.2941
4.4167
4.0000
4.2037
3.0000
3.8000
5.0000
5.5000
3.5000
4.0909
3.3333
3.3750
3.6667
3.0000
3.3333
3.3929
2.6667
4.5385
4.2308
4.5882
4.0000
4.3333
4.5000
4.0000
3.5000
4.0000
3.9231
3.3333
4.0357
3.9630
4.2759
3.5714
3.9900
.
.99103
.75277
1.42400
.
1.12842
.
.
1.29099
.00000
1.06904
.57735
1.28624
1.21268
1.44338
.70711
1.21903
.
1.30384
.
.70711
.70711
1.22103
.57735
1.40789
1.11803
1.00000
1.15470
1.10014
.57735
.96742
1.36344
1.41681
1.41421
1.29374
.70711
.00000
1.29099
1.22474
1.03775
.86603
1.20130
1.25519
1.41160
.97590
1.25122
1
8
6
9
1
25
1
1
4
2
8
3
17
17
12
5
54
1
5
1
2
2
11
3
8
9
5
3
28
3
13
13
17
2
48
2
2
4
5
13
9
28
27
29
7
100
4.0000
25-34
45-60
4.5000
5.5000
.70711
.70711
2
2
Page 47 of 78
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
female
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
25-34
35-44
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
Page 48 of 78
4.8000
6.0000
4.6667
7.0000
5.2500
6.0000
5.6923
6.0000
4.6000
4.7143
3.2500
5.0000
4.3043
5.0000
3.0000
5.3333
4.8000
5.5000
4.4545
5.4000
4.3529
5.5000
4.8043
6.0000
4.0000
5.0000
5.3333
7.0000
5.0000
5.3333
3.0000
5.5000
5.2000
4.0000
5.3750
4.6667
4.3333
4.0000
4.7200
4.0000
3.0000
2.5000
3.0000
2.8750
5.0000
5.2353
4.3529
4.0000
5.0000
4.6481
.83666
1.41421
1.15470
.00000
.50000
.
1.10940
1.41421
1.14018
1.25357
1.03510
.
1.36298
.
.
1.15470
1.30384
1.22474
1.03573
1.50555
1.36662
.70711
1.34362
1.00000
.
1.41421
1.21106
.
.70711
1.21106
.
.70711
1.14642
.
1.06066
.81650
1.22474
.
1.10000
.
.
1.00000
1.41421
.99103
1.73205
1.09141
1.45521
1.27920
1.00000
1.33399
5
2
3
3
4
1
13
2
5
7
8
1
23
1
1
3
5
6
11
10
17
2
46
3
1
2
6
1
5
6
1
2
15
1
8
6
9
1
25
1
1
4
2
8
3
17
17
12
5
54
Total
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
male
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
45-60
Total
18-24
Page 49 of 78
4.0000
5.4000
4.0000
5.5000
5.0000
5.0909
6.3333
4.8750
5.8889
4.8000
5.6667
5.4286
5.3333
5.0769
4.6923
3.8235
4.5000
4.5208
4.5000
3.0000
2.5000
4.4000
3.6154
5.3333
4.9286
4.7407
4.2069
5.1429
4.7200
5.0000
3.5000
3.0000
3.6000
3.0000
3.3333
2.6667
3.7500
2.0000
3.1538
4.0000
4.4000
4.7143
5.0000
3.0000
4.6087
4.0000
5.0000
4.6667
4.6000
3.8333
.
1.14018
.
.70711
1.41421
1.04447
1.15470
.83452
1.26930
1.09545
.57735
1.13622
1.52753
1.11516
1.03155
1.23669
.70711
1.23753
.70711
.00000
1.00000
1.67332
1.44559
1.32288
1.11981
1.53404
1.31961
.89974
1.33394
.
.70711
.00000
.89443
.00000
1.52753
.57735
.95743
.
.98710
.00000
1.67332
1.25357
1.30931
.
1.30520
.
.
1.52753
1.14018
.75277
1
5
1
2
2
11
3
8
9
5
3
28
3
13
13
17
2
48
2
2
4
5
13
9
28
27
29
7
100
1
2
2
5
2
3
3
4
1
13
2
5
7
8
1
23
1
1
3
5
6
female
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
Total
less than 18,000
18,001 - 28,000
28,001 - 38,000
25-34
35-44
45-60
Over 60
Total
25-34
35-44
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
Page 50 of 78
4.0000
4.1000
4.4118
2.5000
4.0870
3.6667
3.0000
5.0000
4.0000
2.0000
2.8000
3.3333
7.0000
4.5000
3.4667
4.0000
4.1250
5.1667
4.6667
7.0000
4.6800
6.0000
7.0000
4.7500
5.0000
5.2500
4.0000
3.8235
4.2941
4.9167
5.2000
4.3519
5.0000
3.6000
3.0000
3.0000
5.0000
3.8182
2.6667
3.0000
3.1111
4.4000
3.6667
3.3214
4.0000
4.2308
4.9231
4.8235
5.0000
4.6458
1.41421
1.44914
1.32565
.70711
1.31362
.57735
.
.00000
.89443
.
.83666
.81650
.
3.53553
1.64172
.
1.35620
1.47196
1.32288
.
1.40594
.
.
1.25831
2.82843
1.58114
2.00000
1.42457
1.40378
1.56428
2.04939
1.55597
.
.54772
.
.00000
.00000
.87386
.57735
1.06904
.78174
1.67332
2.88675
1.36228
.00000
1.42325
1.32045
1.28624
2.82843
1.34464
11
10
17
2
46
3
1
2
6
1
5
6
1
2
15
1
8
6
9
1
25
1
1
4
2
8
3
17
17
12
5
54
1
5
1
2
2
11
3
8
9
5
3
28
3
13
13
17
2
48
more than 38,000
Total

coffee available
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
female
less than 18,000
18,001 - 28,000
28,001 - 38,000
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
5.0000
6.0000
4.7500
4.8000
5.0000
3.8889
3.8929
4.2222
4.6207
4.4286
4.2300
1.41421
1.41421
1.25831
1.78885
1.41421
1.16667
1.39680
1.39596
1.42463
2.14920
1.44848
2
2
4
5
13
9
28
27
29
7
100
4.0000
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
25-34
35-44
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
4.5000
4.5000
4.4000
3.5000
3.0000
2.6667
4.2500
3.0000
3.3846
3.0000
4.8000
5.0000
5.3750
4.0000
4.8696
5.0000
5.0000
5.3333
5.2000
3.6667
4.2727
4.3000
5.0000
3.5000
4.4348
3.6667
3.0000
3.0000
3.3333
2.0000
3.6000
4.3333
5.0000
4.5000
4.0000
3.0000
4.0000
.70711
.70711
.54772
.70711
1.00000
1.15470
.50000
.
.96077
1.41421
2.16795
1.00000
1.68502
.
1.60410
.
.
.57735
.44721
1.03280
1.67874
1.49443
1.27475
.70711
1.42442
.57735
.
.00000
.51640
.
.54772
1.50555
.
3.53553
1.51186
.
.75593
2
2
5
2
3
3
4
1
13
2
5
7
8
1
23
1
1
3
5
6
11
10
17
2
46
3
1
2
6
1
5
6
1
2
15
1
8
Page 51 of 78
more than 38,000
Total
Total
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Total
18-24
25-34
35-44
45-60
Over 60
Total
Box's Test of Equality of Covariance Matrices(a)

Box's M
F
df1
107.905
1.030
70
Page 52 of 78
5.8333
5.0000
5.0000
4.8000
5.0000
7.0000
5.7500
5.5000
5.7500
3.3333
4.0000
5.1176
5.0833
4.0000
4.5556
4.0000
4.0000
3.0000
4.5000
3.0000
3.8182
3.0000
3.3750
3.7778
4.4000
4.0000
3.7143
3.0000
4.3077
5.3846
5.1765
4.5000
4.8333
5.0000
6.0000
5.7500
5.4000
5.5385
3.5556
4.1071
4.8148
5.0345
3.8571
4.5000
.75277
1.65831
.
1.35401
.
.
.95743
.70711
.88641
1.52753
1.00000
1.36393
1.44338
2.00000
1.43628
.
.70711
.
.70711
.00000
.75076
1.00000
.74402
1.56347
.54772
2.64575
1.30120
1.00000
1.43670
.96077
1.62924
.70711
1.46350
.00000
1.41421
.95743
.54772
.77625
1.13039
1.28638
1.44214
1.32241
1.67616
1.42489
6
9
1
25
1
1
4
2
8
3
17
17
12
5
54
1
5
1
2
2
11
3
8
9
5
3
28
3
13
13
17
2
48
2
2
4
5
13
9
28
27
29
7
100
df2
Sig.
2062.520
.411
Tests the null hypothesis that the observed covariance matrices of the dependent variables are equal across groups.
a Design: Intercept+sex+income+age+sex * income+sex * age+income * age+sex * income * age
Multivariate Tests(c)
Effect
Intercept
sex
income
age
sex * income
sex * age
income * age
sex * income * age
Value
.974
.026
37.276
37.276
.158
.842
.187
.187
.431
.592
.649
.585
.185
.821
.210
.167
.085
.917
.089
.053
.290
.733
.333
.206
.603
.509
.762
.371
.304
.721
.351
.208
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
F
596.415(a)
596.415(a)
596.415(a)
596.415(a)
2.998(a)
2.998(a)
2.998(a)
2.998(a)
2.767
3.093
3.390
9.651(b)
.812
.816
.821
2.796(b)
.482
.472
.463
.882(b)
1.310
1.312
1.302
3.445(b)
1.082
1.083
1.082
2.259(b)
.919
.918
.915
2.323(b)
Hypothesis
df
4.000
4.000
4.000
4.000
4.000
4.000
4.000
4.000
12.000
12.000
12.000
4.000
16.000
16.000
16.000
4.000
12.000
12.000
12.000
4.000
16.000
16.000
16.000
4.000
44.000
44.000
44.000
11.000
24.000
24.000
24.000
6.000
Error df
64.000
64.000
64.000
64.000
64.000
64.000
64.000
64.000
198.000
169.620
188.000
66.000
268.000
196.161
250.000
67.000
198.000
169.620
188.000
66.000
268.000
196.161
250.000
67.000
268.000
246.803
250.000
67.000
268.000
224.479
250.000
67.000
a Exact statistic
b The statistic is an upper bound on F that yields a lower bound on the significance level.
c Design: Intercept+sex+income+age+sex * income+sex * age+income * age+sex * income * age
Levene's Test of Equality of Error Variances(a)
F
1.581
df1
df2
32
67
Sig.
.058
Page 53 of 78
Sig.
.000
.000
.000
.000
.025
.025
.025
.025
.002
.001
.000
.000
.672
.667
.662
.033
.924
.929
.934
.479
.190
.193
.196
.013
.344
.344
.346
.021
.576
.578
.581
.043
importance of speed
of service
coffee available
1.316
32
67
.171
1.871
32
67
.016
2.256
32
67
.003
Tests the null hypothesis that the error variance of the dependent variable is equal across groups.
a Design: Intercept+sex+income+age+sex * income+sex * age+income * age+sex * income * age
Tests of Between-Subjects Effects
Source
Corrected Model
Intercept
sex
income
age
sex * income
sex * age
Dependent Variable
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
Type III Sum

of Squares
59.587(a)
df
32
Mean Square
1.862
F
1.308
Sig.
.177
100.906(b)
32
3.153
2.807
.000
92.073(c)
32
2.877
1.667
.040
88.958(d)
32
2.780
1.662
.041
647.312
647.312
454.596
.000
1006.812
1006.812
896.388
.000
809.063
809.063
468.771
.000
825.672
825.672
493.745
.000
3.832
3.832
2.691
.106
2.215
2.215
1.972
.165
12.624
12.624
7.314
.009
1.391
1.391
.832
.365
7.932
2.644
1.857
.145
18.368
6.123
5.451
.002
23.208
7.736
4.482
.006
25.335
8.445
5.050
.003
3.991
.998
.701
.594
3.528
.882
.785
.539
5.246
1.311
.760
.555
9.195
2.299
1.375
.252
2.602
.867
.609
.611
2.444
.815
.725
.541
2.534
.845
.489
.691
3.241
1.080
.646
.588
7.350
1.837
1.290
.283
6.218
1.555
1.384
.249
10.304
2.576
1.493
.214
Page 54 of 78
income * age
sex * income * age
Error
Total
Corrected Total
a
b
c
d
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
7.276
1.819
1.088
.370
17.878
11
1.625
1.141
.345
21.688
11
1.972
1.755
.080
25.464
11
2.315
1.341
.222
14.260
11
1.296
.775
.663
4.213
.702
.493
.811
12.339
2.056
1.831
.106
11.694
1.949
1.129
.355
3.622
.604
.361
.901
95.403
67
1.424
75.254
67
1.123
115.637
67
1.726
112.042
67
1.672
1747.000
100
2404.000
100
1997.000
100
2226.000
100
154.990
99
176.160
99
207.710
99
201.000
99
R Squared = .384 (Adjusted R Squared = .090)

respondent's
sex
1.00
2.00
Value Label
male
female
N
46
54
respondent's sex
Mean
Std.
Deviation
Page 55 of 78
male
female
Total
male
3.7391
4.2037
3.9900
1.25494
1.21903
1.25122
46
54
100
4.8043
1.34362
46
female
Total
importance of comfort male
female
Total
coffee available
female
Total
4.6481
4.7200
4.0870
4.3519
4.2300
1.33399
1.33394
1.31362
1.55597
1.44848
54
100
46
54
100
4.4348
1.42442
46
4.5556
4.5000
1.43628
1.42489
54
100
importance of speed
of service

Box's M
F
df1
df2
Sig.
15.051
1.438
10
43278.786
.156
a Design: Intercept+sex
Multivariate Tests(b)
Effect
Intercept
sex
Value
.983
.017
56.494
56.494
.042
.958
.043
.043
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
F
1341.722(a)
1341.722(a)
1341.722(a)
1341.722(a)
1.029(a)
1.029(a)
1.029(a)
1.029(a)
Hypothesis
df
4.000
4.000
4.000
4.000
4.000
4.000
4.000
4.000
Error df
95.000
95.000
95.000
95.000
95.000
95.000
95.000
95.000
Sig.
.000
.000
.000
.000
.396
.396
.396
.396
a Exact statistic
b Design: Intercept+sex
F
importance of speed
of service
coffee available
df1
df2
.004
98
Sig.
.953
.187
98
.667
2.272
98
.135
.126
98
.723
Page 56 of 78
a Design: Intercept+sex
Source
Corrected Model
Intercept
sex
Error
Total
Corrected Total
a
b
c
d
Dependent Variable
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
Type III Sum

of Squares
5.361(a)
df
1
Mean Square
5.361
F
3.511
Sig.
.064
.606(b)
.606
.338
.562
1.743(c)
1.743
.829
.365
.362(d)
.362
.177
.675
1567.121
1567.121
1026.392
.000
2219.446
2219.446
1238.968
.000
1768.943
1768.943
841.671
.000
2007.722
2007.722
980.657
.000
5.361
5.361
3.511
.064
.606
.606
.338
.562
1.743
1.743
.829
.365
.362
.362
.177
.675
149.629
98
1.527
175.554
98
1.791
205.967
98
2.102
200.638
98
2.047
1747.000
100
2404.000
100
1997.000
100
2226.000
100
154.990
99
176.160
99
207.710
99
201.000
99

R Squared = .003 (Adjusted R Squared = -.007)

Notes
Page 57 of 78
age
group
1.00
2.00
3.00
4.00
5.00
Value Label
18-24
25-34
35-44
45-60
Over 60
N
9
28
27
29
7
importance of speed
of service
age group
18-24
25-34
35-44
45-60
Over 60
Total
18-24
25-34
35-44
45-60
Over 60
Total
importance of comfort 18-24
25-34
35-44
45-60
Over 60
Total
importance of range of 18-24
coffee available
25-34
35-44
45-60
Over 60
Total
Mean
3.3333
4.0357
3.9630
4.2759
3.5714
3.9900
Std.
Deviation
.86603
1.20130
1.25519
1.41160
.97590
1.25122
5.3333
1.32288
4.9286
4.7407
4.2069
5.1429
4.7200
3.8889
3.8929
4.2222
4.6207
4.4286
4.2300
1.11981
1.53404
1.31961
.89974
1.33394
1.16667
1.39680
1.39596
1.42463
2.14920
1.44848
28
27
29
7
100
9
28
27
29
7
100
3.5556
1.13039
4.1071
4.8148
5.0345
3.8571
4.5000
1.28638
1.44214
1.32241
1.67616
1.42489
28
27
29
7
100
N
9
28
27
29
7
100

Box's M
F
df1
df2
Sig.
63.264
1.335
40
2658.660
.078
Page 58 of 78
a Design: Intercept+age
Effect
Intercept
age
Value
.975
.025
39.478
39.478
.219
.790
.254
.202
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
F
907.995(a)
907.995(a)
907.995(a)
907.995(a)
1.376
1.412
1.438
4.788(b)
Hypothesis df
4.000
4.000
4.000
4.000
16.000
16.000
16.000
4.000
Error df
92.000
92.000
92.000
92.000
380.000
281.702
362.000
95.000
Sig.
.000
.000
.000
.000
.150
.135
.121
.001
a Exact statistic
c Design: Intercept+age
importance of speed
of service
coffee available
F
1.245
df1
4
df2
95
Sig.
.297
1.074
95
.374
1.716
95
.153
.330
95
.857
a Design: Intercept+age
Source
Corrected Model
Intercept
age
Dependent Variable
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
Type III Sum

of Squares
7.555(a)
df
4
Mean Square
1.889
F
1.217
Sig.
.309
13.502(b)
3.375
1.971
.105
8.934(c)
2.234
1.067
.377
26.202(d)
6.551
3.560
.009
1018.392
1018.392
656.204
.000
1641.848
1641.848
958.917
.000
1227.120
1227.120
586.471
.000
1264.222
1264.222
687.087
.000
7.555
1.889
1.217
.309
13.502
3.375
1.971
.105
8.934
2.234
1.067
.377
26.202
6.551
3.560
.009
Page 59 of 78
Error
Total
Corrected Total
a
b
c
d
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
147.435
95
1.552
162.658
95
1.712
198.776
95
2.092
174.798
95
1.840
1747.000
100
2404.000
100
1997.000
100
2226.000
100
154.990
99
176.160
99
207.710
99
201.000
99


Notes
income
group
1.00
2.00
3.00
4.00
Value Label
less than
18,000
18,001 28,000
28,001 38,000
more than
38,000
N
11
28
48
13
importance of speed
income group
less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
less than 18,000
Mean
4.0909
3.3929
4.3333
3.9231
3.9900
5.0909
Std.
Deviation
1.22103
1.10014
1.29374
1.03775
1.25122
1.04447
Page 60 of 78
11
28
48
13
100
11
of service
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
importance of comfort less than 18,000
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
importance of range of less than 18,000
coffee available
18,001 - 28,000
28,001 - 38,000
more than 38,000
Total
5.4286
4.5208
3.6154
4.7200
3.8182
3.3214
4.6458
5.0000
4.2300
1.13622
1.23753
1.44559
1.33394
.87386
1.36228
1.34464
1.41421
1.44848
28
48
13
100
11
28
48
13
100
3.8182
.75076
11
3.7143
4.8333
5.5385
4.5000
1.30120
1.46350
.77625
1.42489
28
48
13
100

Box's M
F
df1
df2
Sig.
33.731
.993
30
4957.188
.476
a Design: Intercept+income
Effect
Intercept
income
Value
.977
.023
41.926
41.926
.410
.613
.592
.520
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
Pillai's Trace
Wilks' Lambda
Hotelling's Trace
Roy's Largest Root
F
974.770(a)
974.770(a)
974.770(a)
974.770(a)
3.760
4.164
4.522
12.358(b)
Hypothesis df
4.000
4.000
4.000
4.000
12.000
12.000
12.000
4.000
Error df
93.000
93.000
93.000
93.000
285.000
246.346
275.000
95.000
a Exact statistic
c Design: Intercept+income
importance of speed
of service
F
1.423
df1
3
df2
96
Sig.
.241
.599
96
.617
.807
96
.493
Page 61 of 78
Sig.
.000
.000
.000
.000
.000
.000
.000
.000
coffee available
2.988
96
.035
a Design: Intercept+income
Source
Corrected Model
Intercept
income
Error
Total
Corrected Total
a
b
c
d
Dependent Variable
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
importance of speed
of service
coffee available
Type III Sum

of Squares
15.813(a)
df
3
Mean Square
5.271
F
3.636
Sig.
.016
33.338(b)
11.113
7.469
.000
40.987(c)
13.662
7.867
.000
41.752(d)
13.917
8.390
.000
1104.169
1104.169
761.619
.000
1551.098
1551.098
1042.592
.000
1255.689
1255.689
723.034
.000
1428.661
1428.661
861.244
.000
15.813
5.271
3.636
.016
33.338
11.113
7.469
.000
40.987
13.662
7.867
.000
41.752
13.917
8.390
.000
139.177
96
1.450
142.822
96
1.488
166.723
96
1.737
159.248
96
1.659
1747.000
100
2404.000
100
1997.000
100
2226.000
100
154.990
99
176.160
99
207.710
99
201.000
99

Reliability of Survey
Page 62 of 78

N
Cases
Valid
Excluded(
a)
Total
100
%
100.0
.0
100
100.0
a Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's
Standardized
Alpha(a)
Items(a)
N of Items
-.005
-.342
8
a The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check
item codings.
Item Statistics
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Mean
1.5000
3.9900
Std.
Deviation
.50252
1.25122
4.7200
1.33394
100
4.2300
1.44848
100
4.5000
1.42489
100
2.9700
2.6300
1.5400
1.10513
.84871
.50091
100
100
100
N
100
100
Summary Item Statistics
Mean
Minimum Maximum
Range
Item Means
3.260
1.500
4.720
3.220
Item Variances
1.240
.251
2.098
1.847
The covariance matrix is calculated and used in the analysis.
Maximum /
Minimum
3.147
8.362
Variance
1.669
.569
N of Items
8
8
Item-Total Statistics
cafe
Scale Mean if
Item Deleted
24.5800
Scale
Variance if
Item Deleted
11.963
Corrected
Item-Total
Correlation
-.674
Squared
Multiple
Correlation
.743
Page 63 of 78
Cronbach's
Alpha if Item
Deleted
.224
importance of speed
of service
coffee available
age group
income group
respondent's sex
22.0900
6.951
.205
.078
-.235(a)
21.3600
12.172
-.438
.306
.387
21.8500
6.068
.239
.355
-.337(a)
21.5800
6.549
.177
.548
-.239(a)
23.1100
7.917
.118
.182
-.115(a)
23.4500
8.290
.176
.478
-.128(a)
24.5400
9.241
.125
.055
-.054(a)
a The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check
item codings.
Scale Statistics
Mean
26.0800
Variance
9.872
Std.
Deviation
3.14203
N of Items
8
T-Test
Group Statistics
respondent's sex
male
female
N
46
54
Mean
3.7391
4.2037
Std.
Deviation
1.25494
1.21903
Std. Error
Mean
.18503
.16589

Levene's Test for
Equality of Variances
Sig.
df
Sig. (2-tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower
Equal variances
assumed
Equal variances
not assumed
.004
.953
Upper
-1.874
98
.064
-.46457
.24792
-.95657
.02742
-1.869
94.549
.065
-.46457
.24851
-.95795
.02880
T-Test
Page 64 of 78
Group Statistics
cafe
respondent's sex
male
female
N
46
54
Std.
Deviation
.50553
.50469
Mean
1.5000
1.5000
Std. Error
Mean
.07454
.06868

Levene's Test for
F
Sig.
df
Sig. (2-tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower
cafe
Equal variances
assumed
Equal variances
not assumed
.000
98
1.000
.00000
.10134
-.20111
.20111
.000
95.439
1.000
.00000
.10135
-.20120
.20120
Correlations
Notes
cafe
respondent's sex
Mean
1.5000
1.5400
Std.
Deviation
.50252
.50091
N
100
100
Correlations(a)
cafe
cafe
respondent's sex
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
1
.000
1.000
Upper
respondent's
sex
.000
1.000
1
a Listwise N=100
Page 65 of 78
Std.
Deviation
.84871
1.10513
Mean
2.6300
2.9700
income group
age group
N
100
100
Correlations
income group
age group
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
income group
1
100
.031
.759
100
age group
.031
.759
100
1
100
Nonparametric Correlations
Correlations
Spearman's rho
income group
age group
Correlation Coefficient
Sig. (2-tailed)
N
Correlation Coefficient
Sig. (2-tailed)
N
income group
1.000
.
100
.056
.577
100
age group
.056
.577
100
1.000
.
100
importance of speed
of service
coffee available
Mean
3.9900
Std.
Deviation
1.25122
4.7200
1.33394
100
4.2300
1.44848
100
4.5000
1.42489
100
N
100
Correlations(a)
Pearson Correlation
Sig. (2-tailed)
importance of
overall
speed of
importance of
satisfaction
service
comfort
1
-.002
.113
.987
.264
Page 66 of 78
importance of
range of
coffee
available
.110
.274
importance of speed
of service
Pearson Correlation
-.002
Sig. (2-tailed)
.987
Pearson Correlation
Sig. (2-tailed)
importance of range of Pearson Correlation
coffee available
Sig. (2-tailed)
-.379(**)
-.478(**)
.000
.000
.113
.264
-.379(**)
.000
.477(**)
.000
.110
-.478(**)
.477(**)
.274
.000
.000

a Listwise N=100
income group
respondent's sex
cafe
Mean
2.6300
4.2300
3.9900
1.5400
1.5000
Std.
Deviation
.84871
1.44848
1.25122
.50091
.50252
N
100
100
100
100
100
Correlations(a)
income group
respondent's sex
cafe
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
importance of
comfort
.366(**)
.000
.366(**)
1
.000
.130
.113
.199
.264
.023
.092
.818
.365
-.651(**)
-.576(**)
.000
.000
income group
1

a Listwise N=100
Factor Analysis
Page 67 of 78
overall
satisfaction
.130
.199
.113
.264
1
.186
.064
-.169
.093
respondent's
sex
.023
.818
.092
.365
.186
.064
1
.000
1.000
cafe
-.651(**)
.000
-.576(**)
.000
-.169
.093
.000
1.000
1
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Mean
1.5000
3.9900
Std.
Deviation
.50252
1.25122
Analysis N
100
100
4.7200
1.33394
100
4.2300
1.44848
100
4.5000
1.42489
100
2.9700
2.6300
1.5400
1.10513
.84871
.50091
100
100
100
Correlation Matrix(a)
Correlation
Sig. (1-tailed)
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
cafe
1.000
-.169
importance of
overall
speed of
importance of
satisfaction
service
comfort
-.169
.497
-.576
1.000
-.002
.113
Approx. Chi-Square
df
Sig.
income group
-.651
.130
respondent's
sex
.000
.186
-.002
1.000
-.379
-.478
-.177
-.378
-.059
-.576
.113
-.379
1.000
.477
.187
.366
.092
-.719
.110
-.478
.477
1.000
.221
.422
.042
-.336
-.651
.000
.095
.130
.186
.047
-.177
-.378
-.059
.000
.493
.187
.366
.092
.000
.132
.221
.422
.042
.000
.137
1.000
.031
.011
.000
.174
.031
1.000
.023
.000
.099
.011
.023
1.000
.500
.032
.000
.000
.039
.000
.281
.000
.031
.000
.182
.013
.000
.337
.379
.456
.409
.047
.000
.493
.000
.132
.000
.000
.137
.000
.000
.000
.000
.500
.174
.099
.032
.039
.000
.281
.031
.000
.182
KMO and Bartlett's Test
Bartlett's Test of
Sphericity
age group
-.336
.095
.497
a Determinant = .095
Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.
importance of
range of
coffee
available
-.719
.110
.739
224.439
28
.000
Page 68 of 78
.013
.000
.337
.379
.456
.409
Communalities
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Initial
1.000
1.000
Extraction
.836
.590
1.000
.485
1.000
.511
1.000
.659
1.000
.141
1.000
.495
1.000
.585
Total Variance Explained
Initial Eigenvalues
% of
Component
Total
Variance
Cumulative %
1
3.135
39.186
39.186
2
1.166
14.578
53.764
3
.979
12.234
65.998
4
.858
10.720
76.718
5
.613
7.666
84.385
6
.580
7.250
91.635
7
.492
6.144
97.778
8
.178
2.222
100.000
Extraction Sums of Squared Loadings

% of
Total
Variance
Cumulative %
3.135
39.186
39.186
1.166
14.578
53.764
Page 69 of 78
Rotation Sums of Squared Loadings

% of
Total
Variance
Cumulative %
3.099
38.743
38.743
1.202
15.021
53.764
E
ig
e
n
v
a
lu
e
S
c
r
e
P
l
o
t
3
2
1
0123
4
5
6
7
8
C
o
m
p
o
n
etN
u
m
b
e
r
Component Matrix(a)
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
Component
1
2
-.912
.736
-.677
.715
.808
.700
.759
a 2 components extracted.
Page 70 of 78
Rotated Component Matrix(a)

Component
1
2
-.913
cafe
importance of speed
of service
coffee available
age group
income group
respondent's sex
.759
-.693
.704
.811
.703
.765
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.
Component Transformation Matrix
Component
1
2
2
.991
.134
-.134
.991
Rotation Method: Varimax with Kaiser Normalization.
T-Test
One-Sample Statistics
N
cafe
46
Mean
1.5000
Std.
Deviation
.50553
Std. Error
Mean
.07454
One-Sample Test
Test Value = 1
cafe
t
6.708
df
45
Sig. (2-tailed)
.000
Mean
Difference
.50000
95% Confidence
Interval of the
Difference
Lower
.3499
Page 71 of 78
Upper
.6501
One-Sample Statistics
N
cafe
46
Std.
Deviation
.50553
Mean
1.5000
Std. Error
Mean
.07454
One-Sample Test
Test Value = 2
cafe
t
-6.708
df
Mean
Difference
-.50000
Sig. (2-tailed)
.000
45
95% Confidence
Interval of the
Difference
Lower
-.6501
Upper
-.3499
Group Statistics
cafe
respondent's sex
male
female
N
46
54
Mean
1.5000
1.5000
Std.
Deviation
.50553
.50469
Std. Error
Mean
.07454
.06868

Levene's Test for
F
Sig.
df
Sig. (2-tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower
cafe
Equal variances
assumed
Equal variances
not assumed
Upper
.000
98
1.000
.00000
.10134
-.20111
.20111
.000
95.439
1.000
.00000
.10135
-.20120
.20120
T-Test
Paired Samples Statistics
Page 72 of 78
Pair 1
income group
Mean
4.2000
3.1800
N
50
50
Std.
Deviation
1.27775
.56025
Std. Error
Mean
.18070
.07923
Paired Samples Correlations

N
Pair 1
& income group
Correlation
50
Sig.
.034
.814
Paired Samples Test

Paired Differences
Mean
Pair 1
- income group
1.02000
Std.
Deviation
1.37752
Std. Error
Mean
.19481
95% Confidence
Interval of the
Difference
Lower
.62851
Upper
df
1.41149
5.236
Sig. (2-tailed)
49
.000
Pivot Tables
18-24
Count
income
group
income
group
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
25-34
Count
1
3
3
2
5
8
13
2
18-24
respondent's sex
male
female
Count
Count
1
2
1
2
1
1
1
age group
35-44
Count
1
9
13
4
45-60
Count
2
5
17
5
25-34
respondent's sex
male
female
Count
Count
2
3
3
5
5
8
1
1
Page 73 of 78
Over 60
Count
2
3
2
age group
35-44
respondent's sex
male
female
Count
Count
3
7
1
6
6
4
45-60
respondent's sex
male
female
Count
Count
2
4
1
8
9
3
2
Over 60
respondent's sex
male
female
Count
Count
1
1
2
2
1
age group
18-24
respondent's
sex
Group
Total
male
female
Count
Count
income less
group
than
18,000
18,001
28,000
28,001
38,000
more
than
38,000
Group Total
25-34
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
35-44
respondent's
sex
Group
Total
male
female
Count
Count
45-60
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
Over 60
respondent's
Group
sex
Total
male
female
Count
Count
Count
13
13
17
11
17
28
17
27
17
12
29
10
Barrista =1.00
age group
18-24
respondent's
sex
income less
group
than
18,000
18,001
28,000
28,001
38,000
more
than
38,000
Group Total
male
female
Count
Count
Group
Total
Count
25-34
respondent's
sex
male
female
Count
Count
Group
Total
Count
35-44
respondent's
sex
male
female
Count
Count
Group
Total
45-60
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
11
15
11
16
11
11
22
45-60
respondent's
sex
Group
Total
Over 60
respondent's
Group
sex
Total
male
female
Count
Count
Count
Caf Rio = 2.00

age group
18-24
respondent's
sex
income less
group
than
Group
Total
25-34
respondent's
sex
Group
Total
35-44
respondent's
sex
Group
Total
Over 60
respondent's
Group
sex
Total
male
female
male
female
male
female
male
female
male
female
Count
1
Count
Count Count
1
2
Count
3
Count Count
5
Count
1
Count Count
1
2
Count
Count Count
2
Count
2
Page 74 of 78
Count
2
18,000
18,001
28,000
28,001
38,000
more
than
38,000
Group Total
15
21
11
45-60
respondent's
sex
Group
Total
Group Total
age group
18-24
respondent's
sex
male
female
Count
Count
income less
group
than
18,000
18,001
28,000
28,001
38,000
more
than
38,000
Group Total
Group
Total
25-34
respondent's
sex
Group
Total
male
female
Count
Count
Count
Count
35-44
respondent's
sex
male
female
Count
Count
Group
Total
male
female
Count
Count
Count
Count
Over 60
respondent's
Group
sex
Total
male
female
Count
Count
Count
13
13
17
11
17
28
17
27
17
12
29
10
Table
Total
age group
18-24
25-34
35-44
45-60
Over 60
respondent's sex
respondent's sex
respondent's sex
respondent's sex
respondent's sex
male
income
group
less
than
18,000
18,001
28,000
28,001
38,000
more
than
female
male
female
male
female
male
female
male
female
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
1.00
2.00
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
Count
11
28
1
1
4
1
Page 75 of 78
2
1
1
1
1
1
48
13
38,000
Table Total
importance
of range of
coffee
available
2.00
3.00
4.00
5.00
6.00
7.00
unsatisfied
1
2
5
5
1
1
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
3.00
8
2.00
income
group
less than 18,000

18,001 - 28,000
28,001 - 38,000
more than 38,000
2.00
age
group
18-24
25-34
35-44
45-60
Over 60
2
2
2
2
1
15
neither
somewhat
satisfied nor
somewhat
unsatisfied
unsatisfied
satisfied
2
5
1
3
4
4
9
4
6
3
7
7
4
6
4
2
2
2.00
income
group
5
4
5
11
11
3
4.00
5.00
3
3
5
2
14
11
1
4
11
Page 76 of 78
11
satisfied
2
4
2
2
2
6.00
7.00
2
7
2
5
3

3.00
4.00
5.00
6.00
4
5
2
7
11
3
4
12
11
10
8
3

3.00
4.00
5.00
6.00
2
3
2
7
11
4
2
3
5
9
4
8
8
7
3
1
1
7.00
2
4
4
1
7.00
2
7
2
11
100
2.00
respondent's
sex
male
female
2.00
1.00
2.00
less than
18,000
1.00
2.00
1.00
2.00
11

3.00
4.00
5.00
6.00
1
7
18
13
14
21
6
income group
18,001 28,001 28,000
38,000
4
33
24
15
7.00
4
7
7.00
11
more than
38,000
13
respondent's sex
male
female
23
27
23
27
2.00
1.00
2.00
3.00
9
21
2.00
1.00
2.00
6
3

3.00
4.00
5.00
6.00
4
14
12
6
11
14
12
7
3.00
7
10
4.00
5.00
9
13
14
7
6.00
7.00
8

neither
important nor
unimportant
5.00
6.00
13
13
7
12
16
13
11
very important
Page 77 of 78
1.00
2.00
unsatisfied
7
8
less than
18,000
1.00
2.00
11
neither
somewhat
satisfied nor
somewhat
unsatisfied
unsatisfied
satisfied
7
13
15
14
13
11
income group
18,001 28,001 28,000
38,000
4
33
24
15
satisfied
8
4
more than
38,000
13
Page 78 of 78

Quantitative Market Research Brief Using SPSS

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Quantitative Market Research Brief Using SPSS

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Quantitative Market Research

1.43051 1.08670 .89612

Looking at following frequency table of overall satisfaction, we see ambivalence of response

importance of range of coffee available

importance of range of coffee available

a Not assuming the null hypothesis.

Caf Rio = 2.00

Test of Homogeneity of Variances

Independent Samples Test

t-test for Equality of Means

Independent Samples Test

t-test for Equality of Means

Similarly while taking correlations to determine relationship between variables we get

** Correlation is significant at the 0.01 level (2-tailed).

Total Variance Explained

Extraction Sums of Squared

Rotation Sums of Squared

Extraction Method: Principal Component Analysis.

http://academic.reed.edu/psychology/RDDAwebsite/spssguide/ttests.html> [03 April

<http://people.richland.edu/james/lecture/spss/testing/> [03 April 2009]

Case Processing Summary

overall satisfaction * importance of comfort Crosstabulation

a Not assuming the null hypothesis.

Case Processing Summary

overall satisfaction * importance of speed of service Crosstabulation

importance of speed of service

a Not assuming the null hypothesis.

Case Processing Summary

overall satisfaction * importance of range of coffee available Crosstabulation

a Not assuming the null hypothesis.

cafe * respondent's sex

a Not assuming the null hypothesis.

importance of comfort * respondent's sex

a Not assuming the null hypothesis.

Case Processing Summary

cafe * income group Crosstabulation

a Not assuming the null hypothesis.

Case Processing Summary

age group * importance of comfort Crosstabulation

a Not assuming the null hypothesis.

Case Processing Summary

importance of range of coffee available * respondent's sex Crosstabulation

a Not assuming the null hypothesis.

importance of speed of service

importance of range of coffee available

less than 18,000

importance of speed of service

importance of range of coffee available

less than 18,000

Test of Homogeneity of Variances

95% Confidence Interval for

General Linear Model

more than 38,000

less than 18,000

more than 38,000

less than 18,000

more than 38,000

less than 18,000

more than 38,000

less than 18,000

more than 38,000

less than 18,000

more than 38,000

less than 18,000