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The restaurant chain Chili’s is aiming to improve its business by learning more about its customers. It has collected primary data by randomly interviewing restaurant customers using a 35 item questionnaire. The questionnaire includes sections on life style, perceptions of Chili’s, patronage, restaurant selection factors, and demographic (classification) questions. The questions are mostly scale or categorical questions. The questionnaire is appended to this document.

The collected data are contained in the SPSS file ‘Chili’s.sav’. The variables X1 to X35 correspond to questions 1 to 35 in the questionnaire.

Now Chili’s has employed you to conduct analysis on this data with the following objectives:
1) Reduce the information contained in section 2 on ‘perceptions’ of Chili’s to a small number of key dimensions that Chili’s can focus on. Use principal components on variables X12 to X21 to do this.
2) Chili’s is interested in grouping its customers on the basis of their commitment to Chili’s. To accomplish this, you are asked to use cluster analysis on variables X22, X23 and X24.
3) Chili’s is also very interested in knowing the determinants of overall customer satisfaction. You are asked to first create a new variable out of variable X22, ‘How satisfied are you with Chili’s’. The new variable would group lower satisfaction levels (scale ratings 1, 2, 3, 4) into one value (you can code this as 0, representing lower satisfaction), and higher satisfaction levels (scale ratings 5, 6, 7) into another value (you can code this as 1, representing higher satisfaction). Now you are asked to use discriminant analysis with the newly created satisfaction variable as the dependent variable, and a selection of variables from the lifestyle section (variables X1 to X11) and the demographic (Section 5: classification) section. The choice of specific independent variables is up to you, but you should justify your choice.

Your final output should consist of a concise research report (maximum 1200 words) covering the following sections:
• Methodology (about 200 words)
• Results (about 400 words)
• Marketing discussion (about 400 words)
• Executive summary (max 200 words – structured into bullet points)
• Appendix – including a small selection of key tables/graphs and statistical output

The purpose of the assignment is not only to test your ability to apply the methods, but also to gauge your decision-making ability (eg. in choosing independent variables in the discriminant analysis) and ability to pull together a concise, coherent, well-structured report.

General instructions:
• This assignment is worth 70% of your mark
• It must be done individually.
• The overall text must not exceed 1200 words (excluding tables and appendices)
• This coursework must be submitted to the student office by 3:00 pm on the March 18. Since more than a month is available for completing this, no excuses will be entertained for late submission. For late submission, standard University rules apply: for work upto 1 week late, a deduction of 10% of marks will be made. Work more than 1 week late will be awarded a zero mark.

Section 1: Life Style Questions: Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "St本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。