1. How would you conduct the training and supervision of the field workers for the survey of…

1. How would you conduct the training and supervision of the
field workers for the survey of question 9?

2. 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 preference for a hotel chain.
Assume that in a survey of hotel chain, 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
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1. How would you conduct the training and supervision of the
field workers for the survey of question 9?

2. 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 preference for a hotel chain.
Assume that in a survey of hotel chain, 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. What statistical technique(s) would you use to answer the
following questions? a. Is preference related to each of the independent
variables considered individually? What is the nature of the relationship you
expect?

 b. Is preference related to all the independent variables
considered simultaneously?

c. Do the respondents evaluate the hotel chains more
favorable on quality than they do on price?

d. 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?

 e. Are the two groups of question d different in terms of
income measured as high, medium, and low?

 f. The sample is divided in three groups: heavy, medium,
and light users of hotels. Do the three groups differ in terms of preference
for Marriott?

g. About 13 percent of the respondents have missing values
on one or more variables. How would you treat the missing values?

 h. A question asked the respondents to check as many of the
seven hotels that they had stayed in the past 3 years. How should the data for
this question be coded?

 i. Is the distribution of preference skewed?

 j. The respondents are divided into three groups based on
preference (1 to 3 = low, 4 and 5 = medium, and 6 and 7 = high). Is preference
related to income that is also coded as low, medium, and high?

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