Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 8

SPSS EXERCISE: Review the Marketing Research in Action case for this chapter. There were three restaurant competitors-Remington's, Outback, and Longhorn. Results for a one-way ANOVA of the restaurant image variable were provided. Now run post-hoc ANOVA follow-up tests to see where the group differences are. Make recommendations for new marketing strategies for Remington's compared to the competition.