This document outlines a market research case study for Wendy's. It defines the problem as needing to determine how to focus research and marketing efforts given changing consumer tastes and competition. The approach involves analyzing existing Wendy's survey data to see how customers rate their experience versus competitors, whether they consider health when choosing restaurants, and how Wendy's consumers compare to all consumers in terms of visit frequency and preferences. The research design is a cross-sectional survey analysis using both secondary data and primary data collection to address these questions and guide Wendy's strategy.

1. 0Running Head: WENDY’S MARKET RESEARCH CASE
Brea Silva
MET AD 856 Market Research
Boston University
March 2, 2015
Professor: Harry Costin, DBA
Facilitator: Peter Flynn
Wendy’s Market Research Case

2. 1WENDY’S MARKET RESEARCH CASE
Contents
Executive Summary........................................................3
Problem Definition..........................................................4
A. Background.................................................4
B. Statement of Problem..................................4
Approach to the Problem ................................................5
Research Design..............................................................7
A. Type of research design ..............................7
B. Information needs .......................................7
C. Data collection from secondary sources .....7
D. Data collection from primary sources.........8
E. Scaling techniques.......................................8
F. Questionnaire development and pretesting.9
G. Sampling techniques ...................................9
H. Fieldwork and data collection.....................9
Data Analysis - Methodology and Plan ..........................9
Results...........................................................................10
Limitations and Risks ...................................................11
Conclusions and Recommendations .............................12
References.....................................................................13
Exhibits.........................................................................14
Questionnaires...............................................................14
Statistical Output: Hypothesis Testing..........................17
1. Assumptions and Analysis Strategy...........17
2. Interpretation of the Results......................17
3. SPSS Log & Output File ...........................17

3. 2WENDY’S MARKET RESEARCH CASE
Statistical Output: Cross Tabulation .............................34
1. Assumptions and Analysis Strategy...........34
2. Interpretation of the Results......................34
3. SPSS Log & Output File ...........................35
Statistical Output: Comparison Cross Tabulation.........95
1. Assumptions and Analysis Strategy...........95
2. Interpretation of the Results......................96
3. SPSS Log & Output File ...........................96

4. 3WENDY’S MARKET RESEARCH CASE
Executive Summary
In order to compete with changing consumer tastes and stiff competition, Wendy’s must
decide where to focus menu research and development and focus marketing efforts.
Concentrating research on customer’s current experiences, how they are making decisions with
concern to healthy food preferences and how Wendy’s consumers are different from average
consumers will give insight to what direction management should take. Research was based on a
previously completed online survey Wendy’s conducted in spring of 2008 and prior to analysis
of the data, the quick-service restaurant industry market and trends were researched along with a
brief qualitative study of a Wendy’s lunch service.
Consumers were found to prefer the experience of Wendy’s to its top Burger brand
competitors. Showing no connection between this and market share. Research into correlation
between market share and the amount of locations is recommended, due to consumer’s
preference of Wendy’s and it having about half of the number of locations at its closest
competitor Burger King. About half of all respondents showed leaning toward a desire for more
nutritional menu items on all levels surveyed. This means further development of healthful menu
options would have a higher probability of success. This last area analyzed showed a few
interesting discoveries. Consumers that frequented Wendy’s and had high ratings for their
experience were found to be heavier users of fast food than that of the full survey population and
frequented many quick service restaurants recently. These users were also just slightly less
concerned with nutrition and health concerns. These findings further show convenience of
location as an important key to market success that Wendy’s has yet to take advantage.

5. 4WENDY’S MARKET RESEARCH CASE
Problem Definition
A. Background
Originally founded in 1969, Wendy’s opened its first restaurant with a more upscale
theme and higher pricing than its competitors were. Over the years, it has tried a variety of
marketing techniques and menu innovations to increase its market share in the fast food industry.
Since the death of Dave Thomas, Wendy’s founder, the company has had an issue with how to
continue to brand the company. Since 2005, Wendy’s has refocused on innovation and the
customer, which has helped them come toe to toe with their next closest competitor, Burger
King.
Wendy’s has gained market share in the face of the economic downturn and in the face of
media criticizing the healthfulness of fast food products. However, rivals are now catching up on
their innovations and the rise of the fast casual restaurants is eating away at the fast food industry
market share as a whole. Wendy’s must decide what steps to take in order to fend off the fast
casual brands and differentiate itself to become the fast food restaurant of choice.
B. Statement of Problem
Wendy’s needs to decide what demographic to focus their research and marketing efforts
on. Determining what current customers look like and what a majority of customers will be
affected by to change their current habits. As well as how they rate compared to their
competitors. Research should answer the following questions:
How does the Wendy’s experience rate to other fast food restaurants?
Are customers looking at health concerns when making a restaurant selection?
How do Wendy’s consumers compare to all consumers?

6. 5WENDY’S MARKET RESEARCH CASE
Approach to the Problem
Research has shown that customer satisfaction is related to the business’s bottom line
(Gilbert & Veloutsou, 2006, p. 304) and determining how all brands are doing can have a major
impact to how managers address the market research and management decision problems.
Consumers are leaning more toward healthier options for their quick service meals, between
1991 and 2001 the number of adults consuming low-calorie diet increased at a compound rate of
2.3% and the proportion of consumers trying to eat healthy grew at an annual rate of 6%. Brands
that tout themselves as healthy, such as Subway have grown at faster rates than those that have
not. (Chandon & Wansink, 2007, p, 301)
Consumers are habitual users of fast food and they are looking for options that coincide
with their change in preference to healthier, more upscale meals. They remain mostly loyal to
their brand of choice no matter the health implications. However, once they have found an option
that balances a healthier lifestyle with the amount of convenience they prefer, they will become
loyal consumers of the new brand of choice.
Component 1
How does the Wendy’s experience rate to other fast food restaurants?
RQ1: How does the Wendy’s experience rate to other fast food restaurants?
H1: The Wendy’s experience is preferred among most consumers
Respondents were asked to rate their Fast Food experiences.
Component 2
Are customers looking at health concerns when making a restaurant selection?
RQ2: Are consumers keeping up with latest health trends?
H2: Consumers with higher incomes keep up with latest health trends

7. 6WENDY’S MARKET RESEARCH CASE
H3: Consumers with lower incomes do not keep up with latest health trends
RQ3: Do consumers look at nutritional and fat content of the food they are eating?
H4: Consumers with higher incomes are concerned with the nutrition and fat content
of their food.
H5: Consumers with lower incomes are less concerned with the nutrition and fat
content of their food.
RQ4: Are consumers making fast food choices based on nutritional and fat content?
H6: Majority of fast food consumers do not make menu selections based on nutritional
or fat content.
Respondents were asked questions based on these research question variables.
Component 3
How do Wendy’s consumers compare to all consumers?
RQ5: What is the frequency of visits to Wendy’s compared to other fast food
restaurants?
H7: Consumers are visiting Wendy’s more on average than most other fast food
restaurants
RQ6: How much are they eating at Wendy’s and other fast food restaurants compared to
last year?
H8: Consumers are eating less fast food than last year.
RQ7: Do consumers frequently know exactly what restaurant they are going to?
H9: Consumers know where they want to eat without much difficulty.
Respondents were asked questions based on these research question variables along with
demographic information

8. 7WENDY’S MARKET RESEARCH CASE
Research Design
A. Type of research design
This research was design to be single cross-sectional, also known as sample survey,
which is a descriptive research method that is structured and based on a large representative
sample. This conclusive research allows data to be quantitatively analyzed to assist with the
decision making process. The questionnaire used could be given to additional respondents in the
future, creating a multiple cross-sectional design, allowing future researcher to compare
responses as a whole.
B. Information needs
Research needs to discover how consumers rate Wendy’s and other fast food restaurants
in order to find if they are currently meeting customer’s expectations. Since secondary research
shows increase in consumer’s interest in healthy menu items, research should verify this is so
with fast food consumers and look for differences in this desire in a variety of customer
demographics. Finally, finding a distinction between regular Wendy’s customers and the general
population needed to find ways Wendy’s maybe able segment users and focus marketing on
similar consumers.
C. Data collection from secondary sources
Previous secondary research into the fast food market gave insight to the direction the of
the current research project. Industry revenue has dipped due to the economic downturn and the
slow growth in the market and is expected to continue. Consumer sentiments are toward fast
food brand are changing partially due to media focus on diet issues and the fast food industry’s
part in the obesity epidemic. However, many consumers are still very price sensitive to what they
consider lower quality food items, though the fast casual market is beginning to grow and could

9. 8WENDY’S MARKET RESEARCH CASE
take market share from fast food brands by meeting the consumers desire for convenience,
quality and lower price point, though not as low as traditional fast food.
D. Data collection from primary sources
The survey Wendy’s previously collected is the primary source of data for this research
project. It was specifically design to give insights to consumer’s satisfaction on various levels of
the fast food experience, patronage preferences, awareness and demographics.
E. Scaling techniques
The questionnaire used a variety of scales of measurement. Nominal scales, where
numbers are solely used for labeling purposes, were used for labeling the different restaurants
being rated, payment methods and gender assignments. Ordinal scaling was not used in this
survey. The rating of each restaurant is an interval scale, where the unit of measurement is
arbitrary and the zero point is not fixed. Ratio Scaling was used for questions such as age,
income and number of times eaten at fast food restaurants, all items that have a fixed point of
zero. Determining which scale is being used is important because it allows us choose the
appropriate statistical techniques to use during data analysis.
A number of noncomparative scaling techniques were used in the survey Wendy’s
conducted. Comparative scales, where Wendy’s would be compared directly to another brand,
were not used. This methodology allows us to get an idea of overall consumer sentiment to fast
food brands individually and not compared to one another. Itemized rating, where respondents
are required to select a number that best represents the item being rated, was chosen over
continuous rating scales.
The Likert scale was used for the questioning of consumers on their concerns and
behaviors based on nutrition and health without forcing an answer from the respondent. When

10. 9WENDY’S MARKET RESEARCH CASE
questioning respondents how they are eating at a brand compared to last year, an approach is
used similar to Semantic Differential scale. Finally, the questionnaire rating of restaurants most
closely resembles the Scaple scale.
F. Questionnaire development and pretesting
No information was given to the researcher about the development and pretesting of the
questionnaire used in the fast food survey.
G. Sampling techniques
No information was given to the researcher about the sampling technique used in the fast
food survey, other than an online method was chosen. However, there were a 1450 total
respondents that passed the qualification questions.
H. Fieldwork and data collection
No information was given to the researcher about the fieldwork and data collection
process used in the fast food survey.
Data Analysis - Methodology and Plan
A number of techniques can be used to answer the market research problem presented
earlier. For this project, two were selected to help answer a few of the questions. For the first
research problem, How does the Wendy’s experience rate to other fast food restaurants, we
determine the Means of each restaurants rating by selecting q9_1, q9_7, q9_26, q9_36 and
q9_39. Doing a Paired Sample T-test using Wendy’s restaurant rating mean with each other
restaurants rating mean. This will allow us to determine the statistical significance between the
rating numbers. We assume that brands with higher market share will have higher ratings. ). (see
Exhibit - Statistical Output: Hypothesis Testing for data analysis and plan in detail)

11. 10WENDY’S MARKET RESEARCH CASE
In order to consider whether consumers are looking at health concerns, Cross Tabulation
allows for comparison of the variables concerning health and nutrition with demographic
variables, such as gender. It will show the differences in the divide demographic variable along
with the sample as a whole. First, in cycle #1, q14_1, q14_2, q14_3, q14_4, q14_5, q14_6 and
q14_7 are Cross Tabulated with s2 (Gender). In the second cycle, the series of question 4 is then
Cross Tabulated with d6_Recoded (Income). ). (see Exhibit - Statistical Output: Cross Tabulation
for data analysis and plan in detail)
Understanding the differences in Wendy’s customers requires separating them from the
general sample and then comparing different aspects of these consumers to consumers as a
whole. A second data set was created using only respondents that rated Wendy’s “7” of higher
for question 9 and had selected that they have dined at Wendy’s within the last 4 weeks. Then
using Cross Tabulation with the same variables for each data set we can compare differences or
similarities of the whole sample with the “Wendy’s Users Sample”. Three cycles were selected
for Cross Tabulation, demographic question, s1 (Age Range), was used in each cycle. This was
first analyzed with S3a_Recoded (Usage of Fast Foods), then in the second cycle with q14_1,
q14_2, q14_3, q14_4, q14_5, q14_6, q14_7 (Health/Nutrition Questioning) and finally in the
third cycle by q3a_1 q3a_7 q3a_26 q3a_36 q3a_39 (Last time eaten at restaurants). (see Exhibit -
Statistical Output: Comparison Cross Tabulation for data analysis and plan in detail)
Results
The means of the restaurant ratings showed that on average consumers preferred Subway
the most and McDonald’s the least. In addition, we find that consumer’s restaurant experience
does not coincide with a brands market share, as Wendy’s and Arby’s outperform Burger King
as well. It should be noted that the amount of respondents rating Arby’s, 39.2% of the total

12. 11WENDY’S MARKET RESEARCH CASE
respondents, is just over half of the other brand’s respondents, which may cause a skew in their
ratings.
Table 1
I’d like you to rate the restaurants you, yourself, have eaten from in the past three months using a 10-point scale,
where “10” means you think it is perfect, and “1” means you think it is terrible.
Arby’s Burger King McDonald’s Subway Wendy’
Mean 7.39 6.90 6.58 7.78 7.56
When considering consumers habits on looking for more nutritious and healthful choices,
about 50% are looking for these options. When looking at the comparison of these factors
between men and women, we find women are more apt to discover nutritional information,
health trends and are actively looking for coinciding fast food options. We also find that on
average the higher the income the more concern for more nutritious and healthful options.
When comparing the initial sample to the segmented Wendy’s preferred sample, we find
heavier usage of fast food among the Wendy’s preferred respondents, 43.4%. While a higher
percentage of light users were observed in the entire sample. In addition, Wendy’s users tend to
be slightly less concerned with the nutritional content of the foods they are eating. Finally the
last Cross Tabulation showed that Wendy’s users are also slightly more likely to have dined at its
top competitors, McDonald and Burger King, in the last 4 weeks than those from the initial
sample. This finding was not surprising since we had already found these consumers to be
heavier users and less concerned with the health implications of eating fast food.
Limitations and Risks
In all research, limitations and risks must be considered. Because of we are unsure of
where the respondent were derived from, the research is at risk for random sampling error.

13. 12WENDY’S MARKET RESEARCH CASE
Management must take it upon themselves to make sure this sample is a mirror to the population
they are looking at. In addition, nonsampling errors may exist that are unknown due to the
presentation of the data, including but not limited to response error, where inaccurate responses
are given or are recorded. Finally, it must be remembered that this is not an all-inclusive report,
additional information can be derived from the data to gain further insights to management
decision and market research problems.
Conclusions and Recommendations
Since the Wendy’s experience is higher rated than the other burger brands, further
research must be made into what other than experience is effecting market share. Focusing on the
number of locations and convenience would be prime consideration due to the fact the top
competitors have more than double Wendy’s amount of locations.
Since the high percentage of the sample as a whole, those with higher income and
women, who traditionally make many of the meal decisions, are interested in convenient
healthful menu choices additional research and development in this area should be a focus of the
company.
Wendy’s and fast food consumers do not seem to be as loyal as suggested earlier. Further
research into customer loyalty is suggested. Also, even though the Wendy’s customer is not as
concerned about nutrition and health most consumers, the further research recommended in
healthy menu options is not negated because they still have a high leaning toward these options.

14. 13WENDY’S MARKET RESEARCH CASE
References
Chandon, P., & Wansink, B. (2007). The Biasing Health Halos of Fast-Food Restaurant Health
Claims: Lower Calorie Estimates and Higher Side-Dish Consumption Intentions. Journal Of
Consumer Research, 34(3), 301-314.
Gilbert, G. R., & Veloutsou, C. (2006). A cross-industry comparison of customer
satisfaction. The Journal of Services Marketing,20(5), 298-308.
doi:http://dx.doi.org/10.1108/08876040610679918
Silva, B. (2015). Wendy’s Industry Report. Boston University, Boston, MA.

15. 14WENDY’S MARKET RESEARCH CASE
Exhibits
Questionnaires

16. 15WENDY’S MARKET RESEARCH CASE

17. 16WENDY’S MARKET RESEARCH CASE

18. 17WENDY’S MARKET RESEARCH CASE
Statistical Output: Hypothesis Testing
1. Assumptions and Analysis Strategy
CYCLE #1 CYCLE #2 CYCLE #3 CYCLE #4 CYCLE #5
RESEARCH PROBLEM
How does the Wendy’s
experience rate to other fast
food restaurants?
METHOD Hypothesis Testing
ASSUMPTIONS
How population rates fast food
restaurants, Brands with higher
market share will rate higher
INPUT PARAMETERS
Case 4.2 Wendy's Data Recoded
q9_1, q9_7, q9_26, q9_36,
q9_39
Case 4.2 Wendy's Data
Recoded
q9_39, q9_36
Case 4.2 Wendy's Data
Recoded
q9_39, q9_26
Case 4.2 Wendy's Data
Recoded
q9_39, q9_7
Case 4.2 Wendy's Data
Recoded
q9_39, q9_31
SEQUENCES OF
COMMANDS Means Paired Sample T-Test Paired Sample T-Test Paired Sample T-Test Paired Sample T-Test
PRODUCE OUTPUTS
Subway 7.78, Wendy's 7.56,
Arby's 7.39, Burger King 6.90,
McDonald's 6.58 Sig. (2-tailed) .000 Sig. (2-tailed) .000 Sig. (2-tailed) .000 Sig. (2-tailed) .013
ANALYZE THE
OUTPUTS
Statistically Significant
because less that .05
Statistically
Significant because
less that .05
Statistically
Significant because
less that .05
Statistically Significant
because less that .05
RECCOMENDATIONS
COMMENTS
Option 1: Change the Sequences
of Commands
Option 2: Change the
Input Parameters
Option 1: Change the
Sequences of
Commands
Option 3: Change the
Assumptions
Option 3: Change the
Assumptions
2. Interpretation of the Results
Since the Wendy’s experience is higher rated than the other burger brands, further
research must be made into what other than experience is effecting market share. Focusing on the
number of locations and convenience would be prime consideration due to the fact the top
competitors have more than double Wendy’s amount of locations.
3. SPSS Log & Output File
GET
FILE="met-vh9.bu.eduAD856Case WENDY'SDatasetsCase 4.2 Wendy's
Data.sav".
DATASET NAME DataSet1 WINDOW=FRONT.

19. 18WENDY’S MARKET RESEARCH CASE
SAVE OUTFILE="M:.spssCase 4.2 Wendy's Data.sav"
/COMPRESSED.
SORT CASES BY s2.
SPLIT FILE LAYERED BY s2.
DESCRIPTIVES VARIABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7
/STATISTICS=MEAN STDDEV MIN MAX.
DATASET ACTIVATE DataSet1.
MEANS TABLES=q9_1 q9_7 q9_26 q9_36 q9_39
/CELLS=MEAN COUNT STDDEV.
Means
Notes
Output Created 01-MAR-2015 00:21:16
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing For each dependent variable in a table,
user-defined missing values for the
dependent and all grouping variables
are treated as missing.
Cases Used Cases used for each table have no
missing values in any independent
variable, and not all dependent
variables have missing values.
Syntax MEANS TABLES=q9_1 q9_7 q9_26
q9_36 q9_39
/CELLS=MEAN COUNT STDDEV.

20. 19WENDY’S MARKET RESEARCH CASE
Resources Processor Time 00:00:00.02
Elapsed Time 00:00:00.01
[DataSet1] M:.spssCase 4.2 Wendy's Data Recoded.sav
Case Processing Summary
Cases
Included Excluded Total
N Percent N Percent N Percent
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
569 39.2% 881 60.8% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
928 64.0% 522 36.0% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
1143 78.8% 307 21.2% 1450 100.0%

21. 20WENDY’S MARKET RESEARCH CASE
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
917 63.2% 533 36.8% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
947 65.3% 503 34.7% 1450 100.0%
Report
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
Mean 7.39 6.90 6.58 7.78 7.56
N 569 928 1143 917 947
Std. Deviation 1.747 1.846 2.040 1.730 1.712
T-TEST PAIRS=q9_39 q9_39 q9_39 q9_39 WITH q9_36 q9_26 q9_7 q9_1 (PAIRED)
/CRITERIA=CI(.9500)
/MISSING=ANALYSIS.

22. 21WENDY’S MARKET RESEARCH CASE
T-Test
Notes
Output Created 01-MAR-2015 00:24:40
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User defined missing values are treated
as missing.
Cases Used Statistics for each analysis are based
on the cases with no missing or out-of-
range data for any variable in the
analysis.
Syntax T-TEST PAIRS=q9_39 q9_39 q9_39
q9_39 WITH q9_36 q9_26 q9_7 q9_1
(PAIRED)
/CRITERIA=CI(.9500)
/MISSING=ANALYSIS.
Resources Processor Time 00:00:00.02
Elapsed Time 00:00:00.01
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean

23. 22WENDY’S MARKET RESEARCH CASE
Pair 1 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.51 657 1.725 .067
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.78 657 1.743 .068
Pair 2 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.58 791 1.731 .062
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
6.64 791 2.089 .074
Pair 3 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.62 680 1.715 .066

24. 23WENDY’S MARKET RESEARCH CASE
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
6.90 680 1.848 .071
Pair 4 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.62 460 1.715 .080
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
7.40 460 1.764 .082
Paired Samples Correlations
N Correlation Sig.

25. 24WENDY’S MARKET RESEARCH CASE
Pair 1 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. & I’d like you to rate
the restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
657 .350 .000
Pair 2 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. & I’d like you to rate
the restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
791 .299 .000

26. 25WENDY’S MARKET RESEARCH CASE
Pair 3 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. & I’d like you to rate
the restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
680 .367 .000
Pair 4 I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. & I’d like you to rate
the restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible.
460 .401 .000
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed)Mean
Std.
Deviation
Std. Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper

27. 26WENDY’S MARKET RESEARCH CASE
Pair
1
I’d like you to rate
the restaurants
you, yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible. - I’d like
you to rate the
restaurants you,
yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible.
-.277 1.978 .077 -.429 -.126 -3.590 656 .000

28. 27WENDY’S MARKET RESEARCH CASE
Pair
2
I’d like you to rate
the restaurants
you, yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible. - I’d like
you to rate the
restaurants you,
yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible.
.944 2.280 .081 .785 1.104 11.648 790 .000

29. 28WENDY’S MARKET RESEARCH CASE
Pair
3
I’d like you to rate
the restaurants
you, yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible. - I’d like
you to rate the
restaurants you,
yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible.
.716 2.008 .077 .565 .867 9.300 679 .000

30. 29WENDY’S MARKET RESEARCH CASE
Pair
4
I’d like you to rate
the restaurants
you, yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible. - I’d like
you to rate the
restaurants you,
yourself, have
eaten from in the
past three months
using a 10-point
scale, where “10”
means you think it
is perfect, and “1”
means you think it
is terrible.
.222 1.905 .089 .047 .396 2.497 459 .013
MEANS TABLES=q9_1 q9_7 q9_26 q9_36 q9_39 BY d6_Recoded
/CELLS=MEAN COUNT STDDEV.
Means
Notes
Output Created 01-MAR-2015 00:30:19
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>

31. 30WENDY’S MARKET RESEARCH CASE
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing For each dependent variable in a table,
user-defined missing values for the
dependent and all grouping variables
are treated as missing.
Cases Used Cases used for each table have no
missing values in any independent
variable, and not all dependent
variables have missing values.
Syntax MEANS TABLES=q9_1 q9_7 q9_26
q9_36 q9_39 BY d6_Recoded
/CELLS=MEAN COUNT STDDEV.
Resources Processor Time 00:00:00.00
Elapsed Time 00:00:00.02
Case Processing Summary
Cases
Included Excluded Total
N Percent N Percent N Percent
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. * Recoded Income
523 36.1% 927 63.9% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. * Recoded Income
840 57.9% 610 42.1% 1450 100.0%

32. 31WENDY’S MARKET RESEARCH CASE
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. * Recoded Income
1032 71.2% 418 28.8% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. * Recoded Income
829 57.2% 621 42.8% 1450 100.0%
I’d like you to rate the
restaurants you, yourself,
have eaten from in the past
three months using a 10-
point scale, where “10”
means you think it is perfect,
and “1” means you think it is
terrible. * Recoded Income
860 59.3% 590 40.7% 1450 100.0%
Report

33. 32WENDY’S MARKET RESEARCH CASE
Recoded Income
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
I’d like you to
rate the
restaurants you,
yourself, have
eaten from in
the past three
months using a
10-point scale,
where “10”
means you think
it is perfect, and
“1” means you
think it is
terrible.
Under $25,000 Mean 7.70 7.11 6.86
N 76 128 177
Std. Deviation 1.649 2.127 1.974
$25,000 but under $50,000 Mean 7.38 6.86 6.62
N 173 275 332
Std. Deviation 1.812 1.940 2.104
$50,000 but under $75,000 Mean 7.32 6.74 6.63
N 152 230 270
Std. Deviation 1.705 1.685 1.958
$75,000 but under $100,000 Mean 7.21 7.21 6.61
N 72 122 145
Std. Deviation 1.846 1.627 1.955
$100,000 or more Mean 7.30 6.85 6.32
N 50 85 108
Std. Deviation 1.644 1.809 2.027
Total Mean 7.38 6.92 6.63
N 523 840 1032
Std. Deviation 1.747 1.851 2.016
Report

34. 33WENDY’S MARKET RESEARCH CASE
Recoded Income
I’d like you to rate the
restaurants you,
yourself, have eaten
from in the past three
months using a 10-
point scale, where “10”
means you think it is
perfect, and “1” means
you think it is terrible.
I’d like you to rate the
restaurants you,
yourself, have eaten
from in the past three
months using a 10-
point scale, where “10”
means you think it is
perfect, and “1” means
you think it is terrible.
Under $25,000 Mean 7.87 7.36
N 128 125
Std. Deviation 1.736 1.855
$25,000 but under $50,000 Mean 7.79 7.60
N 268 289
Std. Deviation 1.795 1.756
$50,000 but under $75,000 Mean 7.77 7.59
N 234 237
Std. Deviation 1.764 1.596
$75,000 but under $100,000 Mean 7.88 7.79
N 117 115
Std. Deviation 1.758 1.641
$100,000 or more Mean 7.65 7.30
N 82 94
Std. Deviation 1.551 1.765
Total Mean 7.80 7.55
N 829 860
Std. Deviation 1.746 1.716

35. 34WENDY’S MARKET RESEARCH CASE
Statistical Output: Cross Tabulation
1. Assumptions and Analysis Strategy
CYCLE #1 CYCLE #2 CYCLE #3 CYCLE #4 CYCLE #5
RESEARCH PROBLEM
Are customers looking at health
concerns when making a
restaurant selection?
METHOD Cross Tabulation
ASSUMPTIONS
Health/Nutrition vs.
Demographic
INPUT PARAMETERS
Case 4.2 Wendy's Data Recoded
q14_1, q14_2, q14_3, q14_4,
q14_5, q14_6, q14_7 BY s2
Case 4.2 Wendy's Data
Recoded
q14_1, q14_2, q14_3,
q14_4, q14_5, q14_6,
q14_7 BY d6_Recoded
SEQUENCES OF
COMMANDS Cross Tabulation + Bar Charts
Cross Tabulation + Bar
Charts
Cross Tabulation + Bar
Charts
Cross Tabulation + Bar
Charts
Cross Tabulation + Bar
Charts
PRODUCE OUTPUTS
ANALYZE THE
OUTPUTS
RECCOMENDATIONS
COMMENTS
Option 1: Change the Sequences
of Commands
Option 2: Change the
Input Parameters
Option 1: Change the
Sequences of
Commands
Option 3: Change the
Assumptions
Option 3: Change the
Assumptions
2. Interpretation of the Results
Since the high percentage of the sample as a whole, those with higher income and
women, who traditionally make many of the meal decisions, are interested in convenient
healthful menu choices additional research and development in this area should be a focus of the
company.

36. 35WENDY’S MARKET RESEARCH CASE
3. SPSS Log & Output File
GET
FILE="met-vh9.bu.eduAD856Case WENDY'SDatasetsCase 4.2 Wendy's Data.sav".
DATASET NAME DataSet1 WINDOW=FRONT.
SAVE OUTFILE="M:.spssCase 4.2 Wendy's Data.sav"
/COMPRESSED.
SORT CASES BY s2.
SPLIT FILE LAYERED BY s2.
DESCRIPTIVES VARIABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7
/STATISTICS=MEAN STDDEV MIN MAX.
CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7 BY s2
/FORMAT=AVALUE TABLES
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Crosstabs

37. 36WENDY’S MARKET RESEARCH CASE
Notes
Output Created 01-MAR-2015 01:33:06
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are
treated as missing.
Cases Used Statistics for each table are based on
all the cases with valid data in the
specified range(s) for all variables in
each table.
Syntax CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4
q14_5 q14_6 q14_7 BY s2
/FORMAT=AVALUE TABLES
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:01.19

38. 37WENDY’S MARKET RESEARCH CASE
Elapsed Time 00:00:01.53
Dimensions Requested 2
Cells Available 174734
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
I try to stay current on the
latest health and nutrition
information * Are you…?
1441 99.4% 9 0.6% 1450 100.0%
I read nutritional labels on
most products I buy * Are
you…?
1439 99.2% 11 0.8% 1450 100.0%
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants * Are you…?
1436 99.0% 14 1.0% 1450 100.0%
I consider the amount of fat
in the foods I eat at fast food
restaurants * Are you…?
1439 99.2% 11 0.8% 1450 100.0%
I consider the amount of fat
in the foods my kids eat at
fast food restaurants * Are
you…?
885 61.0% 565 39.0% 1450 100.0%

39. 38WENDY’S MARKET RESEARCH CASE
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past * Are
you…?
1432 98.8% 18 1.2% 1450 100.0%
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants * Are
you…?
1438 99.2% 12 0.8% 1450 100.0%
I try to stay current on the latest health and nutrition information * Are you…? Crosstabulation
Are you…?
Male Female
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 78 51
% within Are you…? 12.3% 6.3%
Disagree Somewhat Count 97 119
% within Are you…? 15.3% 14.7%
Neither Agree Nor Disagree Count 168 181
% within Are you…? 26.5% 22.4%
Agree Somewhat Count 201 312
% within Are you…? 31.8% 38.6%
Agree Completely Count 89 145
% within Are you…? 14.1% 17.9%

40. 39WENDY’S MARKET RESEARCH CASE
Total Count 633 808
% within Are you…? 100.0% 100.0%
I try to stay current on the latest health and nutrition information * Are you…? Crosstabulation
Total
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 129
% within Are you…? 9.0%
Disagree Somewhat Count 216
% within Are you…? 15.0%
Neither Agree Nor Disagree Count 349
% within Are you…? 24.2%
Agree Somewhat Count 513
% within Are you…? 35.6%
Agree Completely Count 234
% within Are you…? 16.2%
Total Count 1441
% within Are you…? 100.0%

41. 40WENDY’S MARKET RESEARCH CASE
I read nutritional labels on most products I buy * Are you…? Crosstabulation
Are you…?
Male Female
I read nutritional labels on
most products I buy
Disagree Completely Count 84 79
% within Are you…? 13.3% 9.8%
Disagree Somewhat Count 125 121

42. 41WENDY’S MARKET RESEARCH CASE
% within Are you…? 19.8% 15.0%
Neither Agree Nor Disagree Count 117 134
% within Are you…? 18.5% 16.6%
Agree Somewhat Count 214 275
% within Are you…? 33.9% 34.1%
Agree Completely Count 92 198
% within Are you…? 14.6% 24.5%
Total Count 632 807
% within Are you…? 100.0% 100.0%
I read nutritional labels on most products I buy * Are you…? Crosstabulation
Total
I read nutritional labels on most
products I buy
Disagree Completely Count 163
% within Are you…? 11.3%
Disagree Somewhat Count 246
% within Are you…? 17.1%
Neither Agree Nor Disagree Count 251
% within Are you…? 17.4%
Agree Somewhat Count 489
% within Are you…? 34.0%
Agree Completely Count 290
% within Are you…? 20.2%

43. 42WENDY’S MARKET RESEARCH CASE
Total Count 1439
% within Are you…? 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Are you…? Crosstabulation
Are you…?

44. 43WENDY’S MARKET RESEARCH CASE
Male Female
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 96 85
% within Are you…? 15.2% 10.5%
Disagree Somewhat Count 117 128
% within Are you…? 18.6% 15.9%
Neither Agree Nor Disagree Count 146 182
% within Are you…? 23.2% 22.6%
Agree Somewhat Count 188 250
% within Are you…? 29.8% 31.0%
Agree Completely Count 83 161
% within Are you…? 13.2% 20.0%
Total Count 630 806
% within Are you…? 100.0% 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Are you…? Crosstabulation
Total
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 181
% within Are you…? 12.6%
Disagree Somewhat Count 245
% within Are you…? 17.1%
Neither Agree Nor Disagree Count 328

45. 44WENDY’S MARKET RESEARCH CASE
% within Are you…? 22.8%
Agree Somewhat Count 438
% within Are you…? 30.5%
Agree Completely Count 244
% within Are you…? 17.0%
Total Count 1436
% within Are you…? 100.0%

46. 45WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in the foods I eat at fast food restaurants * Are you…? Crosstabulation
Are you…?
Male Female
I consider the amount of fat
in the foods I eat at fast food
restaurants
Disagree Completely Count 115 100
% within Are you…? 18.2% 12.4%
Disagree Somewhat Count 117 113
% within Are you…? 18.5% 14.0%
Neither Agree Nor Disagree Count 124 147
% within Are you…? 19.6% 18.2%
Agree Somewhat Count 178 267
% within Are you…? 28.2% 33.1%
Agree Completely Count 98 180
% within Are you…? 15.5% 22.3%
Total Count 632 807
% within Are you…? 100.0% 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Are you…? Crosstabulation
Total
I consider the amount of fat in the
foods I eat at fast food restaurants
Disagree Completely Count 215
% within Are you…? 14.9%

47. 46WENDY’S MARKET RESEARCH CASE
Disagree Somewhat Count 230
% within Are you…? 16.0%
Neither Agree Nor Disagree Count 271
% within Are you…? 18.8%
Agree Somewhat Count 445
% within Are you…? 30.9%
Agree Completely Count 278
% within Are you…? 19.3%
Total Count 1439
% within Are you…? 100.0%

48. 47WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in the foods my kids eat at fast food restaurants * Are you…?
Crosstabulation
Are you…?
Male Female
Disagree Completely Count 65 72
% within Are you…? 15.7% 15.3%

49. 48WENDY’S MARKET RESEARCH CASE
I consider the amount of fat
in the foods my kids eat at
fast food restaurants
Disagree Somewhat Count 66 52
% within Are you…? 15.9% 11.1%
Neither Agree Nor Disagree Count 103 122
% within Are you…? 24.8% 26.0%
Agree Somewhat Count 122 135
% within Are you…? 29.4% 28.7%
Agree Completely Count 59 89
% within Are you…? 14.2% 18.9%
Total Count 415 470
% within Are you…? 100.0% 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Are you…? Crosstabulation
Total
I consider the amount of fat in the
foods my kids eat at fast food
restaurants
Disagree Completely Count 137
% within Are you…? 15.5%
Disagree Somewhat Count 118
% within Are you…? 13.3%
Neither Agree Nor Disagree Count 225
% within Are you…? 25.4%
Agree Somewhat Count 257
% within Are you…? 29.0%
Agree Completely Count 148

50. 49WENDY’S MARKET RESEARCH CASE
% within Are you…? 16.7%
Total Count 885
% within Are you…? 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the
foods I have chosen in the past * Are you…? Crosstabulation

51. 50WENDY’S MARKET RESEARCH CASE
Are you…?
Male Female
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 93 64
% within Are you…? 14.8% 8.0%
Disagree Somewhat Count 85 101
% within Are you…? 13.5% 12.6%
Neither Agree Nor Disagree Count 131 134
% within Are you…? 20.8% 16.7%
Agree Somewhat Count 203 275
% within Are you…? 32.2% 34.3%
Agree Completely Count 118 228
% within Are you…? 18.7% 28.4%
Total Count 630 802
% within Are you…? 100.0% 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Are you…? Crosstabulation
Total
I have been making an effort to
look for fast food choices that have
better nutritional value than the
foods I have chosen in the past
Disagree Completely Count 157
% within Are you…? 11.0%
Disagree Somewhat Count 186
% within Are you…? 13.0%

52. 51WENDY’S MARKET RESEARCH CASE
Neither Agree Nor Disagree Count 265
% within Are you…? 18.5%
Agree Somewhat Count 478
% within Are you…? 33.4%
Agree Completely Count 346
% within Are you…? 24.2%
Total Count 1432
% within Are you…? 100.0%

53. 52WENDY’S MARKET RESEARCH CASE
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at
fast food restaurants * Are you…? Crosstabulation
Are you…?
Male Female
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 113 94
% within Are you…? 17.9% 11.7%
Disagree Somewhat Count 114 119
% within Are you…? 18.0% 14.8%
Neither Agree Nor Disagree Count 143 189
% within Are you…? 22.6% 23.4%
Agree Somewhat Count 159 223
% within Are you…? 25.2% 27.7%
Agree Completely Count 103 181
% within Are you…? 16.3% 22.5%
Total Count 632 806
% within Are you…? 100.0% 100.0%
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Are you…? Crosstabulation
Total

54. 53WENDY’S MARKET RESEARCH CASE
I am eating at fast food restaurants
less often out of concern for the
high fat content in the foods at fast
food restaurants
Disagree Completely Count 207
% within Are you…? 14.4%
Disagree Somewhat Count 233
% within Are you…? 16.2%
Neither Agree Nor Disagree Count 332
% within Are you…? 23.1%
Agree Somewhat Count 382
% within Are you…? 26.6%
Agree Completely Count 284
% within Are you…? 19.7%
Total Count 1438
% within Are you…? 100.0%

55. 54WENDY’S MARKET RESEARCH CASE
CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7 BY d6_Recoded
/FORMAT=AVALUE TABLES
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.

56. 55WENDY’S MARKET RESEARCH CASE
Crosstabs
Notes
Output Created 01-MAR-2015 01:35:22
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are
treated as missing.
Cases Used Statistics for each table are based on
all the cases with valid data in the
specified range(s) for all variables in
each table.

57. 56WENDY’S MARKET RESEARCH CASE
Syntax CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4
q14_5 q14_6 q14_7 BY d6_Recoded
/FORMAT=AVALUE TABLES
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:01.28
Elapsed Time 00:04:19.62
Dimensions Requested 2
Cells Available 174734
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
I try to stay current on the
latest health and nutrition
information * Recoded
Income
1298 89.5% 152 10.5% 1450 100.0%
I read nutritional labels on
most products I buy *
Recoded Income
1297 89.4% 153 10.6% 1450 100.0%

58. 57WENDY’S MARKET RESEARCH CASE
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants * Recoded
Income
1293 89.2% 157 10.8% 1450 100.0%
I consider the amount of fat
in the foods I eat at fast food
restaurants * Recoded
Income
1296 89.4% 154 10.6% 1450 100.0%
I consider the amount of fat
in the foods my kids eat at
fast food restaurants *
Recoded Income
815 56.2% 635 43.8% 1450 100.0%
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past *
Recoded Income
1291 89.0% 159 11.0% 1450 100.0%
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants * Recoded
Income
1295 89.3% 155 10.7% 1450 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation
Recoded Income
Under $25,000
Disagree Completely Count 24

59. 58WENDY’S MARKET RESEARCH CASE
I try to stay current on the
latest health and nutrition
information
% within Recoded Income 11.4%
Disagree Somewhat Count 30
% within Recoded Income 14.2%
Neither Agree Nor Disagree Count 57
% within Recoded Income 27.0%
Agree Somewhat Count 67
% within Recoded Income 31.8%
Agree Completely Count 33
% within Recoded Income 15.6%
Total Count 211
% within Recoded Income 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 51
% within Recoded Income 12.2%
Disagree Somewhat Count 73
% within Recoded Income 17.4%
Neither Agree Nor Disagree Count 102
% within Recoded Income 24.3%
Agree Somewhat Count 146

60. 59WENDY’S MARKET RESEARCH CASE
% within Recoded Income 34.8%
Agree Completely Count 47
% within Recoded Income 11.2%
Total Count 419
% within Recoded Income 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 27
% within Recoded Income 7.7%
Disagree Somewhat Count 51
% within Recoded Income 14.6%
Neither Agree Nor Disagree Count 73
% within Recoded Income 20.9%
Agree Somewhat Count 136
% within Recoded Income 39.0%
Agree Completely Count 62
% within Recoded Income 17.8%
Total Count 349
% within Recoded Income 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation

61. 60WENDY’S MARKET RESEARCH CASE
Recoded Income
$75,000 but
under $100,000
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 11
% within Recoded Income 6.1%
Disagree Somewhat Count 27
% within Recoded Income 15.0%
Neither Agree Nor Disagree Count 47
% within Recoded Income 26.1%
Agree Somewhat Count 59
% within Recoded Income 32.8%
Agree Completely Count 36
% within Recoded Income 20.0%
Total Count 180
% within Recoded Income 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation
Recoded Income
$100,000 or
more
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 6
% within Recoded Income 4.3%
Disagree Somewhat Count 15
% within Recoded Income 10.8%

62. 61WENDY’S MARKET RESEARCH CASE
Neither Agree Nor Disagree Count 24
% within Recoded Income 17.3%
Agree Somewhat Count 59
% within Recoded Income 42.4%
Agree Completely Count 35
% within Recoded Income 25.2%
Total Count 139
% within Recoded Income 100.0%
I try to stay current on the latest health and nutrition information * Recoded Income Crosstabulation
Total
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 119
% within Recoded Income 9.2%
Disagree Somewhat Count 196
% within Recoded Income 15.1%
Neither Agree Nor Disagree Count 303
% within Recoded Income 23.3%
Agree Somewhat Count 467
% within Recoded Income 36.0%
Agree Completely Count 213
% within Recoded Income 16.4%
Total Count 1298

63. 62WENDY’S MARKET RESEARCH CASE
% within Recoded Income 100.0%
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Recoded
Income
Under $25,000

64. 63WENDY’S MARKET RESEARCH CASE
I read nutritional labels on
most products I buy
Disagree Completely Count 25
% within Recoded Income 11.8%
Disagree Somewhat Count 45
% within Recoded Income 21.3%
Neither Agree Nor Disagree Count 50
% within Recoded Income 23.7%
Agree Somewhat Count 54
% within Recoded Income 25.6%
Agree Completely Count 37
% within Recoded Income 17.5%
Total Count 211
% within Recoded Income 100.0%
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
I read nutritional labels on
most products I buy
Disagree Completely Count 56
% within Recoded Income 13.4%
Disagree Somewhat Count 86
% within Recoded Income 20.5%
Neither Agree Nor Disagree Count 68
% within Recoded Income 16.2%

65. 64WENDY’S MARKET RESEARCH CASE
Agree Somewhat Count 137
% within Recoded Income 32.7%
Agree Completely Count 72
% within Recoded Income 17.2%
Total Count 419
% within Recoded Income 100.0%
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I read nutritional labels on
most products I buy
Disagree Completely Count 41
% within Recoded Income 11.7%
Disagree Somewhat Count 47
% within Recoded Income 13.5%
Neither Agree Nor Disagree Count 58
% within Recoded Income 16.6%
Agree Somewhat Count 132
% within Recoded Income 37.8%
Agree Completely Count 71
% within Recoded Income 20.3%
Total Count 349
% within Recoded Income 100.0%

66. 65WENDY’S MARKET RESEARCH CASE
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Recoded Income
$75,000 but
under $100,000
I read nutritional labels on
most products I buy
Disagree Completely Count 11
% within Recoded Income 6.1%
Disagree Somewhat Count 38
% within Recoded Income 21.2%
Neither Agree Nor Disagree Count 30
% within Recoded Income 16.8%
Agree Somewhat Count 61
% within Recoded Income 34.1%
Agree Completely Count 39
% within Recoded Income 21.8%
Total Count 179
% within Recoded Income 100.0%
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Recoded Income
$100,000 or
more
I read nutritional labels on
most products I buy
Disagree Completely Count 12
% within Recoded Income 8.6%
Disagree Somewhat Count 18

67. 66WENDY’S MARKET RESEARCH CASE
% within Recoded Income 12.9%
Neither Agree Nor Disagree Count 16
% within Recoded Income 11.5%
Agree Somewhat Count 52
% within Recoded Income 37.4%
Agree Completely Count 41
% within Recoded Income 29.5%
Total Count 139
% within Recoded Income 100.0%
I read nutritional labels on most products I buy * Recoded Income Crosstabulation
Total
I read nutritional labels on most
products I buy
Disagree Completely Count 145
% within Recoded Income 11.2%
Disagree Somewhat Count 234
% within Recoded Income 18.0%
Neither Agree Nor Disagree Count 222
% within Recoded Income 17.1%
Agree Somewhat Count 436
% within Recoded Income 33.6%
Agree Completely Count 260
% within Recoded Income 20.0%

68. 67WENDY’S MARKET RESEARCH CASE
Total Count 1297
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Recoded
Income

69. 68WENDY’S MARKET RESEARCH CASE
Under $25,000
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 31
% within Recoded Income 14.8%
Disagree Somewhat Count 38
% within Recoded Income 18.1%
Neither Agree Nor Disagree Count 53
% within Recoded Income 25.2%
Agree Somewhat Count 60
% within Recoded Income 28.6%
Agree Completely Count 28
% within Recoded Income 13.3%
Total Count 210
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
I am making more of an effort
to find out about the nutritional
content of the foods I eat at
fast food restaurants
Disagree Completely Count 64
% within Recoded Income 15.3%
Disagree Somewhat Count 73
% within Recoded Income 17.5%
Neither Agree Nor Disagree Count 89

70. 69WENDY’S MARKET RESEARCH CASE
% within Recoded Income 21.3%
Agree Somewhat Count 127
% within Recoded Income 30.5%
Agree Completely Count 64
% within Recoded Income 15.3%
Total Count 417
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I am making more of an effort
to find out about the nutritional
content of the foods I eat at
fast food restaurants
Disagree Completely Count 45
% within Recoded Income 12.9%
Disagree Somewhat Count 57
% within Recoded Income 16.4%
Neither Agree Nor Disagree Count 79
% within Recoded Income 22.7%
Agree Somewhat Count 105
% within Recoded Income 30.2%
Agree Completely Count 62
% within Recoded Income 17.8%
Total Count 348

71. 70WENDY’S MARKET RESEARCH CASE
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Recoded Income
$75,000 but
under $100,000
I am making more of an effort
to find out about the nutritional
content of the foods I eat at
fast food restaurants
Disagree Completely Count 13
% within Recoded Income 7.3%
Disagree Somewhat Count 36
% within Recoded Income 20.1%
Neither Agree Nor Disagree Count 48
% within Recoded Income 26.8%
Agree Somewhat Count 52
% within Recoded Income 29.1%
Agree Completely Count 30
% within Recoded Income 16.8%
Total Count 179
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Recoded Income
$100,000 or
more

72. 71WENDY’S MARKET RESEARCH CASE
I am making more of an effort
to find out about the nutritional
content of the foods I eat at
fast food restaurants
Disagree Completely Count 12
% within Recoded Income 8.6%
Disagree Somewhat Count 22
% within Recoded Income 15.8%
Neither Agree Nor Disagree Count 18
% within Recoded Income 12.9%
Agree Somewhat Count 49
% within Recoded Income 35.3%
Agree Completely Count 38
% within Recoded Income 27.3%
Total Count 139
% within Recoded Income 100.0%
I am making more of an effort to find out about the nutritional content of the foods I eat at fast food
restaurants * Recoded Income Crosstabulation
Total
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 165
% within Recoded Income 12.8%
Disagree Somewhat Count 226
% within Recoded Income 17.5%
Neither Agree Nor Disagree Count 287
% within Recoded Income 22.2%

73. 72WENDY’S MARKET RESEARCH CASE
Agree Somewhat Count 393
% within Recoded Income 30.4%
Agree Completely Count 222
% within Recoded Income 17.2%
Total Count 1293
% within Recoded Income 100.0%

74. 73WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded
Income
Under $25,000
I consider the amount of fat
in the foods I eat at fast food
restaurants
Disagree Completely Count 44
% within Recoded Income 20.9%
Disagree Somewhat Count 32
% within Recoded Income 15.2%
Neither Agree Nor Disagree Count 55
% within Recoded Income 26.1%
Agree Somewhat Count 56
% within Recoded Income 26.5%
Agree Completely Count 24
% within Recoded Income 11.4%
Total Count 211
% within Recoded Income 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
Disagree Completely Count 65

75. 74WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in
the foods I eat at fast food
restaurants
% within Recoded Income 15.6%
Disagree Somewhat Count 83
% within Recoded Income 19.9%
Neither Agree Nor Disagree Count 66
% within Recoded Income 15.8%
Agree Somewhat Count 127
% within Recoded Income 30.4%
Agree Completely Count 77
% within Recoded Income 18.4%
Total Count 418
% within Recoded Income 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 58
% within Recoded Income 16.6%
Disagree Somewhat Count 46
% within Recoded Income 13.2%
Neither Agree Nor Disagree Count 56
% within Recoded Income 16.0%
Agree Somewhat Count 122

76. 75WENDY’S MARKET RESEARCH CASE
% within Recoded Income 35.0%
Agree Completely Count 67
% within Recoded Income 19.2%
Total Count 349
% within Recoded Income 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income Crosstabulation
Recoded Income
$75,000 but
under $100,000
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 18
% within Recoded Income 10.1%
Disagree Somewhat Count 28
% within Recoded Income 15.6%
Neither Agree Nor Disagree Count 39
% within Recoded Income 21.8%
Agree Somewhat Count 55
% within Recoded Income 30.7%
Agree Completely Count 39
% within Recoded Income 21.8%
Total Count 179
% within Recoded Income 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income Crosstabulation

77. 76WENDY’S MARKET RESEARCH CASE
Recoded Income
$100,000 or
more
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 13
% within Recoded Income 9.4%
Disagree Somewhat Count 20
% within Recoded Income 14.4%
Neither Agree Nor Disagree Count 18
% within Recoded Income 12.9%
Agree Somewhat Count 44
% within Recoded Income 31.7%
Agree Completely Count 44
% within Recoded Income 31.7%
Total Count 139
% within Recoded Income 100.0%
I consider the amount of fat in the foods I eat at fast food restaurants * Recoded Income Crosstabulation
Total
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 198
% within Recoded Income 15.3%
Disagree Somewhat Count 209
% within Recoded Income 16.1%

78. 77WENDY’S MARKET RESEARCH CASE
Neither Agree Nor Disagree Count 234
% within Recoded Income 18.1%
Agree Somewhat Count 404
% within Recoded Income 31.2%
Agree Completely Count 251
% within Recoded Income 19.4%
Total Count 1296
% within Recoded Income 100.0%

79. 78WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded
Income
Under $25,000
I consider the amount of fat
in the foods my kids eat at
fast food restaurants
Disagree Completely Count 32
% within Recoded Income 27.1%
Disagree Somewhat Count 14
% within Recoded Income 11.9%
Neither Agree Nor Disagree Count 32
% within Recoded Income 27.1%
Agree Somewhat Count 28
% within Recoded Income 23.7%
Agree Completely Count 12
% within Recoded Income 10.2%
Total Count 118
% within Recoded Income 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded Income

80. 79WENDY’S MARKET RESEARCH CASE
$25,000 but
under $50,000
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 42
% within Recoded Income 16.3%
Disagree Somewhat Count 46
% within Recoded Income 17.9%
Neither Agree Nor Disagree Count 62
% within Recoded Income 24.1%
Agree Somewhat Count 66
% within Recoded Income 25.7%
Agree Completely Count 41
% within Recoded Income 16.0%
Total Count 257
% within Recoded Income 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded Income
$50,000 but
under $75,000
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 33
% within Recoded Income 14.0%
Disagree Somewhat Count 23
% within Recoded Income 9.7%

81. 80WENDY’S MARKET RESEARCH CASE
Neither Agree Nor Disagree Count 57
% within Recoded Income 24.2%
Agree Somewhat Count 80
% within Recoded Income 33.9%
Agree Completely Count 43
% within Recoded Income 18.2%
Total Count 236
% within Recoded Income 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded Income
$75,000 but
under $100,000
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 9
% within Recoded Income 7.3%
Disagree Somewhat Count 16
% within Recoded Income 12.9%
Neither Agree Nor Disagree Count 41
% within Recoded Income 33.1%
Agree Somewhat Count 34
% within Recoded Income 27.4%
Agree Completely Count 24
% within Recoded Income 19.4%

82. 81WENDY’S MARKET RESEARCH CASE
Total Count 124
% within Recoded Income 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Recoded Income
$100,000 or
more
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 7
% within Recoded Income 8.8%
Disagree Somewhat Count 12
% within Recoded Income 15.0%
Neither Agree Nor Disagree Count 7
% within Recoded Income 8.8%
Agree Somewhat Count 33
% within Recoded Income 41.3%
Agree Completely Count 21
% within Recoded Income 26.3%
Total Count 80
% within Recoded Income 100.0%
I consider the amount of fat in the foods my kids eat at fast food restaurants * Recoded Income
Crosstabulation
Total

83. 82WENDY’S MARKET RESEARCH CASE
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 123
% within Recoded Income 15.1%
Disagree Somewhat Count 111
% within Recoded Income 13.6%
Neither Agree Nor Disagree Count 199
% within Recoded Income 24.4%
Agree Somewhat Count 241
% within Recoded Income 29.6%
Agree Completely Count 141
% within Recoded Income 17.3%
Total Count 815
% within Recoded Income 100.0%

84. 83WENDY’S MARKET RESEARCH CASE
I have been making an effort to look for fast food choices that have better nutritional value than the
foods I have chosen in the past * Recoded Income Crosstabulation
Recoded
Income
Under $25,000
I have been making an effort
to look for fast food choices
that have better nutritional
Disagree Completely Count 30
% within Recoded Income 14.3%

85. 84WENDY’S MARKET RESEARCH CASE
value than the foods I have
chosen in the past
Disagree Somewhat Count 30
% within Recoded Income 14.3%
Neither Agree Nor Disagree Count 47
% within Recoded Income 22.4%
Agree Somewhat Count 63
% within Recoded Income 30.0%
Agree Completely Count 40
% within Recoded Income 19.0%
Total Count 210
% within Recoded Income 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 49
% within Recoded Income 11.8%
Disagree Somewhat Count 71
% within Recoded Income 17.1%
Neither Agree Nor Disagree Count 81
% within Recoded Income 19.5%
Agree Somewhat Count 125
% within Recoded Income 30.0%

86. 85WENDY’S MARKET RESEARCH CASE
Agree Completely Count 90
% within Recoded Income 21.6%
Total Count 416
% within Recoded Income 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 37
% within Recoded Income 10.6%
Disagree Somewhat Count 43
% within Recoded Income 12.4%
Neither Agree Nor Disagree Count 58
% within Recoded Income 16.7%
Agree Somewhat Count 125
% within Recoded Income 35.9%
Agree Completely Count 85
% within Recoded Income 24.4%
Total Count 348
% within Recoded Income 100.0%

87. 86WENDY’S MARKET RESEARCH CASE
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Recoded Income Crosstabulation
Recoded Income
$75,000 but
under $100,000
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 14
% within Recoded Income 7.9%
Disagree Somewhat Count 20
% within Recoded Income 11.2%
Neither Agree Nor Disagree Count 34
% within Recoded Income 19.1%
Agree Somewhat Count 65
% within Recoded Income 36.5%
Agree Completely Count 45
% within Recoded Income 25.3%
Total Count 178
% within Recoded Income 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Recoded Income Crosstabulation
Recoded Income
$100,000 or
more
I have been making an effort
to look for fast food choices
that have better nutritional
Disagree Completely Count 12
% within Recoded Income 8.6%

88. 87WENDY’S MARKET RESEARCH CASE
value than the foods I have
chosen in the past
Disagree Somewhat Count 11
% within Recoded Income 7.9%
Neither Agree Nor Disagree Count 21
% within Recoded Income 15.1%
Agree Somewhat Count 42
% within Recoded Income 30.2%
Agree Completely Count 53
% within Recoded Income 38.1%
Total Count 139
% within Recoded Income 100.0%
I have been making an effort to look for fast food choices that have better nutritional value than the foods I
have chosen in the past * Recoded Income Crosstabulation
Total
I have been making an effort to
look for fast food choices that
have better nutritional value
than the foods I have chosen in
the past
Disagree Completely Count 142
% within Recoded Income 11.0%
Disagree Somewhat Count 175
% within Recoded Income 13.6%
Neither Agree Nor Disagree Count 241
% within Recoded Income 18.7%
Agree Somewhat Count 420
% within Recoded Income 32.5%

89. 88WENDY’S MARKET RESEARCH CASE
Agree Completely Count 313
% within Recoded Income 24.2%
Total Count 1291
% within Recoded Income 100.0%

90. 89WENDY’S MARKET RESEARCH CASE
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at
fast food restaurants * Recoded Income Crosstabulation
Recoded
Income
Under $25,000
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 44
% within Recoded Income 20.7%
Disagree Somewhat Count 38
% within Recoded Income 17.8%
Neither Agree Nor Disagree Count 56
% within Recoded Income 26.3%
Agree Somewhat Count 42
% within Recoded Income 19.7%
Agree Completely Count 33
% within Recoded Income 15.5%
Total Count 213
% within Recoded Income 100.0%
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Recoded Income Crosstabulation
Recoded Income
$25,000 but
under $50,000
I am eating at fast food
restaurants less often out of
concern for the high fat
Disagree Completely Count 58
% within Recoded Income 13.9%

91. 90WENDY’S MARKET RESEARCH CASE
content in the foods at fast
food restaurants
Disagree Somewhat Count 75
% within Recoded Income 18.0%
Neither Agree Nor Disagree Count 90
% within Recoded Income 21.6%
Agree Somewhat Count 116
% within Recoded Income 27.9%
Agree Completely Count 77
% within Recoded Income 18.5%
Total Count 416
% within Recoded Income 100.0%
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Recoded Income Crosstabulation
Recoded Income
$50,000 but
under $75,000
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 56
% within Recoded Income 16.1%
Disagree Somewhat Count 55
% within Recoded Income 15.9%
Neither Agree Nor Disagree Count 82
% within Recoded Income 23.6%
Agree Somewhat Count 89
% within Recoded Income 25.6%

92. 91WENDY’S MARKET RESEARCH CASE
Agree Completely Count 65
% within Recoded Income 18.7%
Total Count 347
% within Recoded Income 100.0%
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Recoded Income Crosstabulation
Recoded Income
$75,000 but
under $100,000
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 15
% within Recoded Income 8.3%
Disagree Somewhat Count 28
% within Recoded Income 15.6%
Neither Agree Nor Disagree Count 47
% within Recoded Income 26.1%
Agree Somewhat Count 49
% within Recoded Income 27.2%
Agree Completely Count 41
% within Recoded Income 22.8%
Total Count 180
% within Recoded Income 100.0%

93. 92WENDY’S MARKET RESEARCH CASE
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Recoded Income Crosstabulation
Recoded Income
$100,000 or
more
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 14
% within Recoded Income 10.1%
Disagree Somewhat Count 20
% within Recoded Income 14.4%
Neither Agree Nor Disagree Count 23
% within Recoded Income 16.5%
Agree Somewhat Count 47
% within Recoded Income 33.8%
Agree Completely Count 35
% within Recoded Income 25.2%
Total Count 139
% within Recoded Income 100.0%
I am eating at fast food restaurants less often out of concern for the high fat content in the foods at fast
food restaurants * Recoded Income Crosstabulation
Total
I am eating at fast food
restaurants less often out of
concern for the high fat content
Disagree Completely Count 187
% within Recoded Income 14.4%

94. 93WENDY’S MARKET RESEARCH CASE
in the foods at fast food
restaurants
Disagree Somewhat Count 216
% within Recoded Income 16.7%
Neither Agree Nor Disagree Count 298
% within Recoded Income 23.0%
Agree Somewhat Count 343
% within Recoded Income 26.5%
Agree Completely Count 251
% within Recoded Income 19.4%
Total Count 1295
% within Recoded Income 100.0%

95. 94WENDY’S MARKET RESEARCH CASE

96. 95WENDY’S MARKET RESEARCH CASE
Statistical Output: Comparison Cross Tabulation
1. Assumptions and Analysis Strategy
CYCLE #1 CYCLE #2 CYCLE #3 CYCLE #4
RESEARCH PROBLEM
How do Wendy’s consumers
compare to all consumers?
METHOD Cross Tabulation
ASSUMPTIONS
INPUT PARAMETERS
Case 4.2 Wendy's Data Recoded
S3a_Recoded BY s1
Case 4.2 Wendy's Data Recoded
q14_1, q14_2, q14_3, q14_4,
q14_5, q14_6, q14_7 BY s1
Case 4.2 Wendy's Data Recoded
q3a_1 q3a_7 q3a_26 q3a_36
q3a_39 BY s1
SEQUENCES OF
COMMANDS Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts
PRODUCE OUTPUTS
ANALYZE THE
OUTPUTS
RECCOMENDATIONS
COMMENTS
Option 1: Change the Sequences
of Commands
Option 2: Change the Input
Parameters
Option 1: Change the Sequences
of Commands
Option 3: Change the
Assumptions

97. 96WENDY’S MARKET RESEARCH CASE
CYCLE #1 CYCLE #2 CYCLE #3 CYCLE #4
RESEARCH PROBLEM
How do Wendy’s consumers
compare to all consumers?
METHOD Cross Tabulation
ASSUMPTIONS
INPUT PARAMETERS
Wendy's Data Prefer
S3a_Recoded BY s1
Wendy's Data Prefer
q14_1, q14_2, q14_3, q14_4,
q14_5, q14_6, q14_7 BY s1
Wendy's Data Prefer
q3a_1 q3a_7 q3a_26 q3a_36
q3a_39 BY s1
SEQUENCES OF
COMMANDS Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts Cross Tabulation + Bar Charts
PRODUCE OUTPUTS
ANALYZE THE
OUTPUTS
RECCOMENDATIONS
COMMENTS
Option 1: Change the Sequences
of Commands
Option 2: Change the Input
Parameters
Option 1: Change the Sequences
of Commands
Option 3: Change the
Assumptions
2. Interpretation of the Results
Wendy’s and fast food consumers do not seem to be as loyal as suggested earlier. Further
research into customer loyalty is suggested. Also, even though the Wendy’s customer is not as
concerned about nutrition and health most consumers, the further research recommended in
healthy menu options is not negated because they still have a high leaning toward these options.
3. SPSS Log & Output File
GET
FILE="met-vh9.bu.eduAD856Case WENDY'SDatasetsCase 4.2 Wendy's Data.sav".
DATASET NAME DataSet1 WINDOW=FRONT.

98. 97WENDY’S MARKET RESEARCH CASE
SAVE OUTFILE="M:.spssCase 4.2 Wendy's Data.sav"
/COMPRESSED.
SORT CASES BY s2.
SPLIT FILE LAYERED BY s2.
DESCRIPTIVES VARIABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7
/STATISTICS=MEAN STDDEV MIN MAX.
SORT CASES BY q9_39 q9_36 q9_26 q9_7 q9_1.
SPLIT FILE LAYERED BY q9_39 q9_36 q9_26 q9_7 q9_1.
SPLIT FILE OFF.
SORT CASES BY q3a_39.
SPLIT FILE LAYERED BY q3a_39.
SPLIT FILE OFF.
SORT CASES BY q9_39.
SPLIT FILE LAYERED BY q9_39.
DATASET COPY q9_39.
DATASET ACTIVATE q9_39.
FILTER OFF.
USE ALL.
SELECT IF (q9_39 > 7).
EXECUTE.
DATASET ACTIVATE DataSet1.
DATASET ACTIVATE q9_39.

99. 98WENDY’S MARKET RESEARCH CASE
DATASET COPY q3a_39.
DATASET ACTIVATE q3a_39.
FILTER OFF.
USE ALL.
SELECT IF (q3a_39 = 4).
EXECUTE.
DATASET ACTIVATE q9_39.
DATASET ACTIVATE DataSet1.
DATASET CLOSE q3a_39.
DATASET ACTIVATE q9_39.
DATASET COPY q3a_39.
DATASET ACTIVATE q3a_39.
FILTER OFF.
USE ALL.
SELECT IF (q3a_39 = 1).
EXECUTE.
DATASET ACTIVATE q9_39.
DATASET ACTIVATE DataSet1.
DATASET CLOSE q9_39.
DATASET ACTIVATE q3a_39.
SAVE OUTFILE="M:.spssWendy's Data Prefer Wendy's.sav"
/COMPRESSED.
DESCRIPTIVES VARIABLES=s1 s2
/STATISTICS=MEAN STDDEV MIN MAX.

100. 99WENDY’S MARKET RESEARCH CASE
DATASET ACTIVATE q3a_39.
SAVE OUTFILE="M:.spssWendy's Data Prefer Wendy's.sav"
/COMPRESSED.
CROSSTABS
/TABLES=S3a_Recoded BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Crosstabs
Notes
Output Created 01-MAR-2015 12:34:02
Comments
Input Data M:.spssWendy's Data Prefer
Wendy's.sav
Active Dataset DataSet2
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
396
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.

101. 100WENDY’S MARKET RESEARCH CASE
Syntax CROSSTABS
/TABLES=S3a_Recoded BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.31
Elapsed Time 00:00:05.37
Dimensions Requested 2
Cells Available 174734
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Recoded Usage of fast foods
* To begin, which of the
following categories includes
your age?
396 100.0% 0 0.0% 396 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation
To begin, which of the
following categories
includes your age?
18-24 25-29
Recoded Usage of fast foods LIght users Count 43 16
% within To begin, which of
the following categories
includes your age?
30.7% 23.2%
Medium users Count 43 20
% within To begin, which of
the following categories
includes your age?
30.7% 29.0%

102. 101WENDY’S MARKET RESEARCH CASE
Heavy users Count 54 33
% within To begin, which of
the following categories
includes your age?
38.6% 47.8%
Total Count 140 69
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation
To begin, which of the
following categories includes
your age?
30-34 35-39
Recoded Usage of fast foods LIght users Count 12 13
% within To begin, which of the
following categories includes
your age?
16.9% 25.0%
Medium users Count 27 18
% within To begin, which of the
following categories includes
your age?
38.0% 34.6%
Heavy users Count 32 21
% within To begin, which of the
following categories includes
your age?
45.1% 40.4%
Total Count 71 52
% within To begin, which of the
following categories includes
your age?
100.0% 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation

103. 102WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
Total40-45
Recoded Usage of fast foods LIght users Count 14 98
% within To begin, which of the
following categories includes
your age?
21.9% 24.7%
Medium users Count 18 126
% within To begin, which of the
following categories includes
your age?
28.1% 31.8%
Heavy users Count 32 172
% within To begin, which of the
following categories includes
your age?
50.0% 43.4%
Total Count 64 396
% within To begin, which of the
following categories includes
your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.412a
8 .493
Likelihood Ratio 7.456 8 .488
Linear-by-Linear Association 2.386 1 .122
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 12.87.

104. 103WENDY’S MARKET RESEARCH CASE
DATASET ACTIVATE DataSet1.
CROSSTABS
/TABLES=S3a_Recoded BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Crosstabs

105. 104WENDY’S MARKET RESEARCH CASE
Notes
Output Created 01-MAR-2015 12:49:12
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=S3a_Recoded BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.34
Elapsed Time 00:00:04.74
Dimensions Requested 2
Cells Available 174734
[DataSet1] M:.spssCase 4.2 Wendy's Data Recoded.sav
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent

106. 105WENDY’S MARKET RESEARCH CASE
Recoded Usage of fast foods
* To begin, which of the
following categories includes
your age?
1450 100.0% 0 0.0% 1450 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation
To begin, which of the
following categories
includes your age?
18-24 25-29
Recoded Usage of fast foods LIght users Count 239 79
% within To begin, which of
the following categories
includes your age?
41.6% 34.2%
Medium users Count 146 70
% within To begin, which of
the following categories
includes your age?
25.4% 30.3%
Heavy users Count 190 82
% within To begin, which of
the following categories
includes your age?
33.0% 35.5%
Total Count 575 231
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation
To begin, which of the
following categories includes
your age?
30-34 35-39
Recoded Usage of fast foods LIght users Count 77 59

107. 106WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
33.6% 32.8%
Medium users Count 80 61
% within To begin, which of the
following categories includes
your age?
34.9% 33.9%
Heavy users Count 72 60
% within To begin, which of the
following categories includes
your age?
31.4% 33.3%
Total Count 229 180
% within To begin, which of the
following categories includes
your age?
100.0% 100.0%
Recoded Usage of fast foods * To begin, which of the following categories includes your age?
Crosstabulation
To begin,
which of the
following
categories
includes your
age?
Total40-45
Recoded Usage of fast foods LIght users Count 101 555
% within To begin, which of the
following categories includes
your age?
43.0% 38.3%
Medium users Count 69 426
% within To begin, which of the
following categories includes
your age?
29.4% 29.4%
Heavy users Count 65 469
% within To begin, which of the
following categories includes
your age?
27.7% 32.3%
Total Count 235 1450

108. 107WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 16.037a
8 .042
Likelihood Ratio 16.120 8 .041
Linear-by-Linear Association .162 1 .687
N of Valid Cases 1450
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 52.88.

109. 108WENDY’S MARKET RESEARCH CASE
DATASET ACTIVATE DataSet2.
CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Crosstabs

110. 109WENDY’S MARKET RESEARCH CASE
Notes
Output Created 01-MAR-2015 12:51:13
Comments
Input Data M:.spssWendy's Data Prefer
Wendy's.sav
Active Dataset DataSet2
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
396
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4
q14_5 q14_6 q14_7 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:01.14
Elapsed Time 00:00:01.40
Dimensions Requested 2
Cells Available 174734
[DataSet2] M:.spssWendy's Data Prefer Wendy's.sav
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent

111. 110WENDY’S MARKET RESEARCH CASE
I try to stay current on the
latest health and nutrition
information * To begin, which
of the following categories
includes your age?
396 100.0% 0 0.0% 396 100.0%
I read nutritional labels on
most products I buy * To
begin, which of the following
categories includes your
age?
396 100.0% 0 0.0% 396 100.0%
I am making more of an effort
to find out about the
nutritional content of the
foods I eat at fast food
restaurants * To begin, which
of the following categories
includes your age?
396 100.0% 0 0.0% 396 100.0%
I consider the amount of fat in
the foods I eat at fast food
restaurants * To begin, which
of the following categories
includes your age?
396 100.0% 0 0.0% 396 100.0%
I consider the amount of fat in
the foods my kids eat at fast
food restaurants * To begin,
which of the following
categories includes your
age?
269 67.9% 127 32.1% 396 100.0%
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past * To
begin, which of the following
categories includes your
age?
396 100.0% 0 0.0% 396 100.0%

112. 111WENDY’S MARKET RESEARCH CASE
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants * To begin,
which of the following
categories includes your
age?
396 100.0% 0 0.0% 396 100.0%
I try to stay current on the latest health and nutrition information * To
begin, which of the following categories includes your age?
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 26
% within To begin, which of
the following categories
includes your age?
18.6%
Disagree Somewhat Count 25
% within To begin, which of
the following categories
includes your age?
17.9%
Neither Agree Nor Disagree Count 29
% within To begin, which of
the following categories
includes your age?
20.7%
Agree Somewhat Count 41

113. 112WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
29.3%
Agree Completely Count 19
% within To begin, which of
the following categories
includes your age?
13.6%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 8
% within To begin, which of the
following categories includes
your age?
11.6%
Disagree Somewhat Count 14
% within To begin, which of the
following categories includes
your age?
20.3%
Neither Agree Nor Disagree Count 14
% within To begin, which of the
following categories includes
your age?
20.3%
Agree Somewhat Count 28
% within To begin, which of the
following categories includes
your age?
40.6%
Agree Completely Count 5

114. 113WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
7.2%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 4
% within To begin, which of the
following categories includes
your age?
5.6%
Disagree Somewhat Count 11
% within To begin, which of the
following categories includes
your age?
15.5%
Neither Agree Nor Disagree Count 23
% within To begin, which of the
following categories includes
your age?
32.4%
Agree Somewhat Count 25
% within To begin, which of the
following categories includes
your age?
35.2%
Agree Completely Count 8
% within To begin, which of the
following categories includes
your age?
11.3%
Total Count 71

115. 114WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 3
% within To begin, which of the
following categories includes
your age?
5.8%
Disagree Somewhat Count 7
% within To begin, which of the
following categories includes
your age?
13.5%
Neither Agree Nor Disagree Count 19
% within To begin, which of the
following categories includes
your age?
36.5%
Agree Somewhat Count 16
% within To begin, which of the
following categories includes
your age?
30.8%
Agree Completely Count 7
% within To begin, which of the
following categories includes
your age?
13.5%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

116. 115WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 4 45
% within To begin, which of
the following categories
includes your age?
6.3% 11.4%
Disagree Somewhat Count 6 63
% within To begin, which of
the following categories
includes your age?
9.4% 15.9%
Neither Agree Nor Disagree Count 18 103
% within To begin, which of
the following categories
includes your age?
28.1% 26.0%
Agree Somewhat Count 21 131
% within To begin, which of
the following categories
includes your age?
32.8% 33.1%
Agree Completely Count 15 54
% within To begin, which of
the following categories
includes your age?
23.4% 13.6%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 29.097a
16 .023

117. 116WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 28.808 16 .025
Linear-by-Linear Association 10.701 1 .001
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 5.91.
I read nutritional labels on most products I buy * To begin, which of the
following categories includes your age?

118. 117WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I read nutritional labels on
most products I buy
Disagree Completely Count 33
% within To begin, which of
the following categories
includes your age?
23.6%
Disagree Somewhat Count 27
% within To begin, which of
the following categories
includes your age?
19.3%
Neither Agree Nor Disagree Count 23
% within To begin, which of
the following categories
includes your age?
16.4%
Agree Somewhat Count 34
% within To begin, which of
the following categories
includes your age?
24.3%
Agree Completely Count 23
% within To begin, which of
the following categories
includes your age?
16.4%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

119. 118WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I read nutritional labels on most
products I buy
Disagree Completely Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Disagree Somewhat Count 20
% within To begin, which of the
following categories includes
your age?
29.0%
Neither Agree Nor Disagree Count 8
% within To begin, which of the
following categories includes
your age?
11.6%
Agree Somewhat Count 21
% within To begin, which of the
following categories includes
your age?
30.4%
Agree Completely Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

120. 119WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I read nutritional labels on most
products I buy
Disagree Completely Count 5
% within To begin, which of the
following categories includes
your age?
7.0%
Disagree Somewhat Count 15
% within To begin, which of the
following categories includes
your age?
21.1%
Neither Agree Nor Disagree Count 18
% within To begin, which of the
following categories includes
your age?
25.4%
Agree Somewhat Count 22
% within To begin, which of the
following categories includes
your age?
31.0%
Agree Completely Count 11
% within To begin, which of the
following categories includes
your age?
15.5%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

121. 120WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I read nutritional labels on most
products I buy
Disagree Completely Count 4
% within To begin, which of the
following categories includes
your age?
7.7%
Disagree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
25.0%
Neither Agree Nor Disagree Count 10
% within To begin, which of the
following categories includes
your age?
19.2%
Agree Somewhat Count 14
% within To begin, which of the
following categories includes
your age?
26.9%
Agree Completely Count 11
% within To begin, which of the
following categories includes
your age?
21.2%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

122. 121WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I read nutritional labels on
most products I buy
Disagree Completely Count 8 60
% within To begin, which of
the following categories
includes your age?
12.5% 15.2%
Disagree Somewhat Count 7 82
% within To begin, which of
the following categories
includes your age?
10.9% 20.7%
Neither Agree Nor Disagree Count 12 71
% within To begin, which of
the following categories
includes your age?
18.8% 17.9%
Agree Somewhat Count 23 114
% within To begin, which of
the following categories
includes your age?
35.9% 28.8%
Agree Completely Count 14 69
% within To begin, which of
the following categories
includes your age?
21.9% 17.4%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 25.757a
16 .058

123. 122WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 26.244 16 .051
Linear-by-Linear Association 8.911 1 .003
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 7.88.
I am making more of an effort to find out about the nutritional content of the
foods I eat at fast food restaurants * To begin, which of the following
categories includes your age?

124. 123WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I am making more of an effort
to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 31
% within To begin, which of
the following categories
includes your age?
22.1%
Disagree Somewhat Count 33
% within To begin, which of
the following categories
includes your age?
23.6%
Neither Agree Nor Disagree Count 25
% within To begin, which of
the following categories
includes your age?
17.9%
Agree Somewhat Count 32
% within To begin, which of
the following categories
includes your age?
22.9%
Agree Completely Count 19
% within To begin, which of
the following categories
includes your age?
13.6%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

125. 124WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Disagree Somewhat Count 16
% within To begin, which of the
following categories includes
your age?
23.2%
Neither Agree Nor Disagree Count 17
% within To begin, which of the
following categories includes
your age?
24.6%
Agree Somewhat Count 16
% within To begin, which of the
following categories includes
your age?
23.2%
Agree Completely Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

126. 125WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 7
% within To begin, which of the
following categories includes
your age?
9.9%
Disagree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
18.3%
Neither Agree Nor Disagree Count 15
% within To begin, which of the
following categories includes
your age?
21.1%
Agree Somewhat Count 25
% within To begin, which of the
following categories includes
your age?
35.2%
Agree Completely Count 11
% within To begin, which of the
following categories includes
your age?
15.5%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

127. 126WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 2
% within To begin, which of the
following categories includes
your age?
3.8%
Disagree Somewhat Count 9
% within To begin, which of the
following categories includes
your age?
17.3%
Neither Agree Nor Disagree Count 19
% within To begin, which of the
following categories includes
your age?
36.5%
Agree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
25.0%
Agree Completely Count 9
% within To begin, which of the
following categories includes
your age?
17.3%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

128. 127WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 6 56
% within To begin, which of
the following categories
includes your age?
9.4% 14.1%
Disagree Somewhat Count 8 79
% within To begin, which of
the following categories
includes your age?
12.5% 19.9%
Neither Agree Nor Disagree Count 16 92
% within To begin, which of
the following categories
includes your age?
25.0% 23.2%
Agree Somewhat Count 23 109
% within To begin, which of
the following categories
includes your age?
35.9% 27.5%
Agree Completely Count 11 60
% within To begin, which of
the following categories
includes your age?
17.2% 15.2%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 26.976a
16 .042

129. 128WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 27.487 16 .036
Linear-by-Linear Association 12.690 1 .000
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 7.35.
I consider the amount of fat in the foods I eat at fast food restaurants * To
begin, which of the following categories includes your age?

130. 129WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 31
% within To begin, which of
the following categories
includes your age?
22.1%
Disagree Somewhat Count 27
% within To begin, which of
the following categories
includes your age?
19.3%
Neither Agree Nor Disagree Count 23
% within To begin, which of
the following categories
includes your age?
16.4%
Agree Somewhat Count 43
% within To begin, which of
the following categories
includes your age?
30.7%
Agree Completely Count 16
% within To begin, which of
the following categories
includes your age?
11.4%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

131. 130WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Disagree Somewhat Count 17
% within To begin, which of the
following categories includes
your age?
24.6%
Neither Agree Nor Disagree Count 7
% within To begin, which of the
following categories includes
your age?
10.1%
Agree Somewhat Count 23
% within To begin, which of the
following categories includes
your age?
33.3%
Agree Completely Count 12
% within To begin, which of the
following categories includes
your age?
17.4%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

132. 131WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 8
% within To begin, which of the
following categories includes
your age?
11.3%
Disagree Somewhat Count 16
% within To begin, which of the
following categories includes
your age?
22.5%
Neither Agree Nor Disagree Count 11
% within To begin, which of the
following categories includes
your age?
15.5%
Agree Somewhat Count 25
% within To begin, which of the
following categories includes
your age?
35.2%
Agree Completely Count 11
% within To begin, which of the
following categories includes
your age?
15.5%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

133. 132WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 4
% within To begin, which of the
following categories includes
your age?
7.7%
Disagree Somewhat Count 11
% within To begin, which of the
following categories includes
your age?
21.2%
Neither Agree Nor Disagree Count 16
% within To begin, which of the
following categories includes
your age?
30.8%
Agree Somewhat Count 14
% within To begin, which of the
following categories includes
your age?
26.9%
Agree Completely Count 7
% within To begin, which of the
following categories includes
your age?
13.5%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

134. 133WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I consider the amount of fat
in the foods I eat at fast food
restaurants
Disagree Completely Count 10 63
% within To begin, which of
the following categories
includes your age?
15.6% 15.9%
Disagree Somewhat Count 10 81
% within To begin, which of
the following categories
includes your age?
15.6% 20.5%
Neither Agree Nor Disagree Count 15 72
% within To begin, which of
the following categories
includes your age?
23.4% 18.2%
Agree Somewhat Count 15 120
% within To begin, which of
the following categories
includes your age?
23.4% 30.3%
Agree Completely Count 14 60
% within To begin, which of
the following categories
includes your age?
21.9% 15.2%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 22.223a
16 .136

135. 134WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 22.075 16 .141
Linear-by-Linear Association 2.978 1 .084
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 7.88.
I consider the amount of fat in the foods my kids eat at fast food
restaurants * To begin, which of the following categories includes your
age?

136. 135WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 24
% within To begin, which of
the following categories
includes your age?
32.9%
Disagree Somewhat Count 5
% within To begin, which of
the following categories
includes your age?
6.8%
Neither Agree Nor Disagree Count 23
% within To begin, which of
the following categories
includes your age?
31.5%
Agree Somewhat Count 13
% within To begin, which of
the following categories
includes your age?
17.8%
Agree Completely Count 8
% within To begin, which of
the following categories
includes your age?
11.0%
Total Count 73
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

137. 136WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 7
% within To begin, which of the
following categories includes
your age?
15.9%
Disagree Somewhat Count 4
% within To begin, which of the
following categories includes
your age?
9.1%
Neither Agree Nor Disagree Count 4
% within To begin, which of the
following categories includes
your age?
9.1%
Agree Somewhat Count 22
% within To begin, which of the
following categories includes
your age?
50.0%
Agree Completely Count 7
% within To begin, which of the
following categories includes
your age?
15.9%
Total Count 44
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

138. 137WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 5
% within To begin, which of the
following categories includes
your age?
8.9%
Disagree Somewhat Count 8
% within To begin, which of the
following categories includes
your age?
14.3%
Neither Agree Nor Disagree Count 12
% within To begin, which of the
following categories includes
your age?
21.4%
Agree Somewhat Count 22
% within To begin, which of the
following categories includes
your age?
39.3%
Agree Completely Count 9
% within To begin, which of the
following categories includes
your age?
16.1%
Total Count 56
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

139. 138WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 2
% within To begin, which of the
following categories includes
your age?
4.7%
Disagree Somewhat Count 7
% within To begin, which of the
following categories includes
your age?
16.3%
Neither Agree Nor Disagree Count 13
% within To begin, which of the
following categories includes
your age?
30.2%
Agree Somewhat Count 14
% within To begin, which of the
following categories includes
your age?
32.6%
Agree Completely Count 7
% within To begin, which of the
following categories includes
your age?
16.3%
Total Count 43
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

140. 139WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I consider the amount of fat
in the foods my kids eat at
fast food restaurants
Disagree Completely Count 5 43
% within To begin, which of
the following categories
includes your age?
9.4% 16.0%
Disagree Somewhat Count 7 31
% within To begin, which of
the following categories
includes your age?
13.2% 11.5%
Neither Agree Nor Disagree Count 15 67
% within To begin, which of
the following categories
includes your age?
28.3% 24.9%
Agree Somewhat Count 15 86
% within To begin, which of
the following categories
includes your age?
28.3% 32.0%
Agree Completely Count 11 42
% within To begin, which of
the following categories
includes your age?
20.8% 15.6%
Total Count 53 269
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 41.462a
16 .000

141. 140WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 41.953 16 .000
Linear-by-Linear Association 9.278 1 .002
N of Valid Cases 269
a. 1 cells (4.0%) have expected count less than 5. The minimum expected
count is 4.96.
I have been making an effort to look for fast food choices that have better
nutritional value than the foods I have chosen in the past * To begin, which
of the following categories includes your age?

142. 141WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 27
% within To begin, which of
the following categories
includes your age?
19.3%
Disagree Somewhat Count 22
% within To begin, which of
the following categories
includes your age?
15.7%
Neither Agree Nor Disagree Count 25
% within To begin, which of
the following categories
includes your age?
17.9%
Agree Somewhat Count 41
% within To begin, which of
the following categories
includes your age?
29.3%
Agree Completely Count 25
% within To begin, which of
the following categories
includes your age?
17.9%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

143. 142WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 9
% within To begin, which of the
following categories includes
your age?
13.0%
Disagree Somewhat Count 11
% within To begin, which of the
following categories includes
your age?
15.9%
Neither Agree Nor Disagree Count 10
% within To begin, which of the
following categories includes
your age?
14.5%
Agree Somewhat Count 24
% within To begin, which of the
following categories includes
your age?
34.8%
Agree Completely Count 15
% within To begin, which of the
following categories includes
your age?
21.7%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

144. 143WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 5
% within To begin, which of the
following categories includes
your age?
7.0%
Disagree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
18.3%
Neither Agree Nor Disagree Count 14
% within To begin, which of the
following categories includes
your age?
19.7%
Agree Somewhat Count 25
% within To begin, which of the
following categories includes
your age?
35.2%
Agree Completely Count 14
% within To begin, which of the
following categories includes
your age?
19.7%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

145. 144WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 3
% within To begin, which of the
following categories includes
your age?
5.8%
Disagree Somewhat Count 5
% within To begin, which of the
following categories includes
your age?
9.6%
Neither Agree Nor Disagree Count 15
% within To begin, which of the
following categories includes
your age?
28.8%
Agree Somewhat Count 21
% within To begin, which of the
following categories includes
your age?
40.4%
Agree Completely Count 8
% within To begin, which of the
following categories includes
your age?
15.4%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

146. 145WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 7 51
% within To begin, which of
the following categories
includes your age?
10.9% 12.9%
Disagree Somewhat Count 8 59
% within To begin, which of
the following categories
includes your age?
12.5% 14.9%
Neither Agree Nor Disagree Count 14 78
% within To begin, which of
the following categories
includes your age?
21.9% 19.7%
Agree Somewhat Count 24 135
% within To begin, which of
the following categories
includes your age?
37.5% 34.1%
Agree Completely Count 11 73
% within To begin, which of
the following categories
includes your age?
17.2% 18.4%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 16.632a
16 .410

147. 146WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 16.888 16 .393
Linear-by-Linear Association 3.445 1 .063
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.70.
I am eating at fast food restaurants less often out of concern for the high
fat content in the foods at fast food restaurants * To begin, which of the
following categories includes your age?

148. 147WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 36
% within To begin, which of
the following categories
includes your age?
25.7%
Disagree Somewhat Count 26
% within To begin, which of
the following categories
includes your age?
18.6%
Neither Agree Nor Disagree Count 26
% within To begin, which of
the following categories
includes your age?
18.6%
Agree Somewhat Count 28
% within To begin, which of
the following categories
includes your age?
20.0%
Agree Completely Count 24
% within To begin, which of
the following categories
includes your age?
17.1%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

149. 148WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 8
% within To begin, which of the
following categories includes
your age?
11.6%
Disagree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
18.8%
Neither Agree Nor Disagree Count 14
% within To begin, which of the
following categories includes
your age?
20.3%
Agree Somewhat Count 21
% within To begin, which of the
following categories includes
your age?
30.4%
Agree Completely Count 13
% within To begin, which of the
following categories includes
your age?
18.8%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

150. 149WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 8
% within To begin, which of the
following categories includes
your age?
11.3%
Disagree Somewhat Count 13
% within To begin, which of the
following categories includes
your age?
18.3%
Neither Agree Nor Disagree Count 20
% within To begin, which of the
following categories includes
your age?
28.2%
Agree Somewhat Count 17
% within To begin, which of the
following categories includes
your age?
23.9%
Agree Completely Count 13
% within To begin, which of the
following categories includes
your age?
18.3%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

151. 150WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 5
% within To begin, which of the
following categories includes
your age?
9.6%
Disagree Somewhat Count 11
% within To begin, which of the
following categories includes
your age?
21.2%
Neither Agree Nor Disagree Count 16
% within To begin, which of the
following categories includes
your age?
30.8%
Agree Somewhat Count 14
% within To begin, which of the
following categories includes
your age?
26.9%
Agree Completely Count 6
% within To begin, which of the
following categories includes
your age?
11.5%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

152. 151WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 11 68
% within To begin, which of
the following categories
includes your age?
17.2% 17.2%
Disagree Somewhat Count 12 75
% within To begin, which of
the following categories
includes your age?
18.8% 18.9%
Neither Agree Nor Disagree Count 22 98
% within To begin, which of
the following categories
includes your age?
34.4% 24.7%
Agree Somewhat Count 11 91
% within To begin, which of
the following categories
includes your age?
17.2% 23.0%
Agree Completely Count 8 64
% within To begin, which of
the following categories
includes your age?
12.5% 16.2%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 22.074a
16 .141

153. 152WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 21.915 16 .146
Linear-by-Linear Association .274 1 .600
N of Valid Cases 396
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 8.40.
DATASET ACTIVATE DataSet1.
CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.

154. 153WENDY’S MARKET RESEARCH CASE
Crosstabs
Notes
Output Created 01-MAR-2015 12:51:37
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q14_1 q14_2 q14_3 q14_4
q14_5 q14_6 q14_7 BY s1
/FORMAT=AVALUE TABLES
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[DataSet1] M:.spssCase 4.2 Wendy's Data Recoded.sav

155. 154WENDY’S MARKET RESEARCH CASE
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
I try to stay current on the
latest health and nutrition
information * To begin, which
of the following categories
includes your age?
1441 99.4% 9 0.6% 1450 100.0%
I read nutritional labels on
most products I buy * To
begin, which of the following
categories includes your
age?
1439 99.2% 11 0.8% 1450 100.0%
I am making more of an effort
to find out about the
nutritional content of the
foods I eat at fast food
restaurants * To begin, which
of the following categories
includes your age?
1436 99.0% 14 1.0% 1450 100.0%
I consider the amount of fat in
the foods I eat at fast food
restaurants * To begin, which
of the following categories
includes your age?
1439 99.2% 11 0.8% 1450 100.0%
I consider the amount of fat in
the foods my kids eat at fast
food restaurants * To begin,
which of the following
categories includes your
age?
885 61.0% 565 39.0% 1450 100.0%

156. 155WENDY’S MARKET RESEARCH CASE
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past * To
begin, which of the following
categories includes your
age?
1432 98.8% 18 1.2% 1450 100.0%
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants * To begin,
which of the following
categories includes your
age?
1438 99.2% 12 0.8% 1450 100.0%
I try to stay current on the latest health and nutrition information * To
begin, which of the following categories includes your age?
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 58
% within To begin, which of
the following categories
includes your age?
10.2%
Disagree Somewhat Count 90

157. 156WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
15.8%
Neither Agree Nor Disagree Count 141
% within To begin, which of
the following categories
includes your age?
24.7%
Agree Somewhat Count 208
% within To begin, which of
the following categories
includes your age?
36.4%
Agree Completely Count 74
% within To begin, which of
the following categories
includes your age?
13.0%
Total Count 571
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 32
% within To begin, which of the
following categories includes
your age?
13.9%
Disagree Somewhat Count 37
% within To begin, which of the
following categories includes
your age?
16.1%
Neither Agree Nor Disagree Count 44

158. 157WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
19.1%
Agree Somewhat Count 74
% within To begin, which of the
following categories includes
your age?
32.2%
Agree Completely Count 43
% within To begin, which of the
following categories includes
your age?
18.7%
Total Count 230
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 9
% within To begin, which of the
following categories includes
your age?
4.0%
Disagree Somewhat Count 36
% within To begin, which of the
following categories includes
your age?
15.9%
Neither Agree Nor Disagree Count 63
% within To begin, which of the
following categories includes
your age?
27.8%
Agree Somewhat Count 78

159. 158WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
34.4%
Agree Completely Count 41
% within To begin, which of the
following categories includes
your age?
18.1%
Total Count 227
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
I try to stay current on the latest
health and nutrition information
Disagree Completely Count 11
% within To begin, which of the
following categories includes
your age?
6.1%
Disagree Somewhat Count 22
% within To begin, which of the
following categories includes
your age?
12.3%
Neither Agree Nor Disagree Count 49
% within To begin, which of the
following categories includes
your age?
27.4%
Agree Somewhat Count 68
% within To begin, which of the
following categories includes
your age?
38.0%
Agree Completely Count 29

160. 159WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
16.2%
Total Count 179
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
I try to stay current on the
latest health and nutrition
information
Disagree Completely Count 19 129
% within To begin, which of
the following categories
includes your age?
8.1% 9.0%
Disagree Somewhat Count 31 216
% within To begin, which of
the following categories
includes your age?
13.2% 15.0%
Neither Agree Nor Disagree Count 52 349
% within To begin, which of
the following categories
includes your age?
22.2% 24.2%
Agree Somewhat Count 85 513
% within To begin, which of
the following categories
includes your age?
36.3% 35.6%
Agree Completely Count 47 234
% within To begin, which of
the following categories
includes your age?
20.1% 16.2%
Total Count 234 1441

161. 160WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 30.508a
16 .016
Likelihood Ratio 31.706 16 .011
Linear-by-Linear Association 8.643 1 .003
N of Valid Cases 1441
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 16.02.

162. 161WENDY’S MARKET RESEARCH CASE
I read nutritional labels on most products I buy * To begin, which of the
following categories includes your age?
Crosstab
To begin,
which of the
following
categories
includes
your age?

163. 162WENDY’S MARKET RESEARCH CASE
18-24
I read nutritional labels on
most products I buy
Disagree Completely Count 82
% within To begin, which of
the following categories
includes your age?
14.4%
Disagree Somewhat Count 89
% within To begin, which of
the following categories
includes your age?
15.6%
Neither Agree Nor Disagree Count 114
% within To begin, which of
the following categories
includes your age?
20.0%
Agree Somewhat Count 184
% within To begin, which of
the following categories
includes your age?
32.3%
Agree Completely Count 100
% within To begin, which of
the following categories
includes your age?
17.6%
Total Count 569
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
I read nutritional labels on most
products I buy
Disagree Completely Count 31
% within To begin, which of the
following categories includes
your age?
13.5%

164. 163WENDY’S MARKET RESEARCH CASE
Disagree Somewhat Count 45
% within To begin, which of the
following categories includes
your age?
19.6%
Neither Agree Nor Disagree Count 29
% within To begin, which of the
following categories includes
your age?
12.6%
Agree Somewhat Count 80
% within To begin, which of the
following categories includes
your age?
34.8%
Agree Completely Count 45
% within To begin, which of the
following categories includes
your age?
19.6%
Total Count 230
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
I read nutritional labels on most
products I buy
Disagree Completely Count 14
% within To begin, which of the
following categories includes
your age?
6.2%
Disagree Somewhat Count 42
% within To begin, which of the
following categories includes
your age?
18.5%
Neither Agree Nor Disagree Count 44

165. 164WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
19.4%
Agree Somewhat Count 76
% within To begin, which of the
following categories includes
your age?
33.5%
Agree Completely Count 51
% within To begin, which of the
following categories includes
your age?
22.5%
Total Count 227
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
I read nutritional labels on most
products I buy
Disagree Completely Count 11
% within To begin, which of the
following categories includes
your age?
6.1%
Disagree Somewhat Count 34
% within To begin, which of the
following categories includes
your age?
19.0%
Neither Agree Nor Disagree Count 31
% within To begin, which of the
following categories includes
your age?
17.3%
Agree Somewhat Count 61

166. 165WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
34.1%
Agree Completely Count 42
% within To begin, which of the
following categories includes
your age?
23.5%
Total Count 179
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
I read nutritional labels on
most products I buy
Disagree Completely Count 25 163
% within To begin, which of
the following categories
includes your age?
10.7% 11.3%
Disagree Somewhat Count 36 246
% within To begin, which of
the following categories
includes your age?
15.4% 17.1%
Neither Agree Nor Disagree Count 33 251
% within To begin, which of
the following categories
includes your age?
14.1% 17.4%
Agree Somewhat Count 88 489
% within To begin, which of
the following categories
includes your age?
37.6% 34.0%
Agree Completely Count 52 290

167. 166WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
22.2% 20.2%
Total Count 234 1439
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 30.617a
16 .015
Likelihood Ratio 32.377 16 .009
Linear-by-Linear Association 9.403 1 .002
N of Valid Cases 1439
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 20.28.

168. 167WENDY’S MARKET RESEARCH CASE
I am making more of an effort to find out about the nutritional content of the
foods I eat at fast food restaurants * To begin, which of the following
categories includes your age?
Crosstab

169. 168WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
18-24
I am making more of an effort
to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 91
% within To begin, which of
the following categories
includes your age?
16.0%
Disagree Somewhat Count 92
% within To begin, which of
the following categories
includes your age?
16.2%
Neither Agree Nor Disagree Count 143
% within To begin, which of
the following categories
includes your age?
25.1%
Agree Somewhat Count 161
% within To begin, which of
the following categories
includes your age?
28.3%
Agree Completely Count 82
% within To begin, which of
the following categories
includes your age?
14.4%
Total Count 569
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

170. 169WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 35
% within To begin, which of the
following categories includes
your age?
15.3%
Disagree Somewhat Count 49
% within To begin, which of the
following categories includes
your age?
21.4%
Neither Agree Nor Disagree Count 38
% within To begin, which of the
following categories includes
your age?
16.6%
Agree Somewhat Count 64
% within To begin, which of the
following categories includes
your age?
27.9%
Agree Completely Count 43
% within To begin, which of the
following categories includes
your age?
18.8%
Total Count 229
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

171. 170WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 18
% within To begin, which of the
following categories includes
your age?
8.0%
Disagree Somewhat Count 36
% within To begin, which of the
following categories includes
your age?
15.9%
Neither Agree Nor Disagree Count 44
% within To begin, which of the
following categories includes
your age?
19.5%
Agree Somewhat Count 83
% within To begin, which of the
following categories includes
your age?
36.7%
Agree Completely Count 45
% within To begin, which of the
following categories includes
your age?
19.9%
Total Count 226
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

172. 171WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I am making more of an effort to
find out about the nutritional
content of the foods I eat at fast
food restaurants
Disagree Completely Count 12
% within To begin, which of the
following categories includes
your age?
6.7%
Disagree Somewhat Count 31
% within To begin, which of the
following categories includes
your age?
17.3%
Neither Agree Nor Disagree Count 52
% within To begin, which of the
following categories includes
your age?
29.1%
Agree Somewhat Count 58
% within To begin, which of the
following categories includes
your age?
32.4%
Agree Completely Count 26
% within To begin, which of the
following categories includes
your age?
14.5%
Total Count 179
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

173. 172WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I am making more of an
effort to find out about the
nutritional content of the
foods I eat at fast food
restaurants
Disagree Completely Count 25 181
% within To begin, which of
the following categories
includes your age?
10.7% 12.6%
Disagree Somewhat Count 37 245
% within To begin, which of
the following categories
includes your age?
15.9% 17.1%
Neither Agree Nor Disagree Count 51 328
% within To begin, which of
the following categories
includes your age?
21.9% 22.8%
Agree Somewhat Count 72 438
% within To begin, which of
the following categories
includes your age?
30.9% 30.5%
Agree Completely Count 48 244
% within To begin, which of
the following categories
includes your age?
20.6% 17.0%
Total Count 233 1436
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 39.270a
16 .001

174. 173WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 40.263 16 .001
Linear-by-Linear Association 11.395 1 .001
N of Valid Cases 1436
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 22.56.
I consider the amount of fat in the foods I eat at fast food restaurants * To
begin, which of the following categories includes your age?

175. 174WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 103
% within To begin, which of
the following categories
includes your age?
18.1%
Disagree Somewhat Count 82
% within To begin, which of
the following categories
includes your age?
14.4%
Neither Agree Nor Disagree Count 114
% within To begin, which of
the following categories
includes your age?
20.0%
Agree Somewhat Count 178
% within To begin, which of
the following categories
includes your age?
31.2%
Agree Completely Count 93
% within To begin, which of
the following categories
includes your age?
16.3%
Total Count 570
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

176. 175WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 41
% within To begin, which of the
following categories includes
your age?
17.9%
Disagree Somewhat Count 45
% within To begin, which of the
following categories includes
your age?
19.7%
Neither Agree Nor Disagree Count 25
% within To begin, which of the
following categories includes
your age?
10.9%
Agree Somewhat Count 65
% within To begin, which of the
following categories includes
your age?
28.4%
Agree Completely Count 53
% within To begin, which of the
following categories includes
your age?
23.1%
Total Count 229
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

177. 176WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 22
% within To begin, which of the
following categories includes
your age?
9.7%
Disagree Somewhat Count 38
% within To begin, which of the
following categories includes
your age?
16.7%
Neither Agree Nor Disagree Count 44
% within To begin, which of the
following categories includes
your age?
19.4%
Agree Somewhat Count 78
% within To begin, which of the
following categories includes
your age?
34.4%
Agree Completely Count 45
% within To begin, which of the
following categories includes
your age?
19.8%
Total Count 227
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

178. 177WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I consider the amount of fat in
the foods I eat at fast food
restaurants
Disagree Completely Count 16
% within To begin, which of the
following categories includes
your age?
8.9%
Disagree Somewhat Count 27
% within To begin, which of the
following categories includes
your age?
15.1%
Neither Agree Nor Disagree Count 42
% within To begin, which of the
following categories includes
your age?
23.5%
Agree Somewhat Count 56
% within To begin, which of the
following categories includes
your age?
31.3%
Agree Completely Count 38
% within To begin, which of the
following categories includes
your age?
21.2%
Total Count 179
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

179. 178WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I consider the amount of fat
in the foods I eat at fast food
restaurants
Disagree Completely Count 33 215
% within To begin, which of
the following categories
includes your age?
14.1% 14.9%
Disagree Somewhat Count 38 230
% within To begin, which of
the following categories
includes your age?
16.2% 16.0%
Neither Agree Nor Disagree Count 46 271
% within To begin, which of
the following categories
includes your age?
19.7% 18.8%
Agree Somewhat Count 68 445
% within To begin, which of
the following categories
includes your age?
29.1% 30.9%
Agree Completely Count 49 278
% within To begin, which of
the following categories
includes your age?
20.9% 19.3%
Total Count 234 1439
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 33.618a
16 .006

180. 179WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 35.762 16 .003
Linear-by-Linear Association 5.088 1 .024
N of Valid Cases 1439
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 26.74.
I consider the amount of fat in the foods my kids eat at fast food
restaurants * To begin, which of the following categories includes your
age?

181. 180WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 66
% within To begin, which of
the following categories
includes your age?
24.2%
Disagree Somewhat Count 28
% within To begin, which of
the following categories
includes your age?
10.3%
Neither Agree Nor Disagree Count 88
% within To begin, which of
the following categories
includes your age?
32.2%
Agree Somewhat Count 51
% within To begin, which of
the following categories
includes your age?
18.7%
Agree Completely Count 40
% within To begin, which of
the following categories
includes your age?
14.7%
Total Count 273
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

182. 181WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 23
% within To begin, which of the
following categories includes
your age?
17.7%
Disagree Somewhat Count 20
% within To begin, which of the
following categories includes
your age?
15.4%
Neither Agree Nor Disagree Count 24
% within To begin, which of the
following categories includes
your age?
18.5%
Agree Somewhat Count 42
% within To begin, which of the
following categories includes
your age?
32.3%
Agree Completely Count 21
% within To begin, which of the
following categories includes
your age?
16.2%
Total Count 130
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

183. 182WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 14
% within To begin, which of the
following categories includes
your age?
8.5%
Disagree Somewhat Count 25
% within To begin, which of the
following categories includes
your age?
15.2%
Neither Agree Nor Disagree Count 39
% within To begin, which of the
following categories includes
your age?
23.6%
Agree Somewhat Count 54
% within To begin, which of the
following categories includes
your age?
32.7%
Agree Completely Count 33
% within To begin, which of the
following categories includes
your age?
20.0%
Total Count 165
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

184. 183WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I consider the amount of fat in
the foods my kids eat at fast
food restaurants
Disagree Completely Count 13
% within To begin, which of the
following categories includes
your age?
9.5%
Disagree Somewhat Count 22
% within To begin, which of the
following categories includes
your age?
16.1%
Neither Agree Nor Disagree Count 33
% within To begin, which of the
following categories includes
your age?
24.1%
Agree Somewhat Count 48
% within To begin, which of the
following categories includes
your age?
35.0%
Agree Completely Count 21
% within To begin, which of the
following categories includes
your age?
15.3%
Total Count 137
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

185. 184WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I consider the amount of fat
in the foods my kids eat at
fast food restaurants
Disagree Completely Count 21 137
% within To begin, which of
the following categories
includes your age?
11.7% 15.5%
Disagree Somewhat Count 23 118
% within To begin, which of
the following categories
includes your age?
12.8% 13.3%
Neither Agree Nor Disagree Count 41 225
% within To begin, which of
the following categories
includes your age?
22.8% 25.4%
Agree Somewhat Count 62 257
% within To begin, which of
the following categories
includes your age?
34.4% 29.0%
Agree Completely Count 33 148
% within To begin, which of
the following categories
includes your age?
18.3% 16.7%
Total Count 180 885
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 52.719a
16 .000

186. 185WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 53.599 16 .000
Linear-by-Linear Association 16.856 1 .000
N of Valid Cases 885
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 17.33.
I have been making an effort to look for fast food choices that have better
nutritional value than the foods I have chosen in the past * To begin, which
of the following categories includes your age?

187. 186WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 72
% within To begin, which of
the following categories
includes your age?
12.7%
Disagree Somewhat Count 77
% within To begin, which of
the following categories
includes your age?
13.6%
Neither Agree Nor Disagree Count 109
% within To begin, which of
the following categories
includes your age?
19.2%
Agree Somewhat Count 173
% within To begin, which of
the following categories
includes your age?
30.5%
Agree Completely Count 136
% within To begin, which of
the following categories
includes your age?
24.0%
Total Count 567
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

188. 187WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 33
% within To begin, which of the
following categories includes
your age?
14.5%
Disagree Somewhat Count 31
% within To begin, which of the
following categories includes
your age?
13.7%
Neither Agree Nor Disagree Count 33
% within To begin, which of the
following categories includes
your age?
14.5%
Agree Somewhat Count 70
% within To begin, which of the
following categories includes
your age?
30.8%
Agree Completely Count 60
% within To begin, which of the
following categories includes
your age?
26.4%
Total Count 227
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

189. 188WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 15
% within To begin, which of the
following categories includes
your age?
6.6%
Disagree Somewhat Count 31
% within To begin, which of the
following categories includes
your age?
13.6%
Neither Agree Nor Disagree Count 43
% within To begin, which of the
following categories includes
your age?
18.9%
Agree Somewhat Count 81
% within To begin, which of the
following categories includes
your age?
35.5%
Agree Completely Count 58
% within To begin, which of the
following categories includes
your age?
25.4%
Total Count 228
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

190. 189WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I have been making an effort to
look for fast food choices that
have better nutritional value than
the foods I have chosen in the
past
Disagree Completely Count 11
% within To begin, which of the
following categories includes
your age?
6.3%
Disagree Somewhat Count 23
% within To begin, which of the
following categories includes
your age?
13.1%
Neither Agree Nor Disagree Count 37
% within To begin, which of the
following categories includes
your age?
21.0%
Agree Somewhat Count 65
% within To begin, which of the
following categories includes
your age?
36.9%
Agree Completely Count 40
% within To begin, which of the
following categories includes
your age?
22.7%
Total Count 176
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

191. 190WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I have been making an effort
to look for fast food choices
that have better nutritional
value than the foods I have
chosen in the past
Disagree Completely Count 26 157
% within To begin, which of
the following categories
includes your age?
11.1% 11.0%
Disagree Somewhat Count 24 186
% within To begin, which of
the following categories
includes your age?
10.3% 13.0%
Neither Agree Nor Disagree Count 43 265
% within To begin, which of
the following categories
includes your age?
18.4% 18.5%
Agree Somewhat Count 89 478
% within To begin, which of
the following categories
includes your age?
38.0% 33.4%
Agree Completely Count 52 346
% within To begin, which of
the following categories
includes your age?
22.2% 24.2%
Total Count 234 1432
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 21.617a
16 .156

192. 191WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 22.812 16 .119
Linear-by-Linear Association 3.078 1 .079
N of Valid Cases 1432
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 19.30.
I am eating at fast food restaurants less often out of concern for the high
fat content in the foods at fast food restaurants * To begin, which of the
following categories includes your age?

193. 192WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 102
% within To begin, which of
the following categories
includes your age?
17.9%
Disagree Somewhat Count 84
% within To begin, which of
the following categories
includes your age?
14.8%
Neither Agree Nor Disagree Count 118
% within To begin, which of
the following categories
includes your age?
20.7%
Agree Somewhat Count 152
% within To begin, which of
the following categories
includes your age?
26.7%
Agree Completely Count 113
% within To begin, which of
the following categories
includes your age?
19.9%
Total Count 569
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab

194. 193WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
25-29
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 31
% within To begin, which of the
following categories includes
your age?
13.5%
Disagree Somewhat Count 43
% within To begin, which of the
following categories includes
your age?
18.7%
Neither Agree Nor Disagree Count 45
% within To begin, which of the
following categories includes
your age?
19.6%
Agree Somewhat Count 56
% within To begin, which of the
following categories includes
your age?
24.3%
Agree Completely Count 55
% within To begin, which of the
following categories includes
your age?
23.9%
Total Count 230
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

195. 194WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 20
% within To begin, which of the
following categories includes
your age?
8.8%
Disagree Somewhat Count 37
% within To begin, which of the
following categories includes
your age?
16.3%
Neither Agree Nor Disagree Count 65
% within To begin, which of the
following categories includes
your age?
28.6%
Agree Somewhat Count 58
% within To begin, which of the
following categories includes
your age?
25.6%
Agree Completely Count 47
% within To begin, which of the
following categories includes
your age?
20.7%
Total Count 227
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

196. 195WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
I am eating at fast food
restaurants less often out of
concern for the high fat content
in the foods at fast food
restaurants
Disagree Completely Count 18
% within To begin, which of the
following categories includes
your age?
10.1%
Disagree Somewhat Count 31
% within To begin, which of the
following categories includes
your age?
17.4%
Neither Agree Nor Disagree Count 40
% within To begin, which of the
following categories includes
your age?
22.5%
Agree Somewhat Count 57
% within To begin, which of the
following categories includes
your age?
32.0%
Agree Completely Count 32
% within To begin, which of the
following categories includes
your age?
18.0%
Total Count 178
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

197. 196WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
I am eating at fast food
restaurants less often out of
concern for the high fat
content in the foods at fast
food restaurants
Disagree Completely Count 36 207
% within To begin, which of
the following categories
includes your age?
15.4% 14.4%
Disagree Somewhat Count 38 233
% within To begin, which of
the following categories
includes your age?
16.2% 16.2%
Neither Agree Nor Disagree Count 64 332
% within To begin, which of
the following categories
includes your age?
27.4% 23.1%
Agree Somewhat Count 59 382
% within To begin, which of
the following categories
includes your age?
25.2% 26.6%
Agree Completely Count 37 284
% within To begin, which of
the following categories
includes your age?
15.8% 19.7%
Total Count 234 1438
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 28.596a
16 .027

198. 197WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 28.979 16 .024
Linear-by-Linear Association .022 1 .883
N of Valid Cases 1438
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 25.62.
CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26 q3a_36 q3a_39 BY d6_Recoded
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.

199. 198WENDY’S MARKET RESEARCH CASE
Crosstabs
Notes
Output Created 01-MAR-2015 10:26:20
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26
q3a_36 q3a_39 BY d6_Recoded
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.83
Elapsed Time 00:00:00.99
Dimensions Requested 2
Cells Available 174734
Case Processing Summary
Cases

200. 199WENDY’S MARKET RESEARCH CASE
Valid Missing Total
N Percent N Percent N Percent
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
1063 73.3% 387 26.7% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
1158 79.9% 292 20.1% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
1212 83.6% 238 16.4% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
1120 77.2% 330 22.8% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
1144 78.9% 306 21.1% 1450 100.0%

201. 200WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 35
% within Recoded Income 20.8%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 41
% within Recoded Income
24.4%
Arby’s - More Than3 Months
Ago
Count 72
% within Recoded Income 42.9%
Arby’s - Never Count 20
% within Recoded Income 11.9%
Total Count 168
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 109
% within Recoded Income 32.0%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 64
% within Recoded Income 18.8%
Arby’s - More Than3 Months
Ago
Count 145
% within Recoded Income 42.5%
Arby’s - Never Count 23
% within Recoded Income 6.7%
Total Count 341
% within Recoded Income 100.0%
Crosstab

202. 201WENDY’S MARKET RESEARCH CASE
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 84
% within Recoded Income 29.4%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 68
% within Recoded Income 23.8%
Arby’s - More Than3 Months
Ago
Count 119
% within Recoded Income 41.6%
Arby’s - Never Count 15
% within Recoded Income 5.2%
Total Count 286
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 51
% within Recoded Income 33.6%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 21
% within Recoded Income 13.8%
Arby’s - More Than3 Months
Ago
Count 68
% within Recoded Income 44.7%
Arby’s - Never Count 12
% within Recoded Income 7.9%
Total Count 152
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 26
% within Recoded Income 22.4%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 24
% within Recoded Income 20.7%
Arby’s - More Than3 Months Count 55

203. 202WENDY’S MARKET RESEARCH CASE
Ago % within Recoded Income 47.4%
Arby’s - Never Count 11
% within Recoded Income 9.5%
Total Count 116
% within Recoded Income 100.0%
Crosstab
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 305
% within Recoded Income 28.7%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 218
% within Recoded Income 20.5%
Arby’s - More Than3 Months Ago Count 459
% within Recoded Income 43.2%
Arby’s - Never Count 81
% within Recoded Income 7.6%
Total Count 1063
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 22.158a
12 .036
Likelihood Ratio 22.492 12 .032
Linear-by-Linear Association .024 1 .877
N of Valid Cases 1063
a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 8.84.

204. 203WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
Burger King - Within ThePast
4 Weeks
Count 90
% within Recoded Income 47.1%

205. 204WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 38
% within Recoded Income
19.9%
Burger King - More Than3
Months Ago
Count 61
% within Recoded Income 31.9%
Burger King - Never Count 2
% within Recoded Income 1.0%
Total Count 191
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 185
% within Recoded Income 49.9%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 90
% within Recoded Income
24.3%
Burger King - More Than3
Months Ago
Count 91
% within Recoded Income 24.5%
Burger King - Never Count 5
% within Recoded Income 1.3%
Total Count 371
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 157
% within Recoded Income 50.3%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 73
% within Recoded Income
23.4%
Burger King - More Than3
Months Ago
Count 81
% within Recoded Income 26.0%

206. 205WENDY’S MARKET RESEARCH CASE
Burger King - Never Count 1
% within Recoded Income 0.3%
Total Count 312
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 79
% within Recoded Income 48.5%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 43
% within Recoded Income
26.4%
Burger King - More Than3
Months Ago
Count 41
% within Recoded Income 25.2%
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 163
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 54
% within Recoded Income 44.6%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 31
% within Recoded Income
25.6%
Burger King - More Than3
Months Ago
Count 36
% within Recoded Income 29.8%
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 121
% within Recoded Income 100.0%
Crosstab

207. 206WENDY’S MARKET RESEARCH CASE
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 565
% within Recoded Income 48.8%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 275
% within Recoded Income
23.7%
Burger King - More Than3
Months Ago
Count 310
% within Recoded Income 26.8%
Burger King - Never Count 8
% within Recoded Income 0.7%
Total Count 1158
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.173a
12 .514
Likelihood Ratio 12.693 12 .392
Linear-by-Linear Association .112 1 .737
N of Valid Cases 1158
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .84.

208. 207WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
McDonald’s - Within ThePast
4 Weeks
Count 141
% within Recoded Income 69.1%

209. 208WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 36
% within Recoded Income
17.6%
McDonald’s - More Than3
Months Ago
Count 25
% within Recoded Income 12.3%
McDonald’s - Never Count 2
% within Recoded Income 1.0%
Total Count 204
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 277
% within Recoded Income 71.9%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 55
% within Recoded Income
14.3%
McDonald’s - More Than3
Months Ago
Count 48
% within Recoded Income 12.5%
McDonald’s - Never Count 5
% within Recoded Income 1.3%
Total Count 385
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 227
% within Recoded Income 69.4%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 43
% within Recoded Income
13.1%
McDonald’s - More Than3
Months Ago
Count 56
% within Recoded Income 17.1%

210. 209WENDY’S MARKET RESEARCH CASE
McDonald’s - Never Count 1
% within Recoded Income 0.3%
Total Count 327
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 108
% within Recoded Income 64.7%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 37
% within Recoded Income
22.2%
McDonald’s - More Than3
Months Ago
Count 22
% within Recoded Income 13.2%
McDonald’s - Never Count 0
% within Recoded Income 0.0%
Total Count 167
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 83
% within Recoded Income 64.3%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 25
% within Recoded Income
19.4%
McDonald’s - More Than3
Months Ago
Count 21
% within Recoded Income 16.3%
McDonald’s - Never Count 0
% within Recoded Income 0.0%
Total Count 129
% within Recoded Income 100.0%
Crosstab

211. 210WENDY’S MARKET RESEARCH CASE
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 836
% within Recoded Income 69.0%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 196
% within Recoded Income
16.2%
McDonald’s - More Than3
Months Ago
Count 172
% within Recoded Income 14.2%
McDonald’s - Never Count 8
% within Recoded Income 0.7%
Total Count 1212
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 17.959a
12 .117
Likelihood Ratio 19.150 12 .085
Linear-by-Linear Association 1.294 1 .255
N of Valid Cases 1212
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .85.

212. 211WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
Subway - Within ThePast 4
Weeks
Count 83
% within Recoded Income 44.9%

213. 212WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 45
% within Recoded Income
24.3%
Subway - More Than3 Months
Ago
Count 52
% within Recoded Income 28.1%
Subway - Never Count 5
% within Recoded Income 2.7%
Total Count 185
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 177
% within Recoded Income 49.7%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 91
% within Recoded Income
25.6%
Subway - More Than3 Months
Ago
Count 80
% within Recoded Income 22.5%
Subway - Never Count 8
% within Recoded Income 2.2%
Total Count 356
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 167
% within Recoded Income 56.0%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 67
% within Recoded Income
22.5%
Subway - More Than3 Months
Ago
Count 60
% within Recoded Income 20.1%

214. 213WENDY’S MARKET RESEARCH CASE
Subway - Never Count 4
% within Recoded Income 1.3%
Total Count 298
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 85
% within Recoded Income 52.5%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 32
% within Recoded Income
19.8%
Subway - More Than3 Months
Ago
Count 42
% within Recoded Income 25.9%
Subway - Never Count 3
% within Recoded Income 1.9%
Total Count 162
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 59
% within Recoded Income 49.6%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 23
% within Recoded Income
19.3%
Subway - More Than3 Months
Ago
Count 35
% within Recoded Income 29.4%
Subway - Never Count 2
% within Recoded Income 1.7%
Total Count 119
% within Recoded Income 100.0%
Crosstab

215. 214WENDY’S MARKET RESEARCH CASE
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 571
% within Recoded Income 51.0%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 258
% within Recoded Income 23.0%
Subway - More Than3 Months
Ago
Count 269
% within Recoded Income 24.0%
Subway - Never Count 22
% within Recoded Income 2.0%
Total Count 1120
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 12.214a
12 .429
Likelihood Ratio 12.232 12 .427
Linear-by-Linear Association .665 1 .415
N of Valid Cases 1120
a. 3 cells (15.0%) have expected count less than 5. The minimum
expected count is 2.34.

216. 215WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
Wendy’s - Within ThePast 4
Weeks
Count 73
% within Recoded Income 38.6%

217. 216WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 52
% within Recoded Income
27.5%
Wendy’s - More Than3
Months Ago
Count 62
% within Recoded Income 32.8%
Wendy’s - Never Count 2
% within Recoded Income 1.1%
Total Count 189
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 191
% within Recoded Income 51.5%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 98
% within Recoded Income
26.4%
Wendy’s - More Than3 Months
Ago
Count 78
% within Recoded Income 21.0%
Wendy’s - Never Count 4
% within Recoded Income 1.1%
Total Count 371
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 169
% within Recoded Income 55.2%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 68
% within Recoded Income
22.2%
Wendy’s - More Than3 Months
Ago
Count 65
% within Recoded Income 21.2%

218. 217WENDY’S MARKET RESEARCH CASE
Wendy’s - Never Count 4
% within Recoded Income 1.3%
Total Count 306
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 80
% within Recoded Income 51.0%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 35
% within Recoded Income
22.3%
Wendy’s - More Than3 Months
Ago
Count 42
% within Recoded Income 26.8%
Wendy’s - Never Count 0
% within Recoded Income 0.0%
Total Count 157
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 62
% within Recoded Income 51.2%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 32
% within Recoded Income
26.4%
Wendy’s - More Than3 Months
Ago
Count 25
% within Recoded Income 20.7%
Wendy’s - Never Count 2
% within Recoded Income 1.7%
Total Count 121
% within Recoded Income 100.0%
Crosstab

219. 218WENDY’S MARKET RESEARCH CASE
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 575
% within Recoded Income 50.3%
Wendy’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 285
% within Recoded Income 24.9%
Wendy’s - More Than3 Months
Ago
Count 272
% within Recoded Income 23.8%
Wendy’s - Never Count 12
% within Recoded Income 1.0%
Total Count 1144
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 20.859a
12 .052
Likelihood Ratio 22.237 12 .035
Linear-by-Linear Association 4.120 1 .042
N of Valid Cases 1144
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.27.

220. 219WENDY’S MARKET RESEARCH CASE
DATASET ACTIVATE DataSet2.
CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26 q3a_36 q3a_39 BY d6_Recoded
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Crosstabs

221. 220WENDY’S MARKET RESEARCH CASE
Notes
Output Created 01-MAR-2015 12:15:53
Comments
Input Data M:.spssWendy's Data Prefer
Wendy's.sav
Active Dataset DataSet2
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
396
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26
q3a_36 q3a_39 BY d6_Recoded
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.78
Elapsed Time 00:00:05.25
Dimensions Requested 2
Cells Available 174734
[DataSet2] M:.spssWendy's Data Prefer Wendy's.sav
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent

222. 221WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
304 76.8% 92 23.2% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
325 82.1% 71 17.9% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
339 85.6% 57 14.4% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
314 79.3% 82 20.7% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * Recoded
Income
356 89.9% 40 10.1% 396 100.0%
You have indicated that you have heard of these restaurants. When was the

223. 222WENDY’S MARKET RESEARCH CASE
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 14
% within Recoded Income 42.4%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 7
% within Recoded Income
21.2%
Arby’s - More Than3 Months
Ago
Count 11
% within Recoded Income 33.3%
Arby’s - Never Count 1
% within Recoded Income 3.0%
Total Count 33
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 39
% within Recoded Income 38.6%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 22
% within Recoded Income 21.8%
Arby’s - More Than3 Months
Ago
Count 33
% within Recoded Income 32.7%
Arby’s - Never Count 7
% within Recoded Income 6.9%
Total Count 101
% within Recoded Income 100.0%
Crosstab
Recoded Income

224. 223WENDY’S MARKET RESEARCH CASE
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 33
% within Recoded Income 36.3%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 27
% within Recoded Income 29.7%
Arby’s - More Than3 Months
Ago
Count 29
% within Recoded Income 31.9%
Arby’s - Never Count 2
% within Recoded Income 2.2%
Total Count 91
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 19
% within Recoded Income 38.8%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 7
% within Recoded Income 14.3%
Arby’s - More Than3 Months
Ago
Count 19
% within Recoded Income 38.8%
Arby’s - Never Count 4
% within Recoded Income 8.2%
Total Count 49
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Arby’s - Within ThePast 4
Weeks
Count 6
% within Recoded Income 20.0%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 6
% within Recoded Income 20.0%
Arby’s - More Than3 Months
Ago
Count 15
% within Recoded Income 50.0%

225. 224WENDY’S MARKET RESEARCH CASE
Arby’s - Never Count 3
% within Recoded Income 10.0%
Total Count 30
% within Recoded Income 100.0%
Crosstab
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 111
% within Recoded Income 36.5%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 69
% within Recoded Income 22.7%
Arby’s - More Than3 Months Ago Count 107
% within Recoded Income 35.2%
Arby’s - Never Count 17
% within Recoded Income 5.6%
Total Count 304
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.146a
12 .359
Likelihood Ratio 13.778 12 .315
Linear-by-Linear Association 3.897 1 .048
N of Valid Cases 304
a. 3 cells (15.0%) have expected count less than 5. The minimum
expected count is 1.68.

226. 225WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
Burger King - Within ThePast
4 Weeks
Count 21
% within Recoded Income 56.8%

227. 226WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 9
% within Recoded Income
24.3%
Burger King - More Than3
Months Ago
Count 7
% within Recoded Income 18.9%
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 37
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 61
% within Recoded Income 57.0%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 27
% within Recoded Income
25.2%
Burger King - More Than3
Months Ago
Count 18
% within Recoded Income 16.8%
Burger King - Never Count 1
% within Recoded Income 0.9%
Total Count 107
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 57
% within Recoded Income 56.4%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 26
% within Recoded Income
25.7%
Burger King - More Than3
Months Ago
Count 18
% within Recoded Income 17.8%

228. 227WENDY’S MARKET RESEARCH CASE
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 101
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 28
% within Recoded Income 56.0%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 12
% within Recoded Income
24.0%
Burger King - More Than3
Months Ago
Count 10
% within Recoded Income 20.0%
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 50
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Burger King - Within ThePast 4
Weeks
Count 18
% within Recoded Income 60.0%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 6
% within Recoded Income
20.0%
Burger King - More Than3
Months Ago
Count 6
% within Recoded Income 20.0%
Burger King - Never Count 0
% within Recoded Income 0.0%
Total Count 30
% within Recoded Income 100.0%
Crosstab

229. 228WENDY’S MARKET RESEARCH CASE
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 185
% within Recoded Income 56.9%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 80
% within Recoded Income
24.6%
Burger King - More Than3
Months Ago
Count 59
% within Recoded Income 18.2%
Burger King - Never Count 1
% within Recoded Income 0.3%
Total Count 325
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.709a
12 .997
Likelihood Ratio 2.908 12 .996
Linear-by-Linear Association .000 1 .996
N of Valid Cases 325
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .09.

230. 229WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
McDonald’s - Within ThePast
4 Weeks
Count 31
% within Recoded Income 73.8%

231. 230WENDY’S MARKET RESEARCH CASE
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 8
% within Recoded Income
19.0%
McDonald’s - More Than3
Months Ago
Count 3
% within Recoded Income 7.1%
Total Count 42
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 83
% within Recoded Income 74.8%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 15
% within Recoded Income
13.5%
McDonald’s - More Than3
Months Ago
Count 13
% within Recoded Income 11.7%
Total Count 111
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 82
% within Recoded Income 78.8%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 12
% within Recoded Income
11.5%
McDonald’s - More Than3
Months Ago
Count 10
% within Recoded Income 9.6%
Total Count 104
% within Recoded Income 100.0%
Crosstab
Recoded Income

232. 231WENDY’S MARKET RESEARCH CASE
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 37
% within Recoded Income 74.0%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 11
% within Recoded Income
22.0%
McDonald’s - More Than3
Months Ago
Count 2
% within Recoded Income 4.0%
Total Count 50
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
McDonald’s - Within ThePast 4
Weeks
Count 19
% within Recoded Income 59.4%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 6
% within Recoded Income
18.8%
McDonald’s - More Than3
Months Ago
Count 7
% within Recoded Income 21.9%
Total Count 32
% within Recoded Income 100.0%
Crosstab
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 252
% within Recoded Income 74.3%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 52
% within Recoded Income
15.3%
McDonald’s - More Than3
Months Ago
Count 35
% within Recoded Income 10.3%
Total Count 339
% within Recoded Income 100.0%

233. 232WENDY’S MARKET RESEARCH CASE
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.281a
8 .186
Likelihood Ratio 10.855 8 .210
Linear-by-Linear Association 1.197 1 .274
N of Valid Cases 339
a. 3 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.30.

234. 233WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - Within ThePast 4
Weeks
Count 18
% within Recoded Income 51.4%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 8
% within Recoded Income
22.9%
Subway - More Than3 Months
Ago
Count 8
% within Recoded Income 22.9%
Subway - Never Count 1
% within Recoded Income 2.9%
Total Count 35
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 52
% within Recoded Income 49.1%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 30
% within Recoded Income
28.3%
Subway - More Than3 Months
Ago
Count 21
% within Recoded Income 19.8%
Subway - Never Count 3
% within Recoded Income 2.8%
Total Count 106
% within Recoded Income 100.0%

235. 234WENDY’S MARKET RESEARCH CASE
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 50
% within Recoded Income 53.8%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 21
% within Recoded Income
22.6%
Subway - More Than3 Months
Ago
Count 20
% within Recoded Income 21.5%
Subway - Never Count 2
% within Recoded Income 2.2%
Total Count 93
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - Within ThePast 4
Weeks
Count 25
% within Recoded Income 50.0%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 12
% within Recoded Income
24.0%
Subway - More Than3 Months
Ago
Count 12
% within Recoded Income 24.0%
Subway - Never Count 1
% within Recoded Income 2.0%
Total Count 50
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
Subway - Within ThePast 4
Weeks
Count 17
% within Recoded Income 56.7%

236. 235WENDY’S MARKET RESEARCH CASE
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 6
% within Recoded Income
20.0%
Subway - More Than3 Months
Ago
Count 7
% within Recoded Income 23.3%
Subway - Never Count 0
% within Recoded Income 0.0%
Total Count 30
% within Recoded Income 100.0%
Crosstab
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 162
% within Recoded Income 51.6%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 77
% within Recoded Income 24.5%
Subway - More Than3 Months
Ago
Count 68
% within Recoded Income 21.7%
Subway - Never Count 7
% within Recoded Income 2.2%
Total Count 314
% within Recoded Income 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.721a
12 .997
Likelihood Ratio 3.360 12 .992
Linear-by-Linear Association .152 1 .696
N of Valid Cases 314
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .67.

237. 236WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * Recoded
Income
Crosstab
Recoded Income
Under $25,000
You have indicated that you Wendy’s - Within ThePast 4 Count 42

238. 237WENDY’S MARKET RESEARCH CASE
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Weeks % within Recoded Income
100.0%
Total Count 42
% within Recoded Income 100.0%
Crosstab
Recoded Income
$25,000 but
under $50,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 121
% within Recoded Income
100.0%
Total Count 121
% within Recoded Income 100.0%
Crosstab
Recoded Income
$50,000 but
under $75,000
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 108
% within Recoded Income
100.0%
Total Count 108
% within Recoded Income 100.0%
Crosstab
Recoded Income
$75,000 but
under $100,000
You have indicated that you Wendy’s - Within ThePast 4 Count 52

239. 238WENDY’S MARKET RESEARCH CASE
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Weeks % within Recoded Income
100.0%
Total Count 52
% within Recoded Income 100.0%
Crosstab
Recoded Income
$100,000 or more
You have indicated that you
have heard of these
restaurants. When was the last
time, if ever, that you, yourself,
have eaten from each one.
Wendy’s - Within ThePast 4
Weeks
Count 33
% within Recoded Income
100.0%
Total Count 33
% within Recoded Income 100.0%
Crosstab
Total
You have indicated that you have
heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 356
% within Recoded Income
100.0%
Total Count 356
% within Recoded Income 100.0%
Chi-Square Tests
Value
Pearson Chi-Square .a
N of Valid Cases 356

240. 239WENDY’S MARKET RESEARCH CASE
a. No statistics are computed because
You have indicated that you have
heard of these restaurants. When was
the last time, if ever, that you,
yourself, have eaten from each one.
is a constant.
CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26 q3a_36 q3a_39 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.

241. 240WENDY’S MARKET RESEARCH CASE
Crosstabs
Notes
Output Created 01-MAR-2015 12:25:10
Comments
Input Data M:.spssCase 4.2 Wendy's Data
Recoded.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1450
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26
q3a_36 q3a_39 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.78
Elapsed Time 00:00:00.81
Dimensions Requested 2
Cells Available 174734
Case Processing Summary
Cases

242. 241WENDY’S MARKET RESEARCH CASE
Valid Missing Total
N Percent N Percent N Percent
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
1176 81.1% 274 18.9% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
1281 88.3% 169 11.7% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
1341 92.5% 109 7.5% 1450 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
1243 85.7% 207 14.3% 1450 100.0%

243. 242WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
1272 87.7% 178 12.3% 1450 100.0%
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 94
% within To begin, which of
the following categories
includes your age?
20.5%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 110
% within To begin, which of
the following categories
includes your age?
24.0%
Arby’s - More Than3 Months
Ago
Count 206
% within To begin, which of
the following categories
includes your age?
44.9%
Arby’s - Never Count 49

244. 243WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
10.7%
Total Count 459
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 57
% within To begin, which of the
following categories includes
your age?
29.4%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 47
% within To begin, which of the
following categories includes
your age?
24.2%
Arby’s - More Than3 Months Ago Count 80
% within To begin, which of the
following categories includes
your age?
41.2%
Arby’s - Never Count 10
% within To begin, which of the
following categories includes
your age?
5.2%
Total Count 194
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

245. 244WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 64
% within To begin, which of the
following categories includes
your age?
34.4%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 36
% within To begin, which of the
following categories includes
your age?
19.4%
Arby’s - More Than3 Months Ago Count 76
% within To begin, which of the
following categories includes
your age?
40.9%
Arby’s - Never Count 10
% within To begin, which of the
following categories includes
your age?
5.4%
Total Count 186
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you Arby’s - Within ThePast 4 Weeks Count 47

246. 245WENDY’S MARKET RESEARCH CASE
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
% within To begin, which of the
following categories includes
your age?
32.9%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 22
% within To begin, which of the
following categories includes
your age?
15.4%
Arby’s - More Than3 Months Ago Count 63
% within To begin, which of the
following categories includes
your age?
44.1%
Arby’s - Never Count 11
% within To begin, which of the
following categories includes
your age?
7.7%
Total Count 143
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 65 327
% within To begin, which of
the following categories
includes your age?
33.5% 27.8%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 27 242
% within To begin, which of
the following categories
includes your age?
13.9% 20.6%
Arby’s - More Than3 Months Count 91 516

247. 246WENDY’S MARKET RESEARCH CASE
Ago % within To begin, which of
the following categories
includes your age?
46.9% 43.9%
Arby’s - Never Count 11 91
% within To begin, which of
the following categories
includes your age?
5.7% 7.7%
Total Count 194 1176
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 35.950a
12 .000
Likelihood Ratio 36.912 12 .000
Linear-by-Linear Association 8.598 1 .003
N of Valid Cases 1176
a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 11.07.

248. 247WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?
Crosstab

249. 248WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - Within ThePast
4 Weeks
Count 231
% within To begin, which of
the following categories
includes your age?
45.4%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 125
% within To begin, which of
the following categories
includes your age?
24.6%
Burger King - More Than3
Months Ago
Count 149
% within To begin, which of
the following categories
includes your age?
29.3%
Burger King - Never Count 4
% within To begin, which of
the following categories
includes your age?
0.8%
Total Count 509
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you Burger King - Within ThePast 4 Count 107

250. 249WENDY’S MARKET RESEARCH CASE
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Weeks % within To begin, which of the
following categories includes
your age?
51.2%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 50
% within To begin, which of the
following categories includes
your age?
23.9%
Burger King - More Than3
Months Ago
Count 52
% within To begin, which of the
following categories includes
your age?
24.9%
Burger King - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 209
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 103
% within To begin, which of the
following categories includes
your age?
51.5%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 44
% within To begin, which of the
following categories includes
your age?
22.0%
Burger King - More Than3 Count 49

251. 250WENDY’S MARKET RESEARCH CASE
Months Ago % within To begin, which of the
following categories includes
your age?
24.5%
Burger King - Never Count 4
% within To begin, which of the
following categories includes
your age?
2.0%
Total Count 200
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 85
% within To begin, which of the
following categories includes
your age?
53.1%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 39
% within To begin, which of the
following categories includes
your age?
24.4%
Burger King - More Than3
Months Ago
Count 36
% within To begin, which of the
following categories includes
your age?
22.5%
Burger King - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 160

252. 251WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - Within ThePast
4 Weeks
Count 93 619
% within To begin, which of
the following categories
includes your age?
45.8% 48.3%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 51 309
% within To begin, which of
the following categories
includes your age?
25.1% 24.1%
Burger King - More Than3
Months Ago
Count 57 343
% within To begin, which of
the following categories
includes your age?
28.1% 26.8%
Burger King - Never Count 2 10
% within To begin, which of
the following categories
includes your age?
1.0% 0.8%
Total Count 203 1281
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.092a
12 .362

253. 252WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 14.842 12 .250
Linear-by-Linear Association .830 1 .362
N of Valid Cases 1281
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.25.
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?

254. 253WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
McDonald’s - Within ThePast
4 Weeks
Count 342
% within To begin, which of
the following categories
includes your age?
64.7%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 108
% within To begin, which of
the following categories
includes your age?
20.4%
McDonald’s - More Than3
Months Ago
Count 76
% within To begin, which of
the following categories
includes your age?
14.4%
McDonald’s - Never Count 3
% within To begin, which of
the following categories
includes your age?
0.6%
Total Count 529
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29

255. 254WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 150
% within To begin, which of the
following categories includes
your age?
68.5%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 42
% within To begin, which of the
following categories includes
your age?
19.2%
McDonald’s - More Than3
Months Ago
Count 26
% within To begin, which of the
following categories includes
your age?
11.9%
McDonald’s - Never Count 1
% within To begin, which of the
following categories includes
your age?
0.5%
Total Count 219
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 147
% within To begin, which of the
following categories includes
your age?
69.3%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 25
% within To begin, which of the
following categories includes
your age?
11.8%
McDonald’s - More Than3 Count 37

256. 255WENDY’S MARKET RESEARCH CASE
Months Ago % within To begin, which of the
following categories includes
your age?
17.5%
McDonald’s - Never Count 3
% within To begin, which of the
following categories includes
your age?
1.4%
Total Count 212
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 121
% within To begin, which of the
following categories includes
your age?
73.3%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 21
% within To begin, which of the
following categories includes
your age?
12.7%
McDonald’s - More Than3
Months Ago
Count 23
% within To begin, which of the
following categories includes
your age?
13.9%
McDonald’s - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 165

257. 256WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
McDonald’s - Within ThePast
4 Weeks
Count 152 912
% within To begin, which of
the following categories
includes your age?
70.4% 68.0%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 35 231
% within To begin, which of
the following categories
includes your age?
16.2% 17.2%
McDonald’s - More Than3
Months Ago
Count 28 190
% within To begin, which of
the following categories
includes your age?
13.0% 14.2%
McDonald’s - Never Count 1 8
% within To begin, which of
the following categories
includes your age?
0.5% 0.6%
Total Count 216 1341
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 17.298a
12 .139

258. 257WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 18.024 12 .115
Linear-by-Linear Association 1.959 1 .162
N of Valid Cases 1341
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .98.
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?

259. 258WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - Within ThePast 4
Weeks
Count 272
% within To begin, which of
the following categories
includes your age?
54.4%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 116
% within To begin, which of
the following categories
includes your age?
23.2%
Subway - More Than3 Months
Ago
Count 99
% within To begin, which of
the following categories
includes your age?
19.8%
Subway - Never Count 13
% within To begin, which of
the following categories
includes your age?
2.6%
Total Count 500
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29

260. 259WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 109
% within To begin, which of the
following categories includes
your age?
53.4%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 47
% within To begin, which of the
following categories includes
your age?
23.0%
Subway - More Than3 Months
Ago
Count 47
% within To begin, which of the
following categories includes
your age?
23.0%
Subway - Never Count 1
% within To begin, which of the
following categories includes
your age?
0.5%
Total Count 204
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 98
% within To begin, which of the
following categories includes
your age?
50.8%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 44
% within To begin, which of the
following categories includes
your age?
22.8%
Subway - More Than3 Months Count 45

261. 260WENDY’S MARKET RESEARCH CASE
Ago % within To begin, which of the
following categories includes
your age?
23.3%
Subway - Never Count 6
% within To begin, which of the
following categories includes
your age?
3.1%
Total Count 193
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 58
% within To begin, which of the
following categories includes
your age?
39.5%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 44
% within To begin, which of the
following categories includes
your age?
29.9%
Subway - More Than3 Months
Ago
Count 43
% within To begin, which of the
following categories includes
your age?
29.3%
Subway - Never Count 2
% within To begin, which of the
following categories includes
your age?
1.4%
Total Count 147

262. 261WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - Within ThePast 4
Weeks
Count 90 627
% within To begin, which of
the following categories
includes your age?
45.2% 50.4%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 39 290
% within To begin, which of
the following categories
includes your age?
19.6% 23.3%
Subway - More Than3
Months Ago
Count 67 301
% within To begin, which of
the following categories
includes your age?
33.7% 24.2%
Subway - Never Count 3 25
% within To begin, which of
the following categories
includes your age?
1.5% 2.0%
Total Count 199 1243
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 28.492a
12 .005

263. 262WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 28.846 12 .004
Linear-by-Linear Association 12.153 1 .000
N of Valid Cases 1243
a. 4 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.96.
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?

264. 263WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Wendy’s - Within ThePast 4
Weeks
Count 227
% within To begin, which of
the following categories
includes your age?
44.9%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 143
% within To begin, which of
the following categories
includes your age?
28.3%
Wendy’s - More Than3
Months Ago
Count 132
% within To begin, which of
the following categories
includes your age?
26.1%
Wendy’s - Never Count 4
% within To begin, which of
the following categories
includes your age?
0.8%
Total Count 506
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29

265. 264WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 107
% within To begin, which of the
following categories includes
your age?
53.0%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 50
% within To begin, which of the
following categories includes
your age?
24.8%
Wendy’s - More Than3 Months
Ago
Count 43
% within To begin, which of the
following categories includes
your age?
21.3%
Wendy’s - Never Count 2
% within To begin, which of the
following categories includes
your age?
1.0%
Total Count 202
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 107
% within To begin, which of the
following categories includes
your age?
53.8%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 48
% within To begin, which of the
following categories includes
your age?
24.1%
Wendy’s - More Than3 Months Count 43

266. 265WENDY’S MARKET RESEARCH CASE
Ago % within To begin, which of the
following categories includes
your age?
21.6%
Wendy’s - Never Count 1
% within To begin, which of the
following categories includes
your age?
0.5%
Total Count 199
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 87
% within To begin, which of the
following categories includes
your age?
55.1%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 34
% within To begin, which of the
following categories includes
your age?
21.5%
Wendy’s - More Than3 Months
Ago
Count 36
% within To begin, which of the
following categories includes
your age?
22.8%
Wendy’s - Never Count 1
% within To begin, which of the
following categories includes
your age?
0.6%
Total Count 158

267. 266WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Wendy’s - Within ThePast 4
Weeks
Count 104 632
% within To begin, which of
the following categories
includes your age?
50.2% 49.7%
Wendy’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 40 315
% within To begin, which of
the following categories
includes your age?
19.3% 24.8%
Wendy’s - More Than3
Months Ago
Count 58 312
% within To begin, which of
the following categories
includes your age?
28.0% 24.5%
Wendy’s - Never Count 5 13
% within To begin, which of
the following categories
includes your age?
2.4% 1.0%
Total Count 207 1272
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 18.329a
12 .106

268. 267WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 17.577 12 .129
Linear-by-Linear Association .594 1 .441
N of Valid Cases 1272
a. 4 cells (20.0%) have expected count less than 5. The minimum
expected count is 1.61.
DATASET ACTIVATE DataSet2.
CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26 q3a_36 q3a_39 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.

269. 268WENDY’S MARKET RESEARCH CASE
Crosstabs
Notes
Output Created 01-MAR-2015 12:25:55
Comments
Input Data M:.spssWendy's Data Prefer
Wendy's.sav
Active Dataset DataSet2
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
396
Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics for each table are based on all
the cases with valid data in the specified
range(s) for all variables in each table.
Syntax CROSSTABS
/TABLES=q3a_1 q3a_7 q3a_26
q3a_36 q3a_39 BY s1
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT COLUMN
/COUNT ROUND CELL
/BARCHART.
Resources Processor Time 00:00:00.73
Elapsed Time 00:00:00.89
Dimensions Requested 2
Cells Available 174734
[DataSet2] M:.spssWendy's Data Prefer Wendy's.sav

270. 269WENDY’S MARKET RESEARCH CASE
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
337 85.1% 59 14.9% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
361 91.2% 35 8.8% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
377 95.2% 19 4.8% 396 100.0%
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
349 88.1% 47 11.9% 396 100.0%

271. 270WENDY’S MARKET RESEARCH CASE
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one. * To begin, which
of the following categories
includes your age?
396 100.0% 0 0.0% 396 100.0%
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 34
% within To begin, which of
the following categories
includes your age?
29.3%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 26
% within To begin, which of
the following categories
includes your age?
22.4%
Arby’s - More Than3 Months
Ago
Count 49
% within To begin, which of
the following categories
includes your age?
42.2%
Arby’s - Never Count 7

272. 271WENDY’S MARKET RESEARCH CASE
% within To begin, which of
the following categories
includes your age?
6.0%
Total Count 116
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 19
% within To begin, which of the
following categories includes
your age?
30.6%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 21
% within To begin, which of the
following categories includes
your age?
33.9%
Arby’s - More Than3 Months Ago Count 21
% within To begin, which of the
following categories includes
your age?
33.9%
Arby’s - Never Count 1
% within To begin, which of the
following categories includes
your age?
1.6%
Total Count 62
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

273. 272WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Arby’s - Within ThePast 4 Weeks Count 27
% within To begin, which of the
following categories includes
your age?
45.0%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 14
% within To begin, which of the
following categories includes
your age?
23.3%
Arby’s - More Than3 Months Ago Count 17
% within To begin, which of the
following categories includes
your age?
28.3%
Arby’s - Never Count 2
% within To begin, which of the
following categories includes
your age?
3.3%
Total Count 60
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you Arby’s - Within ThePast 4 Weeks Count 18

274. 273WENDY’S MARKET RESEARCH CASE
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
% within To begin, which of the
following categories includes
your age?
40.9%
Arby’s - More Than 4 WeeksTo
Within ThePast 3 Months
Count 9
% within To begin, which of the
following categories includes
your age?
20.5%
Arby’s - More Than3 Months Ago Count 14
% within To begin, which of the
following categories includes
your age?
31.8%
Arby’s - Never Count 3
% within To begin, which of the
following categories includes
your age?
6.8%
Total Count 44
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Arby’s - Within ThePast 4
Weeks
Count 24 122
% within To begin, which of
the following categories
includes your age?
43.6% 36.2%
Arby’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 6 76
% within To begin, which of
the following categories
includes your age?
10.9% 22.6%
Arby’s - More Than3 Months Count 21 122

275. 274WENDY’S MARKET RESEARCH CASE
Ago % within To begin, which of
the following categories
includes your age?
38.2% 36.2%
Arby’s - Never Count 4 17
% within To begin, which of
the following categories
includes your age?
7.3% 5.0%
Total Count 55 337
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 16.792a
12 .158
Likelihood Ratio 17.589 12 .129
Linear-by-Linear Association 1.915 1 .166
N of Valid Cases 337
a. 4 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.22.

276. 275WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?
Crosstab

277. 276WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - Within ThePast
4 Weeks
Count 67
% within To begin, which of
the following categories
includes your age?
51.9%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 38
% within To begin, which of
the following categories
includes your age?
29.5%
Burger King - More Than3
Months Ago
Count 24
% within To begin, which of
the following categories
includes your age?
18.6%
Burger King - Never Count 0
% within To begin, which of
the following categories
includes your age?
0.0%
Total Count 129
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you Burger King - Within ThePast 4 Count 38

278. 277WENDY’S MARKET RESEARCH CASE
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Weeks % within To begin, which of the
following categories includes
your age?
58.5%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 16
% within To begin, which of the
following categories includes
your age?
24.6%
Burger King - More Than3
Months Ago
Count 11
% within To begin, which of the
following categories includes
your age?
16.9%
Burger King - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 65
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 38
% within To begin, which of the
following categories includes
your age?
61.3%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 12
% within To begin, which of the
following categories includes
your age?
19.4%
Burger King - More Than3 Count 12

279. 278WENDY’S MARKET RESEARCH CASE
Months Ago % within To begin, which of the
following categories includes
your age?
19.4%
Burger King - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 62
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Burger King - Within ThePast 4
Weeks
Count 30
% within To begin, which of the
following categories includes
your age?
61.2%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 11
% within To begin, which of the
following categories includes
your age?
22.4%
Burger King - More Than3
Months Ago
Count 8
% within To begin, which of the
following categories includes
your age?
16.3%
Burger King - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 49

280. 279WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Burger King - Within ThePast
4 Weeks
Count 29 202
% within To begin, which of
the following categories
includes your age?
51.8% 56.0%
Burger King - More Than 4
WeeksTo Within ThePast 3
Months
Count 16 93
% within To begin, which of
the following categories
includes your age?
28.6% 25.8%
Burger King - More Than3
Months Ago
Count 10 65
% within To begin, which of
the following categories
includes your age?
17.9% 18.0%
Burger King - Never Count 1 1
% within To begin, which of
the following categories
includes your age?
1.8% 0.3%
Total Count 56 361
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 8.917a
12 .710

281. 280WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 7.263 12 .840
Linear-by-Linear Association .027 1 .870
N of Valid Cases 361
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .14.
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?

282. 281WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
McDonald’s - Within ThePast
4 Weeks
Count 92
% within To begin, which of
the following categories
includes your age?
68.7%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 28
% within To begin, which of
the following categories
includes your age?
20.9%
McDonald’s - More Than3
Months Ago
Count 14
% within To begin, which of
the following categories
includes your age?
10.4%
Total Count 134
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
McDonald’s - Within ThePast 4
Weeks
Count 51
% within To begin, which of the
following categories includes
your age?
75.0%

283. 282WENDY’S MARKET RESEARCH CASE
from each one. McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 10
% within To begin, which of the
following categories includes
your age?
14.7%
McDonald’s - More Than3
Months Ago
Count 7
% within To begin, which of the
following categories includes
your age?
10.3%
Total Count 68
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 50
% within To begin, which of the
following categories includes
your age?
74.6%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 9
% within To begin, which of the
following categories includes
your age?
13.4%
McDonald’s - More Than3
Months Ago
Count 8
% within To begin, which of the
following categories includes
your age?
11.9%
Total Count 67
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

284. 283WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
McDonald’s - Within ThePast 4
Weeks
Count 39
% within To begin, which of the
following categories includes
your age?
79.6%
McDonald’s - More Than 4
WeeksTo Within ThePast 3
Months
Count 5
% within To begin, which of the
following categories includes
your age?
10.2%
McDonald’s - More Than3
Months Ago
Count 5
% within To begin, which of the
following categories includes
your age?
10.2%
Total Count 49
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
McDonald’s - Within ThePast
4 Weeks
Count 44 276
% within To begin, which of
the following categories
includes your age?
74.6% 73.2%
McDonald’s - More Than 4 Count 10 62

285. 284WENDY’S MARKET RESEARCH CASE
each one. WeeksTo Within ThePast 3
Months
% within To begin, which of
the following categories
includes your age?
16.9% 16.4%
McDonald’s - More Than3
Months Ago
Count 5 39
% within To begin, which of
the following categories
includes your age?
8.5% 10.3%
Total Count 59 377
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 4.360a
8 .823
Likelihood Ratio 4.450 8 .814
Linear-by-Linear Association .927 1 .336
N of Valid Cases 377
a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 5.07.

286. 285WENDY’S MARKET RESEARCH CASE
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?
Crosstab

287. 286WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - Within ThePast 4
Weeks
Count 69
% within To begin, which of
the following categories
includes your age?
54.3%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 35
% within To begin, which of
the following categories
includes your age?
27.6%
Subway - More Than3 Months
Ago
Count 19
% within To begin, which of
the following categories
includes your age?
15.0%
Subway - Never Count 4
% within To begin, which of
the following categories
includes your age?
3.1%
Total Count 127
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you Subway - Within ThePast 4 Count 38

288. 287WENDY’S MARKET RESEARCH CASE
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Weeks % within To begin, which of the
following categories includes
your age?
59.4%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 15
% within To begin, which of the
following categories includes
your age?
23.4%
Subway - More Than3 Months
Ago
Count 11
% within To begin, which of the
following categories includes
your age?
17.2%
Subway - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 64
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 28
% within To begin, which of the
following categories includes
your age?
45.9%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 14
% within To begin, which of the
following categories includes
your age?
23.0%
Subway - More Than3 Months Count 17

289. 288WENDY’S MARKET RESEARCH CASE
Ago % within To begin, which of the
following categories includes
your age?
27.9%
Subway - Never Count 2
% within To begin, which of the
following categories includes
your age?
3.3%
Total Count 61
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Subway - Within ThePast 4
Weeks
Count 16
% within To begin, which of the
following categories includes
your age?
37.2%
Subway - More Than 4 WeeksTo
Within ThePast 3 Months
Count 11
% within To begin, which of the
following categories includes
your age?
25.6%
Subway - More Than3 Months
Ago
Count 16
% within To begin, which of the
following categories includes
your age?
37.2%
Subway - Never Count 0
% within To begin, which of the
following categories includes
your age?
0.0%
Total Count 43

290. 289WENDY’S MARKET RESEARCH CASE
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Subway - Within ThePast 4
Weeks
Count 27 178
% within To begin, which of
the following categories
includes your age?
50.0% 51.0%
Subway - More Than 4
WeeksTo Within ThePast 3
Months
Count 10 85
% within To begin, which of
the following categories
includes your age?
18.5% 24.4%
Subway - More Than3
Months Ago
Count 15 78
% within To begin, which of
the following categories
includes your age?
27.8% 22.3%
Subway - Never Count 2 8
% within To begin, which of
the following categories
includes your age?
3.7% 2.3%
Total Count 54 349
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 17.715a
12 .125

291. 290WENDY’S MARKET RESEARCH CASE
Likelihood Ratio 19.847 12 .070
Linear-by-Linear Association 5.197 1 .023
N of Valid Cases 349
a. 5 cells (25.0%) have expected count less than 5. The minimum
expected count is .99.
You have indicated that you have heard of these restaurants. When was the
last time, if ever, that you, yourself, have eaten from each one. * To begin,
which of the following categories includes your age?

292. 291WENDY’S MARKET RESEARCH CASE
Crosstab
To begin,
which of the
following
categories
includes
your age?
18-24
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Wendy’s - Within ThePast 4
Weeks
Count 140
% within To begin, which of
the following categories
includes your age? 100.0%
Total Count 140
% within To begin, which of
the following categories
includes your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
25-29
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Total Count 69
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

293. 292WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes your
age?
30-34
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Total Count 71
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab
To begin,
which of the
following
categories
includes your
age?
35-39
You have indicated that you
have heard of these restaurants.
When was the last time, if ever,
that you, yourself, have eaten
from each one.
Wendy’s - Within ThePast 4
Weeks
Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Total Count 52
% within To begin, which of the
following categories includes
your age?
100.0%
Crosstab

294. 293WENDY’S MARKET RESEARCH CASE
To begin,
which of the
following
categories
includes
your age?
Total40-45
You have indicated that you
have heard of these
restaurants. When was the
last time, if ever, that you,
yourself, have eaten from
each one.
Wendy’s - Within ThePast 4
Weeks
Count 64 396
% within To begin, which of
the following categories
includes your age? 100.0% 100.0%
Total Count 64 396
% within To begin, which of
the following categories
includes your age?
100.0% 100.0%
Chi-Square Tests
Value
Pearson Chi-Square .a
N of Valid Cases 396
a. No statistics are computed because
You have indicated that you have
heard of these restaurants. When was
the last time, if ever, that you,
yourself, have eaten from each one.
is a constant.

295. 294WENDY’S MARKET RESEARCH CASE