Overview
MKTG 665 – Marketing Research Assignment WK 11 Multivariate Correlation Analysis and Predictive Modeling Customer Satisfaction Marketing Research Instructions: You are in charge of the customer satisfaction program at Lufthansa. Please use the “Lufthansa” coded SPSS data set at Canvas. 1. Provide a rank ordering of the mean performance characteristics from Q9 thru Q21. Offer a written explanation where you identify the 3 characteristics on which the airline gets the highest scores, and on which it gets the 3 lowest scores and please offer the company your recommendation based on this analysis. 2. Build a Regression Model among satisfied and dissatisfied customers (GrpSat – See end of SPSS file). Run a Multivariate Stepwise Regression Analysis with Q9-Q21 as multiple IV and GrpSat as the DV. Make a conclusion as to which items are key drivers of satisfied and dissatisfied customers. Indicate what the results mean and offer your recommendation to management as to which experiences are key drivers of customer satisfaction based on your analysis. Be sure you produce appropriate charts and graphs. 3. Build a Forecast Model. Describe the final stepwise model. What will the impact on satisfaction with changes in each of he IV’s in the model? What would be your recommendation? 4. Produce a Customer Satisfaction Report Card. For each of he IV in the stepwise model, product a report card showing performance assessments by key drivers assessment. Looking at both scores, what would be your conclusions and recommendations to management about how to allocate scarce resources to improve customer satisfaction? Explain using the data in the analysis. Remember to copy and paste the relevant SPSS output and upload to the Canvus dropbox
along with your data analysis and written conclusions.