A Night At the Opera - Statistical Package for the Social Sciences(SPSS) Assignment Answers

November 24, 2017
Author : Charles Hill

Solution Code: 1GCB

Question: SPSS Assignment

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Case Scenario

The Royal Albert Hall (RAH) is a multipurpose venue which, since 1871, has hosted a diverse range of events including theatrical shows, concerts, conventions, award ceremonies and opera. In the field of opera, the Royal Albert Hall’s main competitor is the English National Opera whose venue is dedicated solely to opera.

The Royal Albert Hall aims to deliver the best customer service as well as the best experience to their opera-loving patrons. The Royal Albert Hall therefore commissioned a survey to establish how it is perceived as an opera venue in comparison to The English National Opera venue. The questionnaire was developed out of a series of exploratory interviews and was applied to a database of approximately 700 registered of members of The Royal Albert Hall who have indicated that they have attended operas in both venues.

The proprietors of The Royal Albert Hall would like to use the survey data to address some specific issues in which they are interested. These are:

  • What factors most influence whether or not patrons buy tickets for opera at RAH?
  • Do these factors differ from those that influence patrons in their purchase of opera tickets from ENO?
  • Is there any aspect of a customer’s experience of attending an opera that influences whether or not they become advocates (i.e. encourage others to attend an opera) of RAH and/or ENO?
  • Is there anything of importance that can be deduced from the demographic data included in the file?
  • Can any kind of explanatory or predictive model be built assess:

a) The likelihood of future opera ticket sales

b) The likelihood of patrons becoming advocates of RAH?

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Solution:

The factors that determine whether the patrons buy tickets from Royal Albert Hall

The availability of a variety of operas for the customers enables the customers to watch what they prefer most. For instance, the majority (434) constituting to 61.1 % of the patrons who were surveyed indicated that the Royal Albert Hall provides a variety to the clients and thus there is no room for boredom (Agnihotri et al., 2014).

RAH - The Hall offers an excellent variety/choice of operas Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 9 1.3 1.3
2 39 5.6 6.9
3 70 10.0 16.9
4. Neither Agree nor Disagree 147 21.0 37.9
5 162 23.2 61.1
6 158 22.6 83.7
7. Strongly Agree 114 16.3 100.0
Total 699 100.0

Conducive atmosphere for the customers to watch an opera is a determinant of whether patrons buy tickets at Royal Albert Hall because the clients can get the comfort they need in order to enjoy and relax when they watch (Gounaris & Boukis, 2013). Approximately 467 patrons constituting to 66.9 % agreed that the venue provides a conducive environment while25% of them were of the opposite opinion.

RAH - The Hall provides an intimate atmosphere for watching an opera Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 25 3.6 3.6
2 57 8.2 11.7
3 78 11.2 22.9
4. Neither Agree nor Disagree 72 10.3 33.2
5 143 20.5 53.6
6 164 23.5 77.1
7. Strongly Agree 160 22.9 100.0
Total 699 100.0

Regarding the employees at Royal Albert Hall, 566 patrons making up to approximately 80.97 % of the interviewed subjects felt that the employees have a caring attitude towards their customers hence making them to come back again. However, 41 % of the patrons felt that the employees at this social facility were not caring to the customer while 13.2 % of the patrons were not sure of the attitude the employees have towards the customers.

RAH - The Hall employees have a caring attitude toward their customers Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 7 1.0 1.0
2 15 2.1 3.1
3 19 2.7 5.9
4. Neither Agree nor Disagree 92 13.2 19.0
5 159 22.7 41.8
6 225 32.2 74.0
7. Strongly Agree 182 26.0 100.0
Total 699 100.0

With regards to the value of the time spent at Royal Albert Hall, approximately 639 of the patrons constituting to 91.45 % felt that their time was well spent when they went to watch operas at this hall. On the other hand, 35 patrons constituting to 5.01 % felt that their time at Royal Albert Hall was not well spent while 25 of them (3.6%) were neutral on the value of their time at the hall.

RAH - Watching an opera at the Hall is time very well spent Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 13 1.9 1.9
2 11 1.6 3.4
3 11 1.6 5.0
4. Neither Agree nor Disagree 25 3.6 8.6
5 79 11.3 19.9
6 247 35.3 55.2
7. Strongly Agree 313 44.8 100.0
Total 699 100.0

In terms of the value for the money, 77 patrons making up to 11.02 % disagreed that thy got value for their money when they attended an opera at Royal Albert Hall while 82 of them (11.7 %) were indifferent about the value for their money. On the other hand 540 (77.25 %) reported they gave them a good value for the money they pay for a ticket.

RAH - Watching an opera at the Hall is very good value for money Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 10 1.4 1.4
2 20 2.9 4.3
3 47 6.7 11.0
4. Neither Agree nor Disagree 82 11.7 22.7
5 149 21.3 44.1
6 225 32.2 76.3
7. Strongly Agree 166 23.7 100.0
Total 699 100.0

The regular and frequent communication gives customers gives the clients a feeling that they are valued by the management of the Hall (Lai, 2015). Approximately 561 patrons (80.26 %) felt that the management of Royal Albert Hall communicates to them both on line and offline on matters concerning the social events at the venue. On the contrary, only 41 (5.87 %) of the interviewed patrons felt that the communication from Hall was not satisfactory while 99 (13.9 %) of the respondents were indifferent about their feeling towards matters regarding communication from the Hall.

RAH - The Hall is excellent in communicating with its opera customers – both online (email, website) and offline (regular mail) Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 6 .9 .9
2 12 1.7 2.6
3 23 3.3 5.9
4. Neither Agree nor Disagree 97 13.9 19.7
5 107 15.3 35.1
6 239 34.2 69.2
7. Strongly Agree 215 30.8 100.0
Total 699 100.0

Once the customers watch their opera, it is expected that they feel relieved and this feeling increases their social standing in several aspects (Rego et al., 2013). Therefore, 182 respondents constituting to 26.04 % felt that their social stands did not improve after watching operas at the Royal Albert Hall while 55  (7.9 %) of the patrons reported that they strongly agreed with the feeling that their social stanza improved.

RAH - I feel that watching an opera at the Hall definitely enhances my social standing Frequency Percent Valid Percent Cumulative Percent
Valid 1. Strongly Disagree 97 13.9 13.9 13.9
2 46 6.6 6.6 20.5
3 39 5.6 5.6 26.0
4. Neither Agree nor Disagree 339 48.5 48.5 74.5
5 67 9.6 9.6 84.1
6 56 8.0 8.0 92.1
7. Strongly Agree 55 7.9 7.9 100.0
Total 699 100.0 100.0

 

There were some factors that varied with regards to the customer experiences between the Royal Albert Hall and English National Opera.

For instance, the offer of a variety of choices at the England National Operas was high with (87.99 %) agreeing as compared to the 61.1 % in the Royal Albert Hall.

ENO - ENO offers an excellent variety/choice of operas Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 5 .7 .7
2 6 .9 1.6
3 14 2.0 3.6
4. Neither Agree nor Disagree 61 8.7 12.3
5 143 20.5 32.8
6 266 38.1 70.8
7. Strongly Agree 204 29.2 100.0
Total 699 100.0

 

With regards to the atmosphere provided while watching the operas, the England national Opera recorded approximately 78.54% of the patrons who agreed that the atmosphere was conducive for them. This was higher than their counterparts at Royal Albert Hall by about 11.64 % and hence the high competition between the two service providers.

ENO - ENO provides an intimate atmosphere for watching an opera Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 4 .6 .6
2 13 1.9 2.4
3 30 4.3 6.7
4. Neither Agree nor Disagree 103 14.7 21.5
5 212 30.3 51.8
6 231 33.0 84.8
7. Strongly Agree 106 15.2 100.0
Total 699 100.0

 

While only 14.74 % of the patrons strongly agreed that the employees at the English National Opera had a caring attitude towards the clients, 26.04 % of them were of the similar opinion with regards to the employees at Royal Albert Hall.

ENO - ENO employees have a caring attitude toward their customers Frequency Percent Cumulative Percent
Valid 1. Strongly Disagree 1 .1 .1
2 11 1.6 1.7
3 15 2.1 3.9
4. Neither Agree nor Disagree 193 27.6 31.5
5 191 27.3 58.8
6 185 26.5 85.3
7. Strongly Agree 103 14.7 100.0
Total 699 100.0

 

With regards to the value of the money paid to watch the Operas, most of the respondents were in the range of agreement to strongly agree that they really get what they normally pay for at the English National opera.

If the customers are provided with the right atmosphere to watch an opera they are likely to refer their peers to attend the session at the respective venues. This is the time when the people need to divert from their usual activities, meet and make friends as well as laugh. Additionally, if the clients get the value for their money by getting the pleasure that they intended to get before they attended the opera, then high chances are that they are likely to refer their friends and come back again. This is because there is a feeling of satisfaction that comes along when customers are provided with the services that they expect.

There is vast range information which can be deduced from the demographic information provided. For instance the information on the age of the respondents indicates that majority of the people who attend Operas are in the age of 56 to 65 followed by 46 to 55 and 66-75 years. This means that if any of the service providers were to advertise their services, then this would be the best age groups to capitalize.

With regards to gender, the females are more likely to attend operas than men.

The majority of the respondents in this survey indicated that their level of education was between the first and second degree.

With regards to the annual income, majority were in the range of 20,001 to 30,001 and 30,001 to 45,000 euros per year.

In order to determine the trends in attendance of the Opera at Royal Albert Hall, as the age increased, the number of time that the respondents will attend operas at this specific hall will increase to more than eight times.

For instance, for those who had attended Operas for more than six times and up to ten times, the frequency of attendance at Royal Albert Hall was 6.9 % for those who had attended for ten times and up to fifteen times, they went to Royal Albert Hall at a rate of 27.6 %. Finally, for those who had attended Opera for more than fifteen years, they went to this Hall at a rate of 65 %.

 

How many years have you been attending live opera performances? * How many times have you been to the Royal Albert Hall to watch an opera? Cross tabulation
How many times have you been to the Royal Albert Hall to watch an opera? Total
1 - 2 times 3 - 4 times 5 - 8 times More than 8 times
How many years have you been attending live opera performances? Up to 2 years Count 82 2 0 0 84
% within How many times have you been to the Royal Albert Hall to watch an opera? 20.9% 1.0% 0.0% 0.0% 12.0%
More than 2 and up to 6 years Count 76 57 7 0 140
% within How many times have you been to the Royal Albert Hall to watch an opera? 19.3% 28.2% 9.3% 0.0% 20.0%
More than 6 years and up to 10 years Count 49 40 19 2 110
% within How many times have you been to the Royal Albert Hall to watch an opera? 12.5% 19.8% 25.3% 6.9% 15.7%
More than 10 years and up to 15 years Count 37 23 19 8 87
% within How many times have you been to the Royal Albert Hall to watch an opera? 9.4% 11.4% 25.3% 27.6% 12.4%
More than 15 years Count 149 80 30 19 278
% within How many times have you been to the Royal Albert Hall to watch an opera? 37.9% 39.6% 40.0% 65.5% 39.8%
Total Count 393 202 75 29 699
% within How many times have you been to the Royal Albert Hall to watch an opera? 100.0% 100.0% 100.0% 100.0% 100.0%

 

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 109.716a 12 .000
Likelihood Ratio 133.291 12 .000
Linear-by-Linear Association 35.453 1 .000
N of Valid Cases 699

Since the chi square p value is less than 0.005 i.e. 0.001, then there is a close association between the number a patron has attended operas, and the number of times he will attend the opera at Royal Albert Hall (Ryu et al., 2012). This means the more the people go for operas in their lifetime, the more number of times they will have visited Royal Albert Hall as compared to the English National Opera.

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