Explain how spend would be best measured

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Reference no: EM133293923

Case description:

Your business research company has been invited by Vicinity Shopping Centres (VSC) to submit a formal proposal for a research project about shopper satisfaction with the Chadstone Shopping Centre. Chadstone Shopping Centre is the largest shopping centre in Australia and offers not only shopping but also many entertainment and food outlets. The VSC management team has asked your team to submit a research project proposal that will measure satisfaction with various stores and attractions at Chadstone Shopping Centre. Specifically, you have been asked to measure the visitor satisfaction at the food court and dining sections.

The proposal will need to be completed within five weeks. Your company has been asked to collect primary data using a highly structured closed-ended questionnaire.

Background: The centre contains 129,924m2 of shop floor space, about 530 stores and more than 9300 free car parking spaces. It has as many as 68,000 visitors on its busiest trading days and attracts about 400,000 tourists a year from interstate and 200,000 from overseas.

The VSC management is considering opening an additional food court section at the opposite side of Chadstone Shopping Centre than where the current food and dining sections are located.

Q) Suppose you were asked to also measure how much money a Chadstone Shopping Centre visitor typically spends when visiting the shopping centre.

a) explain how this spend would be best measured in your questionnaire (give your reasons),

b) formulate a hypothesis about the amount of money visitors spend,

c) explain how you would test this hypothesis,

d) state a hypothesis test conclusion if your hypothesis was supported in your analysis.

Reference no: EM133293923

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