Open the EFS data-set in SPSS:

a. Consider variable a094 (NS-SEC 8 Class of Household Reference Person)

b. Create a frequency table also showing the percentage of missing values by type

c. Create a Pareto chart showing the distribution of different types of missing values

d. Create a table with the mean of p600 (EFS-Total Consumption Expenditure) for the various categories of missing values plus a single category of nonmissing values. Do you presume that the missing values may be biasing the sample?

e. Perform the outliers checks described in chapter 4

f. Compute the average of p600 for the whole sample

g. Weight the observation using weight a (Annual Weight). Compute the sample mean of p600 again. Does it change?

1. Conduct market segmentation and targeting for (Kimpton Hotels & Restaurants) – Segment the brand’s market into at least 3 different categories (list actual segmentation examples and make sure you identify both the segmentation category and variable you are using! You must use 3 different segmentation categories) and label (identify) the target market from your market segmentation table below. (Keep this table in your assignment submission.) You need to perform segmentation and targeting to receive points for this question.

1. What are the most outstanding trends/characteristics of your target market you identified above (in Q3)? List at least 2 examples and include your explanation.
2. In targeting, what are the three factors to evaluate the market segments? Briefly explain each.
3. As the Marketing Director, which additional emerging market segment would you target to increase demand? Briefly explain why you would target this new segment.
4. As the Marketing Director, what type of marketing strategies would you implement to attract that new target market (from Q6)? List at least 2 examples and briefly explain why.