Assignment 4 - Management
Please see attached for the assignment.
Required Text:
George, D., & Mallery, P. (2016). IBM SPSS Statistics 23: Step by step: A simple guide and reference (14th ed.). Boston, MA: ISBN 13: 978-0-13-432025-0
MGT 611
Final Graded Assignment
Dr. Greg Bradley
For the final graded assignment (worth 200 points), you will be using the Lucky Strike 2018.sav and Lucky Strike 2019.sav data files.
For this paper, please assume that you are the Vice-President of Research for Infinity Consulting, Inc., a consumer behavior research firm. Many of your clients are gaming companies, including Lucky Strike, Inc., a multinational casino resort firm. In this assignment, you have been asked to analyze year over year data to develop a Status Update and Recommendations report for Lucky Strikes Biloxi, Mississippi property. The two files provided represent year over year random samples of customers at the property. Both samples were extracted in the 12 months of their respective years.
It is early 2020, and your task is to analyze the data and prepare a formal report for the corporate office at Lucky Strike. Your report should depict an analysis of the past two years, any important movement, and include a logical discussion on possible reasons for any changes, good or bad. Again, please remember to look below the surface and beyond the obvious. Please also explain your analysis and statistical findings. Of note, MSLI is an acronym for Mean Summated Loyalty Index which is derived by summing the coded values to individual answers to four loyalty-based questions: Level of Satisfaction, Likelihood of Return, Likelihood to Recommend, and Comparative Value. The MSLI has proven to be a representative proxy to overarching customer loyalty. The MSLI average in the gaming industry typically ranges from 15.5 (low) to 17.5 (high).
You can utilize any method we’ve covered to analyze these variables and to search for relationships (Descriptives, Frequencies, Select If, Means, Explore, Graphs or Charts, Crosstabs, Correlation, t-tests, ANOVA, simple regression, multiple regression, non-parametrics). The choice is yours. Spend some time thinking about other variables that you think are related to these variables. On this assignment especially, you should spend a lot of time analyzing data – and then pick the most effective analyses and communication devices.
Paper Requirements:
1. Your paper cannot exceed 20 double-spaced pages with 1” margins on all sides, and a 12 point Times New Roman font. There will be point deductions for extra pages. You can include an Appendix that will not count toward the total number of pages.
2. All graphs, figures or tables must be included in the paper, before the Appendix.
3. Your assignment should be uploaded to Canvas and e-mailed to me as a Word file attachment. Save your file as…
Last Name, First Name MGT 611 Assignment 4…For example Bradley, Gregory MGT 611 Assignment 4
4. In the subject line of your e-mail submission, type MGT 611 Assignment 4.
5. Remember that factual statements must be supported with data.
6. Grammar, writing style and editing do count and will be graded.
7. You will be evaluated on your ability to communicate, the analytical accuracy of your answers, and the creativity you exhibit in the analysis.
Lucky Strike Casino Resort
Guest Survey
1. Is this visit your first visit to Lucky Strike? Yes No
2. Including this visit, how many times have you visited Lucky Strike in the past six months?
1-5 6-10 11-15 16-20 21-25 Over 25 times
3. Other than Lucky Strike, which of the following casinos do you visit on a regular basis? (Please check all that apply)
Casino 1 Casino 6 Casino 11 Casino 16
Casino 2 Casino 7 Casino 12 Casino 17
Casino 3 Casino 8 Casino 13 Casino 18
Casino 4 Casino 9 Casino 14
Casino 5 Casino 10 Casino 15
4. How long were you in the casino (Lucky Strike) today? hours
5. If you visited any of Lucky Strike’s restaurants today, which did you visit? (Please check all that apply)
Lucky Strike Buffet Lucky Strike Steakhouse Lucky Strike Cafe
Lucky Strike Grille Lucky Strike Coffee Shop
6. Based on your experience, how do we rate in the following areas? If you don’t have experience with an area, please skip it
and go to the next one.
Excellent (A) Good (B) Average (C) Fair (D) Poor (F)
Timeliness of beverage service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Slot machine selection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall slot experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Slot payouts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Players Club service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall cashier’s cage experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Table games service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall table games experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Live entertainment quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Casino cleanliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall property cleanliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Food service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Food quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Food value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Lucky Strike Buffet choices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Hotel staff service. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall hotel front desk experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Hotel quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Hotel room cleanliness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Parking availability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Valet parking service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Safety and security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Quality of Players Club mail offers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Value of Players Club point system . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Slot attendant availability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall guest service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overall visit experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7. Regarding your visit today, please indicate your level of agreement with the following statements:
Strongly Neither Agree Strongly
Agree Agree nor Disagree Disagree Disagree
I was always greeted with a smile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
I felt appreciated as a guest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The staff went above and beyond my expectations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The staff used polite and courteous language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8. What most prompted your visit to Lucky Strike on this visit? (One response only please)
To play the slots To redeem a direct mail offer
To play the tables Players Club benefits/offers
To watch the live entertainment Other ____________________
To dine in one of our restaurants
Please turn the page over→
9. Are you a member of our Players Club? Yes No
10. Did you receive a complimentary today? Yes No
11. How do you typically find out about events and promotions at Lucky Strike? (One response only please)
Signs in casino Billboard ad Newspaper ad Radio ad Direct mail
Friends and family Television ad Internet Other
12. Aside from visiting here, which one other regional area casino do you visit most often?
(One response only please)
Casino 1 Casino 6 Casino 11 Casino 16
Casino 2 Casino 7 Casino 12 Casino 17
Casino 3 Casino 8 Casino 13 Casino 18
Casino 4 Casino 9 Casino 14
Casino 5 Casino 10 Casino 15
13. What is the primary reason you visit the casino you selected in Question 12 above? (One response only please)
Convenient location Restaurant quality/selection Slot machine selection Table games selection
My friends play there Players Club offerings Live entertainment Overall atmosphere
Guest service Slot machine payouts Direct mail offers Other_______________
Hotel quality Value of comps
14. Did you or do you plan to gamble here today (at Lucky Strike)? Yes No
15. Based on your expectations prior to arrival, how was your visit to Lucky Strike today?
Definitely exceeded expectations Exceeded expectations Met expectations
Didn’t meet expectations Definitely didn’t meet expectations
16. Overall (including every aspect of your visit), how satisfied were you with your visit today?
Very satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Very dissatisfied
17. How likely are you to visit Lucky Strike again?
Very likely Likely Neither likely nor unlikely Unlikely Very unlikely
18. How likely are you to recommend Lucky Strike to friends and family?
Very likely Likely Neither likely nor unlikely Unlikely Very unlikely
19. Compared to other casinos you visit, how would you rate the overall value at Lucky Strike?
Much better than others Better than others About the same as others Worse than others Much worse than others
20. If you have participated in a promotional event at Lucky Strike recently, how would you rate that event overall?
(Please skip this question if you haven’t recently participated in an event at Lucky Strike)
Excellent Good Average Fair Poor
GENERAL INFORMATION
A. What is your gender? Male Female
B. How much do you typically spend “out of pocket” on gaming (tables, slots, and video machines) each time you visit Lucky Strike?
Less than $50 $50 - $99 $100 - $149 $150 - $199 $200 - $249 $250 - $299 $300 or over
C. What is your highest level of education?
Less than high school High School graduate College-non graduate College graduate Graduate school
D. What is your age group? 21-24 25-34 35-44 45-54 55-64 65-74 75 and above
E. What is your annual household income before taxes?
Less than $20,000 $20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999
$50,000 - $59,999 $60,000 - $69,999 $70,000 - $79,999 $80,000 or over
F. Where do you live? City State __________________________
Thank you very much for completing the survey. We value your opinion!
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