Statistics in market research

X Hotels, an important international hotel franchise, to analyze their competitive positioning in region. They would like to claim that their hotels offer higher average quality lodging than competing hotels in the same market segment, and that their average room price is equivalent to competitors’ average room price. The attached excel data set contains Guest rating, a measure of customer satisfaction and quality, room price and occupancy rate (number of occupied rooms over number of rooms) for all 32 X Hotels in the region, and for a random sample of competitors’ hotels.

1. Can X Hotels claim that their hotels are rated higher in quality than competitors’ hotels? (Assume a 95 % level of confidence.)

2. Can X Hotels claim that their hotels are priced equivalently to competitors? (Assume a 95 % level of confidence.)

3. Analyze the influence of price and customers’ satisfaction on the occupancy rate. (Tip: since X Hotels and the sample competitors operate in the same market, to discuss this issue you can analyze all 92 hotels jointly, regarded as a unique sample from the population which includes X Hotels, the observed competitors and all other competitors)

4. Based on your statistical analysis, would you recommend any actions to X Hotel management?

Taidot: Excel, Taloudellinen tutkimus, Markkinatutkimus, Tutkimus, Tilastotiede

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