Segmentation variable which is most relevant for the expensive restaurants is without the consideration of how often one visits the expensive restaurant is income (.27a).This is however erroneous and therefore points out to the main weaknesses that is inherent in the reliance on the use or nonuse of a given entertainment activity (Hisrich and Peters,1974,p.62).It would therefore be better and more meaningful to base our reasoning or argument on the frequency of usage of a given entertainment activity. A review of the data indicates that with the frequency of usage in mind, the most relevant for the expensive restaurants is the social class (.23a).The absence of information on how often the respondents engaged in dining in expensive restaurants therefore leads to a wrong picture of the most important correlate.In this case, the most important variable is therefore the social class variable since it emerges the most significant with a consideration of the frequency of use.
The most relevant variables
The selection of the most relevant variable is carried out with a consideration of the most relevant/significant variable when the frequency of use is taken into consideration. The most significant variables are income, social class and then age. Life cycle comes last. This is when all of the entertainment activities are considered en masse.
3. An explanation of the statistical test that is used in this task
The statistical test which has been used in the process of selecting the superior correlation coefficient is test of statistical significance. The statistical coefficients for the various variables were determined using various techniques and then their values tabulate for use and non-use. In order to bring out the best picture of the entertainment scenario activities, the frequency of use was incorporated into the coefficients. The final value indicated the most accurate picture of the level of statistical significance of the various variables.
Reference
Hisrich, Robert D. And Michael P. Peters (1974), "Selecting the Superior Segmentation Correlate," Journal of Marketing, 38 (July), 60 -- 63.
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