MKT 436 UTA Demographics of SFG Customers Based on Gender & Distance Traveled Ques
Question Description
Carrying over some the results you generated in Assignment #5:
- Survey respondents (n=405): 264 males and 141 females
- Of recent customers, there were 253 SFG respondents and 152 Jose Southwestern respondents
- Of SFG respondents (n=253) – Males 176; Females 77
- Among the 253 SFG customers, the median (in lieu of mean) distance traveled was 1-5 miles. Frequencies were as follows: less than 1 mile 86; 1-5 miles -76; and more than 5 miles 91.
- Respondents who saw a SFG ad in the past 6 months 33%
- Correlation (n=405) between fun and satisfaction is .21
Additional calculations:
- 1.12. + .67 (Satisfaction of SFG customers) = Likelihood of SFG customers to return
- Regression equation above is significant at p<.01
- R square is .63
- What conclusions can you draw regarding the demographics of SFG customers based on gender and distance traveled? (5 pts)
- In general, do you think Santa Fes ads have generated restaurant traffic? Any potential problem(s) you can cite with the data on advertising? (5 pts)
- What conclusions can you draw regarding the relationship between likelihood to return and satisfaction with Santa Fe Grill given the R-square? (5 pts)
- Speculate on two reasons why SFG customers return to the restaurant due to their satisfaction? Discuss (5 pts)
Requirement:
Each student will be required to submit a 1-page (page restriction will be strictly observed)
single-spaced type-written analysis (TEXT only, not including references or title page). Use the
Q&A (Question & Answer) format in organizing your analysis/submission. Text written after the
1st page will not be read nor graded. References, if utilized, should be included in a separate
page. Each assignment is worth 20 points. Those who do not follow the required Q&A and 1-
page format will receive an automatic grade deduction of 5 point.
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