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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