Answer to Question 1
The mean, mode, median, range, and standard deviation computed to be for the Santa Fe SPSS data set is presented as follows:
Table 1: Statistics Analysis (mean, mode, median, range, and standard deviation)
| N | Mean | Median | Mode | Std. Deviation | Range | ||
| Valid | Missing | ||||||
| Regularly Dine at Casual Dining Restaurants | 405 | 0 | 1.00 | 1.00 | 1 | 0.000 | 0 |
| Have Dined at Other Mexican Restaurants In last 6 Months | 405 | 0 | 1.00 | 1.00 | 1 | 0.000 | 0 |
| Gross Annual Income $15,000 or More | 405 | 0 | 1.00 | 1.00 | 1 | 0.000 | 0 |
| Favorite Mexican Restaurant | 405 | 0 | 0.62 | 1.00 | 1 | 0.485 | 1 |
| X1 — Try New and Different Things | 405 | 0 | 5.39 | 7.00 | 7 | 1.863 | 5 |
| X2 — Party Person | 405 | 0 | 4.27 | 4.00 | 4 | 1.005 | 5 |
| X3 — People Come to Me | 405 | 0 | 5.28 | 5.00 | 5 | 1.223 | 5 |
| X4 — Avoid Fried Foods | 405 | 0 | 4.11 | 4.00 | 3 | 1.308 | 4 |
| X5 — Likes to Go Out Socially | 405 | 0 | 4.41 | 4.00 | 4 | 1.115 | 5 |
| X6 — Friends Come to Me | 405 | 0 | 5.31 | 5.00 | 5 | 1.163 | 4 |
| X7 — Self-Confident | 405 | 0 | 4.65 | 5.00 | 5 | 1.218 | 5 |
| X8 — Eat Balanced, Nutritious Meals | 405 | 0 | 4.57 | 5.00 | 5 | 1.228 | 5 |
| X9 — Buy New Products | 405 | 0 | 5.60 | 6.00 | 7 | 1.606 | 6 |
| X10 — Careful about What I Eat | 405 | 0 | 4.43 | 4.00 | 4 | 1.105 | 5 |
| X11 — Try New Brands | 405 | 0 | 5.42 | 7.00 | 7 | 1.766 | 4 |
| X12 — Friendly Employees | 405 | 0 | 3.64 | 4.00 | 5 | 1.210 | 4 |
| X13 — Fun Place to Eat | 405 | 0 | 4.64 | 5.00 | 5 | .909 | 5 |
| X14 — Large Size Portions | 405 | 0 | 4.51 | 5.00 | 6 | 1.323 | 4 |
| X15 — Fresh Food | 405 | 0 | 5.76 | 6.00 | 7 | 1.195 | 3 |
| X16 — Reasonable Prices | 405 | 0 | 4.34 | 4.00 | 4 | 1.237 | 4 |
| X17 — Attractive Interior | 405 | 0 | 4.70 | 5.00 | 5 | 1.019 | 5 |
| X18 — Excellent Food Taste | 405 | 0 | 5.31 | 5.00 | 5 | 1.084 | 4 |
| X19 — Knowledgeable Employees | 405 | 0 | 3.55 | 4.00 | 4 | 1.517 | 6 |
| X20 — Proper Food Temperature | 405 | 0 | 4.52 | 5.00 | 5 | 1.168 | 5 |
| X21 — Speed of Service | 405 | 0 | 5.21 | 7.00 | 7 | 2.039 | 6 |
| X22 — Satisfaction | 405 | 0 | 4.83 | 5.00 | 4 | 1.118 | 4 |
| X23 — Likely to Return | 405 | 0 | 4.46 | 4.00 | 4 | 1.104 | 5 |
| X24 — Likely to Recommend | 405 | 0 | 3.79 | 4.00 | 4 | 1.199 | 5 |
| X25 — Frequency of Eating at . . . ?? | 405 | 0 | 3.24 | 3.00 | 3 | 1.325 | 4 |
| X26 — Price | 405 | 0 | 2.35 | 2.00 | 1 | 1.147 | 3 |
| X27 — Food Quality | 405 | 0 | 1.60 | 1.00 | 1 | .740 | 3 |
| X28 — Atmosphere | 405 | 0 | 3.33 | 3.00 | 3 | .726 | 3 |
| X29 — Service | 405 | 0 | 2.74 | 3.00 | 2 | 1.030 | 3 |
| x30 — Distance Driven | 405 | 0 | 2.11 | 2.00 | 3 | .819 | 2 |
| X31 — Ad Recall | 405 | 0 | .33 | 0.00 | 0 | .472 | 1 |
| X32 — Gender | 405 | 0 | .35 | 0.00 | 0 | .477 | 1 |
| X33 — Number of Children at Home | 405 | 0 | .80 | 1.00 | 0 | .835 | 2 |
| X34 — Age | 405 | 0 | 3.04 | 3.00 | 3 | .954 | 4 |
| X35 — Income | 405 | 0 | 71683.95 | 60000.00 | 20000 | 87779.223 | 1235000 |
| X36 — Innovator | 405 | 0 | 5.4691 | 6.0000 | 7.00 | 1.59066 | 5.00 |
| X37 — Health Conscious | 405 | 0 | 4.3695 | 4.3333 | 4.00a | 1.09996 | 4.67 |
| X38 — Opinion Leader | 405 | 0 | 5.0815 | 5.0000 | 5.00 | .99846 | 4.33 |
| X39 — Outgoing | 405 | 0 | 4.3420 | 4.0000 | 4.00 | .97796 | 5.00 |
| X40 — Service | 405 | 0 | 4.1342 | 4.3333 | 5.33 | 1.38428 | 5.33 |
| X41 — Food | 405 | 0 | 5.1992 | 5.3333 | 5.67 | .99468 | 4.00 |
| X42 — Value | 405 | 0 | 4.4235 | 4.5000 | 4.00 | 1.26709 | 4.00 |
| X43 — Atmosphere | 405 | 0 | 4.6667 | 5.0000 | 5.00 | .88161 | 5.00 |
The mean, mode, median, and standard deviation of each variable are presented in table 1 as shown above. All respondents are found to dine at casual dining restaurants given the mean of 1, median of 1, standard deviation of 0 and a range of 0. The manager of Santa Fe Grill should consider this as an opportunity to attract more customers. The mean, median, mode, standard deviation, and range values are 1, 1, 1, 0, and 0, which imply that all respondents have dined at other Mexican restaurants in the last 6 months, which shows that people would always want to try other alternatives. The same values are depicted in the case of having a gross income of $15,000 0r more. There were some differences regarding favorite Mexican restaurants with a mean value of 0.62 and a standard deviation of 0.485 implying that Santa Fe Grill restaurant was more preferred than Jose’s South Western Café. In this case, the Santa Fe Grill restaurant is advantaged. The mean value for trying a different thing was 5.39. A mode of 7 shows that most of the respondents strongly agreed that they would like to try a different thing. Responses showed a standard deviation of 1.863 and a range of 5, which means that their responses ranged significantly. Typically, the same trend is depicted in all the 42 variables tested in the study. The manager of Santa Fe Grill restaurant should understand the competiveness of his restaurant and employ the right mechanisms to deal with the available challenges.
Answer to Question 2
Based on a comparison of the means of at least three groups, households with more children are more likely to recommend their favorite Mexican restaurant than are households with fewer children. The mean value for the likelihood to recommend is 3.79, in which families with at least one child are likely to recommend their favorite Mexican restaurant as compared to families with no children at all. Table 2 shows the respective mean values depicting this aspect. This fact can further be depicted through regression analysis between the likelihood to recommend as the dependent variable and the number of children the independent variable.
Table 2: Statistics on the Likelihood to recommend
| X24 — Likely to Recommend | X33 — Number of Children at Home | ||
| N | Valid | 405 | 405 |
| Missing | 0 | 0 | |
| Mean | 3.79 | .80 | |
| Median | 4.00 | 1.00 | |
| Mode | 4 | 0 | |
| Std. Deviation | 1.199 | .835 | |
| Variance | 1.436 | .697 | |
| Range | 5 | 2 | |
Table 3: Model Summary and Parameter Estimates for the Regression Analysis
| Dependent Variable: X24 — Likely to Recommend | |||||||
| Equation | Model Summary | Parameter Estimates | |||||
| R Square | F | df1 | df2 | Sig. | Constant | b1 | |
| Linear | .239 | 126.280 | 1 | 403 | .000 | 3.226 | .701 |
| The independent variable is X33 — Number of Children at Home.
Figure 1: Graph of the Likelihood to Recommend |
|||||||
From the figure below, as the number of children increases, the likelihood to recommend increases as well.
Answer to Question 3
The Pearson Correlation reveal that there is a low correlation between the level of satisfaction and the likelihood to recommend. The analysis was done as follows:
Table 4: Descriptive Statistics
| Mean | Std. Deviation | N | |
| X24 — Likely to Recommend | 3.79 | 1.199 | 405 |
| X22 — Satisfaction | 4.83 | 1.118 | 405 |
Table 5: Correlations
| X24 — Likely to Recommend | X22 — Satisfaction | ||
| X24 — Likely to Recommend | Pearson Correlation | 1 | .802** |
| Sig. (1-tailed) | .000 | ||
| Sum of Squares and Cross-products | 580.311 | 434.178 | |
| Covariance | 1.436 | 1.075 | |
| N | 405 | 405 | |
| X22 — Satisfaction | Pearson Correlation | .802** | 1 |
| Sig. (1-tailed) | .000 | ||
| Sum of Squares and Cross-products | 434.178 | 505.244 | |
| Covariance | 1.075 | 1.251 | |
| N | 405 | 405 | |
| **. Correlation is significant at the 0.01 level (1-tailed). | |||
The computed Pearson Correlation was 1.0., significant at the level 0.01 level.
Answer to Question 4
For Santa Fe Grill, a multiple regression is done to reveal the ability of fresh food and friendly service to predict customer satisfaction.
Table 6: ANOVAa
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 186.633 | 2 | 93.316 | 117.740 | .000b |
| Residual | 318.612 | 402 | .793 | |||
| Total | 505.244 | 404 | ||||
| a. Dependent Variable: X22 — Satisfaction | ||||||
| b. Predictors: (Constant), X12 — Friendly Employees, X15 — Fresh Food | ||||||
Table 7: Coefficientsa
| Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | ||
| B | Std. Error | Beta | ||||
| 1 | (Constant) | 1.453 | .226 | 6.420 | .000 | |
| X15 — Fresh Food | .436 | .040 | .466 | 10.978 | .000 | |
| X12 — Friendly Employees | .237 | .039 | .257 | 6.050 | .000 | |
| a. Dependent Variable: X22 — Satisfaction | ||||||
From the coefficients, the model showing how fresh foods and friendly services predict customer satisfaction is done as follows:
Satisfaction = Constant + Friendly Employees + Fresh Food
= 1.453 + 0.436 Fresh Foods + 0.237 Friendly employees
The model depicts that holding other factors constant (Beta = 1.453), the satisfaction of customers is increased by fresh foods and friendly employees in the order, 0.36 and 0.237, as the respective coefficients.
Works Cited
Professor Myles Bassell. BUSN 7278 Data Analysis: Sante Fe Grill. n.d. Print.
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