Homework: Santa Fe Grill (SFG) Recommendations
Carrying over some the results you generated in Homework:
o Survey respondents (n=405): 264 males and 141 females
o Of recent customers, there were 253 SFG respondents and 152 Jose Southwestern respondents
o Of SFG respondents (n=253) - Males 176; Females 77
o 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.
o Respondents who saw a SFG ad in the past 6 months - 33%
o Correlation (n=405) between fun and satisfaction is .21
Additional calculations:
o 1.12. + .67 (Satisfaction of SFG customers) = Likelihood of SFG customers to return
o Regression equation above is significant at p<.01
o R square is .63
Task
o What conclusions can you draw regarding the demographics of SFG customers based on gender and distance traveled?
o In general, do you think Santa Fe's ads have generated restaurant traffic? Any potential problem(s) you can cite with the data on advertising?
o What conclusions can you draw regarding the relationship between likelihood to return and satisfaction with Santa Fe Grill given the R-square?
o Speculate on two reasons why SFG customers return to the restaurant due to their satisfaction? Discuss.
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.