Restaurant Marketing Research

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Restaurant Marketing Research

• IpKin Anthony Wong
• Macau University of Science and Technology

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The Questionnaire
Male / Female ___________ Macau /
China _________ Live in dorm Yes/No?
___________
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Data Entry and Scanning

• Create Variables
• Each respondent represent one record (row)
• Pitfalls
• 1 A respondent on separate files
• 2 Duplicate information
• Data Scanning and Integrity Check
• Max, min, mean, std dev, kurtosis, skewness
• In SPSS Frequencies
• Statistics
• Charts Histograms with normal curve

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Typo and Outlier

• Remove the entire record
• Remove the value
• Educated guess base on certain assumptions and
  criteria

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Types of Variable

• Nominal
• E.g., Male / Female Region, Dorm / Off Campus
• Ordinal (and scale)
• Very dissatisfied, , neutral, very satisfied
• Assumed continuous
• Yes / No
• Not continuous
• Assume categorical (or dichotomous)

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The Relationship between Variable and Data
Analysis
Continuous (Ordinal, Interval, Ratio) Dependent
Variable (y)
Nominal (or Ordinal) Dependent Variable (y)

• If independent variable only has 2 categories
• Ind sample t-test
• Regression
• ANOVA

• Cross-tab
• Chi-square
• Logistic regression (dependent variable only has
  2 categories)

Nominal (or Ordinal) Independent Variable (x)

• Correlation
• Regression

• Logistic regression

Continuous (Ordinal, Interval, Ratio) Independent
Variable (x)
Example MARK301 Exam
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The Restaurant SurveyData Analysis
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Satisfaction w/ Cafeteria
The Mean is 1.63 (moderately slightly
dissatisfied)
1.63 / 6 (max score) 100 27.16
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Intention in Eating Out at the Cafeteria
The Mean is 1.52 (moderately slightly unlikely)
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Satisfaction with McDonalds
The Mean is 3.74 (moderately slightly
satisfied)
3.74 / 6 (max score) 100 62.23
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Intention on Eating Out at McDonalds
The Mean is 3.3 (neutral slightly likely)
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Satisfaction w/ Little Panda
The Mean is 3.41 (neutral - slightly satisfied)
3.41 / 6 (max score) 100 56.83
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Intention on Little Panda
The Mean is 2.48 (Neutral slightly unlikely)
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Research Question

• Does customer satisfaction differ between the
  three restaurants?

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What about Retention and Loyalty
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What I Didnt Do on Retention and Loyalty

• Ask for planned repurchase
• Ask for who would recommend
• So I estimate these s

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Research Questions

• Is Satisfaction - Intention?
• Is of purchase - Intention?
• What about demographics - Intention?
• Cafeteria
• McDonalds
• Little Panda

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What is the Research Model for the Cafeteria?
Satisfaction
Dorm
Purchase
Intention


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What is the Research Model for McDonalds?
Satisfaction
-
Dorm
Purchase
Intention
-
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What is the Research Model for Little Panda?
Satisfaction
Dorm
Purchase
Intention

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What if the Variables are Dichotomous

• Use Cross-tab and Chi-square
• Limitations
• Both variables have to be categorical
• Limited to a few variables
• Relationship may be spurious (the relationship
  may due to other influences)

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Logistic Regression

• Independent variable
• Can be categorical (dichotomous) or continuous
• Dependent variable
• Must be dichotomous