Preview File Edit View Go Tools Window Help 6.57 GB 30% Tue 9:27 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 286 of 433) Q Search MARKETING RESEARCH IN ACTION Deli Depot In this chapter, we have shown you simple approaches to examine data. In later chap- ters, we show you more advanced statistical techniques to analyze data. The most impor tant consideration in deciding how to analyze data is to enable businesses to use data to make better decisions. To help students more easily understand the best ways to examine data, we have prepared several databases that can be applied to various research problems. This case is about Deli Depot, a sandwich restaurant. The database is available at connect .mheducation.com. Deli Depot sells cold and hot sandwiches, soup and chili, yogurt, and pies and cookies. The restaurant is positioned in the fast-food market to compete directly with Subway and similar sandwich restaurants. Its competitive advantages include special sauces on sand- wiches, supplementary menu items like soup and pies, and quick delivery within specified zones. As part of their marketing research class, students conducted a survey for the owner of a local restaurant near their campus. The students obtained permission to conduct interviews with customers inside the restaurant. Information was collected for 17 questions. Customers were first asked their perceptions of the restaurant on six factors (variables X,-X) and then asked to rank the same six factors in terms of their importance in selecting a restaurant where they wanted to eat (variables X12-X17). Finally, respondents were asked how satisfied they were with the restaurant, how likely they were to recommend it to a friend, how often they eat there, and how far they drove to eat a meal at Deli Depot. Interviewers recorded the sex of the respondents without asking it. The variables, sample questions, and their coding are shown below. Performance Perceptions Variables The performance perceptions were measured as follows. Listed below is a set of characteristics that could be used to describe Deli Depot. Using a scale from 1 to 10, with 10 being "Strongly Agree" and 1 being "Strongly Disagree," to what extent do you agree or disagree that Deli Depot has: X-Friendly Employees X,-Competitive Prices X,-Competent Employees X-Excellent Food Quality X,-Wide Variety of Food X6-Fast Service If a respondent chose a 10 on the Friendly Employees category, this would indicate strong agreement that Deli Depot has friendly employees. On the other hand, if a respon dent chose a 1 for Fast Service, this would indicate strong disagreement and the perception that Deli Depot offers relatively slower service. * 19 WP JUN 13 29 NO ull SPreview File Edit View Go Tools Window Help 6.25 GB 30% Tue 9:27 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 287 of 433) Q Search 268 Part 4 Data Preparation, Analysis, and Reporting the Results s1 Classification Variables Data for the classification variables were asked at the end of the survey, but in the database they are recorded as variables X,-X,, . Responses were coded as follows: X,-Gender (1 = Male; 0 = Female) X3-Recommend to Friend (7 = Definitely Recommend; 1 = Definitely Not Recommend) X,-Satisfaction Level (7 = Highly Satisfied; 1 = Not Very Satisfied) X10-Usage Level (1 = Heavy User-eats at Deli Depot two or more times each week; 0 = Light User-eats at Deli Depot fewer than two times a week) X-Market Area (1 = Came from within 1 mile; 2 = Came from 1-3 miles; 3 = Came from more than 3 miles) Selection Factor Rankings Data for the selection factors were collected as follows: Listed below is a set of attributes (reasons) many people use when selecting a fast- food restaurant. Regarding your visits to fast-food restaurants in the last 30 days, please rank each attribute from 1 to 6, with 6 being the most important reason for selecting the fast-food restaurant and 1 being the least important reason. There can be no ties, so make sure you rank each attribute with a different number. X12-Friendly Employees X13-Competitive Prices X 4- Competent Employees Xis-Excellent Food Quality X16-Wide Variety of Food X17-Fast Service The questionnaire for the Deli Depot survey is shown in Exhibit 10.9. Hands-On Exercise 1. Should the Deli Depot questionnaire have screening questions? 2. Run a frequency count on variable X,-Competent Employees. Do the customers per- ceive employees to be competent? 3. Consider the guidelines on questionnaire design you learned in Chapter 8. How would you improve the Deli Depot questionnaire? JUN 13 29Preview File Edit View Go Tools Window Help 6.25 GB 30% Tue 9:28 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 288 of 433) Q Search Exhibit 10.9 (Deli Depot Questionnaire Screening and Rapport Questions s1 Hello. My name is - - and I work for Decision Analyst, a market research firm in Dallas, Texas. We are talking to people today/tonight about eating out habits. 1. "How often do you eat out?' Often Occasionally _ Seldom 2. "Did you just eat at Deli Depot?" - Yes _No 3. "Have you completed a restaurant questionnaire on Deli Depot before?" - Yes No If respondent answers "Often or Occasionally" to the 1st question, "Yes" to the 2nd question, and "No" to the 3rd question, then say: We would like you to answer a few questions about your experience today/tonight at Deli Depot, and we hope you will be willing to give us your opinions. The survey will only take a few minutes and it will be very helpful to management in better serving its customers. We will pay you $5.00 for completing the questionnaire. If the person says yes, give them a clipboard with the questionnaire on it, briefly explain the questionnaire, and show them where to complete the survey. AM DINING OUT SURVEY Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. Section 1: Perceptions Measures Listed below is a set of characteristics that could be used to describe Deli Depot. Using a scale from 1 to 10, with 10 being "Strongly Agree" and 1 being "Strongly Disagree," to what extent do you agree or disagree that Deli Depot has: Circle the correct response. 1. Friendly Employees Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 8 9 10 2. Competitive Prices Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 9 10 3. Competent Employees Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 8 9 10 4. Excellent Food Quality Strongly Strongly Disagree Agree 1 2 4 5 6 7 8 9 10 5. Wide Variety of Food Strongly Strongly Disagree Agree 1 2 4 5 6 7 8 9 10 6. Fast Service Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 8 9 10 Section 2: Classification Variables Circle the response that describes you. 7. Your Gender 1 Male 0 Female JUN 13 29 APreview File Edit View Go Tools Window Help 6.22 GB 29% Tue 9:28 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 289 of 433) Q Search www.MyEbookNiche.cCrater.com s1 270 Part 4 Data Preparation, Analysis, and Reporting the Results Exhibit 10.9 Deli Depot Questionnaire, continued 8. How likely are you to recommend Deli Depot Definitely Definitely to a friend? Not Recommend Recommend 1 2 3 4 5 6 7 9. How satisfied are you with Deli Depot? Not Very Highly Satisfied Satisfied 1 2 3 4 5 6 7 10. How often do you patronize Deli Depot? 1= eat at Deli Depot 2 or more times each week. 0 = eat at Deli Depot fewer than 2 times each week 11. How far did you drive to get to Deli Depot? 1= came from within one mile. 2= 1-3 miles. 3= came from more than 3 miles. Section 3: Selection Factors Listed below is a set of attributes (reasons) many people use when selecting a fast-food restaurant. Regarding your visits to fast-food restaurants in the last 30 days, please rank each attribute from 1 to 6, with 6 being the most important reason for selecting the restaurant and 1 being the least important reason. There can be no ties so make sure you rank each attribute with a different number Attribute Ranking 12. Friendly Employees 13. Competitive Prices 14. Competent Employees 15. Excellent Food Quality 16. Wide Variety of Food 17. Fast Service Thank you very much for your help. Please give your questionnaire to the interviewer and you will be given your $5.00. Summary Describe the process for data preparation and into useful knowledge. This process involves several JUN 13 29 MOSA