The screening questions asked pertained to whether the individual regularly dined out at casual dining restaurants, wether they have eaten at more than one Mexican restaurant in the last six months, wether they have a gross annual household income of $15,000 per year or more, ad whether they have most recently eaten at either Santa Fe Grill or Jose’s Southwestern Café. Tese questions were matched with the normal customer profile at both Mexican restaurants and since the purpose of the survey was to question the average diner at Grill or its competitor, tese questions were necessary to ensure that the questionnaire was given to Santa Fe’s target market.
Ater screening, 405 respondents were identified. Te respondents were then asked a series of questions which were aimed at finding out information about their lifestyle, prceptions of the restaurant, rlationship with the restaurant, rasons for why the restaurant was chosen, ad classification questions aimed at further determining the customer profile. Te following information shows the types of data assessed for each factor: Wen analyzing the data, snce the first were assessed using scale data, areliability measure was used to test whether the replies to the questions were internally consistent.
Conbach’s alpha is typically used to test these relationships. Tble 1 below displays the value of Cronbach’s alpha calculated with SPSS for the first three factors: Athough there are no statistically strong tests for values of Cronbach’s alpha, ausual rule of thumb used is that Cronbach’s alpha must be greater than 0. 7to show that the data is internally consistent. I the sample, oly the relationship data showed consistency measured against that benchmark while lifestyle and perceptions showed a figure less than 0.
Hwever, dta that is not internally consistent is not necessarily wrong and may indicate that the respondent simply agree with some of the statements that constitute an aspect of lifestyle measured, fr example, bt not the others. A another example, tere might not be a direct relationship between whether the respondent “eats balanced and nutritious meals” and whether the respondent is “self-confident about themselves and their future”. Hving checked for internal consistency, a factor analysis varimax rotation is performed.
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