Research Report

1. What is the mean for each (not combined)

A) X7,

B) X12,

C) X17, and

D) X22.

Looking at the scale in the questionnaire explain fully what the mean tells us about each of those variables.

A) The X7 mean for self-confidence variable is 4.7 on a 7 point scale. This means that the customers in the Mexican restaurant are not 100% confident about themselves and their future.

B) The X12 mean for friendly employees 3.81 on a 7 point scale. This means that the customers think that the restaurant’s employee are not so friendly.

C) The X17 mean for attractive interior is 4.64 on a 7 point scale. This means that the customers don’t think that the restaurant has an attractive interior.

D) The mean for customer satisfaction variable with the Mexican restaurant is 5.33 on a 7 point scale. This means that customers are mostly satisfied with the service, but there is a room for improvements.

2. Compare and contrast the means of two groups. Are males OR females less likely to buy a new product? Explain fully your conclusion. Don't guess. Support your answer by providing the mean that was computed.

Based on our data males are more likely to buy a new product than females. Our analysis shows the mean of 5.91 on a 7 point scale for males when the mean for females is slightly less (5.49).

3. Correlation: Explain fully the concept of correlation between variables. Based on the questionnaire implemented and the SPSS outputs, does the Pearson Correlation reveal that there is a high or low correlation between the level of satisfaction and the likelihood to return to a favorite Mexican restaurant? What was the Pearson Correlation computed to be? For example .4, .6, .73, .85, or 1.0? Don't guess. Explain fully.

Correlation is a measure of relationship between variables. Correlation value of 1 indicates the perfect degree of correlation between the variables. Our SPSS output shows the Pearson correlation of 0.584. This means that there is a strong relationship between the level of satisfaction and the likelihood to return to a favorite Mexican restaurant.

4. What does the multiple regression reveal about the ability of fun, size, taste, and service to predict customer satisfaction? Don't guess. What are the beta coefficients for each? Explain fully.

The multiple regression revealed that the overall customer’s satisfaction increases if there is an increase in satisfaction with fun, size, taste and service at the restaurant.

The beta coefficient for a fun place to eat is 0.118, which meant that with an increase of fun by 1 the customer’s satisfaction increases by 0.118.

The beta coefficient for a large size portions is 0.139, which meant that with the size increase by 1 the customer’s satisfaction increases by 0.139.

The beta coefficient for an excellent food taste is 0.234, which meant that with an increase of taste by 1 the customer’s satisfaction increases by 0.234.

The beta coefficient for a speed of service is 0.188 which meant that with an increase of service by 1 the customer’s satisfaction increases by 0.188.