spss individual report-final version(0501)

1StatisticalAnalysisonSantaFeGrillRestaurantBasedonQuestionnaireSurveyStudentName:StudentNumber:Tutor’sName:Deadline:??/??/20122ExecutiveSummaryThereportmainlyfocusesonanalysingthedatafromSantaFeGrillRestaurantwiththemeansofquantitativeanalysistoidentifySantaFeGrill’scompetitiveadvantages.Meanwhile,viaanalyzingthepsychographic/demographicprofileofSantaFeGrill’scustomers,itaimstoassessthecustomer’swillingnesstoreturntotherestaurantinthefuture.Withthatbythewayofbackground,throughcomparativestudyingonSantaFeGrillandJose’sSouthwesternCafe,todeterminethecharacteristicscustomersusetodescribetheSantaFeGrillanditscompetitorJose’sSouthwesternCafe,andthenfurthertofindouttheSantaFeGrill’saddressareasforimprovement.Andthen,providereasonablerecommendationstoimproveSantaFeGrill’sbusinessperformance.Additionally,thisreport,basedonself-administeredquestionnairesurvey,conductingtocollecttheneededdata.Andthen,utilizedescriptiveanalysis,frequencyanalysis,comparativeanalysis,factoranalysisandcomprehensiveanalysistoanalyzethedatatoidentifythefactorscustomersconsiderimportantinmakingcasualdiningrestaurantchoicedecisions,andtofindwhichaspectsshouldbeimprovedforSantaFeGrill.Basedonstatisticalanalysis,thereportfindsoutsomekeyfindings:thecompetitiveadvantagesofSantaFeGrillmainlylieinitsproductqualityprovidingnewanddifferentfoods,relaxedenvironmentinvolvingafunplacetoeatandlargesizeportionsaswellasknowledgeemployees.Moreover,themostimportantfactorsinfluencingpeople’sdinningdecisionmainlyincludeprice,foodqualityandservice.However,itcanbeconcludedthatSantaFeGrillalsohassomelimitations.Onthewhole,customersaresatisfiedwiththeirMexicanrestaurantexperiences.3ContentExecutiveSummary.....................................................................................................21.Introduction..............................................................................................................71.1Researchbackground...........................................................................................71.2Researchquestionsandobjectives.......................................................................72.Briefdescriptionofthetheoreticalfoundationsguidingtheresearch................83.Researchmethods....................................................................................................93.1Questionnairesurvey..........................................................................................93.1.1Thequestionnairedesign...............................................................................93.1.2QuestionnairePre-testing.............................................................................103.1.3Samplinganddatacollection.......................................................................113.2Statisticanalysis................................................................................................114.Dataanalysisandfindings....................................................................................114.1DataCleaningandmanipulatedata...............................................................114.2Basicstatisticanalysis......................................................................................124.2.1FundamentalanalysisofcustomersattheMexicanrestaurant....................124.2.2Analysisonclassification:psychographic/demographiccharacteristics.....134.2.3Descriptiveanalysisoncustomers’lifestyle:interestandopinion..............154.2.4Analysisoncustomers’perceptions.............................................................164.2.5Analysisonrelationshipmeasure.................................................................174.2.6Analysisonselectionfactor.........................................................................184.3Factoranalysisandcomprehensiveanalysis..................................................194.3.1KMOandBartlett’sTest..............................................................................194.3.2Factorextraction..........................................................................................204.3.3Factorrotationandfactorsdecisions...........................................................214.4RegressionandReliabilityanalysis.................................................................2145.Discussions,implicationsandrecommendations................................................245.1Discussionsandimplications.............................................................................245.1Recommendations..............................................................................................246.Conclusions,limitationsandareaforfutureresearch........................................24References...................................................................................................................26Appendices..................................................................................................................285ListofTablesTable1TryNewandDifferentThings……………………………………………….12Table2AvoidFriedFoods……………………...