Analyzing Factors Influencing Restaurant Satisfaction: A Statistical Approach

A market researcher is interested in the factors contributing to overall restaurant satisfaction from regular patrons. Participants in this study evaluated their current satisfaction regarding 8 different attributes along a 7-point scale (1= very poor, 7 = very excellent). In addition, they also evaluated the overall attitude toward the restaurant along three 7-point scales (1= not at all good/very negative/not at all happy, 7 = very good/very positive/very happy).

* Based on your class number (you could check it from this document/my class number 6), please delete 1 case depending on your class number. (For example, if your class number is, say, 3, then you MUST delete case ID 3; if your number is 14, then delete cases 14). Therefore, everyone has a different data file and will have a different outcome.

** Please provide alternative hypothesis/hypotheses, if necessary.

Part A

1. Please check the reliability of the three measurements for the overall attitude toward the restaurant (10 points). [Based on the result, please make a new variable of ‘the overall satisfaction of the restaurant’ by calculating the mean for further analysis]

Part B

2. Please compare the overall satisfaction of the restaurant [ = the new overall satisfaction you have computed] among four groups of different ‘distance’ (use Tukey for post-hoc analysis). Comment on any statistically significant difference among groups.

Part C

3. There are two parts to this question: 

Part C-1.

Conduct a regression analysis where the dependent variable (DV) is the new overall satisfaction you have computed, and the independent variables are 8 attributes (Rest_01 to

Rest_08). Tell the story – interpret/report the results making sure you include:

a. Checking for any multi-collinearity problems

b. Identifying the significant and insignificant attributes variables

c. Identifying the important and unimportant attributes variables

Part C-2.

Provide a strategic guide based on the results of the regression analysis based on the evaluation and importance grid. Explain what attributes should be attended to first and explain why.