Download Hobbit`s Restaurant Results

1
Santa Fe Grill SPSS Results
Tabulations
Mean, Median and Mode
The SPSS “click-through” sequence is ANALYZE  DESCRIPTIVE STATISTICS 
FREQUENCIES. Let’s use X25 – Frequency of Patronage of Santa Fe Grill as a
variable to examine. Click on X25 to highlight it and then on the arrow box for the
Variables box to use in your analysis. Next open the Statistics box and click on Mean,
Median, and Mode, and then Continue and OK. Recall that if you want to create charts
open the Charts box. Your choices are Bar, Pie, and Histograms. For the Format box
we will use the defaults, so click on OK to execute the program.
Note: results for X25 and three other variables are shown below, after the range,
standard deviation and variance results.
Range, Standard Deviation and Variance
The Santa Fe Grill database can be used with the SPSS software to calculate measures
of dispersion, just as we did with the measures of central tendency. The SPSS clickthrough sequence is ANALYZE  DESCRIPTIVE STATISTICS  FREQUENCIES.
Let’s use X22 – Satisfaction as a variable to examine. Click on X22 to highlight it and
then on the arrow box to move X22 to the Variables box. Next open the Statistics box,
go to the Dispersion box in the lower-left-hand corner, and click on Standard deviation,
Variance, Range, Minimum and Maximum, and then Continue. If you would like to
create charts, then open the Charts box – your choices are Bar, Pie, and Histograms.
For the Format box we will use the defaults, so click on OK to execute the program.
Below are SPSS results for question 22.
Frequencies
Statistics
X22 -- Satis faction
N
Valid
Missing
Mean
Median
Mode
Minimum
Maximum
400
0
4.64
4.50
4
3
6
2
X22 -- Satisfaction
Valid
3
4
5
6
Total
Frequency
39
161
103
97
400
Percent
9.8
40.3
25.8
24.3
100.0
Valid Percent
9.8
40.3
25.8
24.3
100.0
Cumulative
Percent
9.8
50.0
75.8
100.0
X22 -- Satisfaction
200
Frequency
100
0
3
X22 -- Satisfaction
4
5
6
3
Below are tabulations for survey questions 25, 30, 32 and 34.
Frequencies
Statistics
N
Valid
Missing
Mean
Median
Mode
Minimum
Maximum
X25 -Frequency of
Patronage of
Santa Fe Grill
400
0
2.17
2.00
3
1
3
x30 -Distance
Driven
400
0
1.84
2.00
1
1
3
X32 -- Gender
400
0
.41
.00
0
0
1
X34 -- Age
400
0
3.05
3.00
3
1
5
Note:
Technically speaking, researchers should not calculate means for
questions 25, 30 and 34, because they are ordinal measures.
Practically
speaking, it is often done. The median and mode are the proper statistics for
ordinal data. The mean can be calculated for question 32 because it is dummy
coded (0 – 1).
25. How often do you patronize the Santa Fe Grill?
1 = Occasionally (Less than once a month)
2 = Frequently (1 – 3 times a month)
3 = Very Frequently (4 or more times a month)
The mean of question 25 is 2.17, as shown in the above table. Using the coding above for this
question, this means the customers of Santa Fe Grill on average patronize the restaurant “Frequently”,
which is defined as 1 – 3 times a month.
The median frequency of patronage is 2.0 and the mode is 3, so the Santa Fe customers who
responded are relatively frequent customers.
30. Distance Driven
1
2
3
Less than 1 mile
1 – 3 miles
More than 3 Miles
The mean of question 30 is 1.84, as shown in the above table. Using the coding above for this
question, this means the customers of Santa Fe Grill on average drive somewhere in the range of 1 – 3
miles to eat at the restaurant.
The median distance driven is 2.0 and the mode is 1, so the Santa Fe customers who responded
most often drove less than one mile (N=183 out of 400).
32. Your Gender
0
1
Male
Female
4
The mean of question 32 is 0.41, as shown in the above table. Using the coding above for this
question, this means the customers of Santa Fe Grill who completed the questionnaire are predominantly
more males than females, because the mean is below 0.5 which would be one-half males and one-half
females. Indeed, looking at the frequencies below, we see there are 236 males and 164 females in the
sample.
34. Your Age in Years
1
2
3
4
5
18 - 25
26 - 34
35 - 49
50 - 59
60 and Older
The mean of question 34 is 3.05, as shown in the above table. Using the coding above for this
question, this indicates the customers of Santa Fe Grill on average are somewhere between 35 and 49
years old.
The median age is 3.0 and the mode is 3, so the Santa Fe customers who responded are
typically 35 – 49 years old.
Frequency Table
X25 -- Fre que ncy of Patronage of Sa nta Fe Gril l
Valid
Frequency
Oc cas ionally
111
Frequently
111
Very Frequently
178
Total
400
Percent
27.8
27.8
44.5
100.0
Valid Perc ent
27.8
27.8
44.5
100.0
Cumulative
Percent
27.8
55.5
100.0
The above tabulation shows of those who responded to the questionnaire, most are frequent patrons.
x30 -- Distance Driven
Valid
Frequency
Less than 1 mile
183
1 -- 3 miles
98
More t han 3 miles
119
Total
400
Percent
45.8
24.5
29.8
100.0
Valid Percent
45.8
24.5
29.8
100.0
Cumulative
Percent
45.8
70.3
100.0
The above tabulation shows of those who responded to the questionnaire, most (45.8%) drive less than
one mile and another 24.5% drive 1-3 miles. Thus, the primary market for patrons is within three miles of
the restaurant.
5
X32 -- Gender
Valid
Males
Females
Total
Frequency
236
164
400
Percent
59.0
41.0
100.0
Valid Percent
59.0
41.0
100.0
Cumulative
Percent
59.0
100.0
The above tabulation shows that the patrons of the restaurant who responded to the questionnaire were
59% males and 41% females.
X34 -- Age
Valid
18 - 25
26 - 34
35 - 49
50 - 59
60 and Over
Total
Frequency
39
37
207
100
17
400
Percent
9.8
9.3
51.8
25.0
4.3
100.0
Valid Percent
9.8
9.3
51.8
25.0
4.3
100.0
Cumulative
Percent
9.8
19.0
70.8
95.8
100.0
The above tabulation shows that the patrons of the restaurant who responded to the questionnaire were
mostly in the range of 35 – 49 (51.8%) and second most often in the age range of 50 – 59 (25.0%). Thus,
the current customer mix is somewhat older.
Cross-Tabulations
Note: this first example not only shows cross-tabulations, but tests them using
the Chi-Square statistic.
Chi-Square
The click-through sequence for Chi-Square is ANALYZE  DESCRIPTIVE
STATISTICS  CROSSTABS. Click on X30 – Distance Traveled for the Row variable
and on X32 – Gender for the Column variable. Click on the Statistics button and the
Chi-square box, and then Continue. Next click on the Cells button, and in that dialog
box click on Expected and Observed frequencies. Then click Continue and OK to
execute the program.
6
Crosstabs
Case Processing Summary
Valid
N
x30 -- Distance Driven
* X32 -- Gender
Percent
400
Cases
Missing
N
Percent
100.0%
0
Total
N
.0%
Percent
400
100.0%
x30 -- Distance Driven * X32 -- Ge nder Crossta bul ation
x30 -- Distance
Driven
Less than 1 mile
1 -- 3 miles
More t han 3 miles
Total
Count
Ex pec ted Count
Count
Ex pec ted Count
Count
Ex pec ted Count
Count
Ex pec ted Count
X32 -- Gender
Males
Females
88
95
108.0
75.0
58
40
57.8
40.2
90
29
70.2
48.8
236
164
236.0
164.0
Total
183
183.0
98
98.0
119
119.0
400
400.0
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
22.616 a
23.368
22.343
2
2
As ymp. Sig.
(2-sided)
.000
.000
1
.000
df
400
a. 0 c ells (.0% ) have expected count less than 5. The
minimum expected count is 40. 18.
The above cross-tabulations shows that when we examine the distance driven by
males vs. females, in general females are driving less than expected and males more
than expected.
For example, comparing the observed count for females with the
expected count, we note that 95 females actually drove “less than 1 mile”, but we would
have expected only 75 females. Similarly, only 88 males drove “less than 1 mile” and
we expected 108 to drive this amount. For the distance of 1 – 3 miles the results are
about as expected, with observed and actual frequencies about equal (40 vs. 40.2 for
females and 58 vs. 57.8 for males). For the distance “more than 3 miles” males are
driving longer distances than expected. For example, the expected number of males
driving more than three miles to patronize the restaurant was 70.2, but in reality 90
males drove more than 3 miles. For females, we expected 48.8 females to drive more
than 3 miles but only 29 indicated they drove less than 3 miles. Overall conclusion is
males are willing to drive further than females to eat at the restaurant, and the Chisquare statistic demonstrates this conclusion is statistically valid.
7
Cross-Tabulation of Satisfaction (X22) and Gender (X32)
Note: this second example not only shows cross-tabulations, but tests them
using the Chi-Square statistic. We later show an ANOVA comparing the means
of males and females.
Crosstabs
Case Processing Summary
Cases
Missing
N
Percent
Valid
N
X22 -- Satis faction
* X32 -- Gender
Percent
400
100.0%
0
Total
N
.0%
Percent
400
100.0%
X22 -- Satisfaction * X32 -- Gender Crosstabulation
X22 -Satisfaction
3
4
5
6
Total
X32 -- Gender
Males
Females
21
18
23.0
16.0
70
91
95.0
66.0
73
30
60.8
42.2
72
25
57.2
39.8
236
164
236.0
164.0
Count
Expected Count
Count
Expected Count
Count
Expected Count
Count
Expected Count
Count
Expected Count
Total
39
39.0
161
161.0
103
103.0
97
97.0
400
400.0
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
31.764 a
32.220
21.738
3
3
As ymp. Sig.
(2-sided)
.000
.000
1
.000
df
400
a. 0 c ells (.0% ) have expected count less than 5. The
minimum expected count is 15. 99.
The above tables show that in general males are more satisfied than females.
This is based on the fact that the observed count for males is higher than the expected
count for the higher (more satisfied) responses (5 and 6). Similarly, the observed count
for females is higher than the expected count for the lower (less satisfied) responses (3
8
and particularly 4). The Chi-Square statistic indicates these differences are statistically
significant, as do the results below for the test of differences in means.
Compare Means for Satisfaction of Males vs. Females
The click-through sequence is ANALYZE  COMPARE MEANS  ONE-WAY
ANOVA. Highlight the dependent variable X22 – Satisfaction by clicking on it and
move it to the Dependent List box. Next, highlight X32 – Gender and move it to the
Factor box. Then click on the Options button on the lower right side and then on
Descriptive and Continue. Finally, click OK to run the program. Results are shown
below.
Oneway
Descriptives
X22 -- Satis faction
N
Males
Females
Total
236
164
400
Mean
4.83
4.38
4.64
Std. Deviation
.966
.874
.955
Std. Error
.063
.068
.048
95% Confidence Interval for
Mean
Lower Bound Upper Bound
4.71
4.95
4.24
4.51
4.55
4.74
Minimum
3
3
3
ANOVA
X22 -- Satis fact ion
Between Groups
W ithin Groups
Total
Sum of
Squares
19.809
343.781
363.590
df
1
398
399
Mean Square
19.809
.864
F
22.933
Sig.
.000
The results indicate that on average males are more satisfied with the Santa Fe
Grill than are females. The mean satisfaction level for males is 4.83 and the mean
satisfaction for females is 4.38. Of course, recall that satisfaction is measured using a
7-point scale so in reality there is a lot or room for improvement. That is, satisfaction
ratings are a mean of 4.64 for the total sample and they could be as high as 7.00
(unlikely to be that high, but certainly realistic that they would be in the 5 – 6 range).
Maximum
6
6
6