The screening questions asked pertained to whether the individual regularly dined out at casual dining restaurants, whether they have eaten at more than one Mexican restaurant in the last six months, whether they have a gross annual household income of $15,000 per year or more, and whether they have most recently eaten at either Santa Fe Grill or Jose’s Southwestern Café. These 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 Santa Fe Grill or its competitor, these questions were necessary to ensure that the questionnaire was given to Santa Fe’s target market.After screening, 405 respondents were identified. The respondents were then asked a series of questions which were aimed at finding out information about their lifestyle, perceptions of the restaurant, relationship with the restaurant, reasons for why the restaurant was chosen, and classification questions aimed at further determining the customer profile. The following information shows the types of data assessed for each factor:When analyzing the data, since the first three factors were assessed using scale data, a reliability measure was used to test whether the replies to the questions were internally consistent. Cronbach’s alpha is typically used to test these relationships. Table 1 below displays the value of Cronbach’s alpha calculated with SPSS for the first three factors:Although there are no statistically strong tests for values of Cronbach’s alpha, a usual rule of thumb used is that Cronbach’s alpha must be greater than 0.7 to show that the data is internally consistent. In the sample, only the relationship data showed internal consistency when measured against that benchmark while lifestyle and perceptions showed a figure less than 0. However, data 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, for example, but not the others. As another example, there 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”.Having checked for internal consistency, an exploratory factor analysis with varimax rotation is performed. The
Johnson, R. A. & Wichern, D. W., 2006. Applied Multivariate Statistical Analysis. 5th ed. ed. New York: Prentice-Hall.
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