The purpose of this assignment is to practice working with marketing research data, searching for patterns in the numbers that might lead you to a new understanding about consumers, their behaviors or their preferences. Download the McSandwich Excel spreadsheet that lists the responses given by 50 customers of the fast food restaurant. The customers were asked questions about the food (quality & variety), service (friendly, fast & competent), pricing, the overall experience (recommend to a friend, general satisfaction), and some personal information (gender, frequency of dining there, and how close to the restaurant they lived). Sort the responses by gender (0 = male, 1 = female) and use the “Average” function to determine if males and females had different opinions about the restaurant’s food, service, pricing and overall experience. Sort the responses again, this time by usage (0 = infrequent diner, 1 = frequent diner). Once again, use the “Average” function to determine if frequent diners and infrequent diners had different opinions about the restaurant’s food, service, pricing and overall experience. Sort the responses one last time, this time by home location (1 = less than a mile from the restaurant, 2 = 1-5 miles from the restaurant, 3 = more than 5 miles from the restaurant). Again, use the “Average” function to determine if nearby and more distant consumers had different opinions about the restaurant’s food, service, pricing and overall experience. In a 2 page document, summarize your conclusions from the three different ways you examined the data. Please include the specific numeric data that led you to those conclusions. Then, describe at least 3 recommended marketing actions for McSandwich, based on those conclusions.
| Customer ID number | Friendly Employees (1 = not at all friendly, 10 = very friendly) | Competitive Prices (1 = overpriced vs. competitors, 5 = a bargain vs. competitors) | Competent Employees (1 = not at all competent, 10 = very competent) | Quality of Food (1 = poor quality, 10 = high quality) | Variety of Food (1 = not enough variety on menu, 5 = too much variety on menu) | Speed of Service (1 = very slow, 10 = very fast) | Gender of Customer (0 = M, 1 = F) | How likely to Recommend Restaurant to a Friend (1 to 10, with 10 most likely) | Overall Satisfaction (1 to 10, with 10 most satisfied) | Frequency of visits (0 = infrequent diner, 1 = frequent diner) | Distance from Home to Restaurant (1 = less than a mile from the restaurant, 2 = 1-5 miles from the restaurant, 3 = more than 5 miles from the restaurant). |
| 1 | 4 | 1 | 5 | 5 | 2 | 5 | 0 | 3 | 4 | 0 | 1 |
| 2 | 3 | 5 | 6 | 6 | 3 | 8 | 1 | 5 | 5 | 1 | 2 |
| 3 | 6 | 1 | 10 | 8 | 5 | 5 | 0 | 6 | 7 | 1 | 3 |
| 4 | 5 | 2 | 10 | 7 | 5 | 8 | 0 | 5 | 6 | 1 | 3 |
| 5 | 6 | 2 | 9 | 5 | 3 | 8 | 0 | 6 | 5 | 1 | 2 |
| 6 | 2 | 2 | 9 | 5 | 3 | 6 | 0 | 3 | 4 | 0 | 1 |
| 7 | 3 | 1 | 8 | 4 | 1 | 7 | 1 | 4 | 4 | 0 | 1 |
| 8 | 5 | 1 | 10 | 7 | 3 | 7 | 0 | 5 | 6 | 1 | 3 |
| 9 | 3 | 4 | 6 | 5 | 3 | 6 | 0 | 4 | 4 | 0 | 1 |
| 10 | 5 | 1 | 10 | 6 | 4 | 7 | 0 | 5 | 6 | 1 | 3 |
| 11 | 3 | 1 | 9 | 4 | 2 | 6 | 0 | 4 | 5 | 1 | 1 |
| 12 | 3 | 4 | 9 | 7 | 3 | 8 | 0 | 6 | 5 | 1 | 2 |
| 13 | 5 | 1 | 9 | 5 | 3 | 4 | 0 | 5 | 5 | 1 | 2 |
| 14 | 2 | 2 | 7 | 5 | 3 | 7 | 1 | 4 | 4 | 0 | 1 |
| 15 | 4 | 3 | 10 | 4 | 2 | 5 | 0 | 5 | 5 | 1 | 2 |
| 16 | 3 | 3 | 6 | 5 | 3 | 8 | 1 | 4 | 3 | 0 | 1 |
| 17 | 5 | 2 | 9 | 6 | 2 | 5 | 0 | 6 | 6 | 1 | 3 |
| 18 | 2 | 1 | 8 | 3 | 1 | 6 | 1 | 4 | 4 | 0 | 1 |
| 19 | 4 | 4 | 6 | 6 | 3 | 9 | 1 | 4 | 5 | 1 | 2 |
| 20 | 1 | 2 | 7 | 5 | 3 | 9 | 1 | 3 | 4 | 0 | 1 |
| 21 | 2 | 3 | 6 | 5 | 3 | 8 | 1 | 4 | 4 | 0 | 1 |
| 22 | 5 | 2 | 9 | 5 | 1 | 6 | 0 | 5 | 6 | 1 | 3 |
| 23 | 2 | 3 | 7 | 4 | 2 | 9 | 1 | 4 | 3 | 0 | 1 |
| 24 | 3 | 2 | 10 | 5 | 3 | 4 | 0 | 6 | 5 | 1 | 2 |
| 25 | 6 | 1 | 9 | 5 | 2 | 7 | 0 | 7 | 5 | 1 | 2 |
| 26 | 4 | 1 | 8 | 6 | 3 | 5 | 0 | 4 | 5 | 1 | 2 |
| 27 | 5 | 4 | 6 | 6 | 3 | 9 | 1 | 5 | 6 | 1 | 2 |
| 28 | 4 | 1 | 9 | 3 | 2 | 6 | 0 | 4 | 4 | 0 | 1 |
| 29 | 5 | 4 | 7 | 7 | 4 | 10 | 1 | 6 | 6 | 1 | 3 |
| 30 | 4 | 2 | 8 | 5 | 3 | 4 | 0 | 5 | 6 | 1 | 2 |
| 31 | 3 | 2 | 10 | 5 | 3 | 4 | 0 | 5 | 5 | 1 | 2 |
| 32 | 4 | 1 | 9 | 6 | 3 | 7 | 0 | 5 | 5 | 1 | 2 |
| 33 | 1 | 2 | 7 | 5 | 3 | 10 | 1 | 4 | 3 | 0 | 1 |
| 34 | 4 | 3 | 9 | 6 | 4 | 7 | 0 | 6 | 6 | 1 | 3 |
| 35 | 5 | 2 | 9 | 4 | 2 | 5 | 0 | 6 | 4 | 0 | 1 |
| 36 | 4 | 5 | 6 | 6 | 3 | 8 | 1 | 5 | 5 | 1 | 2 |
| 37 | 4 | 2 | 10 | 5 | 2 | 5 | 0 | 5 | 5 | 1 | 2 |
| 38 | 3 | 2 | 7 | 7 | 3 | 8 | 1 | 4 | 4 | 0 | 1 |
| 39 | 4 | 1 | 8 | 6 | 3 | 5 | 0 | 4 | 5 | 1 | 2 |
| 40 | 1 | 2 | 7 | 5 | 3 | 10 | 1 | 4 | 3 | 0 | 1 |
| 41 | 6 | 2 | 9 | 4 | 2 | 5 | 0 | 6 | 5 | 1 | 1 |
| 42 | 2 | 3 | 6 | 6 | 4 | 8 | 1 | 4 | 4 | 0 | 1 |
| 43 | 3 | 3 | 9 | 6 | 3 | 7 | 1 | 5 | 6 | 1 | 2 |
| 44 | 2 | 3 | 8 | 6 | 3 | 7 | 1 | 5 | 6 | 1 | 2 |
| 45 | 3 | 1 | 7 | 6 | 3 | 8 | 1 | 3 | 4 | 0 | 1 |
| 46 | 3 | 3 | 8 | 7 | 4 | 8 | 0 | 5 | 4 | 0 | 1 |
| 47 | 3 | 4 | 5 | 8 | 4 | 6 | 0 | 4 | 5 | 1 | 2 |
| 48 | 4 | 1 | 7 | 5 | 2 | 5 | 0 | 3 | 4 | 0 | 1 |
| 49 | 5 | 1 | 9 | 5 | 3 | 7 | 0 | 6 | 5 | 1 | 2 |
| 50 | 3 | 2 | 7 | 7 | 3 | 8 | 1 | 4 | 4 | 0 | 1 |
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r |
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