Bivariate Relationships (Math Problem Sample)

RESULTS AND DISCUSSION
Part B
Bivariate relationships in the analysis include; eating at the restaurant, listen to radio, watching local news, reading newspaper, subscribing to magazine, gender, patron habit, and very likely patron. Marketers are people who are interested in moving sales. Thus they are highly concerned with a high customer base, hence information flow is critical. Research has shown that marketing team is very keen on information transmission (Kurmar et.al, 2020). Thus, of importance to the team will be the most appropriate means of communication to their customers. Besides, they would be interested with identifying the type of customers the hotel should focus on, which pegs to their characteristics including their gender. The team would be interested in knowing the best channel for their female and male customers.
The results as shown on the table below indicted that the number of males and female customers are not statistically different with respect to their level of listen to the radio, TV, as well as reading newspaper. However, there is a statistical difference in level of subscription to the city magazines, with the number of males being statistically higher than females. The results also indicate that there is a positive correlation between gender and watching TV, as well and magazine subscription. While there is a negative association with listening to radio and reading newspaper. This results are an indication that marketers should focus on having their major information transmission being TV and magazines.
Variable

Response

Gender

Chi-square

Correlation



Male

Female

0.505

-0.036

Listening to radio

Yes

195

190




No

9

6



TV local news

Yes

184

172

0.608

0.039


No

20

24



Reading newspaper

Yes

192

186

0.117

-0.017


No

12

10



Subscription to magazine

Yes

101

80

3.049**

0.087*


No

103

116



It is important to assess the transmission means that the customers most likely to visit the restaurant would use so that the marketers who place more emphasis on those means. The results of the study as shown on the table below indicate that there is a negative correlation between the communication channels and likely patrons. The results indicate that there is low use of TV and magazines for the likely patron, and thus the marketing team would opt to do marketing through the radio and local newspapers. But also, use magazines and TV as new means, to penetrate a bigger market.
Variable

Response

Very likely patron

Chi-square

Correlation



Yes

no

1.356

-0.058

Listening to radio

Yes

71

314




No

1

14



TV local news

Yes

72

0

10.852***

-0.165***


No

284

44



Reading newspaper

Yes

69

3

0.3

-0.027


No

309

19



Subscription to magazine

Yes

64

8

67.49***

-0.411***


No

117

211



Part C: correlation
Undertaking correlation between the variable likely to patronise and all the other variables. Results of variables that have a significant association is displayed on the table below. Correlation below ±0.5 are considered weak, between ±0.5 and ±0.7 are considered moderate and above ±0.7 are strong associations (Mukaka, 2012). As shown on the table below, there is a strong positive association between likelihood to patronise and preference of formal waiters, unusual desserts, unusual entrees, elegant décor, and income before tax, income and very likely patrons. On the other hand there is a strong negative association with simple décor and probable patron choice. The strong negative association indicate that as one increases their likelihood of patronising the restaurant, their preference for simple décor decreases, and their probability of choice decline. On the other hand as their likelihood improves, their income will be increasing, preference for elegant décor will be improving, and will have higher preference for formal waiters, unusual entrees, and unusual desserts.
Variable

Correlation

Corr. Type

Listening to radio

-0.128**

Weak negative

Radio program often listened to