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					Running head: SONIC   1
SONIC                                                                                              2


                                             SONIC

                                  Statistical Analysis of Data.

        After conducting a survey on ten participants, as shown in Figure 1, about whether or not

they have ever eaten at a Sonic restaurant and their personal opinions about their experience we

have considered the following information.

        In our pre-plan we had wanted to divide our findings into two groups. One of the groups

would consist of customers who frequented Sonic and had concerns or issues with the restaurant

and a second group of those individuals who had never been to Sonic. In completing the survey

we found that 90% of the participants had actually been to a Sonic, and in this survey, only one

person had not. This makes it difficult to group as there is only one in one group and nine in

another group.

        The second group we had wanted to create was a group of dissatisfied Sonic frequenters

to see how the store could be improved upon. Again, there was a 90% of participants who chose

a feature they most enjoyed about Sonic but had no issues with Sonic. The other 10%, one

person, did not enjoy anything because they had never eaten there before.

        The areas we felt could use improvement are those considering health options, even

though 70% of the participants chose food as their favorite aspect of Sonic. As 50% of the

participants either did not know the health options or thought there were none.

Potential Challenges to Validity and Reliability of Research Question, Data, and Analysis.

        The biggest challenge in successfully completing the self-administered questionnaire is

that respondents actually complete it. As data collection is done at the convenience of the

respondents, the advertising agency will be at the mercy of the respondents to actually respond.

Additionally, since the respondents are not pre-selected, anyone in the family home could

respond. A mischievous teenager could respond with all negative responses just because he/she
SONIC                                                                                                3


felt like it. Even though there is no worry of the researcher injecting their own opinion into the

survey, there is also no guarantee the responses will be genuine.

        In terms of data collection, a homeowner may very well toss Sonic’s questionnaire as

they feel it to be “junk mail.” The same concept applies for emails as individuals’ spam filters

may not even allow the questionnaire to appear in a potential responder’s inbox. Another

concern will be incomplete questionnaires as respondents may begin to answer and then their

attentions may be lost to an external event.

Steps Needed to Minimize Challenges

        When considering the above challenges to completing a successful questionnaire

campaign, there are several steps Sonic’s advertising agency can take to ensure a successful

campaign. To begin, the number of questionnaires sent out via each method of regular mail,

email, etc., should be as large as possible so a respectable number of completed questionnaires

are returned. Additionally, the questionnaires should undergo an initial screening process that

invalidates any obvious ones that were not completed as requested. Another technique that could

be employed would be to include the promise of a free food item for each correctly completed

questionnaire per household. These could be sent to the respondents using the same media the

respondents used to submit their questionnaires (regular mail, email, etc.).
SONIC                                                                                             4


        FIGURE 1

                      SURVEY

  1) Have you ever eaten at a Sonic location?

     Yes = 1          No = 2

  2) In which age category do you belong?

        16 – 20 = 1            21 – 30 = 2           31 – 40 = 3            41+ = 4

  3) How many nights do you eat out in a week?

        0–1=1                  2–4=2                 5–7=3

  4) Do you go out more if there are discounts, promotions, or specials?

        Yes = 1       No = 2

  5) Which communication network do you prefer to receive information from?

        USPS = 1      Yelp = 2        Facebook = 3          Internet Search = 4

  6) Would you eat at Sonic if given the option?

     Highly Unlikely = 1 Unlikely = 2 Don’t Know = 3               Likely = 4   Very Likely = 5

  7) Would you recommend Sonic to a friend or family member?

        Highly Unlikely = 1 Unlikely = 2 Don’t Know = 3            Likely = 4   Very Likely = 5

  8) How health conscience would you consider Sonic’s menu options?

        Very Unhealthy = 1 Unhealthy = 2 Don’t Know = 3 Health = 4 Very Healthy = 5

  9) How much of a variety would you say Sonic’s menu offers?

        No Variety = 1 Little Variety = 2 Don’t Know = 3 Few Options = 4        Many Options = 5

  10) If you ARE a fan of Sonic which would you say is the MAIN reason?

        Atmosphere = 1         Food = 2      Drinks = 3     Prices = 4      None = 5

  11) If you ARE NOT a fan of Sonic which would you say is the MAIN reason?

        Atmosphere = 1         Food = 2      Drinks = 3     Prices = 4      None = 5
    SONIC                                                                                  5


    Q1       Q2       Q3       Q4       Q5       Q6       Q7       Q8       Q9       Q10       Q11
A        1        2        1        1        4        3        3        3        3         2         5
B        1        2        2        2        4        4        5        4        5         2         5
C        1        2        1        2        4        5        5        5        5         2         5
D        1        2        3        2        4        5        5        3        5         2         5
E        1        4        1        2        4        3        3        2        4         2         5
F        2        3        1        2        4        3        3        3        3         5         5
G        1        3        2        1        4        4        4        4        5         1         5
H        1        2        2        2        4        4        4        2        5         2         5
I        1        4        2        2        4        4        4        4        4         1         5
J        1        2        2        1        4        4        4        4        5         2         5

				
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