This marketing research report provides an analysis and evaluation of our research findings regarding how the living situations for Temple students affect their eating habits and preferences of eating meals on-campus. We onducted various research techniques that included creating an online survey that was distributed to a wide range of Temple University undergraduate students via Temple Email, Facebook, and through Blackboard.
After we collected the results from the Qualtrics survey system, we analyzed it with SPSS software.We calculated tests using the SPSS software such as the Independent T-Test, One sample T-test and Paired Sample T-test. All of our final calculations and findings can be found at the end of our report in the appendices. The results that we calculated show that those who live on-campus eat at on-campus eateries more often than those ho commute or live off-campus. The results concluded that freshmen were the largest group of individuals that lived in on-campus housing and that eat on campus the most.The results also conclude that cash is the most common form of payment when dining on campus.
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We recommend that freshness of the food needs to be improved within on-campus eateries. Our other recommendations include aiming to have a similar number of respondents spread across the class years if this survey was repeated in the future and conducting focus groups to gather more in depth information about the students needs and perceptions. We have concluded that on-campus dining options should be more affordable for those who live off-campus without meal plans.The more affordable places should be those like food trucks because they are targeted more towards those without meal plans and those who are on the go. The most common form of payment for Temple students who eat on campus is cash. We can also conclude that the primary factors that contribute to positive satisfaction of food options on campus is taste and variety of selection and the factor that need improvement the most in regards to satisfaction is freshness. 2.
Introduction Background: On Temple university’s main campus there are a variety of on and off campus dining options for students who live nearby, commute, or live in on campus housing. Temple has two dining halls, Morgan Hall Dining Center and the Louis J. Esposito Dining Center, where students on campus can use their meal plans and experience an “all you can eat” buffet style option. Another on campus dining option for students is the Valaida S. Walker Food Court located in the Student Activity Center in the center of campus that also allows students to use their meal plans and diamond dollars.
There are also many various cafes on campus where students can also use their meal plans and diamond dollars such as Cosi, Jazzman’s Cafe, Starbucks, and Fresh Bytes. There are many options for students who don’t use meal plans where they can buy food using cash, credit, debit, and diamond dollars. These options include the various food trucks on and around campus, Subway, Chipotle, Maxis, potbelly Sandwiches, and “The Wall” next to the Tech Center. Students have many options when it comes down to living on or off campus and commuting.Temple offers students many residence halls and dorms hich include: Johnson & Hardwick, Peabody Hall, White Hall, 1940 Residence Hall, 1300 Residence Hall, Temple Towers, ElmiraJeffries, and Morgan Hall. There are also many off campus apartment complexes that are right off campus and even located on Temple’s main campus which include: The Edge, Kardon Atlantic, University Village, and Oxford Village.
Many Temple students also have the option of commuting to campus by train, subway, bus, car, or biking.With all the available dining options, upcoming and future dining options, and incoming students every year, Temple University can use data from esearch projects such as ours to discover how satisfied the students who eat on campus are with these on-campus dining options, how to improve these dining options based on their perceptions, and understand the eating habits of Temple students to plan for upcoming and future additions to on campus food options. Research Question: “Do the living situations of Temple University students affect where they eat on-campus? Research Objectives: understand the on campus eating habits of Temple students Determine if the living situations of Temple students affect where and when hey eat on campus Understand student’s perceptions of the affordability of on campus food options Discover students preferences of the on campus food options Understand student’s satisfaction with the available food options Discover which payment method is mostly used by students who eat on campus and whether their living situation affects the forms of payment they use We tested the following 3 hypotheses: 1) Students who live on-campus do not more meals than students who commute to class. Independent T-Test 2) Temple University students believe the prices offood from food trucks are ffordable. One Sample T-test 3) Temple University students do not purchase more meals than snacks.Paired Sample T-test Research Design Qualtrics Online Survey Software Survey contained 15 multiple choice questions Completion time: less than 5 minutes Data Collection Method We constructed Our Survey using Qualtrics and then circulated the link to Temple students using: TUMail Facebook Blackboard Whenever a student responded to our survey the results were sent to the Qualtrics survey system and compiled into analytics and metrics. Sample Size and Data Collection Approach Population: 28,068 Temple University undergraduate students Sample Size: 92 total responses, 48 completed surveys We created an original survey using the Qualtrics sof?are to obtain information about Temple student’s eating habits, their on campus meal and dining preferences, payment preferences and opinions about the main campus’ dining options including food trucks, dining halls, food courts, and sit in eateries.
We used many different question formats such as Likert scales, Nominal, and Rating scales. Using SPSS we ran: Independent T-Test One Sample T-test 5. Data Analysis and Findings Hypothesis 1: Independent T-test Comparing 2 groups: on-campus & commuters, with one question One question: how many meals do you purchase per day Results: We used an independent sample t-test and the means where; On campus- 1. 88 and commuters-125 & significance was .
009 < . 05 Conclusion: Our results support our hypotheses because our t-test shows that there is a significant difference between the two groups and the mean for on-campus is greater than the mean for commuters.We can conclude from this that on campus students purchase more meals than commuters. Our T-test shows us that there is a significant difference between the two roups because the sig. level is . 009 which is less than .
05. We reject the null hypothesis because significance is less <. 05 How many meals students who live on campus purchase per day: How many meals students who commute to campus purchase per day: Hypothesis 2: One Sample T-test Comparing a mean from a number of samples against a specific value One Question: On a scale of 1-10 how affordable are food trucks? Results: N=62 Mean= 5. 92 t-value= 3. 756 critical t-value=l . 6072 Value being compared-5 Conclusion: We fail to reject the hypothesis.Since we are using a I-tailed test nd the chart only gives us the option of a 2-tailed significance level, we find the value of our data by examining the t-value. The critical t-value at 61 degrees of freedom is 1.
6072. The t-value we calculated is 3. 756.
Since our t- value is greater than the critical t-value we fail to reject the hypothesis. In conclusion, Temple University students find the food truck prices to be affordable because on a scale 1-10, the mean was 5. 92. 5 being a neutral number and 10 being the most affordable, most students leaned towards food trucks being affordable.
Students’ perception on a scale of 1-10 on how affordable food trucks are:Hypothesis 3: Paired Sample T-test Comparing one group (Temple Students) with two questions Questions: How often do you purchase meals/specials? How often do you purchase snacks/cookies? Results: N=62, Mean 1=2. 53, Mean 2=4. 1 1, Significance= . 041 Conclusion: By looking at the means we can conclude that Temple University students purchase more snacks/cookies than meals/specials.
Snacks/Cookies had a mean of 4. 11 and Meals/ Specials had a mean of 2. 53. Out T-test proves that there is a significant difference between the two variables because our significance level is less than . 05. Although this is the case we reject the hypothesis because the significance level of . 041 is less than .
05.This concludes that although the null hypothesis might be true, it is unlikely to happen. How often Temple students purchase meals/specials and how often they purchase snacks/cookies on campus: Our limitations resulted from many factors that limited the success of our research problem and the amount of data we were able to collect. The first limitation of our marketing research problem was the time allotted to complete the survey and answer the research question in a 3 month period. If we had more time to obtain more respondents we would have a larger and more accurate sample size. Due to the minimal time allotted to complete the research problem and survey, we didn’t get a chance to explore different research methods.Since we used an online survey, our research method was limited but this was the easiest way to reach our sample in a minimal amount of time.
Unfortunately by using an online survey, we were unable to obtain more in depth and personal information about our sample. Another limitation was our sample in general. The sample of our respondents was not s diverse as we hoped because we did not have many freshman in our sample and we only reached a small sample of students out of the large target population of over 28,000. Increasing our response rate would allow more freshman to respond and might have given us more accurate information on the student body as a wholes’ eating habits and food preferences.