Rq2 does customers satisfaction with dealers differ

primary gambling activity?
– RQ2: does customers’ satisfaction with dealers differ from that
with staff in the food court?
– RQ3: does customers’ satisfaction with daytime staff differ from
that of evening staff?
– RQ4: does frequency of visits affect customer satisfaction with
casino staff?
– RQ5: does satisfaction with casino staff differ across customer
income groups?
• Note that some RQs can be categorized into different
components
7/28/2016 16
Make sure that your variables and RQs are
sensible
• How not to phrase RQs (examples from the past)
– Is there a difference between the amount of fast food
consumption and decision of what fast food is consumed?
– Does the amount of children under 5 in a household differ from
the amount of fast food consumption?
• Problem with these examples? You cannot compare
apples and oranges.
7/28/2016 17
In what sense asking these questions helps us “better
understand” the consumer attitude/behavior we are
trying to study
• We are able to understand factors that influence
consumer attitude/behavior
• Gain an understanding of the relevant importance of
these factors
• Identify any gaps that exist
• Managerial implication
– Targeting
– Identify key factors that require the company to put more effort
behind
7/28/2016 18

Lecture 2
7
Example
• Say if we find customers are more satisfied with black
jack dealers than poker dealers (RQ1 on slide 15), we
can then report the finding to Crown, which can in turn
look into why that is the case. Maybe the poker dealers
are doing something wrong
• If satisfaction differs by customers’ gender, the company
needs to consider re-training the staff to better serve
customers of a particular gender
7/28/2016 19
What is an analytical model or framework?
20
• a set of concepts or constructs related in a specified
manner to represent the main phenomenon underlying
the MRP you are trying to investigate
• The model needs to represent both the key
concepts/constructs and the important relationships
between them (especially the ones you are studying)
• In actual research project, a model guides your
formulation of RQs
How do I come up with an analytical model?
21
• Determine the key process and relationships you need
to investigate in the MRP
• Find one in the wilderness (read: prior research on the
subject) (more on this next week)
• Or you can create your own through abstraction and
conceptualization (read: make one up)
• For the same phenomenon, different researchers could
come up with very different models

Lecture 2
8
A model to represent the study on customer
satisfaction at Crown Casino
22
Customer
satisfaction
at Crown
Betting
options
Staff
Entertain ‐
ment
Customer
Demo.
Customer
Type
Black jack roulette …
Friendliness Function
…
Shopping cinema
Dining
Age Income
Gender
By Freq.