sas sample pre
TRANSCRIPT
DatabaseManagementandModelingFinalProject
CHENYEPAN,EN-CHIAOWENJIALINZHAO,WENQIANWANG,XUETINGSHEN
DECEMBER7,2015
AGENDA
Background
ObjecRves
Methodology
Findings
Conclusion
1
BACKGROUND
SFOconductsayearlycomprehensivesurveyoftheirgueststogaugesaRsfacRonwiththeirfaciliRes,services,andameniRes.CustomerinterviewsheldatallairportterminalsandboardingareasfromMay11throughMay26,2011
DataSource
2
OBJECTIVES
• UnderstandandmonitorpassengerpurchasebehaviorandpercepRonofSFO
• IdenRfyfactorsthathavestrongimpactonin-terminalpurchaseandSFOsaRsfacRon
• UnderstandwhatdifferentpassengergroupsexpectofSFO
• IdenRfyareastoimprove
ObjecRves
3
METHODOLOGY
Thisdatasetcontains3188observaRonsand7corevariables,includingtwodependentvariables:• Purchaseinin-terminalretailstores• OverallsaRsfacRonOthercorevariablesare“Age”,“Gender”,“HouseholdIncome”,“TimesflownoutfromSFO”and“TripPurpose”.
Variables
PurchaseCross-TabulaRonAnalysisLogitRegression
Sa+sfac+onIndexCross-TabulaRonAnalysisLogitRegression
Approach
Thisreport’smainpurposeistoanalyzewhichpassengersaremorelikelytopurchaseinSFOandwhichhavehighersaRsfacRonwithSFO.StaRsRcmeasuresandmodelareused.
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FINDINGS
Purchase
Age,FlyingTimesandTripPurposehavenosignificantassociaRonwithPurchase
• TheChi-SquarestaRsRcsissignificant(p<0.05)indicaRnganassociaRonbetweenGenderandPurchaseinretailstoressuchthatthefemalepassengersaremorelikelytopurchaseinin-terminalretailstores(40%versus33%)
MeasureofAssociaRonGenderandPurchase
• Gender0=male,gender1=femalePurchase0=no,purchase1=yes
• OddsraRo≅1.3,indicaRngthatfemalesare1.3Rmesmorelikelythanmalestopurchase
MeasureofAssociaRonGenderandPurchase
• Gender0=male,gender1=femalePurchase0=no,purchase1=yes
Group1
Group2
• TheChi-SquarestaRsRcsissignificant(p<0.05)indicaRnganassociaRonbetweenHouseholdIncomeandPurchaseinretailstoressuchthatthepassengerswithover100Khouseholdincomearemorelikelytopurchaseinin-terminalretailstores(40%versus35%)
MeasureofAssociaRonHHIandPurchase
• HHI0=$100Kandunder,HHI1=above$100KPurchase0=no,purchase1=yes
• OddsraRo(OR)≅1.25meanspassengerswithHHI>100Kare1.25RmesmorelikelythanpassengerswithHHI≤$100Ktopurchase.
MeasureofAssociaRonHHIandPurchase
• HHI0=$100Kandunder,HHI1=fabove$100KPurchase0=no,purchase1=yes
Group1
Group2
Gender Income Logit (Log of odds)
Odds of non-purchase
Male (0) HHI ≤100K (0) 0.8028 e0.8028=2.2318
Male (0) HHI >100K (1) 0.8028+(-0.2618)=0.5410 e0.5410=1.7177
Female (1) HHI ≤100K (0) 0.8028+(-0.3101)=0.4927 e0.4927=1.6367
Female (1) HHI >100K (1) 0.8028+(-0.3101)+(-0.2618)=0.2309 e0.2309=1.2597
!
Logit(purchase)=0.8028-0.3101*Gender(Female)-0.2618*HHI(>$100K)
• FemalepassengerswhoseHHIismorethan$100KaremostlikelytopurchaseintheSFOretailstores
• MalepassengerswhoseHHI≤$100KisleastlikelytopurchaseinSFOretailstores
LogitRegressionModel
SaRsfacRon
Age,GenderandHouseholdIncomehavenosignificantassociaRonwithPurchase
SaRsfacRonScore
Index
MeasureofAssociaRon
• TheChi-SquarestaRsRcsissignificant(p<0.05)indicaRnganassociaRonbetweenFlyingFrequencyandOverallSaRsfacRonsuchthatthepassengerswhohaveflownmorethan6RmesfromSFOinthepast12monthsaremorelikelytohavelowsaRsfacRonwithSFOthanthoseflown1-6Rmes(31%versus24%)
FlyingTimesandSaRsfacRon
• Times0=1-6Rmes,Rmes1=morethan6RmessaRsfacRon0=low,saRsfacRon1=high
MeasureofAssociaRon
• OddsRaRo(OR)≅0.7,indicaRngthatGroup1(thoseflying6Rmesandless)are30%lesslikelytohavelowsaRsfacRonthanGroup2(thoseflyingmorethan6Rmes)
Group1
Group2
FlyingTimesandSaRsfacRon
• Times0=1-6Rmes,Rmes1=morethan6RmessaRsfacRon0=low,saRsfacRon1=high
MeasureofAssociaRon
• TheChi-SquarestaRsRcsissignificant(p<0.001)indicaRnganassociaRonbetweenTripPurposeandOverallSaRsfacRonsuchthatthepassengerswhoflyforbusinessaremorelikelytohavelowsaRsfacRonwithSFOthanthosewhoflyfornon-business(30%versus22%)
TripPurposeandSaRsfacRon
• purpose0=business,purpose1=non-businesssaRsfacRon0=low,saRsfacRon1=high
MeasureofAssociaRon
• OddsRaRo(OR)≅1.5,indicaRngthatGroup1(thoseflyingforbusiness)are1.5RmesmorelikelytohavelowsaRsfacRonthanGroup2(thoseflyingfornon-business)
Group1
Group2
TripPurposeandSaRsfacRon
• purpose0=business,purpose1=non-businesssaRsfacRon0=low,saRsfacRon1=high
LogitRegressionModel
Purpose Times Logit (Log of odds)
odds of Low Satisfaction
Business (0) ≤6 times (0) -0.8940 e-0.8940=0.4090
Business (0) >6 times (1) -0.8940+ 0.2642=-0.6298 e-0.6298=1.8772
Non-business (1) ≤6 times (0) -0.8940+(-0.3939)=-1.2879 e-1.2879=0.2758
Non-business (1) >6 times (1) -0.8940+0.2642+(-0.3939)=-1.0237 e-1.0237=0.3592
!
• Passengerswhotravelsfor
businessandhaveflownoutfromSFOformorethan6RmesareleastsaRsfiedwithSFO.
• Passengerwhotravelsfornon-businessandhaveflownoutfromSFOfor1-6RmesaremostsaRsfiedwithSFO.
Logit(lowsaRsfacRon)=-0.8940-0.3939*Purpose(non-business)-0.2618*Times(>6)
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CONCLUSION
• Femalepassengersandhigh-incomepassengersaremorelikelytopurchaseinSFOØ SFOmayprovidemoreproductsandbrandsthatcaterto
high-incomefemales• Businesspassengersandpassengerswhohaveflownmorethan
6RmesoutfromSFOinthepast12monthsarelesssaRsfiedwithSFOØ Furtherresearchisneededtofindoutwhybusiness
passengershavelowsaRsfacRonandfindawaytoimprovethereturningpassengers’saRsfacRonwithSFO
Insights
AreastoImprove
• ArtworkandexhibiRons• Restaurants• Retailshopsandconcessions• InformaRonbooths(lowerlevelnearbaggageclaim)• InformaRonbooths(upperlevel-departurearea)• SignsanddirecRonsonSFOairportroadways• AirportparkingfaciliRes• Longtermparkinglotshutle(busride)
THANKYOU!&
GOODLUCKWITHYOURFINALS