1. [DATE]
[COMPANY NAME]
Marketing 3650
Research and Behavior Theories
December 9, 2015
By:
Hannah Delemeester, Morgan Feeney, Luke Kindelin,
Nicholas Tholt
Jimmy V’s Grill & Pub:
Increasing Student Traffic

2. 1
Table of Contents
Executive Summary………………………………………………….……………………………2
I. Initial Problem Evaluation……………..…………………………………………...…...………3
II. Qualitative Research...................................................................................................................3
III. Research Proposal……………………………………………………………………………..5
IV. Hypotheses…………………………………………………………………………………….6
V. Questionnaire…………..………………………………………………………………………9
VI. Data Collection………………………………………………………………………………10
VII. Data Analysis…………………………………………….…………………………………12
VIII. Recommendations/Action Plan…………………………………………………………….25
Appendices:
Appendix I. In Depth Interview…………………………………………...……………………..27
Appendix II. Codebook…………………………………………………………………..………30
Appendix III. Questionnaire…………………………………..…………………………………43

3. 2
Executive Summary
Jimmy V’s Grill & Pub is located on 1 South State Street, in Westerville, Ohio. Since
their establishment in 2009, Jimmy V’s has successfully provided a friendly place for friends and
family to enjoy meals and alcoholic beverages while spending time in a welcoming environment.
However, Jimmy V’s lacks a consistent Otterbein University student presence due to a lack of
incentives and advertisements. In order to increase the likelihood of Otterbein Student’s
likelihood to patronize at Jimmy V’s, we recommend the implementation of a 10% student
discount, more use of their auxiliary room, and more advertisements geared towards students at
Otterbein. With more student presence, Jimmy V’s is likely to increase sales and build a better
reputation within the university community.

4. 3
I. INITIAL PROBLEM EVALUATION
Jimmy V’s Grill & Pub is a restaurant and bar located in Uptown Westerville. Their main
customers are Westerville, middle-aged, residents. Since their opening in 2009 they have offered
a variety of recipes on their menu as well as a large selection of alcoholic beverages for
customers to enjoy. According to Jimmy V’s website, Management aims to make your
experience at Jimmy V’s memorable and fulfilling by providing a friendly atmosphere.
When visiting Jimmy V’s our group noticed that there was a lack of student presence as
well as a discrepancy in service. This information was also based on a collection of past visits to
Jimmy V’s during our time as students at OU. This is evident through employee’s attitudes and
work ethics in relation to their different kinds of customers. The overall service given to students
is sub-par compared to the service given to other customers. The reason that there is an absence
of Otterbein students is believed to be because they do not offer any incentives or activities to
draw students in through the door.
II. QUALITATIVE RESEARCH
To begin testing our theory we performed eight in-depth interviews with different types
of customers. We each conducted separate interviews with students whom we have met on
campus with a range of Jimmy V’s regulars to someone that does not go to Jimmy V’s often.
Appendix I shows the 13 questions we asked our interviewees. Our first 10 questions were shorts
questions meant to be answered quickly with their first thought of how they would rate a specific
attribute of Jimmy V’s. The last 3 questions were more detailed questions helping us to learn
what customers like, dislike, and suggest changing about Jimmy V’s.

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Based on the 10 questions, the only customer that had a high rating for every aspect was
the Jimmy V’s regular that goes five days a week. All the other customers had varied ratings but
the two attributes that had the lowest ratings were the live music selection and the service at
Jimmy V’s, while the highest rating was their food. Looking at this section of the interview helps
us define a goal of what Jimmy V’s needs to market based on what their customers really enjoy
and it also shows the characteristics they need to work on like finding more bands that their
customers will appreciate.
The conclusion we can make from the more detailed set of questions within our
interviews is that Jimmy V’s customers want to see more activities and/or events happening
there. When we asked “If you could change one thing about Jimmy V’s, what would it be?”, 4
out of the 8 answers were about adding more recreational activities, deals, events, etc. Looking at
the question about how often the customers go and why, we can tell that a majority of these
customers are not regulars; however, they are all students who are looking for a place to spend
time with their friends. This is also a subject we would like to address because Jimmy V’s has
such a great opportunity with OU being as close as it is and it also being one of the only bars that
is walking distance from the campus. Lastly, we asked the customers if they had any suggestions
for the auxiliary room in Jimmy V’s. Two of the customers we interviewed would like to see
pool tables and other recreational activities added, one would like to see events like karaoke
night being held in the room and one would like for it to stay the same and allow the manager to
do what he wants with it. As we can see these Otterbein students generally have the same
outlook on Jimmy V’s. Even the Jimmy V’s regular would like to see a little more there but he is
very content with how it is right now; we want to make it better than content.

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III. RESEARCH PROPOSAL
Otterbein students need a place close to campus to relax, take a break away from school
and enjoy a good time with friends. Many campuses have a student union or a place for students
to go and socialize with other students, such as Ohio State’s “Ohio Union” and University of
Wisconsin’s “Union South.” OU’s campus center is very outdated and the food does not always
fit to some students appetites. For these reasons, this is why Jimmy V’s needs to advertise more
to students and have them dine-in and enjoy a different atmosphere just off of campus. Our
research proves that students would enjoy an atmosphere like this and we intend to help Jimmy
V’s become the new place for all Otterbein students to enjoy and take a break from school.
Jimmy V’s has a lot of opportunity to increase awareness and add more traffic to their
Westerville location. After completing some basic qualitative research we can now begin with
further more in-depth research. We want to increase the sample size and send a survey
throughout Otterbein’s email to all students. This group of people has a diverse demographics
such as; age, gender, and cultural differences that will add value to our future recommendations
and research for Jimmy V’s. Within the survey we will ask simple questions with a one to five
rating but change the questions to focus more on improving the social environment inside Jimmy
V’s and attracting more OU students. To help increase the presence of Otterbein students at
Jimmy V’s we will ask them simple questions at the beginning of the survey and continue asking
more detailed open-ended questions to get a better idea about what students would like to see at
Jimmy V’s so they will come more often. This type of questionnaire will tell us the likelihood of
Otterbein students attending Jimmy V’s as it is now but also the likeliness of students visiting
after improving their environment and welcoming more students with discounts and social
events.

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Student discounts and social events would just be the beginning of the growth of students
attending Jimmy V’s. Continuing on, we would like to increase the available activities at Jimmy
V’s in hopes that it would give students a chance to relax and hang out or play a game of
darts/pool with their friends. Another action to be taken is widening the variety of music
selection at Jimmy V’s so students have different options to find the right playlist that suits their
preferences. The goal behind all of these ideas is to create a more comfortable place for students
while maintaining their current regulars.
IV. HYPOTHESES
Ho: There is no significant effect on having activities to play at Jimmy V’s, on the amount of
Otterbein Students who go to Jimmy V’s (captured by their likelihood to go to Jimmy V’s)
Ha: There is a significant effect on having activities to play at Jimmy V’s on the amount of
Otterbein Students who go to Jimmy V’s (captured by their likelihood to go to Jimmy V’s)
 The purpose of this hypothesis is to determine if adding more activities such as pool or
karaoke would increase traffic and the amount of students who attend Jimmy V’s. This
hypothesis will help us to look at competing restaurants and what kind of activities they
offer and the amount of traffic that comes because of the extra entertainment.

8. 7
Ho: There is no significant effect on having a 10% student discount for Otterbein University
students on their likelihood of attending Jimmy V’s.
Ha: There is a significant effect on having a 10% the student discount for Otterbein University
students on their likelihood of attending Jimmy V’s.
 The purpose of this hypothesis is to see if Jimmy V’s prices are too expensive for
students. If so, by having a certain amount of discount for students (on food and non-
alcoholic drinks only), how many more students would attend Jimmy V’s and could
Jimmy V’s still make a profit by discounting student meals.
Ho: Increasing the quality of live music at Jimmy V’s would not affect the attendance at Jimmy
V’s (likelihood of attending).
Ha: Increasing the quality of live music at Jimmy V’s will increase the attendance of students at
Jimmy V’s (likelihood of attending).
 The purpose of this hypothesis is to see if Jimmy V’s can attract more Otterbein students
by introducing more modern music in which students know and like. This information
will help to probe which genres of music Otterbein students would like to hear while
dining and/or sitting at the bar. If Jimmy V’s plays music Otterbein students like, we can
look into the spike in attendance based off of this factor.

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Ho: Increasing advertisements for happy hour specials and events for Jimmy V’s would not
affect the attendance at Jimmy V’s (likelihood of attending).
Ha: Increasing advertisements for happy hour specials and events for Jimmy V’s would affect
the attendance at Jimmy V’s (likelihood of attending).
 The purpose of this hypothesis is to see if Jimmy V’s makes more of an effort to promote
their happy hour special, whether or not it will attract more Otterbein students to visit.
This information will be useful to see what percentage of Jimmy V’s sales comes from
happy hour purchases.
Ho: Whether or not a student has a meal plan has no significant effect on the likelihood for
Otterbein students to attend Jimmy V’s.
Ha: Whether or not a student has a meal plan has a significant effect on the likelihood for
Otterbein students to attend Jimmy V’s.
 The purpose of this hypothesis is to see how likely each type of student (meal plan vs. no
meal plan) is to go to Jimmy V’s to satisfy their hunger. This will help us look at whether
a majority of sales comes from food or alcohol. It will also help us look at if freshman
and sophomore students who live on campus and have meal plans still go to Jimmy V’s
for a different selection of food.

10. 9
Ho: Age has no effect on Otterbein University students’ likelihood to attend Jimmy V’s.
Ha: Age has a significant effect on Otterbein University students’ likelihood to attend Jimmy
V’s.
 The purpose for this hypothesis is to determine certain demographics such as age and see
if that has an effect on Otterbein students attending Jimmy V’s. This will tell us if people
go to Jimmy V’s more for drinks or food. Age would matter because the legal age to
drink is 21 but if people are going to Jimmy V’s because of their food more often than
drinks then age would not matter.
V. QUESTIONNAIRE
We first begin with an introduction explaining the purpose of the survey. This is to clarify
to the surveyor what the questionnaires objective is and to make sure there is no confusion. A
crucial set of questions in the survey are basic questions in order to figure out the demographics
of our surveyors. We use a nominal scale to ask about their age and to see whether they are 21 or
older. This is important because Jimmy V’s offers a wide variety of alcoholic beverages. We also
go into a few ratio scales to figure out how many years the student has attended Otterbein
University, how many times they go out in a typical week, and how many times they socially
drink at a bar in a week. These are an important set of questions because they help us get a feel
for how each person currently allocates their time in regards to going out for food/drinks in the
Westerville area.
Under our basic questions, we ask an important nominal scale question, which is “Are
you aware of Jimmy V’s?” This question may seem simple but it is crucial because it determines

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how well Jimmy V’s is doing currently in getting their name out to students. If a student knows
of Jimmy V’s but doesn’t go there frequently, we know there is a reason that is holding them
back from doing so. If a student hasn’t heard of Jimmy V’s then we can conclude that Jimmy V’s
can do a better job at promoting themselves to students. We follow up with another nominal
scale question (but only if they were previously aware of Jimmy V’s) to see how the individual
heard about the pub by checking all options that apply.
We end our basic questions with two nominal questions regarding the familiarity and use
of the auxiliary room inside of Jimmy V’s, and an open ended question about what they would
like to see the room being used for. The last 11 questions are ranking questions on an interval
scale. Here we have the surveyor choose between strongly agree, agree, neutral, disagree, or
strongly disagree. This is beneficial because it focuses on more specific characteristics of Jimmy
V’s atmosphere and selections.
VI. DATA COLLECTION
To receive the best responses we decided to create an online survey to reach out to
customers of Jimmy V’s. After creating the survey on survey monkey the best way to develop
responses were through email and social media. Each team member posted a link on their own
Facebook and Twitter profiles. This has the ability to reach out to every single follower and
friend of each member and increase the chances of more responses. All of our respondents are
students or past students of OU. We also posted the survey on our fraternity and sorority group
pages. Another way we received data was by emailing friends and our past professors to send out
to students throughout campus. Lastly, we texted links out to OU friends that have been to

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Jimmy V’s and live in the Columbus area. After looking at our distribution options, posting the
link to specific groups on Facebook who are aware of Jimmy V’s such as sororities and
fraternities was the best way to receive responses for our survey.
After having our survey open for 25 days we received a total amount of 100 respondents
who had completed the Jimmy V’s survey that was posted online. 73% of our responses were
done on the day that the survey was posted. 17% of responses were done on the day after the
survey was posted. With this being said, our respondents gave back strong and quick responses.
With the wide variety that could have seen our ad through Facebook and through email,
we had a relatively strong response rate. We are estimating about a 60% response rate due to
how many people could have seen the link. We wish this could have been higher but many
students did not have the time or we did not have the ability to reach out to all OU students.
We fell short of the ideal sample size that we calculated for our survey. With a 15% level
of accuracy the ideal sample size would be 112 respondents. We related this ideal sample size by
looking at two of our most important questions, “Are you aware of Jimmy V’s?” and “How
likely would you be to patronize at Jimmy V’s if there was a 10% student discount?” When
looking at the likelihood of students patronizing at Jimmy V’s if there was a 10% discount, we
used a 20% level of accuracy and received an ideal sample size of 120. Even with a larger level
of accuracy we still did not reach the ideal sample size. This will not affect our results
significantly due to how relatively close we were with 100 complete respondents.
The data did not export very neatly into SPSS. We had to recode some of the responses.
To do this we kept all two answer responses in a binary format using 1 as yes and 0 as no. We
used the same for other forms of questions such as gender, 1 male, 0 females. This makes it

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easier for us to read the results when comparing different responses. There were a few outliers
throughout the responses. These could have been due to mistyped numbers or unclear questions.
We disregarded some of the obscure answers that we saw and changed them to the average
response that was given. There were a few missing values within the results and we made them
blank responses notifying us that they were not answered. Overall cleaning up the data set in
SPSS was easy and the code book makes it easy to find results within the data.
VII. DATA ANALYSIS
After running some descriptive statistics, we first looked at how many years our
respondents have attended Otterbein University. Here, we found a minimum of 0 years, a
maximum of 5 years, and our average was 3.08 years. In other words, a good majority of our
respondents are third year students (Juniors). The standard deviation of this statistic is 1.032.
After analyzing our mean and standard deviation, our data shows that most of our respondents
are between the ranges of 2.048-4.112, meaning mostly second year students through fourth year
students are our makeup. Next, we compared how many days a respondent eats on versus off
campus in a typical week. Starting with eating on campus, our minimum was 0 times a week,
maximum was 14 times a week, our mean was 3.54 times a week, and our standard deviation is
2.76. This offers us with some valuable information; the minimum value was 0 and shows us that
this respondent never eats on campus while our maximum was 14 and shows that they eat
frequently on campus, two extremes. When discussing off campus eating, our range was from 1
to 10, with our mean being 2.98 times a week, and our standard deviation is 1.813. Analyzing
this data, we see that everyone who took our survey goes out at least once a week. If Jimmy V’s

14. 13
can target Otterbein students more effectively, they can get service from all of our respondents at
least once a week.
When looking at some of the descriptive statistics, there are a few important sets of data
that stand out to us. Pictured below is a snapshot looking at some of the responses our
respondents gave in accordance to student discount, expensive or cheap food, and expensive or
cheap drinks. Here we can see that over 65 percent of our respondents would go to Jimmy V’s if
there a student discount was implemented. This would be very beneficial because most of our
respondents were either neutral or agreed that Jimmy V’s has both high prices for their food and
drinks. If Jimmy V’s could implement a discount, more people would increase their likelihood to
patronize at Jimmy V’s.

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Even though many people believe that Jimmy V’s has high prices on their food and
drinks, it is interesting to point out that given this information, over half of our respondents still
said that they were either somewhat likely or very likely to patronize at Jimmy V’s. Comparing
the graph below to the graph on the previous page, even though there is no kind of student
discount, many people are likely to patronize at Jimmy V’s. If Jimmy V’s were to implement an
incentive like this, all it will do is help improve the perception and likelihood for OU students to
patronize here. Below shows the frequency table that shows their likelihood of patronizing.

16. 15
Another important discovery we made was concerning the advertisement campaign of
Jimmy V’s. As you can see in the graph below, Jimmy V’s gets their name out to OU students
primarily by word of mouth, or by people passing by their location on State Street. It is in their
best interest to start putting flyers around high-traffic areas over campus and most importantly,
start to focus on better social media campaigns. Social media and posters are the least likely way
respondents have indicated that they hear about Jimmy V’s. If Jimmy V’s could run a discount
promotion with a printable coupon, they could get more traffic on their social media pages,
which would help increase the likelihood for OU students to patronize, spend less on food that
they think is pricey, and promotes students to check their social media accounts more frequently
for other discounts to come.

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The following frequency table shows the exact numbers on how students heard about Jimmy
V’s.

18. 17
Analyzing the frequencies of our distribution shows us who took the survey and what
they mostly prefer. We looked at a few different frequencies such as “who do you go out to eat
with”, “are you aware of Jimmy V’s?”, “how did you hear about Jimmy V’s”, “how likely you
are to patronize at Jimmy V’s”, auxiliary room awareness, and gender that took the response.
When asking our respondents if they go out to eat often we wanted to know who they go
out to eat with. We asked if they prefer to go out to eat with friends, family, workmates, or other.
We noticed that most people will go out to eat with friends for a social event and to get off of
campus. The table below shows that 95 people said they go out to eat with their friends. This is
useful because Jimmy V’s can now advertise to students and they will bring their friends along
and increase traffic and awareness.
Next we wanted to know if students were aware of Jimmy V’s. Jimmy V’s is right off of
campus and the results show that all but 2 students are aware of Jimmy V’s. This means that
Jimmy V’s is a primary option for students to eat or drink.

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The auxiliary room was an important research objective for our group. These two
frequency tables show who is aware of the auxiliary room and if they are aware of it, do they
think it is used adequately? 60% of respondents were not aware of the room. 57 respondents of
the 40% who were aware of it said it was not used adequately compared to only 7 who thought it
was used efficiently.
Gender was an interesting demographic that we received. The respondents were very
female biased. We also had 23 respondents skip this question. This is due to people not wanting
to share this information with us. This could cause some bias in our results with having more
females taking the survey. If more males responded it could have had a different effect on the
results.

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When looking at our 6 hypotheses, we have come up with our decisions concerning
whether to reject or not reject each respective hypothesis. Our first hypothesis stated, “There is
no significant effect on having activities to play at Jimmy V’s on the amount of Otterbein
Students who go to Jimmy V’s.” This was captured by their likelihood to go to Jimmy V’s.
When conducting a one way anova, we found that the p-values for having a pool table, dart
boards, arcade games, and gambling/Keno are all above .1, so we conclude that there is no
significant effect on having more activities to play at Jimmy V’s, other than Karaoke. Below
shows the mean of each likert response compared to how likely they are to patronize at Jimmy
V’s.

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The three post hoc tables below show a more detailed version of how each respondent
answered their likeliness to attend Jimmy V’s if they offered these different activities such as a
pool table, dart board or Karaoke. The responses were actually very similar but the significance
compared to the original question of how that certain person’s likeliness to attend Jimmy V’s
makes it different. By changing the significance level to 0.1 we can see that having karaoke
could be a significant effect for bringing more students into Jimmy V’s.

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Our next hypothesis stated, “There is no significant effect on having a 10% student
discount for OU students on their likelihood of attending Jimmy V’s.” After conducting a
samples t-test, our p-value came out to be .000, which is less than .05 significance. Therefore we
reject the null hypothesis, resulting in there being a significant effect on offering a 10% student
discount for OU students at Jimmy V’s.
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed)Mean
Std.
Deviation
Std.
Error
Mean
95% Confidence Interval
of the Difference
Low er Upper
Pair
1
How likely are you to
patronize at Jimmy V's? -
10% Student Discount
-.789 1.215 .139 -1.067 -.512 -
5.667
75 .000
For our third hypothesis, we saw that providing live music does not have any significant
effect on students’ likeliness to patronize at Jimmy V’s. When doing another samples t-test, the
p-value was greater than .05 as you can see below where the significance is .627. As of now
Jimmy V’s pays bands to play on Wednesday night and with the responses and data we received
this does not increase the student population at Jimmy V’s.

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Our third hypothesis wants to know if having more advertisements around campus about
happy hour and daily specials would have an effect on student’s attending Jimmy V’s. Many
students do not know the specific happy hour and daily specials that they offer. Our survey
showed that students would be more inclined to go to Jimmy V’s if they were more aware of
their specials. So by putting more posters and advertisements around campus it would affect the
amount of students’ likelihood to patronize at Jimmy V’s and would increase Jimmy V’s traffic
and revenue.

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The table below is a correlation matrix comparing three different questions we asked. It
will relate and see if there is any correlation between how many times people eat on campus,
how many times they go out to eat, and their likelihood to patronize at Jimmy V’s. As you can
see there is no correlation between any of the variables tested. To be correlated and to have any
kind of relation the top number would be closer to one. This shows a stronger relationship and
linear slope. The graph below the table is a scatter plot of responses. As you can see there is no
correlation or trends in this comparison. Therefore there is no significance on how many times
you eat on campus, go out to eat and the likeliness to patronize at Jimmy V’s.

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In the graph below you can see that most of our respondents were from the ages of 21-23.
So we asked “Does age have a significant effect on students’ likelihood to patronize at Jimmy
V’s.” Being 21 years or older does affect a student's choice to go to Jimmy V’s. Other data
shows that this could be due to why people socially drink, if people work and have money, or eat
on campus. We did a correlation and it shows that age is significant to attending Jimmy V’s.

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VIII. RECOMMENDATIONS/ACTION PLAN
Through our research and analysis on Jimmy V’s Grill & Pub, we developed three major
recommendations in order to increase the likelihood of OU students to patronize at Jimmy V’s.
Our first recommendation for Jimmy V’s is to extend their advertisements across campus to
increase awareness and bring more traffic through the door. When students are familiar with the
different specials and happy hour deals that Jimmy V’s has to offer, they are more inclined to
partake in these offerings. They can spread awareness through multiple platforms such as
Facebook, Otterbein Email, and posters around campus. By updating their Facebook page
frequently and keeping up with status updates to connect to their potential customers, they are
more likely to grow and sustain a more loyal customer base. Otterbein email is also another
source of advertising that Jimmy V’s could implement. By developing rapport with OU Jimmy
V’s could have the opportunity to reach students through their everyday email accounts. For
example Jimmy V’s could send an email through OU’s server showcasing upcoming events and
promotions. Lastly, having posters spread throughout the university would be a good source of
communication since OU is such a small campus and there are several spots with high traffic
areas. Using these three advertising sources will increase the likelihood of students patronizing at
Jimmy V’s.
Our second recommendation is to offer a 10% student discount as an incentive for
choosing to dine in at Jimmy V’s. This is a valuable way to build a loyal customer base around
Jimmy V’s. When a student receives a discount, they are more likely to keep returning for
different occasions and overtime become a regular. In order to regulate who are students and
who are not, a student should be required to show a valid cardinal card when paying the bill. This
discount would only be applied to foods and non-alcoholic beverages. To further their discount

27. 26
incentives, Jimmy V’s could reach out to the student body by offering a loyal customer card.
Every time a student dines in at Jimmy V’s, they will receive a specific stamp and once they
have reached eight stamps they can receive either a 15% discount or a free appetizer on their
next visit to Jimmy V’s. Offering college students a chance to lower their bills would impact
their decision to frequent at Jimmy V’s.
Our last recommendation is to utilize the auxiliary room in a more productive fashion.
When this area is not being used for closed events, the space is vacant and not being used
efficiently. To increase the efficiency of the auxiliary room, Jimmy V’s could host special events
for students, add more seating, and offer karaoke nights. Hosting special events for students like
College Night, Sorority/Fraternity gatherings, or even acting as a Student Union. College Nights
are a good way to attract a variety of students to increase their overall outlook on Jimmy V’s.
Since Sororities and Fraternities make up a large percentage of OU’s student body, they are an
ideal group of people to target. The auxiliary room offers a place for those students to host
different events such as meetings and social events. Another good use of this room when it is not
in use is to offer it to OU students a place to relax in a different atmosphere other than the
Campus Center and The Bean. On larger campuses they are offered a variety of different options
where they can socialize, study, or eat. By implementing this idea, Jimmy V’s would allow this
room to act as a “Student Union.” By fulfilling this recommendation, this auxiliary room will be
put to better use and could increase student likeliness to attend Jimmy V’s.
By executing these recommendations, Jimmy V’s Grill & Pub has the opportunity to
bring in a larger customer base such as Otterbein University students. With these
recommendations, students will be more inclined to spend their time at Jimmy V’s for different
occasions throughout their college experience.

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APPENDICES
APPENDIX I (4/8 OF THE RESPONSES FROM OUR IN-DEPTH INTERVIEW)
Rate the questions 1 to 5 (1-Low, 5-High)
1. How would you rate the service at Jimmy V’s?
2
3
5
3
2. Do you enjoy the atmosphere of the in-door part of Jimmy V’s?
3
3
5
4
3. Do you enjoy the atmosphere on the patio of Jimmy V’s?
4
3
5
4
4. How do you rate of the food of Jimmy V’s?
3
4
5
5
5. How do you rate the drink selection?
3
2
5
4
6. How likely would you visit Jimmy V’s if there was a student discount?
4
3
5
5

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7. How do you rate the live music selection at Jimmy V’s?
3
1
4
1
8. Would you attend Jimmy V’s more often if they had a pool table or recreational activities?
5
4
5
3
9. How likely are you to choose Jimmy V’s over the other bar and grills in Uptown
Westerville?
2
2
5
5
10. Do you find the prices reasonable?
2
4
5
3
Please answer the questions with your best suggestions
1. If you could change one thing about Jimmy V’s, what would it be?
“I don’t like how you just sit there, there’s nothing to do, all you do is drink and socialize, I want
to do stuff.”
“More activities and friendlier service”
“I wish it could be bigger”
“I would like to see them trying to get Otterbein students to come more often, being one of the
only bars we can walk to from campus.”

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2. How often do you go to Jimmy V’s? Why?
“Maybe like four times a month because I’d rather go to other places. I go when my friends go
for certain occasions.”
“Once a month usually for someone’s birthday(turning 21)”
“5 days a week for food and drinks, personal relationship with the employees”
“Once a week, it is in a convenient location for all my friends and I to walk to for a good time.”
3. Do you have any suggestions for the extra room in Jimmy V’s?
“I’d put a pool table and stuff in there, more fun activities”
“They should take it out so they can make it one large room so if they add things like a pool table
you’re not closed off from other people”
“The employer does with it as he pleases”
“They should make it a room for events like karaoke night.”

31. 30
APPENDIX II (CODEBOOK)
Column
Number
Codebook Question
Number
Coding
Instructions
Type Of Scale
1 Years 1 Input the
number typed
Ratio
2 Campus Days 2 Input the
number typed
Ratio
3 Out Times 3 Input the
number typed
Ratio
4 Friends Eat 4-1 1= yes
0= no
Nominal
5 Family Eat 4-2 1= yes
0= no
Nominal
6 Workmates Eat 4-3 1= yes
0= no
Nominal
7 Other Eat With 4-4 1= yes
0=no
Nominal

32. 31
8 Out Dollars 5 Input the
number typed
Ratio
9 Order Alcohol 6 1= yes
0= no
Nominal
10 Time Soc Drink 7 Input the
number typed
Ratio
11 Friends Drink 8-1 1= yes
0= no
Nominal
12 Family Drink 8-2 1= yes
0= no
Nominal
13 Workmates Drink 8-3 1= yes
0= no
Nominal
14 N/A Drink 8-4 1= yes
0= no
Nominal

33. 32
15 Other Drink 8-5 1= yes
0= no
Nominal
16 Reason Drink Casual 9-1 1= yes
0= no
Nominal
17 Reason Drink Fam 9-2 1= yes
0= no
Nominal
18 Reason Drink Sport 9-3 1= yes
0= no
Nominal
19 Reason Drink Bday 9-4 1= yes
0= no
Nominal
20 Reason Drink N/A 9-5 1= yes
0= no
Nominal
21 Reason Drink Other 9-6 1= yes
0= no
Nominal

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22 From 10 Input number
selected
1= Ohio
2= Midwest
3= West Coast
4= East Coast
5= International
Nominal
23 JV Aware y/n 11 1= yes
0= no
Nominal
24 Heard mouth 12-1 1= yes
0= no
Nominal
25 Heard Adver 12-2 1= yes
0= no
Nominal
26 Heard Poster 12-3 1= yes
0= no
Nominal
27 Heard Website 12=4 1= yes
0= no
Nominal
28 Heard Pass By 12-5 1= yes
0= no
Nominal

35. 34
29 Heard N/A 12-6 1= yes
0= no
Nominal
30 Heard Other 12-7 1= yes
0= no
Nominal
31 Likely Patronize 13 1= Very Unlikely
5= Very Likely
Interval
32 Aware Aux 14 1= yes
0= no
Nominal
33 Aux Adequate 15 1= yes
0= no
2= N/A
Nominal
34 Aux Put To Use 16 Input the
information
typed
Open-ended
35 Service Meet Sat 17-1 1= Strongly
Disagree
5= Strongly
Agree
Interval

36. 35
36 Food Meet Sat 17-2 1= Strongly
Disagree
5= Strongly
Agree
Interval
37 Drinks Meet Sat 17-3 1= Strongly
Disagree
5= Strongly
Agree
Interval
38 Atmos Inside 17-4 1= Strongly
Disagree
5= Strongly
Agree
Interval
39 Atmos Patio 17-5 1= Strongly
Disagree
5= Strongly
Agree
Interval
40 Enjoy Music 17-6 1= Strongly
Disagree
5= Strongly
Agree
Interval
41 More recreation 17-7 1= Strongly
Disagree
5= Strongly
Agree
Interval
42 Student Disc 17-8 1= Strongly
Disagree
5= Strongly
Agree
Interval

37. 36
43 High Price Food 17-9 1= Strongly
Disagree
5= Strongly
Agree
Interval
44 High Price Drink 17-10 1= Strongly
Disagree
5= Strongly
Agree
Interval
45 Go If More Adver 17-11 1= Strongly
Disagree
5= Strongly
Agree
Interval
46 JV Fav 18-1 1= Favorite
5= Least Favorite
Ordinal
47 OldBag Fav 18-2 1= Favorite
5= Least Favorite
Ordinal
48 Uptown Fav 18-3 1= Favorite
5= Least Favorite
Ordinal
49 Koble Fav 18-4 1= Favorite
5= Least Favorite
Ordinal

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50 Classic Fav 18-5 1= Favorite
5= Least Favorite
Ordinal
51 Average Bill 19 Input the
number typed
Ratio
52 Pool Table 20-1 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
53 Dart Board 20-2 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
54 Arcade 20-3 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
55 Karaoke 20-4 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
56 Gamble 20-5 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval

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57 Country Music 20-6 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
58 Rock Music 20-7 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
59 Jazz Music 20-8 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
60 Live Music 20-9 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
61 Relax Atmo 20-10 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
62 Upbeat Atmo 20-11 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
63 Outside Patio 20-12 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval

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64 Daily Drink Spec 20-13 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
65 10 Stu Disc 20-14 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
66 TVS 20-15 1= Strongly Not
Prefer
5= Strongly
Prefer
Interval
67 If pool table 21-01 1= Very Unlikely
5= Very Likely
Interval
68 If dart board 21-02 1= Very Unlikely
5= Very Likely
Interval
69 If arcade 21-03 1= Very Unlikely
5= Very Likely
Interval
70 If karaoke 21-04 1= Very Unlikely
5= Very Likely
Interval

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71 If gambling 21-05 1= Very Unlikely
5= Very Likely
Interval
72 If country 21-06 1= Very Unlikely
5= Very Likely
Interval
73 If rock 21-07 1= Very Unlikely
5= Very Likely
Interval
74 If Jazz 21-08 1= Very Unlikely
5= Very Likely
Interval
75 If Rap 21-09 1= Very Unlikely
5= Very Likely
Interval
76 If live music 21-10 1= Very Unlikely
5= Very Likely
Interval
77 If relax atmo 21-11 1= Very Unlikely
5= Very Likely
Interval

42. 41
78 If upbeat atmo 21-12 1= Very Unlikely
5= Very Likely
Interval
79 If outside patio 21-13 1= Very Unlikely
5= Very Likely
Interval
80 If daily drink spec 21-14 1= Very Unlikely
5= Very Likely
Interval
81 If 10 discount 21-15 1= Very Unlikely
5= Very Likely
Interval
82 If more Tv 21-16 1= Very Unlikely
5= Very Likely
Interval
83 JV Better Bar 22 Input the
information
typed
Open-ended
84 Age 23 1= 18-20
2= 21-23
3= 24-26
4= 27+
Nominal

43. 42
85 Ott Sport 24 1= yes
0= no
Nominal
86 Work 25 1= yes
0= no
Nominal
87 Gender 26 1= Male
2= Female
Nominal

44. 43
APPENDIX III (QUESTIONNAIRE)
Jimmy V’s Grill & Pub Survey
Thank you for agreeing to complete this survey! The purpose is to gather information
about the student presence at Jimmy V’s and whether or not there can be improvement!
Jimmy V’s is a local bar in Uptown Westerville that is an easy walk for many students
and Westerville residents. It offers home cooked recipes with many options of alcoholic
and nonalcoholic beverages. We want to see what you think about Jimmy V’s and see if
we can increase the satisfaction for all who go to Jimmy V’s!
Basic Questions
How many years have you attended Otterbein University? ______ years
How many days do you eat on campus in a typical week? ______ day(s)
How many times do you go out to eat in a typical week? ______ time(s)
Who do you go out to eat with? ____ Friends ____ Family ____ Workmates
How many total dollars do you spend per week going out to eat? ______ $
Do you order an alcoholic beverage when you go out to eat? Yes No
How many times do you socially drink at a bar in a week? ______ time(s)
With who? ____ Friends ____ Family ____ Workmates
Why? ___Casual ____Family ____ Sports ____ Birthday ____ Other
Where are you from?
__ Central Ohio __ Ohio __ Midwest __ West Coast ___ East Coast __ International
Are you aware of Jimmy V’s? Yes No
If yes, how did you hear about Jimmy V’s (Check all that are applicable)?
__ Through word of mouth __ Social Media Advertisements __ Posters around
campus
__ Website __ I saw it while driving/walking by __ Other
How likely are you to patronize at Jimmy V’s?
1. Very Unlikely
2. Somewhat Unlikely
3. Neither Likely nor Unlikely
4. Somewhat Likely
5. Very Likely

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Are you aware of the auxiliary room inside of Jimmy V’s? Yes No
If Yes, do you feel the room is used adequately? Yes No
If No, how would you like to see it being put to use? ____________
Rating Questions
Action Based Questions.
Please rank 1 being the most favorite and 5 being the least favorite of Bars
in Westerville.
____JimmyV’s
____Old Bag of Nails
____UptownDeli & Brew
____ Koble
____ClassicsSports Bar
When patronizing at any of these bars I expectmy average bill would be..?
$________________

46. 45
Rate on your preference for at a bar:
1 Strongly Prefer 2 SomewhatPrefer 3 Neither 4 SomewhatNot Prefer
5 Strongly NotPrefer
Pool Table
Karaoke
Dart Board
Arcade Games
Gambling/Keno
Country Music
Rock Music
Jazz/Blues Music
Rap Music
Live Music
Daily Drink Specials
Relaxing Atmosphere
Upbeat Atmosphere
Outside Patio
10% Student Discount
Multiple Televisions
Now rate on the likelihood you would go to Jimmy V’s if they offered
these options. 1 Very Likely 3 Neutral 5 Very Unlikely
Pool Table
Karaoke
Dart Board
Arcade Games
Gambling/Keno
Country Music
Rock Music
Jazz/Blues Music
Rap Music
Live Music
Daily Drink Specials
Relaxing Atmosphere
Upbeat Atmosphere
Outside Patio
10% Student Discount
The following questions are asked for classificationpurposes only?
How old are you? 18-20 21-23 24-26 27+
Do you play a sport at Otterbein University? Yes No
Do you work while at School? Yes No
What is your gender? Male Female

47. 46