Marketing Research

Individual Assignment MKT436

Q1.Read the case: Designing a questionnaire to Survey Santa Fe Grill Customers (30 points)

(a) This case used six research objectives to guide the design of their survey instrument. Pick any three objectives and generate one research question for each objective (12 points)

(There are many research questions that can be generated based on one research objective. For example, one objective of this survey is to determine the patronage and positive word-of-mouth advertising patterns of the restaurant customers. The corresponding research question could be: What is the satisfaction level of the restaurant customers?)

(b) Redesign questions # 26-29 on the survey using a rating scale that will enable you to obtain the “degree of importance” a customer might attach to each of the four listed attributes in selecting a restaurant to dine at. (10 points)

(c) This case used six research objectives to guide the design of their survey instrument. For the six objectives, is the current survey design able to capture the required data needed to address these research objectives? Why or why not? If changes are needed, how would you change the survey’s design? Please restrict your answer within 300 words. (18 points)

(For example: regarding the objective of determining the patronage and positive word-of-mouth advertising patterns of the restaurant customers, these actors seem to be covered. Is there any type of word-of-mouth promotion that goes beyond recommending a place to a friend? That issue might need more attention since personal recommendations are an important reason that people choose a place to dine out.)

Q2. Please identify the problems with the following questions. (20 points)

a. How do you like the flavor of this high-quality Maxwell House coffee?

Answer:

b. What do you think of the taste and texture of this Sara Lee coffee cake?

Answer: