To evaluate the feasibility of a Thai restaurant in Brighton that promotes healthier eating - Essay Example

? To evaluate the feasibility of a Thai restaurant in Brighton that promotes healthier eating. Introduction  Before we take up a business venture, weneed to verify the background and theory that we can base the foundations of our venture in. it is necessary to evaluate the practicability as well as the ethics of the idea (Howell, 2008). Using scientific methods to evaluate the same helps in not only having replicable results; but it also gives us an objective analysis that is not tainted by the opinions and biases of individuals who may have vested interests (Neuman, 2006). Research methodology consists of the steps that need to be taken in order to conduct a well structured and effective study. It helps us identify all salient aspects of the research plan and thus, to examine the quality and skill of the final analysis (Kerlinger, 1986). When evaluating the feasibility of opening a new ethnic food restaurant anywhere, one needs to focus on several factors other than health related concepts like customer satisfaction and service quality; as these tend to play an equal if not greater role in the success or failure of a new business venture. A well designed research study can help gather and analyse the relevant data (Neuman, 2006). Need for Research The Phenomenological approach studies the life experiences of an individual and derives meaning from them. The realism approach believes that the truth exists independent of human existence, and can be experienced through our experiences and sensations. On the other hand, the Positivism ideology states that the facts that can be scientifically and objectively verified are the only one we should be able to trust (Miller, 2003). Given that this study wishes to evaluate the desires and opinions of a large group of people, it was believed the Positivist research would serve best in this case. The use of objective data – gathered using an empirical perspective – makes the process more verifiable and thus, valid. It also controls for biases that we may have that could lead us astray in making our decisions. There are a number of approaches to research, and each brings a number of techniques to the table. The decision to use an objective method instead of a subjective one (quantative data instead of qualitative) may be based on the fact that the questions asked by this study pertained to the general opinion of a large group (Howell, 2008); and not the detailed opinions of a few individuals. Numerical data is more representative of a large population that qualitative data (Neuman, 2006). This is a Deductive study, i.e. – one that verifies the facts in a given condition (Stangor, 2010). This is in contrast to the other option of conducting an inductive study, which would be useful when developing theoretical concepts based on scientifically proven facts. Research strategy  It is proposed that potential clientele be extensively surveyed in order to evaluate the need and demand for a restaurant serving healthy Thai food in Briton. The target population is individuals in the age group of 15-54 years who are primary decision makers when choosing an eating out destination. It was decided that this population be surveyed for their opinions. The process of a Survey was used in order to pick up the specific opinions of a large number of people and analyse the trends thereof (Stangor, 2010). According to the NHS (2009), this consists of approximately 153,000 people. Thus, a minimum sample size of a 100 respondents was chosen in a bid to gain some extent of representativeness. Systematically chosen respondents were chosen and encouraged to fill out the survey form (Kerlinger, 1986). They were given a description of the reasons for conducting the study, and were assured of the value of their inputs. Those respondents who were reluctant were not pressed, and the researcher passed on to interview the next chosen respondent. Data thus collected was analysed statistically to verify that any trends seen were not due to chance in order to draw conclusions (McBurney, 1996). Qualitative responses were collected for the first two questions of the second survey as it was believed that these inputs would enhance the quality of the analysis. This approach was preferred over other approaches like Ethnographic or Case study approaches (Stangor, 2010) since the relevant information was quite specific and measurable in objective terms, it encompassed an important but small aspect of the life experiences of the participants; and the specific backgrounds of participants were not relevant to the needs that that study was designed to address. Thus, a techniques like the Case Study would be an unjustified invasion of privacy; as would be the peculiarities studied by the Ethnographic approach (Miller, 2003). Research methods  The study used two surveys; both with a sample size of not less than 100 respondents. Survey 1:  Presence of market potential. This survey attempts to evaluate the demand and the market potential for a new Thai restaurant serving healthy food in Brighton. The data was collected using a systematic sampling technique (Miller, 2003); wherein every 7th individual that was encountered in the market district of Brighton was approached to fill in the survey till the required sample size was reached. The data collected was tested at the 95% level of certainty with a 10% margin of error (Howell, 2008). According to these standards, the required sample size is close to a 100 participants. Questionnaire design  The questionnaire for this survey was a simple objective questionnaire with a few simple questions. The survey was printed on regular white paper, using a comfortable to read 13.5 sizes Times New Roman font. The survey ran into two pages; the first collected basic demographics like gender and age; while the second had the questions from the survey. After each survey question, there was space for the participant to mark their answer on a visual scale (Snodgrass, 1985). The questions related to the following. No. Item type 1 Frequency of choosing to eat Thai food when eating out 2 Extent to which they like Thai food on a 10 point scale (where 1 = not at all and 10 = absolutely). 3 Likelihood that they would try out a new Thai food restaurant if it claimed health consciousness on a 10 point scale (where 1 = not at all and 10 = absolutely). 4 Likelihood that they inform others about a new Thai food restaurant if it claimed health consciousness on a 10 point scale (where 1 = not at all and 10 = absolutely) Survey 2: Customer demand for healthy eating in existing Thai restaurants This survey consisted of a longer survey that checked for the extent to which individuals who ate in Thai restaurants would prefer / demand healthy dishes. It tested for their attitudes, and wishes by studying the opinions of a 100 patrons of existing Thai food restaurants. In order to collect data for this survey; owners of Thai food restaurants were approached for permission o survey their patrons. If permission was not given; people were approached as they left the restaurant. Only one individual per party was included in the survey; as people who eat together are likely to share similar opinions and attitudes; and thus, the data could be skewed towards a particular section of the demographic (Howell, 2008). The questionnaire for this survey was a simple objective questionnaire with a few simple questions. The survey was printed on regular white paper, using a comfortable to read 13.5 sizes Times New Roman font. The survey ran into two pages; the first collected basic demographics like gender and age; while the second had the questions from the survey. After each survey question, there was space for the participant to mark their answer on a visual scale (Snodgrass, 1985). The data collected was tested at the 95% level of certainty with a 10% margin of error. According to these standards, the required sample size is close to a 100 participants. Questionnaire design  The questionnaire contained items pertaining to the following: No. Item Type 1 The extent to which the individual believed that the food they chose to eat met their nutritional requirements on a 10 point scale (where 1 = not at all and 10 = absolutely). 1.a Particular Example if they wished to. 2 The extent to which they believed that their nutritional requirements were not met by their current options on a 10 point scale (where 1 = not at all and 10 = absolutely). 2.a Particular Example if they wished to 3 Extent to which they choose dishes on the basis of their nutritional value on a 10 point scale (where 1 = not at all and 10 = absolutely). 4 Extent to which they would prefer to know the nutritional value of their choices before ordering on a 10 point scale (where 1 = not at all and 10 = absolutely). 5 Extent to which they would appreciate enhanced nutritional value of their current choices on a 10 point scale (where 1 = not at all and 10 = absolutely). Validity and reliability  A reliability analyses was run on the numerical instruments in order to evaluate the extent to which they were reliable. Peer and expert feedback was taken on the instruments to verify validity. Ethical issues  This study is a minimal risk study, which does not compromise its respondents’ comfort and mental state in any manner. Complete confidentiality is also ensured for every individual respondent’s data (Stangor, 2010). Summary  The study used a positivist approach to research, and collected objective data using a survey method. This is a deductive study that attempted to bring out facts about a population that could be used to develop a business plan. The study was conducted on a sample of a 100 participants for each survey conducted; and the results of the same would be analysed primarily statistically. References DeBruyne, Linda K., Pinna, Kathryn, Whitney, Eleanor Noss. 2007. Nutrition and Diet Therapy. Cengage Learning. Howell, D. C. 2008. Fundamental statistics for the behavioral sciences. 6ed. Pp. 170-209. United States: Thomson Wadsworth. Kerlinger, F.N. 1986.  Foundations of behavioral research, Orlando, FL: Holt, Rinehart and Winston, Inc. McBurney, D.H., (1994). Research Methods. 3ed. Pacific Grove, California. Brooks/Cole Publishing Company. Miller, R.L., Brewer, J.D., (2003). The A-Z of social research: a dictionary of key social science research concepts. London. Sage Publications. Neuman, W.L., (2006). Social research methods: Qualitative and quantative approaches. 6ed. University of Michigan. Pearson/Allyn and Bacon Snodgrass, J.G, Levy-Berger, G. and Haydon M. Human experimental psychology. 1985. 38-56. Oxford university press. New York. USA. Print. Stangor, C. 2010. Experimental control and internal validity. Research Methods for the Behavioral Sciences (4th ed.). Pp. 227 – 253. Boston, MA: Houghton Mifflin.  Read More