Data Collection Methods - Essay Example

Memo Data Collection Methods It should be mentioned that secondary sources provide data / information that is used as as starting point. In contrast, primary research and sources helps garnering information which is highly valuable in nature because it is updated, relatively accurate, original and related to a specific topic. The first-hand information from consumer surveys will enable strategic planners of Santa Fe Grill to analyze competitors’ strategic position and scope of new restaurant venture. It is stated in our Marketing Research textbook that the ‘null hypothesis’ refers to claim that is tested either directly or indirectly and researchers tries to disprove. In contrast, an ‘alternative hypothesis’ is the opposite of null hypothesis and is developed to reject the initial claim of any research or statistician. A survey method (using questionnaire) is more feasible and appropriate for collecting primary information on consumers’ income level, attitudes, perceptions, tastes and preferences, restaurant’s location and internal environment etc. We have initiated this research project with an aim to enter in restaurant industry by offering an experience rather just selling our food products. Hence, it is essential to analyze our competitors’ market information i-e customers, food menu, location advantage, target market, prices etc. Hence, our group has decided to impersonate our identity and conduct a survey with customers who dine-in at our competitors to obtain their unbiased responses. Nevertheless, the ethical principles will not be violated as we will select participants after obtaining their free consent as well as ensure confidentiality. Sampling Option As studied in some Marketing Research textbooks, our group has received an insight that a sample refers to the group of people that are representatives of entire population. Nevertheless, a sample should be carefully chosen to avert possibility of biased responses. More specifically, it should be gender balanced and include people from various localities / neighborhoods / areas to obtain valuable information for a food business. Designing Sample It is worthwhile to mention that sample will be chosen after estimating and analyzing the population of two chosen cities. Indeed, the target market will then be decided so that Santa Fe Grill could offer its products to customers in an efficient and effective manner. Recall that sample should represent the population otherwise the results and findings would become inappropriate. Our group will consider Probability sampling method in formulating the sample size (or a minimum number of participants). This method would be beneficial in sample designing mainly because we have estimated probability of each sampling unity across two chosen cities. Hence, the probability sample size would be used and participants will be chosen randomly from different neighborhoods to prepare a genuine sample. All in all, this entire process will help the researchers in garnering useful information from food lovers that like to eat out and dine-in at premium quality restaurants. Benefits of Research It should be recalled that the major aim behind the research project is to enter in restaurant industry by choosing an appropriate and economically feasible location for Santa Fe Grill restaurant. In addition, we would like to sell the experience rather just selling food products to our valued customers. Obviously, our target market would be the food lovers that dine-in at other restaurants. We will use secondary data to get an insight over customers’ responses and negative feedbacks / comments about our would-be competitors, over their sales figures, food menu, past innovations and differentiation techniques. Any mis-fits and incomplete information would later be obtained from primary research, which will enable us to offer a classy (free of errors) restaurant place. A most important benefit of this research project would be that it helps identifying our top competitors in terms of ranking. Data collection from customers that dine-in at competitors’ restaurants / food centers As mentioned previously, we will conduct a survey with competitors to obtain valuable business information. For this purpose, we will deploy our trained group members in the parking areas to approach customers and handover questionnaires to participants. Only those customers will be chosen that have inclination to participate in research project and provide answers to our questions. The questionnaire will be developed on Likert Scale because we would provide 5-6 options for every question related to restaurant business. Overall, questionnaire will be kept brief and concise (maximum 13 questions) so that participants could quickly fill the options and provide information on chosen research topic. Revised Questionnaire It should be noted that previously prepared questionnaire had certain mistakes and language errors; therefore, it must be rectified to obtain clearer consumer responses. For instance, the old questionnaire did not cover all predefined objectives, was lengthy, and had some vague questions with relatively fewer (only 3) options. The researchers have eradicated all above mentioned mistakes in the revised questionnaire to obtain correct responses for desired results. It should be emphasized that we have developed the questionnaire after considering various points that are as under: factors that influence consumers choice of restaurants importance of price and its relationship with restaurant traffic consumer tastes and preferences likelihood of network marketing and word-of-mouth advertising by satisfied and loyal customers of their favorite restaurant Since, some of the aforementioned objectives were not completely met in the old questionnaire; we revised the old version and made the following changes: Redesigning some questions 1) What do you think about Santa Fe Grill’s prices in comparison of other food centers low same neutral expensive very expensive 2) Please rank the food quality Poor Adequate Satisfactory Good Very good Excellent Appendix Descriptive Statistics N Minimum Maximum Mean Std. Deviation X1 -- Friendly Employees 200 1 6 3.62 1.328 X2 -- Competitive Prices 200 1 5 2.22 1.139 X4 -- Excellent Food Quality 200 3 8 5.48 1.121 X5 -- Wide Variety of Food 200 1 5 2.86 .851 X6 -- Fast Service 200 4 10 6.80 1.653 GENDER 200 0 1 .40 .491 RECOMMEND TO FRIEND 200 3 7 4.68 .971 SATISFACTION LEVEL 200 3 7 4.78 .947 Friendly Employees Rank 200 1 6 3.26 1.734 Competitive Price Rank 200 1 6 4.02 1.507 Food Quality Rank 200 3 6 4.64 1.112 Speed of Service Rank 200 1 6 2.70 1.894 X3 -- Competent Employees 200 5 10 8.02 1.411 Usage 200 0 1 .60 .491 Market Area 200 1 3 1.72 .724 Competent Employees Rank 200 1 6 3.68 1.124 Food Variety Rank 200 1 6 2.76 1.788 Valid N (listwise) 200 Reference Kumar, V, & Aaker, & Day (2002). Essentials of Marketing Research: 2nd edition. New York, NY: John Wiley & Sons Inc. Read More