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Essay / Research Paper Abstract
This 4 page paper answers 4 questions concerning market research. The first looks at a case provided by the student; Santa Fe Grill and assesses what type of market research they need. The second question consider what type of information a firm such as McDonalds may want to gather when undertaking a mystery shopper program. The third question looks at who should determine market research needs and if the research method is important, the last part considers different types of research that could be used by different firms.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmktres.rtf
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Unformatted sample text from the term paper:
concept and the experience. There are a number of questions which need to be onset, including whether the customers are satisfied with the food, the third this and the atmosphere
as well as to attain what will not the target market has been correctly defined and identification of common characteristics within satisfied customer group.
In order to undertake this market research needs to focus on the customer, and customs experience, collecting data from customers who have eaten at the restaurant. The use of
satisfaction questionnaires distributed to customers who have eaten at the restaurant could be a starting point for the collection of data. Collecting quantitative data in this way would also allow
for an analysis of the target market characteristics and an assessment of the commonalities found in the satisfied customers. The type of
information which is needed may not be gained from a question not only and would benefit from qualitative, rather and simply quantitative, data. A suitable research methodology for this would
be interviews, or more beneficial could be used to focus groups when theres a guided conversation that is recorded. The use of focus
groups following on from the distribution and collection of information from question as would facilitate an in-depth examination of the issues identified in questionnaires. The guide it discussion could focus
on issues such as areas where the customers are satisfied, as well as areas where the customers feel that the restaurant could do better in order to identify areas where
improvements may yield improved results such as increased visits or a ;larger spend when the customers visit the restaurant.. It would also be beneficial if focus groups were taken not
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