Case Study: Research Summary ( Marketing Research class) - Essay Example

This information will be collected through research projects that will gather data that can be used to study customer habits and behavior patterns. The successfulness of a restaurant is very closely related to how much the owner and management know about these potential and regular customer behavior patterns, as knowing these will increase the flow of customers into the business and sales. Increasing these will greatly increase the restaurants possibility for success After a short term study, Santa Fe Grill observed that revenues, traffic flow, and sales were declining due to a deficit of knowledge of their customers behavior.

It was advised that some marketing research be done to gain data about the customers eating-out habits and other behavior patterns. (Franklin University, 2010). Marketing research is significant because of its capability of presenting precise information to guide decision making. To achieve this, the raw data that is gathered must be organized. After Santa Fe Grill collected data using the Simple sampling and Quantitative methods, the next step that must take place is ensuring that the data is organized in a way that provides meaning and value.

Combining qualitative research with quantitative research will be the best way to address the issues facing the restaurant. Quantitative research can be used to identify areas in which the restaurant has a low score. Then, qualitative research can be used to determine why the restaurant has low scores in the selected areas and can help inform the user of how best to address the issues. Previously established, successful restaurants, can be good models for a new business. It is good to learn from other companies successes and failures.

This is a good way to learn what and what not to do. Once management has a complete understanding of what is to be accomplished, they can restate their internal questions. Restaurant Image: What is the overall