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Market Research Report for Management

Added on - 15 Mar 2020

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BBQ Restaurant1MARKET RESEARCH REPORT FOR THE MANAGEMENT OF BYBBQByStudent’s NameClassProfessorInstitution affiliationCityDate
BBQ Restaurant2Table of ContentsExecutive Summary.........................................................................................................................3Background to the Research Problem..............................................................................................3Research Objectives.....................................................................................................................4Research Questions......................................................................................................................5Limitation of the Study................................................................................................................5Methodology....................................................................................................................................6Introduction..................................................................................................................................6Research Design...........................................................................................................................6Target Population.........................................................................................................................6Sampling Design..........................................................................................................................7Sampling Technique.................................................................................................................7Sample Size..............................................................................................................................7Data Collection Procedures and Instruments...............................................................................8Data Collection Instruments.....................................................................................................8Data Validity and Reliability.......................................................................................................9Data Validity............................................................................................................................9Data Reliability.........................................................................................................................9Data Collection..........................................................................................................................10Data Analysis and Presentation..................................................................................................10Ethical Issues..............................................................................................................................10Data Analysis.................................................................................................................................11Discussions....................................................................................................................................32Recommendation...........................................................................................................................33Conclusion.....................................................................................................................................34References......................................................................................................................................35Appendix 1: data file.....................................................................................................................37
BBQ Restaurant3Executive SummaryBack Yard BBQ restaurant was started in Sidney in the year 2000 with the aim of providingquality fast foods to the customers. To achieve the objectives, the restaurant has specialized inserving and selling fish, Aussie-style burgers, and harbecue chicken salad and chips. Thecompany sources its supplies from credible and trusted partners, such as Steggles and Ingham.However, many issues have been raised about the quality and the increased competition fromAustralia. The report by Australian beaural of statistics indicates a high level of quality andincreased expenditure on fast foods as compared to other foods consumed in the region.However, the management is optimistic that the restaurant’s consumption expenditure for thefast food and the quality associated is higher than the other ones from Australia. Therefore, toascertain the manager’s claim, the paper will focus on determining the consumer’s attitudestowards the consumption of the fast foods in the restaurant.Background to the Research ProblemThe Back Yard BBQ restaurant was founded by Chef Bruno Motta in 2000 with the aim ofproviding service to the people of Sidney. The company has been in operation up to dateensuring that the customers are satisfied and happy with their services and products. Therestaurant specializes in the provision of fast foods for the consumption purposes. As part of thestrategy, the restaurant targets a particular cohort of people in Sidney that are interested inconsuming Aussie-style burgers, fish and harbecue chicken with typical salad and chips d. Thecompany also ensures that it is timely and quality foods to its clients by partnering sourcing offood from trusted partners such as Steggles and Ingham who are locked at the Centre of theSidney.
BBQ Restaurant4Despite its enormous and incredible performance, the restaurant faces much competition fromother restaurant established in Australia. In fact, according to the report by the Australian beauraof statistics, the Australian based restaurants have indicated an increase in the number of visitors,consumption expenditure and the quality of the service delivery. Apparently, some of thesefactors pose much pressure on the company’s strategic affairs. On the contrary, a report releasedby Scholten (2017, p. 123) on the attractiveness, consumption rate and perception, Back Yardrestaurant still leads as the best in the region. However, despite the positive indications, themanagement are impatient are not willing to take anything to chances.According to Waxell & Jansson (2013, pp.143), demand for foods and drinks is always affectedby the taste preferences and ability to afford. In this case, taste could be a composition elementof the products and beverages or merely the packaging (Kosseva 2013). The research by Kosseva(2013, pp.122) indicates that the increased quality reduced prices and improved communicationsare among the factors that have enhanced the performances of the restaurant in Australia. On theother hand, Back Yard restaurant has invested massively in strategic variables that havecontinued to promote the growth of the company for the last decades. Besides, Findikakis & Sato(2013, pp.45) asserts that issues of customer attitudes towards consuming specific products arecrucial to the performance of any company. Therefore, despite the fact that, the management hasa positive perception of their current and future performance, they still prefer to review thecompany is the strategy and ascertain their position.Research ObjectivesThe report has the following goals;
BBQ Restaurant5• To investigate the respondents’ fast food consumption behavior and rankings of variousconsumption preferences• To determine the respondents’ attitudes towards and preferences for fast food restaurants• To investigate the respondents’ general opinions on a range of lifestyle issues• To investigate the respondents’ responses regarding the fast food restaurant they most oftenvisited in the last 30 daysResearch QuestionsTo achieve the objectives, the study will seek to answer the following questions;• Are there any demographic differences and relationships with attitudes towards andpreferences for fast food restaurants?• Are there any relationships between lifestyle issues and positions towards and preferencesfor fast food restaurants?• What variables predict ratings of satisfaction, the likelihood of return and likelihood ofrecommendation?• What else can analysis of the results reveal?Limitation of the Study
BBQ Restaurant6The study only investigates factors and variables within the BBQ restaurant and assumesthose from other restaurants for comparative purposes which affect the objective of thereport.MethodologyIntroductionThe chapter will illustrate different sections such as research design, sampling method, datacollection process, target population, and the variable used in the study.Research DesignThe study will adopt the use of decretive statistics to help investigate the relationship betweenvariable. In this case, frequency tables will be used to analyze the primary data. The descriptivestatistic is essential since it helps in the entire process of gathering, interpreting, examining tomake more informed clarity to the researcher (Jha 2008, p. 48). The study will employdescriptive statistical instruments such as inferential statistics and correlation analysis.In particular, the study will employ the survey strategy because it allows for the researcher tocollect a significant amount of data in a small population which saves time, finance and humanresource. Secondly, the strategy enables the efficiency for the researcher to collect quantitativedata that can be analyzed using inferential statistics. Finally, the method is always assumed to beeasy to understand and explain by none professionals.Target PopulationThe population target comprises of 6000 respondents in the region.
BBQ Restaurant7Table 1: Distribution of EmployeesStrataFrequencyPercentage (%)18- 25 years15000.2525-35 years32000.53Above 35 years13000.22Total6000100Author (2017)Sampling DesignSampling TechniqueThe population comprised of the respondents of 18 years and above. However, it will specify theyouth and the old. Therefore, the study will employ the use of stratified random sampling toensure that all types of consumers are captured. The strategy is essential to ensure that there isno element of bias and the result from the data collected can be reliable enough forgeneralization purpose, given the broader population.Sample SizeWith the given sample frame of 6000 respondents, the study used a sample size of 300represented by 0.05% of the population.Jha (2008, pp. 154)asserted that a sample size of 5%to30% is ideal to express the interest of the population under the study.Table 2: Sample Size Determination
BBQ Restaurant8StrataPopulationfrequency (N)MultiplierfactorSample size (n)Percentage (%)18- 25 years15000.05750.2525-35 years32000.051600.53Above 35 years13000.05650.22Total60000.05300100Author (2017)Data Collection Procedures and InstrumentsData Collection InstrumentsThe study will employ the use of primary data collection method since it involves direct contact,no contamination of data and represents the real-time data (Jha 2008). Therefore, the study willuse questionnaires which have been developed in line with the objectives of the study. Thesurveys have been designed in five parts; A, B, C D and E. Most of the questions will assess therespondent agreement level with variables in the model. Finally, itemized issues will be testedwith use of a Likert scale and other structured questions.Data Validity and ReliabilityLitwin (2009, pp. 45)asserts that both validity and reliability must be considered by theresearchers in determining the study, judging the quality of the research as well as analyzing theresult of the
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