Market Research Report for Management
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Added on 2020-03-16
Market Research Report for Management
Added on 2020-03-16
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BBQ Restaurant 1MARKET RESEARCH REPORT FOR THE MANAGEMENT OF BYBBQByStudent’s NameClassProfessorInstitution affiliationCityDate
BBQ Restaurant 2Table 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 Restaurant 3Executive SummaryBack Yard BBQ restaurant was started in Sidney in the year 2000 with the aim of providing quality fast foods to the customers. To achieve the objectives, the restaurant has specialized in serving and selling fish, Aussie-style burgers, and harbecue chicken salad and chips. The company 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 from Australia. The report by Australian beaural of statistics indicates a high level of quality and increased 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 the fast food and the quality associated is higher than the other ones from Australia. Therefore, to ascertain the manager’s claim, the paper will focus on determining the consumer’s attitudes towards 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 of providing service to the people of Sidney. The company has been in operation up to date ensuring that the customers are satisfied and happy with their services and products. The restaurant specializes in the provision of fast foods for the consumption purposes. As part of the strategy, the restaurant targets a particular cohort of people in Sidney that are interested in consuming Aussie-style burgers, fish and harbecue chicken with typical salad and chips d. The company also ensures that it is timely and quality foods to its clients by partnering sourcing of food from trusted partners such as Steggles and Ingham who are locked at the Centre of the Sidney.
BBQ Restaurant 4Despite its enormous and incredible performance, the restaurant faces much competition from other restaurant established in Australia. In fact, according to the report by the Australian beaura of 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 these factors pose much pressure on the company’s strategic affairs. On the contrary, a report released by Scholten (2017, p. 123) on the attractiveness, consumption rate and perception, Back Yard restaurant still leads as the best in the region. However, despite the positive indications, the management are impatient are not willing to take anything to chances. According to Waxell & Jansson (2013, pp.143), demand for foods and drinks is always affected by the taste preferences and ability to afford. In this case, taste could be a composition element of 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 communications are among the factors that have enhanced the performances of the restaurant in Australia. On the other hand, Back Yard restaurant has invested massively in strategic variables that have continued 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 are crucial to the performance of any company. Therefore, despite the fact that, the management has a positive perception of their current and future performance, they still prefer to review the company is the strategy and ascertain their position. Research ObjectivesThe report has the following goals;
BBQ Restaurant 5• To investigate the respondents’ fast food consumption behavior and rankings of various consumption 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 often visited in the last 30 days Research QuestionsTo achieve the objectives, the study will seek to answer the following questions; • Are there any demographic differences and relationships with attitudes towards and preferences for fast food restaurants? • Are there any relationships between lifestyle issues and positions towards and preferences for fast food restaurants? • What variables predict ratings of satisfaction, the likelihood of return and likelihood of recommendation? • What else can analysis of the results reveal?Limitation of the Study
BBQ Restaurant 6The study only investigates factors and variables within the BBQ restaurant and assumes those from other restaurants for comparative purposes which affect the objective of the report. MethodologyIntroductionThe chapter will illustrate different sections such as research design, sampling method, data collection 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 between variable. In this case, frequency tables will be used to analyze the primary data. The descriptive statistic is essential since it helps in the entire process of gathering, interpreting, examining to make more informed clarity to the researcher (Jha 2008, p. 48). The study will employ descriptive statistical instruments such as inferential statistics and correlation analysis.In particular, the study will employ the survey strategy because it allows for the researcher to collect a significant amount of data in a small population which saves time, finance and human resource. Secondly, the strategy enables the efficiency for the researcher to collect quantitative data that can be analyzed using inferential statistics. Finally, the method is always assumed to be easy to understand and explain by none professionals. Target PopulationThe population target comprises of 6000 respondents in the region.
BBQ Restaurant 7Table 1: Distribution of EmployeesStrata Frequency Percentage (%)18- 25 years15000.2525-35 years32000.53Above 35 years13000.22Total 6000100Author (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 to ensure that all types of consumers are captured. The strategy is essential to ensure that there is no element of bias and the result from the data collected can be reliable enough for generalization purpose, given the broader population.Sample Size With the given sample frame of 6000 respondents, the study used a sample size of 300 represented 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 Restaurant 8Strata Population frequency (N)Multiplier factorSample size (n)Percentage (%)18- 25 years15000.05750.2525-35 years32000.051600.53Above 35 years13000.05650.22Total 60000.05300100Author (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 will use questionnaires which have been developed in line with the objectives of the study. The surveys have been designed in five parts; A, B, C D and E. Most of the questions will assess the respondent agreement level with variables in the model. Finally, itemized issues will be tested with use of a Likert scale and other structured questions.Data Validity and Reliability Litwin (2009, pp. 45) asserts that both validity and reliability must be considered by the researchers in determining the study, judging the quality of the research as well as analyzing the result of the
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