An Analysis of Online Reviews' Impact on Restaurant Consumer Choices

This report analyzes the impact of online reviews on consumer restaurant selection, aiming to understand how online reviews influence customer behavior. The research employs an inductive approach and positivism philosophy, utilizing a descriptive research design and quantitative research methods. Data collection involves primary and secondary sources, with questionnaires as the primary tool, incorporating both open and closed-ended questions. Data analysis focuses on quantitative methods, employing thematic techniques with charts and graphs. The report addresses ethical considerations, ensuring data reliability and validity through the use of credible sources. The objectives include determining key factors affecting customer perception, identifying the influence of online reviews, evaluating their effectiveness in decision-making, and recommending effective restaurant selection strategies for consumers. The report covers the research approach, philosophy, design, type, data collection methods, data analysis, ethical considerations, and reliability and validity of the study.

To analyse the impact of online
reviews on the selection of
restaurant by consumers.
1

TABLE OF CONTENTS
Aim and Objectives......................................................................................................................3
Research Approach......................................................................................................................3
Research Philosophy ...................................................................................................................3
Research Design ..........................................................................................................................4
Research Type..............................................................................................................................4
Data Collection Method...............................................................................................................4
Data Analysis...............................................................................................................................4
Ethical Issues...............................................................................................................................5
Reliability and validity ................................................................................................................5
REFERENCES................................................................................................................................6
2

Topic: To analyse the impact of online reviews on the selection of restaurant by consumers.
Aim and Objectives
Aim:
Key motive behind the current study is to analyse the influence of online reviews on
customer behaviour while selecting the restaurant. It will assist in effective understanding of
consumer behaviour which is beneficial for long term development of businesses.
Objectives:
 To determine key factors that impact customer perception and selection of restaurant
 To identify the influence of online reviews on selection of restaurant by consumers
 To evaluate the effectiveness of online reviews in decision making process of customers
 To recommend ways through which effective selection of restaurants can be done by
customers
Research Approach
Approach can be understands as a scheme that helps in deciding in the manner a
particular research will be initiate and progressed to reach end destination. With the help of it,
researcher will have better outcomes. In current dissertation, the researcher will focus on
inductive approach because it will assist in analysing the impact of online reviews on the
selection of restaurant by consumers (Creswell, 2013). It will also provide a great support to the
data collection and accomplish research in optimistic form.
Research Philosophy
In present research, the positivism philosophy will be considered as vital part of
methodology because it will assist in effective collection of information through primary
sources. Moreover, data is also interpreted based upon literature review so that exact details can
be attained through it. Selection is most appropriate as per nature of the investigation and its
objectives (Gibaldi, 2010). In other aspect, it will help in investigating the influence of online
reviews on selection of restaurant by consumers.
3

Research Design
Design is considered as a factor that provides a blue print to accomplish goals and
objectives of the study. In order to have effective assessment of key factors that impact customer
perception and selection of restaurant the investigator will focus on descriptive design (Singh,
2010). It will assist in in-depth analysis of the subject and accomplish objectives of investigation
in appropriate manner.
Research Type
Quantitative research techniques will be accessed by the investigator in order to have
accomplishment of objectives. It is also appropriate as per the nature of study and will provide
assistance in analysing the ways through which effective selection of restaurants can be done by
customers. In will also assist in effective collection of data in order to meet the objectives
(Philips and Clark, 2012).
Data Collection Method
There are number of data collection methods that can be accessed by the researcher in
order to meet the objectives of study. Primary and secondary data collection methods will be
accessed by the investigator in order to have effective gathering of information. In respect to
primary data collection, there will be use of questionnaire. Various steps will be taken for
designing an effective questionnaire so that adequate information can be collected for the
dissertation from the participants. While designing the question, both open and close ended
questions will be used. Open ended questions will be constructed to obtain detailed views of the
respondents as to how online reviews impact their choice of restaurants. Close ended questions
will be designed so that the respondents would get an easy method of indicating their answers
(Singh, 2010). Demographic questions will be put in the first place in the questionnaire. The
order of questions will be specially paid attention while designing the questionnaire. In the
beginning, “warm-ups” type of questions will be used so as to capture the interest of the
participants. In order to develop a flow between different areas of research topic, transition
questions will be used.
While designing the questionnaire, the researcher will ensure that only those statements
are used which are interpreted in the same way by different people. Negative statements will be
4

avoided. Also, clear and comprehensible wording will be used which is easily understandable for
all the respondents. The questionnaire will be filled by the customers (Singh, 2010). On the other
side, the number of secondary sources will also be accessed by the investigator. Books, journals,
online sources and internet sources are key aspects of the secondary source.
Data Analysis
There are two methods of data analysis, namely, qualitative and quantitative. For the
present dissertation on online reviews, quantitative data analysis will be carried out. For effective
assessment of the information which is collected from the primary sources, thematic technique
will be used in which charts and graphs will be provided. It will provide effective evaluation of
the data and provide effective quantitative data analysis. Patterns across data set will be
identified and themes will be formed. Themes will be designed as per the consideration of
objectives of investigation. Along with that the themes will also be framed as per questionnaire
(Gibaldi, 2010). It will assist in investigating the impact of online reviews on customer
perception while selecting the restaurant.
Ethical Issues
For effective accomplishment of the research objectives the investigator will have focus
on the ethical aspects. In this regard, researcher will make sure that the information is being
collected in ethical manner with an approval of respondents permission. Information about the
purpose and nature of research will also share effectively among members in order to meet the
objectives (Philips and Clark, 2012). Plagiarism is also considered as one of critical aspect that
may affect the overall outcome. Any kind of avoidance in this regard may have negative impact
on the results of the investigation.
Reliability and validity
It is also significant for researcher to focus on reliability and validity aspects for
accomplishment of objectives. Investigator will ensure that the data collected in from reliable
sources so that information authenticity can be maintained in appropriate manner (Creswell,
2013). If information collected is not gathered from justified sources then outcome may be
influenced in negative manner.
5

REFERENCES
Books and Journals
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Gibaldi, J., 2010. Handbook of Writers of Research Papers. 7th ed. Modern Language Association
of India.
Philips, G. and Clark, A., 2012. Inside Book Publishing. Routledge.
Singh. K. Y., 2010. Research Methodology. APH Publishing
Singh, K., 2010. Research Methodology. APH Publishing.
Online
Quantitative,Qualitative, and Mixed Research. 2015. [pdf]. Available through:
<http://www.uk.sagepub.com/upm-data/38123_Chapter2.pdf >. [Accessed on 10 June,
2016].
6