BSS004-1: Questionnaire Design for Breakfast Bar Market in Manchester

This assignment focuses on designing a questionnaire for Luton, a manufacturing firm planning to introduce a breakfast bar in Manchester. The report details the selection of primary data collection through a questionnaire, justifying its suitability for gathering customer preferences, income levels, and spending habits. The questionnaire includes demographic questions to understand the customer base (age, gender, income, language) and preference-based questions to determine popular breakfast choices, beverage preferences, music tastes, and preferred breakfast times. This data will inform Luton's decisions regarding menu development, restaurant theme, promotional strategies, and operational hours for their new breakfast bar. The questionnaire aims to provide actionable insights into the existing customer base and their potential interest in the new product offering.

Using data to build
business practice

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Method of data collection and its justification.............................................................................1
Designing of a questionnaire.......................................................................................................2
Justification of the questionnaire design......................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
A questionnaire is a research instrument which contain a list of questions to be asked by
targeted respondents by a researcher (Bakashbayev and et. al., 2020). This will help the
researcher to collect data about the behaviour and preference of customers toward a particular
product or services. Luton is a manufacturing firm which is considering going into the
production of breakfast bar. They are going to sold this in their current market place which is
Manchester. The following report covers the method of data collection with justification and a
proper designed questionnaire on the chosen topic.
MAIN BODY
Method of data collection and its justification
There are two types of data collection methods, first primary data and second secondary
data. When researcher collect data for the first time and directly from the respondents through
survey then it is called primary data. For example, questionnaire, online interview, face to face
interview, focus group and many others (Gnann and et. al., 2018). On the other hand, secondary
data is that data collection technique which consist of collecting data which already exist through
internet sources, books, journals, government sites and many others. According to the chosen
project, primary research is selected and under primary research questionnaire is chosen for
survey. Questionnaire is effectively suitable for the chosen research because the company Luton
is targeting their existing customers. Hence, they are aware about their customers but they need
to analyse how their customers will see their new services. Customers income, average worker's
wage, customer spending on relatable goods and many others are the information which is going
to collect by the company through this questionnaire. Choosing questionnaire will be helpful to
save cost, reach people quickly, data accuracy and many other benefits (Boparai, Singh and
Kathuria, 2018). The company can choose questionnaire because they can send the questionnaire
to the mail id of their targeted customers as they are serving their new services within existing
market.
Designing of a questionnaire
QUESTIONNAIRE
Name of respondent- (open ended)
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e-mail address- (open ended)
Date of birth- (open ended)
SECTION A (Demographical questions)
1 Gender of the respondent
Male Female Prefer not to answer
2 Age of the respondent
Below 16 17-36 37- 56 57 and above
3 Marital status of the respondent
Married Unmarried
4 Education status of respondent
High school Bachelor's
degree
Master's degree Prefer not to say Others (please
mention the
name)
5- Income of the respondent (monthly income)
Less than
£25,000
£ 25,000 to
£50,000
£50,000 to
£1,00,000
£1,00,000 and
above
Prefer not to
answer
6- Employment status of the respondent
Employed full
time
Employed part
time
Seeking
opportunities
retired Prefer not to
answer
7- family members and dependents
1 member 2-4 members More then four Prefer not to say
8- Language known by the respondent (respondent can select more then one option)
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 Spanish
 English
 French
 Arabic
 Others (please mention)
SECTION B- Customer preferences
9 What you prefer to eat commonly during your breakfast time (respondent can choose more
then one option)
 Fresh fruits
 oatmeal
 breakfast cereals
 fresh bread rolls
 any kind beverages
 eggs
 non-veg
 any other dish (Please mention the name of dish)
10 What you prefer to drink as an beverage (respondent can choose more than one option)
 Milk
 tea
 coffee
 juices
 energy drinks
 mocktails
 vines or any other kind of alcoholic
 any other (please mention the name)
11 What percentage of your income you can spend on your light meals or breakfast
 less than 10%
 10% - 20%
 20% - 30%
 30% - 40%
 40%- 50%
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 50% and above.
12 what type of music you prefer to listen while having your breakfast (respondent can
choose more than one option)
 lounge music
 chill out music
 acoustic music
 cover version
 groove
 down-tempo
 any other (mention your choice)
 hate music during breakfast
13 At what time you prefer to have your breakfast
 before 8:00 pm
 8:00 pm – 10 pm
 after 10:00 pm
Justification of the questionnaire design
Demographic questions will help to analyse about the customer's age group, income
level, language and many others. In context of language question, this will help in labelling and
promotional content. If most of the customers prefer to communicate in English language with
the company then they must promote their products and services in same language. Question for
gender will help the company to analyse whether their most of the customers are males or
females so that they maintain the interior theme and décor of their new breakfast bar.
In context of section B of the questionnaire, this will help to analyse the preference of
customers toward the offering new product or services to existing customer. 1st question in this
section will help to analyse what food dishes is more preferred by their targeted customers. This
will help the breakfast bar to decide their venue. 2nd question of this section is related to most
preferred drink and this question will also help to decide menu of this breakfast bar. 4th question
of this questionnaire is related to music taste of the targeted customers so that the breakfast bar
will decide that which kind of music will be played within their restaurant to satisfy their
customers and make their mood light and fresh at the morning. Last question of this section is
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related to the time which is preferred by customers to consume their breakfast. This question will
help to analyse the opening and closing time of the breakfast bar of Luton in Manchester.
CONCLUSION
From the above information it is concluded that there are two types data collection
techniques primary and secondary type. Questionnaire is made to analyse the preference of
customers and to collect demographical data of the targeted customers. In context of breakfast
bar restaurant, they can add those questions in their questionnaire which will help them to decide
their menu and theme for their new restaurant by analysing the preference of customers.
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REFERENCES
Books and Journals:
Bakashbayev, A. and et. al., 2020. Examining the trends in bank deposits through internal and
external factors based on the supply chain strategies: A primary and secondary data
survey. International Journal of Supply Chain Management, 9(2), pp.526-536.
Gnann, S.J. and et. al., 2018. Improving copula-based spatial interpolation with secondary
data. Spatial statistics, 28, pp.105-127.
Boparai, J.K., Singh, S. and Kathuria, P., 2018. How to design and validate a questionnaire: a
guide. Current clinical pharmacology, 13(4), pp.210-215.
Grassini, S. and Laumann, K., 2020. Questionnaire measures and physiological correlates of
presence: A systematic review. Frontiers in psychology, 11, p.349.
Beatty, P.C. and et. al., 2019. Advances in questionnaire design, development, evaluation and
testing. John Wiley & Sons.
Kraaij, V. and Garnefski, N., 2019. The behavioral emotion regulation questionnaire:
development, psychometric properties and relationships with emotional problems and
the cognitive emotion regulation questionnaire. Personality and Individual
Differences, 137, pp.56-61.
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