Marketing Research Essay

Table of Contents
EXECUTIVE SUMMARY 3
RESEARCH OBJECTIVES 4
DESCRIPTION OF THE BUSINESS 4 BACKGROUND 4 GEOGRAPHICAL DISTRIBUTION 4 PRICING 5 ADVERTISING 5 HOURS OF OPERATION 5 SALES PROMOTIONS 6 DISTRIBUTION & LOCATION 6 PERSONAL SELLING & CUSTOMER SERVICE 6
DECISION PROBLEMS 6
EXPLORATORY RESEARCH 7
RESEARCH PROBLEMS 7 REPORT 7
QUANTITATIVE RESEARCH 7 OPERATIONALIZATION/RESEARCH METHOD: SURVEY 7
SAMPLING 8 TARGET POPULATION 8 SAMPLING TECHNIQUE 8 ACTUAL SAMPLE: DEMOGRAPHICS 8
RESULTS 9 ANALYSIS CONDUCTED 9 FINDINGS 11 Conclusion 12
RESEARCH CONCLUSION 12
MANAGERIAL RECOMMENDATIONS 12
LIMITATIONS 12
REFLECTIONS ON LEARNING OUTCOME 13 APPENDICES: SUPPORT MATERIALS 14
QUESTIONNAIRE 14
CODEBOOK USED FOR SPSS DATASET 17
DETAIL OF ANALYSIS: SPSS OUTPUTS 17 PATIO SEATING SPSS DATA 17 BRIAN’S BAR-B-Q ADVERTISING EFFECTIVENESS SPSS OUTPUTS 19 FREQUENCY HISTOGRAMS 20
WORKS CITED 23

Executive Summary

This report was conducted to determine the influence outdoor seating would have on Brian’s Bar-B-Q establishment and to advise on better practices based on measurements conducted on customer loyalty, customer satisfaction, and brand awareness. It is the perception of the Brian’s Bar-B-Q management that they harbor strong customer loyalty and vast brand awareness. The intent of this report was to determine the validity of management’s perception in an effort to make recommendations for the improvement of their business.

The research method used to create this report was a survey. Our survey was conducted on 48 participants from a target sample of Stetson University students who have eaten at Brian’s Bar-B-Q. This means that the sample provided consists of mostly college-educated males and females between the ages of 18 and 22. Survey results were compiled and organized into an SPSS file to determine their statistical significance as well as create charts that will more clearly demonstrate the statistically significant or insignificant results of the survey.

The research draws attention to the fact that customers are statistically more likely to choose to eat at Brian’s Bar-B-Q if Brian’s Bar-B-Q were to offer outdoor seating. Statistically significant influences on outdoor seating proved to be weather, season, insects, and whether or not the seating was screened in or not. Brand loyalty proved to be low with respect to Brian’s Bar-B-Q. It was determined that Brian’s Bar-B-Q is not the first DeLand restaurant of choice when students are eating out. Patrons reported that Brian’s Bar-B-Q offers a good value for their products.

Based on the findings of the following report it is recommended that Brian’s Bar-B-Q not invest in outdoor seating. Our sample size is too small to determine the effectiveness of the large investment. Additionally we recommend that Brian’s Bar-Q take steps to ensure greater customer loyalty and satisfaction.

Research Objectives

There were four primary research objectives for this project. Each of which focused on specific aspects that we found pertinent to Brian’s market research.

1. The first objective is to measure customer preference pertaining to Outdoor seating. This will also help us choose whether or not to invest in an outdoor patio for additional seating options. 2. The second objective is to measure Brian’s BBQ overall value in comparison to other local dining restaurants in the DeLand area. (Ex: Sonny’s BBQ, Porkies BBQ, Pitmasters BBQ, Gators, Chili’s) 3. The third objective is to measure how new and frequent customers hear about Brian’s through advertising (Internet, Yellow Pages, Catering, and Signage) 4. The fourth objective is to investigate current customer’s satisfaction.
Description of Business
BACKGROUND
Brian’s BBQ is an independently owned BBQ restaurant located in Deland, FL, only 2 miles away from Stetson University. At Brian’s, it’s not just about serving great food, it’s

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