Reference no: EM132370648 , Length: word count : 1500

´Immersion´Restaurant

Heidi C.K. runs an eatery 'Immersion' which is of the highest international standard. The restaurant will serve food made from raw materials grown in the region, and fish from the sea outside, where all products are cultivated in ways where taste and sustainability are important elements.

'Immersion' wants to take its customers through multiple flavors, textures and emotions. Heidi, who is also the head chef, is looking for the best flavors, the flavors that come straight from a farm, a farmer or a landowner. Unfortunately, over the last few months, the number of customers has dropped significantly.

She doesn't understand why customers are disappearing, as the general interest in restaurants serving the very best of food seems to be greater than ever. Heidi fears that more and more customers will disappear and that this will cause serious financial problems for the company. Since Heidi is a friend of yours, and since you have taken the Market Analysis and Research Methodology course, you offer your help to identify potential causes of the customer flight.

Part 1

For the past 3 weeks, Heidi has been handing out a questionnaire she has created to some of her clients. In this form, she asks them to answer simple questions about satisfaction with the restaurant. She also asks about age, income and eating habits. The answers are listed in the SPSS document . Satisfaction was measured using three items with response options on a scale of 1-7, with 1 being very dissatisfied and 7 being very satisfied. Age (in years) and income (in hundreds of thousands of NOK) are measured at the ration level.

Eating habits are measured by asking how many times a month, customers visit the restaurant (eating / month), which means that this variable is also measured at the ration level. Heidi has been told that customer satisfaction determines their loyalty and understands that it is important to measure satisfaction.

However, she is uncertain whether the measurement she has used for satisfaction is good enough (Does she measure what she wants to measure? Is the measurement reliable?). She asks you to analyze the data she has collected to

1) test the quality of the satisfaction measure,

2) get an overview of (describe) the data material,

3) explore any relationships between the variables she measured using the questionnaire and 4) look for differences in satisfaction between different groups among the customers.

She also wants you to consider the survey for potential weaknesses in the goals, data, and data collection method she has used. Finally, she asks you to present the results of your evaluation in an 'easy-to-read' report.

Part 2

You and Heidi agree that Heidi's simple survey does not provide a satisfactory basis for drawing conclusions with regard to strategies to increase customer base again. Among other things, it seems that the customers who responded to the survey constitute a small group of customers who are still frequent guests at the restaurant. You suggest that Heidi should conduct a larger survey to find out why the majority of customers do not come as often as before. Heidi agrees with you and gives you the task of designing this new, larger survey.

In this case, she asks you to describe the entire research process, from problem formulation to data collection - that is, the only thing left is the practical data collection and analysis of the data. Before Heidi starts new data collection, she wants to take a closer look at your plans for the survey. She therefore asks you to describe these in a separate document. The tool / instrument you have developed for data collection (ex. questionaire) should be attached to this document. So,your task now is to describe your plan for the research process, and at the same time take into account / include potential interesting findings from the first study Heidi conducted on your own.

Heidi asks you to summarize the tasks she has given you in Parts 1 and 2 in a comprehensive report to be delivered by Thursday 10:00 AM. She will have a meeting with her leadership team later that day, and would like to present your plans to them.

Attachment:- BHO Data File.rar