[chapter 4] 界定问题及确定调研目标.pptVIP

关键术语（Key terms） 关键术语（Key terms） 关键术语（Key terms） Case The Hobbit’s Choice Restaurant For each of the management problem items specified in Table 4.8 identify a corresponding research objective. For each of your research objectives, identify relevant constructs and possible ways to measure each construct. Problem Item Description/Research Objectives Will the restaurant be successful? Will a sufficient number of people patronize it? What percent of people want to dine in an upscale restaurant? How often will those who want to, do so? How to design the restaurant? What about décor, atmosphere, specialty entrees and deserts, wait staff uniforms, reservations, special seating, and so forth. What are the preferences of those who want to dine in an upscale restaurant with respect to… (each of the above)? What should be the average price of entrees? How much are patrons willing to pay for the “standard” entrees as well as for the “house specials”? What do they expect to pay for: (1) standard entrees and (2) house specials? Problem Item Description/Research Objectives What is the optimum location? How far from patrons homes are they willing to drive, and are there any special location features (such as waterfront, ample parking, etc.) to take into consideration? What is the distance (in miles or minutes) that those who would patronize an upscale restaurant will drive to patronize it? Are they willing to drive a greater distance with each special location feature, and if so, how far? What is the profile of target market? What are the demographic and/or life style profiles of those who are going to patronize The Hobbit’s Choice? What demographic characteristics and/or life style differences are specific to those who would patronize the restaurant? What are the best promotional media? What advertising media should be used to best reach the target market? What are the media usage patterns that are specific to those who would patronize the restaurant? Research Objectives Cons