Moe'sTortilla Wraps Moe's sandwich shop sells wraps that are made with tortillas rather than sandwich bread Seven Moe's units are in the greater San Diego, California, area, and Moe is thinking about setting up a franchise system to go big time with statewide coverage Moe hires a marketing strategy consultant, who recommends that he conduct a baseline survey of his seven San Diego units to better understand his customers and to spot strengths and weaknesses he might not be aware of The consultant recommends that Moe also do a survey of consumers in the San Diego areawho are not Moe's Tortilla Wraps customers or who areinfrequent customers to see if there are weakness or factors that are preventing them from being loyal customers Finally, the consultant recommends that surveys be done in three of the possible expansion metropolitan areas of San Francisco, Sacramento, and Los Angeles toascertain the attractiveness of and market potential for Moe's Tortilla Wraps to sandwich shopusers in these cities The consultant mentions, that, ideally, the three surveys would have some equivalent or highly similar questions to facilitate comparisons of the findings among the surveys Together Moe and the consultant agree on the following research objectives Research Objectives for Users of Moe's Tortilla Wraps Survey in San Diego, California How often do users purchase a sandwich at Moe's Overall, how satisfied are users with Moe's Tortilla Wraps How do they rate the performance of Moe's Tortilla Wraps on the followingaspects Competitive price Convenience of locations Variety of sandwiches Freshness of sandwich fillings Speed of service Taste of wraps Uniqueness of sandwiches 4 Obtain a demographic profile of the sample Research Objectives for Nonusers of Moe'sTortilla Wraps Survey in San Diego, California How often do people purchase sandwiches from sandwich shops Overall, how satisfied are they with the sandwich shop they use most often Have they heard of Moe's Tortilla Wraps Is so, have they used Moe's inthe past six months If so, how do they rate Moe's Tortilla Wraps performance on the following various aspects Competitive price Convenience of locations Variety of sandwiches Freshness of sandwich fillings Speed of service Taste of wraps Uniqueness of sandwiches 6 Obtain a demographic profile of the sample Research Objectives for Potential Users of Moe's Tortilla Wraps Survey in San Francisco,Sacramento, and Los Angeles, California How often do people purchase sandwiches from sandwich shops How do they rate the sandwich shop they use most often on the following various aspects Competitive price Convenience of locations Variety of sandwiches Freshness of sandwich fillings Speed of service Taste of sandwiches Uniqueness of sandwiches 3 Given the following description A sandwich shop that uses tortillas rather than bread for its sandwiches It specializes in Southwest flavored beef, chicken, ham, or processed meat sandwiches dressed with cheese, chopped lettuce, tomato, onions, and or peppers and topped with salsa or a spicy chipotle dressing, all priced at about the same you would pay for a sandwich at Jack in the Box What is their reaction to the use of tortilla in place of bread in a sandwich How likely are they to use this sandwich shop if it was at a convenient location in their city Obtain a demographic profile of the sample Instructions For each set of objectives associated with each target group of consumers, decide on, and justify a data collection method Given your chosen data collection method, design the full questionnaire, including identifying the appropriate constructs for each research objective, selecting measurement scales, developing questions, and finalizing the appearance of thequestionnaire for each of the three Moe's Tortilla Wraps surveys You are required to use Qualtrics to design your surveys Please give me the three Qualtrics links In your deliberations, keep in mind that cost is a concern, as Moe does not have deep pockets to finance the research However, his expansion plans are not on a fast timetable, so the completion time of the surveys is not especially critical Of course, it is important to have survey findings that are representative of the respective target consumers for each survey

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Moe'sTortilla Wraps Moe's sandwich shop sells wraps that are made with tortillas rather than sandwich bread. Seven Moe's units are in the greater San Diego,

Moe'sTortilla Wraps

Moe's sandwich shop sells wraps that are made with tortillas rather than sandwich bread. Seven Moe's units are in the greater San Diego, California, area, and Moe is thinking about setting up a franchise system to go "big time" with statewide coverage.

Moe hires a marketing strategy consultant, who recommends that he conduct a baseline survey of his seven San Diego units to better understand his customers and to spot strengths and weaknesses he might not be aware of. The consultant recommends that Moe also do a survey of consumers in the San Diego areawho are not Moe's Tortilla Wraps customers or who areinfrequent customers to see if there are weakness or factors that are preventing them from being loyal customers. Finally, the consultant recommends that surveys be done in three of the possible expansion metropolitan areas of San Francisco, Sacramento, and Los Angeles toascertain the attractiveness of and market potential for Moe's Tortilla Wraps to sandwich shopusers in these cities. The consultant mentions, that, ideally, the three surveys would have some equivalent or highly similar questions to facilitate comparisons of the findings among the surveys.

Together Moe and the consultant agree on the following research objectives:

Research Objectives for Users of Moe's Tortilla Wraps Survey in San Diego, California

How often do users purchase a sandwich at Moe's?
Overall, how satisfied are users with Moe's Tortilla Wraps?
How do they rate the performance of Moe's Tortilla Wraps on the followingaspects?
Competitive price
Convenience of locations
Variety of sandwiches
Freshness of sandwich fillings
Speed of service
Taste of wraps
Uniqueness of sandwiches

4. Obtain a demographic profile of the sample.

Research Objectives for Nonusers of Moe'sTortilla Wraps Survey in San Diego, California

How often do people purchase sandwiches from sandwich shops?
Overall, how satisfied are they with the sandwich shop they use most often?
Have they heard of Moe's Tortilla Wraps?
Is so, have they used Moe's inthe past six months?
If so, how do they rate Moe's Tortilla Wraps performance on the following various
aspects?
Competitive price
Convenience of locations
Variety of sandwiches
Freshness of sandwich fillings
Speed of service
Taste of wraps
Uniqueness of sandwiches

6. Obtain

a demographic profile of the sample.

Research Objectives for Potential Users of Moe's Tortilla Wraps Survey in San Francisco,Sacramento, and Los Angeles, California

How often do people purchase sandwiches from sandwich shops?
How do they rate the sandwich shop they use most often on the following various
aspects?
Competitive price
Convenience of locations
Variety of sandwiches
Freshness of sandwich fillings
Speed of service
Taste of sandwiches
Uniqueness of sandwiches

3. Given the following description...

A sandwich shop that uses tortillas rather than bread for its sandwiches. It specializes in Southwest-flavored beef, chicken, ham, or processed-meat sandwiches dressed with cheese, chopped lettuce, tomato, onions, and/or peppers and topped with salsa or a spicy chipotle dressing, all priced at about the same you would pay for a sandwich at Jack in the Box.

What is their reaction to the use of tortilla in place of bread in a sandwich?

How likely are they to use this sandwich shop if it was at a convenient location in their city?
Obtain a demographic profile of the sample.

Instructions

For each set of objectives associated with each target group of consumers, decide on, and justify a data collection method. Given your chosen data collection method, design the full questionnaire, including identifying the appropriate constructs for each research objective, selecting measurement scales, developing questions, and finalizing the appearance of thequestionnaire for each of the three Moe's Tortilla Wraps surveys.You are required to use Qualtrics to design your surveys. Please give me the three Qualtrics links.

In your deliberations, keep in mind that cost is a concern, as Moe does not have deep pockets to finance the research. However, his expansion plans are not on a fast timetable, so the completion time of the surveys is not especially critical. Of course, it is important to have survey findings that are representative of the respective target consumers for each survey.