Purpose:

This case will give you the opportunity to create a primary research plan and make a marketing decision based on your understanding of the business, location, and the target consumer. Much like in the real world; the case requires you to come up with your own reasoning and ideas for the marketing strategy you recommend.

This assessment is based on Chapter $4$ of the course's required textbook reading: Marketing Research Essentials by Steven Stromp. Published by Stukent $($www$.$stukent.com$)$ ISBN: $978-0-9996302-7-3.$

Note:

To access the case $($video and reading$),$ please ensure you consult the textbook resources.

Instructions

It is important that you read Chapter $4$ of $$Market Research Essentials$$ to help you determine the best way to gather primary market research for Dinosaur Bar$-$B$-$Que.

Please also read through the attached Dinosaur Bar$-$B$-$Que Case study to answer the questions at the end more effectively.

This case will give you the opportunity to create a primary research plan and make a marketing decision based on your understanding of the business, location, and the target consumer. Much like in the real world; the case requires you to come up with your own reasoning and ideas for the marketing strategy you recommend.

The objective of the research is to identify ways the restaurant can fit in your local community. You can choose either focus groups or observational studies. Then, make a plan for carrying out that research.

Below are the Research Plan Requirements listed for both Focus Groups and Observational studies. Once you have completed your selected research method. Answer the questions in the question section.

Remember: Choose only one of the following research methods, Focus Groups or Observational Studies.

Focus Groups

If you choose to do focus groups for your recommended primary research, here are the things you need to consider and specify for your research plan:

$$ Total sample size

$$ Group size

$$ Group mix, including usage, gender, age, income level, ethnicity, geography, etc.

$$ How you will recruit participants, including inviting, confirming, and incentivizing

$$ Length, times, days of the week you$$ll hold focus groups

$$ Moderator guide and rough schedule, including group activities, possible questions to ask, and how you will record results

Observational Studies

If you choose to do observational studies for your recommended primary research, here are the things you need to consider and specify for your research plan:

$$ Total sample size

$$ Group sizes you$$ll observe $($will you have a size range?$)$

$$ How you$$ll overcome sampling limitations $($make a plan to gather a variety of genders, ages, income levels, ethnicities, geographies, etc.$)$

$$ How you will perform observations, including:

o What phenomena you$$ll record

o Unobtrusive vs$.$ visible observation

o Whether you$$ll notify participants of your observations

o Any follow$-$up surveys or questions you might ask at the end of the observation

o Times and days of the week you$$ll observe groups

Questions

Now that you have selected and completed your research method. Consider and answer the following questions:

$1.$ What primary research method did you choose and why?

$2.$ How did understanding Dinosaur Bar$-$B$-$Que$$s target market affect your decision?

$3.$ How did you address the issue of attracting new clients when creating your primary research?

$4.$ What did you identify as possible issues in your chosen form of primary research? And what suggestions did you make to solve those issues