The blue pictures are the surveys that we do not need to answer, they are there to help answer the hands-on exercise.

7. I am selfcondent about myself and my future. Strongly Strongly Disagree Agree l 2 3 4 5 6 7 8. I usually eat balanced, nutritious meals. Strongly Strongly Disagree Agree l 2 3 4 5 6 7" 9. When I see a new product in stores. I often buy it. Strongly Strongly Disagree Agree l 2 3 4 5 6 7" 10. I am careful about what I eat. Strongly Strongly Disagree Agree l 2 3 4 5 6 7" 11. I often try new brands before my friends and neighbors do. Strongly Strongly Disagree Agree l 2 3 4 5 6 7 Section 2: Perceptions Measures Page 22; Listed below is a set of characteristics that could be used to describe the Mexican restaurant at which you ate most recently. Using a scale from I to 7", with 7 being \"Strongly Agree\" and 1 being \"Strongly Disagree,\" to what extent do you agree or disagree the restaurant: 12. has friendly employees. Strongly Strongly Disagree Agree l 2 3 4 5 6 7' 13. is a fun place to eat. Strongly Strongly Disagree Agree 35. What is your age in years? 1 18-25 2 26-34 3 35-49 4 50-59 5 60 and older 36. What is your annual total household income? Please specify Thank you very much for your help. Please give your questionnaire back to the interviewer. Interviewer: Check answers to questions 22, 23, and 24. If respondent answers I, 2, or 3, ask the following questions: You indicated you are not too satisfied with the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to return to the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to recommend the Santa Fe Grill. Could you please tell me why? Record answer here: Could I please have your name and phone number for verification purposes? Name Phone # I hereby attest that this is a true and honest interview and complete to the best of my knowledge. I guarantee that all information relating to this interview shall be kept strictly confidential. Interviewer's Signature Date and Time completedStrongly Strongly 14. has large size portions. Disagree Agree 7 2 3 4 5 6 Strongly Strongly 15. has fresh food. Disagree Agree 7 2 3 4 5 6 Strongly Strongly 16. has reasonable prices. Disagree Agree 1 2 3 4 5 6 7 Strongly Strongly 17. has an attractive interior. Disagree Agree 7 1 2 3 4 5 6 Strongly Strongly 18. has excellent food taste. Disagree Agree 2 3 4 5 6 7 1 Strongly Strongly 19. has knowledgeable employees. Disagree Agree 1 2 3 4 5 6 7 Strongly Strongly 20. serves food at the proper temperature. Disagree Agree 1 2 3 4 5 6 7 Strongly Strongly 21. has quick service. Disagree Agree 5 6 7 2 3 4 Hands-On Exercise 1. Based on the research objectives, does the selfadministered questionnaire. in its current form. correctly illustrate sound questionnaire design principles? Please explain why or Why not. 2. Overall. is the current suwey design able to capture the required data needed to address all the stated research objectives? Why or why not? It changes are needed. how would you change the survey's design? 3. Evaluate the "screener" used to qualifythe respondents. Are there any changes needed? Why or Why not? 4. Redesign questions #26 to 29 on the survey using a rating scale that will enable you to obtain the "degree of importance\" a customer might attach to each ofthe four listed attributes in selecting a restaurant to dine at. U1 . How will the Santa Fe Grill owners be able to use the social media usage patterns of the respondents to develop a more effective marketing plan for their restaurant? Section 5: Social Media Usage and Classication Questions Please circle the number that classies you best. 30. About how much time do you spend on the following social media websites in a typical day"? Social Media Site Hours Minutes Face book Instagram YouTube Pinterest Snapshot Twitter Other [please specify] Other I please specify] Page. 229 31. How far did you drive to get to the restaurant? | Lessthan I mile l-J |5 miles 3 More than 5 miles 32. Do your recall seeing any advertisements in the D No last 60 days for (name of Mexican restaurant | Yes eaten at most recently)? 33. What is your gender? 0 Male | Female 34. How many children under the age of18 are 1 None living in your home? 2 [2 3 More than 2 children at home Please indicate your view on each of the following questions: 22. How satisfied are you with Not Satisfied Very At All Satisfied 1 2 3 4 6 7 Page 228 23. How likely are you to return to in the future? Definitely Will Definitely Not Return Will Return 2 3 4 6 24. How likely are you to recommend to a friend? Definitely Will Definitely Not Will Recommend Recommend 2 3 4 5 6 25. How often do you eat at 1 = Very Infrequently 2 = Somewhat Infrequently 3 = Occasionally 4 = Somewhat Frequently 5 = Very Frequently Section 4: Selection Factors Listed below are some reasons many people use in selecting a restaurant where they want to dine. Think about your visits to casual dining restaurants in the last three months and please rank each attribute from 1 to 4, with 1 being the most important reason for selecting the restaurant and 4 being the least important reason. There can be no ties so make sure you rank each attribute with a different number. a Attribute Ranking 26. Prices 27. Food Quality 28. Atmosphere 29. ServiceExhibit 8.8 The Mexican Restaurant Dining-Out Survey Please read all questions carefully. Ifyou do not understand a question. ask the interviewer to ltelp you. In the rst section. a number of statements are given about interests and opinions. Using a scale front I to 7". with i' being \"Strongly Agree\" and I being "Strongly Disagree." please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement. Section 1: Lifestyle Questions 1. I often try new and different things. Strongly Strongly Disagree Agree 1 2 3 4 5 6 7" 2. I like parties with music and lots of talk. Strongly Strongly Disagree Agree 1 2 3 4 5 6 7" 3. People come to me more often than I go to them for information Strongly Strongly about products. Disagree Agree 1 2 3 4 5 6 i 4. Ill}! To avoid fried foods. Strongly Strongly Disagree Agree 1 2 3 4 5 6 7" 5. I like to go out and socialize with people. Strongly Strongly Disagree Agree 1 2 3 4 5 6 i 6. Friends and neighbors often come to me for advice about products Strongly Strongly and brands. Disagree Agree