CONTINUING CASE: THE SANTA FE GRILL A business consultant with experience in the

Question

CONTINUING CASE: THE SANTA FE GRILL A business consultant with experience in the restaurant. industry is hired by the owners of the Santa Fe Grill. AfterPricing. an initial consultation, the business consultant recommends. Atmosphere two areas to examine. The first area focuses on the restau- rant operations. The proposed variables to be investigated include: Waitstaff and other restaurant employees Dining Customer characteristics Prices charged Menu items offered Interior decorations and atmosphere. Customer counts at lunch and dinner. The owners value your opinion of the research project and a you the following questions: Do the two areas of the research project proposed by the consultant include all the areas that need to be researched? If not, which others need to be studied? Can these topics be fully understood with qualitative research alone? Is quantitative research needed as well? 1. . Average amount spent per customer. 2. The second area to learn more about are what factors Santa Fe Grill customers consider in selecting a restaurant. Variables to be examined in the project include: Food quality Food variety

Explanation / Answer

1. The consultant seems to have covered all the areas that need to be researched, however, I would like to add Location/Neighborhood as another area that can be researched under the factors Santa Fe Grill customers consider in selecting a restaurant.

2. Qualitative research is not enough as quantitative research will be needed to compare and research the pricing and customer counts at lunch and dinner.

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