Santa Fe Grill

1. BUS 612: Market Research
CLA Report : Case Study of Santa Fe Grill
Mexican Restaurant
PRESENTED BY
VEENNEE SHAKYA
PROF. : DR. CHANDRA
P.RIJAL

2. Content
Brief summary of case
Research Objective
Questionnaire
1 Self administered questionnaire
2. Repetitive Questionnaire
3. Out of track questionnaire
4. sequenced questionnaire
5. demographic questionnaire
6. uncomfortable questionnaire

3. Content
Steps in questionnaire designing
Question model comparison
Remington Steak House Case
Solution of Remington Steak House Case
Lessons Learnt
Implication
conclusion
References

4. Brief Summary of case
Family oriented Mexican Restaurant
Operated by 2 entrepreneurs
Low revenues, traffic and sales
They are conducting survey for such reason

5. Research Objective
Customer’s choice factors for dining restaurant
Perception of customers about the restaurants
Development of Demographic profile of customer
Influencing Advertising pattern
Customer willingness to be repetitive customer
Degree of satisfaction of customer

6. Questionnaire
The clear research question and purpose directs the
entire research project. (Boeije, 2009)
Self-administered Questionnaire
Repetitive Questionnaire
Out-of-Track Questionnaire
Sequenced Questionnaire
Demographic Questionnaire
Uncomfortable Questionnaire
Screener Questionnaire

7. Self Administered questionnaire
Pros:
 Easy to understand
 Cheaper form of interview
 Can be attempted any time
 Not influenced by interviewer
Cons:
 Response rates are low
 Misunderstandings
 Low supervision
Questionnaire that can be completed by the respondent
without any intervention of the researchers while collecting
the data is known as self-administered question. (Lavrakas,
2008)

8. Repetitive Questionnaire
“The secret of having a personal life is not answering
too many questions about it”, Joan Collins
1.1 People come to me more often
than i go to them for information
about products
1.6 Friends and neighbors often
come to me for advice about
products and brands
1.9 When i see a new product in
stores, i often buy it
1.11 I often try new brands before
my friends and neighbors do.

9. Out-of-Track Questionnaire
1.7 I am self-confident about myself and my
future
Reason for such question
To understand the lifestyle of person
To have assumption of their food consuming
habit

10. Sequenced Questionnaire
• Personal Detail1st
• Perception Measures2nd
• Relationship Measures3rd
• Selection Factors4th
• Classified Questions5th

11. Demographic Questionnaire
Content :
Age
Income
Gender
Martial status
Profession line of engagement
Caste ethnicity (if applicable)
Qualification

12. Uncomfortable Questionnaire
“Is your gross annual household income
$20000 or more?”
Personal Details
Question can be modified to:
Range : $1000 - $10000
$20000-$30000
$30000- $40000
$40000 or more.

13. Screener Questionnaire
 Narrow Screener Question
 Comparison with Jose’s Southern Café only
 Target Respondent are customers of 2 restaurants
Exhibit 8.7
At which of the following Mexican Restaurant have
you eaten most recently?
a) First response is Santa Fe Grill - Yes Continue
b) First Response is Jose's Southwestern Cafe- Yes
Continue
c) First response is other restaurant - Thank them and
terminate interview

14. Steps in Questionnaire Design
1. Confirm research objectives
2. Select appropriate data collection method
3. Develop questions and scaling
4. Determine layout and evaluate questionnaire
5. Obtain initial client approval, pretest, revise and
finalize questionnaire
6. Implement the survey

15. Questionnaire Model Comparison with Other’s Survey

16. Remington Steak House
Drawbacks:
 Boring
 Interactions of employees
 Slow Service

17. Solution for Remington Steak House
Entertainment
Hospitality management
Fast service
Recruitment of staffs
Offers (Discounts/ Happy Hours)

18. Lessons Learnt
Preparing Scheduled Questionnaire
Importance of Sequence in interview
Importance of Screener questions
Market strategies of a service oriented
company
Analytical way of judging the situation

19. Lessons Learnt
 Importance of doing research
 Problem solving Ability
 Sorting down the questionnaire in managed
way
 Staying focused on subject matter
 Survey should be simple and understandable

20. Implications
Open ended question to get the detail view
of customer
Screener Questions can be prepared
Being consistent
Diversifying the menu
Delivery and good food service
Technology friendly

21. Conclusion
As providing satisfying buying experience is vital in
increasing sales and improving marketing strategy to
build customer base and improve their loyalty
(Winston, 1995).
Physical layout is also an important factor to entertain
customer.
Social media marketing can collect the huge data and
sample size does matter.

22. References:
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24. THANK
YOU