CHAPTER 1 -CASE STUDY, THE SANTA FE GRILL and CHAPTER 9 – LEE APPAREL

CHAPTER 1 -CASE STUDY, THE SANTA FE GRILL
The Marketing Research in Action focus in this chapter is The Santa Fe Grill, the company which will be used throughout the book for discussion and exercises. This first entry introduces the company. It was initially part of a business plan concept for an entrepreneurship course. The owners started the business in Dallas, Texas
because it was a good market for reaching baby-boomers and young families. The restaurant concept focused on fresh ingredients, festive atmosphere, friendly service, and cutting-edge marketing and advertising. The business was successful but not as successful as the owners expected. They realized that marketing research could help
to answer the questions which would help them to improve their marketing strategy.

1. Based on your understand of Chapter 1, and specifically using Exhibit 1.1, what type(s) of research program(s) should the owners of the Santa Fe Grill consider?
2. Is a research project actually needed? If yes, what kind of project? What areas should the research focus on?
3. Are there any potential ethical issues that need to be considered in determining what kind of research project is needed?

CHAPTER 9 – LEE APPAREL
1. What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name Riders? In your opinion did the company achieve its goal? Why or why not?
2. Identify and explain the strength and weaknesses associated with the test market process used by the Lee Apparel Company.
3. In your opinion, should the company give consideration to the development and implementation of Web-based test marketing strategies? Why or why not?