wk7

CLA 2 Comprehensive Learning Assessment 2 – CLO 1, CLO 5, CLO 6, CLO 7

Read “Marketing Research in Action - Designing a Questionnaire to Survey Santa Fe Grill Customers,” in your textbook, Starting pp. 195, and Read  “Examining Restaurant Image Positions — Remington’s Steak House” in your textbook, Starting pp 292,  then address the following questions in a 5 and half page APA formatted paper, at least 6 peer review APA references:

TEXT BOOK LINK: https://dinhtienminh.net/wp-content/uploads/2019/01/Essentials-of-Marketing-research_Hair-2nd-Ed-FULL.pdf

For Designing a Questionnaire to Survey Santa Fe Grill Customers on pp. 195-200:

1. Based on the research objectives, does the self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.

2. Overall, is the current survey design able to capture the required data needed to ad-dress all the stated research objectives? Why or why not? If changes are needed, how would you change the survey’s design?

3. Evaluate the “screener” used to qualify the respondents. Are there any changes needed? Why or why not?

For “Examining Restaurant Image Positions - Remington’s Steak House” pp. 292-300:

1. What are other areas of improvement for Remington’s Steak House (Remington’s)?

2. What new marketing strategies would you suggest?

Then, summarize the main concepts that you have learned in both of these cases.