Marketing Analysis Project
sss87
santa_fe_and_joses_questionnaire.docPAGE
1
Santa Fe Grill – Customer Survey
Hello. My name is ____ and I work for DSS Research. We are talking to people today/tonight about dining out habits.
1. “Do you regularly eat out at casual dining restaurants?” __ Yes __ No
2. “Have you eaten at other Mexican restaurants in the last six months?” __ Yes __ No
3. “Is your gross annual household income $15,000 or more?” __ Yes __ No
4. “Santa Fe or Jose’s Southwestern?” (0 for Jose’s 1 for Santa Fe)
If respondent answers ‘Yes’ to first three questions, then say:
We would like you to answer a few questions about your experience today/tonight at the Santa Fe Grill restaurant, and we hope you will be willing to give us your opinions. The survey will only take a few minutes and it will be very helpful to management in better serving its customers.
If the person says yes, give them a clipboard with the questionnaire on it, briefly explain the questionnaire, and show them where to complete the survey.
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DINING OUT SURVEY
Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being “Strongly Agree” and 1 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: Life Style Questions
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1. I often try new and different things. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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2. I like parties with music and lots of talk. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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3. People come to me more often than I go to them for information about products. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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4. I try to avoid fried foods. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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5. I like to go out and socialize with people. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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6. Friends and neighbors often come to me for advice about products and brands. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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7. I am self-confident about myself and my future. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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8. I usually eat balanced, nutritious meals. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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9. When I see a new product in stores, I often buy it.
|
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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10. I am careful about what I eat. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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11. I often try new brands before my friends and neighbors do. |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
Section 2: Perceptions Measures
Listed below is a set of characteristics that could be used to describe the Santa Fe Grill Mexican restaurant. Using a scale from 1 to 7, with 7 being “Strongly Agree” and 1 being “Strongly Disagree”, to what extent do you agree or disagree the Santa Fe Grill:
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12. has friendly employees |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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13. is a fun place to eat |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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14. has large size portions |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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15. has fresh food |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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16. has reasonable prices |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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17. has an attractive interior |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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18. has excellent food taste |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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19. has knowledgeable employees |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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20. serves food at the proper temperature
|
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
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21. has quick service |
Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
Section 3: Relationship Measures
Please indicate your view on each of the following questions:
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22. How satisfied are you with the Santa Fe Grill? |
Not Satisfied Very At All Satisfied 1 2 3 4 5 6 7 |
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23. How likely are you to return to the Santa Fe Grill in the future?
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Definitely Will Definitely Will Not Return Return 1 2 3 4 5 6 7 |
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24. How likely are you to recommend Santa Fe Grill to a friend?
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Definitely Will Not Definitely Will Recommend Recommend 1 2 3 4 5 6 7
|
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25. How often do you patronize the Santa Fe Grill? |
1 = Occasionally (Less than once a month) 2 = Frequently (1 – 3 times a month) 3 = Very Frequently (4 or more times a month) |
Section 4: Selection Factors
Listed below are some factors (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.
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Attribute |
Ranking |
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26. Prices |
|
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27. Food Quality |
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28. Atmosphere |
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29. Service |
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Section 5: Classification Questions
Please circle the number that classifies you best.
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30. Distance Driven |
1 |
Less than 1 mile |
|
|
2 |
1 – 3 miles |
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3 |
More than 3 Miles |
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31. Do you recall seeing any advertisements in the last 60 days for the Santa Fe Grill? |
0 1 |
No Yes |
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32. Your Gender |
0 |
Male |
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|
1 |
Female |
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33. Number of Children at Home |
1 |
None |
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2 |
1 – 2 |
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3 |
More than 2 children at home |
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34. Your Age in Years |
1 |
18 - 25 |
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2 |
26 - 34 |
|
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3 |
35 - 49 |
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4 |
50 - 59 |
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5 |
60 and Older |
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35. Your Annual Gross Household Income |
1 |
$15,000 - $30,000 |
|
|
2 |
$30,001 - $50,000 |
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|
3 |
$50,001 - $75,000 |
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|
4 |
$75,001 - $100,000 |
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|
5 |
More than $100,000 |
Thank you very much for your help.
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Interviewer: Check answers to questions 22, 23 and 24. If respondent answers 1, 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 completed
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