Tico Taco has recently opened its seventeenth store in Wyoming. Currently, the chain offers tacos, fajitas, and burritos. Management is considering offering a super taco that would be two times as large as their regular taco and would contain 6 ounces of ground beef. The basic taco has spiced ground beef, lettuce, and cheese. Management feels that the super taco should offer more options.

A marketing research study was undertaken to determine what those other options should be. A key question on the survey was, “What, if anything, do you normally add to a taco that you have prepared at home besides meat?” The question is open-ended, and the coding categories that have been established for the question are shown in the table.

Questions

1. How would you code the following responses?

a. I usually add a green, avocado-tasting hot sauce.

b. I cut up a mixture of lettuce and spinach.

c. I’m a vegetarian; I don’t use meat at all. My taco is filled only with guacamole.

d. Every now and then I use a little lettuce, but normally I like cilantro.

2. Is there anything wrong with having a great number of responses in the “Other” category? What problem does this present for the researcher?

Transcribed Image Text:

Responses Avocado Cheese (Monterey Jack/cheddar) Guacamole Lettuce Mexican hot sauce Olive (black/green) Onion (red/white) Peppers (red/green) Pimiento Sour cream Other Code 12 3 456 O 7 8 9 0 XO