Caselet Assignment $($B$)$

Step $1$ and $2$ of the Marketing Research Process

Roll No$.$

Name

MARKETING DOCTOR

Symptoms

Owner of an upscale ABC restaurant comes to market researcher. His restaurant sales are decreasing from last three years.

MDP: What should be done to improve the restaurant sales?

Market Researcher Initial Diagnosis

Asks DM about the recent history and challenges of company, about the competitors and their recent initiatives, about the decision making body of the company, about the available time and money for this research.

Collects info about economic, legal environment and customer behavior in restaurant industry

Asks local experts of restaurant industry about the reason why ABC restaurant sales are going down

Conducts secondary data analysis to confirm the pattern of restaurant industry sales and ABC restaurant sales in last three years.

Conducts interviews with ABC restaurant customers to identify the problem

Researcher identifies that it could be poor physical environment of restaurant, but he is not sure

Write the Marketing Research Problem and its Components

Write Step $2$: Developing an Approach to the Problem