Part 2: Case Study and Activity

Nandos drive through

Scenario:

Nandos wants to know how consumers would react to the addition of drive-through service to its restaurants, specifically in Australia.

In the United States, fast-food chains generate an estimated 24% of sales through drive-throughs. However, Nandos home of the legendary butterfly-cut, flame-grilled PERI PERI chicken does not offer drive-through service in Australia. Adding drive-throughs might help Nandos leverage its strong brand position and attract new sales.

Instructions

Nandos marketers would need many types of information to decide whether to introduce drive-through service and, if so, the best way to do it. Now, you have been hired by them to lead the marketing research team to help with this plan.

Sketch out a brief research plan for assessing potential customers reaction to a new drive-through service.

Step 1: Defining the Problem and Research Objectives (15% of your answer)

1.1 Research objective identified from the research problem:

Describe and Explainseveral types of research objectives:

:

Which research objective that you can set for this research? Why?