$.$ What market segment$($s$)$ should this unique restaurant target?

a$.$ What segments would be most inclined to frequent Kinshasa Abroad?

b$.$ What groups would be most interested in African food and beverages?

c$.$ Would these same groups be the ones most interested in African music?

d$.$ Are there groups interested in dancing in a restaurant environment?

$2.$ What thoughts and associations have the restaurant$$s general ad slogan $($Kinshasa Abroad $$ African Cuisine and Culture$)$ evoked in the minds of prospective customers?

a$.$ What comes to mind when they think of African food, beverages, or music?

b$.$ How consistent are these thoughts with what the food, beverages, and music are really like?

c$.$ Among consumers who have not tried Kinshasa Abroad, what would their reactions be if they sampled African food, beverages, or music?

d$.$ Are there more effective ways to communicate the nature of an African restaurant to people in Ohio?

e$.$ Are there some $$hot button$$ advertising themes that could be employed if certain consumer groups were better understood?

$3.$ What is the perceived quality of the menu items at Kinshasa Abroad?

a$.$ Have previous patrons been satisfied with their dining experiences?

b$.$ How satisfied have previous patrons been with the restaurant atmosphere?

c$.$ What has motivated previous patrons to try Kinshasa Abroad $$ cultural curiosity, a more basic search for novelty, or something else?

d$.$ Was this a one$-$time only experience, or do they see Kinshasa Abroad as a viable dining alternative in the future?

$4.$ At a broader level, what are people in the area seeking when they dine out on different occasions?

a$.$ What types of food and entertainment are they seeking when they go to restaurants on these occasions?

b$.$ Does Kinshasa Abroad provide an experience that is consistent with what is being sought on any of these occasions?

c$.$ What changes might Kinshasa Abroad make in its concept to make itself more attractive to consumer groups in Columbus, Ohio?

Questions

$1.$ Sort through the issues Bill Christianson identified above and any others you think may be relevant. Which ones would be best addressed using depth interviews, and which ones would be more appropriately investigated with focus group interviews? $($Please use $1$a$,2$a$,3$b$,$ etc. to refer to the questions listed above$)$

$2.$ Create $3-5$ open$-$ended questions you would propose using in the depth interviews to capture the insights necessary to more precisely define Kinshasa Abroad$$s marketing problem$($s$).$