Research Needs of The Restaurant Industry Chapter 26 Research Methodologies

Researching the Individual Restaurant Operation Who needs information about a restaurant? Who needs information about a restaurant? Owner or manager Owner or manager Suppliers of goods and services Suppliers of goods and services The financial sector The financial sector Government and regulatory agencies Government and regulatory agencies The business community The business community Various associations Various associations The general public The general public

Researching the Individual Restaurant Operation Managing research –monitoring the ongoing operation Managing research –monitoring the ongoing operation Restaurant managers want to know how well the operation is doing in relation to: Restaurant managers want to know how well the operation is doing in relation to: Previous time periods Previous time periods Comparable units classed by size, type, geographic location, and so on Comparable units classed by size, type, geographic location, and so on Industry standards or averages Industry standards or averages What may be possible or desireable What may be possible or desireable

Researching the Individual Restaurant Operation Manager research Manager research Sales potential Sales potential Conducting a study to estimate market potential; Conducting a study to estimate market potential; One approach is to arrive at a description or profile of present satisfied patrons and use this to locate others that are similar in critical attributes One approach is to arrive at a description or profile of present satisfied patrons and use this to locate others that are similar in critical attributes The use of surveys The use of surveys

Researching the Individual Restaurant Operation Existing data sources Existing data sources Before conducting a survey of a specific restaurant operation, there should be familiarity with existing sources of information Before conducting a survey of a specific restaurant operation, there should be familiarity with existing sources of information Market Research would deal with some of the following questions: Market Research would deal with some of the following questions: Who are the present customers? Who are the present customers? Who are the potential customers Who are the potential customers How can they be reached How can they be reached Are there enough potential customers Are there enough potential customers

Researching the Restaurant Industry Planning for restaurant research: Planning for restaurant research: There are three specific inter-related questions: There are three specific inter-related questions: Who wants to know about the restaurant industry, and what use do they plan for the information? Who wants to know about the restaurant industry, and what use do they plan for the information? What is the applicable restaurant industry What is the applicable restaurant industry What data will be collected and how will this be done? What data will be collected and how will this be done? Existing data sources: Existing data sources: Any industry researcher must investigate fully the existing sources Any industry researcher must investigate fully the existing sources

Researching the Restaurant Industry Conducting your own survey Conducting your own survey Primary data Primary data Market and employee studies Market and employee studies Highlighting the value of the restaurant industry Highlighting the value of the restaurant industry Helping in managing the industry and directing its development Helping in managing the industry and directing its development