1. QUALITATIVE Research Plan
By: Jenevieve Chavira COM 615

2. Mission statement
To serve customers and communities with innovative and continuously improved products while offering quick premium service
SITUATION ANALYSIS
Markets a high quality sandwich for a high price
Decrease in sales
Must make an appeal to the growing health conscious market
Emphasis on customization
Offer new healthy alternatives

3. OBJECTIVE/SPECIFIC GOAL
To learn why other competitors have taken the lead and to find out why consumers choose those competitors over Quiznos

4. Research Plan: FOCUS GROUP
The Method- In-depth Interviews
Questions will be:
pertain to Quiznos’s competitors
relative to product preferences
relative to discount prices
Relative to the option of customized orders
Sample Questions:
When you think of purchasing a sandwich, what is the first place of choice that comes to mind? Why?
Would you go to Quiznos more often if they offered healthier options?
Do you prefer to customize your own sandwich or combinatory platter?

5. Research Plan: Focus Group
Participants
Semi-health conscious individuals
Group will be ages of 18-50
Total of 5 individuals
Procedures
First question must be addressed to all responders
When you think of purchasing a sandwich, what is the first place of choice that comes to mind? Why?
Proceed with open-ended questions
Setting
1-2 people per group meeting
Responders will be interviewed individually
Local Starbucks or Panera Bread
Means of Recording
Notes will be taken each session
Return On Investment
Negotiated Value Method

6. Research Plan: Focus Group
Avoiding Moderator Bias
Zero relation to moderator
Moderator must maintain neutrality
Zero opinions and verbal responses
Avoidance of leading questions
Avoidance of question order bias

7. Research Plan: Focus Group
Analytical Methods
Data Grouping
Separate Information Categorically
Compare Findings
Theory
Implications
Chart Data for Presentation

8. The End