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Read “Marketing Research In Action – The Santa Fe Grill Mexican Restaurant” in your textbook, pp. 17 – 19 and “Developing a Sampling Plan for a New Menu Initiative Survey” on p. 154, then address the following questions in a 3 to 5 page APA formatted paper:
For “Continuing Case:” The Santa Fe Grill,” page 17 – 19
1. What kind of information about products, services and customers should the owners of Santa Fe Grill consider collecting?
2. Is a research project actually needed? Is the best approach a survey of customers? Should employees also be surveyed? Why or why not?
For “Developing a Sampling Plan for a New Menu Initiative Survey,” page 154
1. Determine the appropriate sample design. Develop a sample design proposal for the Santa Fe Grill that addresses the following: Should a probability or nonprobability sample be used? Given your answer, what type of sampling design should be employed
(simple random, stratified, convenience, and so forth)? Given the sample design suggested, how will potential respondents be selected for the study? Determine the necessary sample size and suggest a plan for selecting the sampling units.
2. How many new menu items can be examined on the survey? Remember, all potential menu possibilities should be assessed but you must have a manageable number of questions so the survey can be performed in a timely and reasonable manner. Specifically, from a list of all possible menu items that can be included on the survey, what is the optimal number of menu items that should be used? Is there a sampling procedure one can use to determine the maximum number of menu items to place on the survey?


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