Plannng and research. I would like to open a African restaurant, food from all over the continent Africa. My aim is to have different races come and try what real African food and try food from that side of the world
Tranquil
I would like to open a African restaurant, food from all over the continent Africa. My aim is to have different races come and try what real African food and try food from that side of the world .I believe that a restaurant is a place of relaxation and comfort ability both environmentally and in the catering. I want the restaurant to be a home away from home. I want there to be a tropical feeling and where it feels like the world has been condensed into one place.
Restaurants generally provide a service. The provide food. All restaurants all different, it may be Chinese, Indian, English or Italian
Restaurant patrons want to be delighted, but not necessarily surprised. If they're anticipating a family-style steakhouse but find themselves in a more formal environment with a bewildering gourmet menu, the surprise alone may keep them from enjoying the restaurant. Concepts give restaurateurs a way to let patrons know what to expect and also provide some structure for operation. Some of the more popular restaurant concepts include: Casual-dining restaurants, Family-style restaurants, Ethnic restaurants, Seafood and Steakhouses
Family- style establishments offer speedy service and menus appealing to a broad range of customers, from children to seniors. Family-style restaurants have prices slightly higher than those at fast-food restaurants, yet still provide table service.
Quick-service seafood restaurants generally offer a `limited range of choices, often restricted to fried fish and shrimp. Miscalled and upscale restaurants offer a wider selection of seafood items, prepared in ways other than fried, including baked, broiled and grilled. Seafood can be risky, as seafood prices are always changing and many kinds of seafood are seasonal. Beware: Quality can vary tremendously.
Steakhouses are part of the miscalled and upscale markets. Miscalled steakhouses are typically family-oriented, offering a casual environment with meals perceived as good values. Comfort is emphasized, and Western themes are popular. Upscale steakhouses offer a more formal atmosphere and may serve larger cuts of meat of better quality than those served in miscalled restaurants. Upscale establishments offer guests more privacy and focus more on adult patrons than on families.
I want to create a casual dining restaurant serving Ghanaian food. Casual-dining restaurants appeal to a wide audience, ranging from baby boomers to kids to Gen Hers to seniors, and they provide a variety of food items. Many successful casual-dining restaurants centre on a theme that's incorporated into their menus and décor.
Step 2: Set Up Your Facility
Layout and design are major factors in your restaurant's success. I'll need to take into account the size and layout of the dining room, kitchen space, storage space and office. Typically, restaurants allot 40 to 60 percent of their space to the dining area, approximately 30 percent to the kitchen and prep area and the remainder to storage and office space.
Dining area
This is where I'll be making the bulk of your money, so I don't cut corners when designing your dining room. I will visit restaurants in your area and analyze the décor, watch the diners whether they react positively to the décor or not.
Are it comfortable, or are people shifting in their seats throughout their meals.
I will note what works well and what doesn't. The space required per seat varies. For a small, casual-dining restaurant, you'll need about 15 to 18 square feet per seat to assure comfortable seating and enough aisle space so servers have room to move between the tables.
Production area: Too often, the production area in a restaurant is inefficiently designed, and the result is a poorly organized kitchen and less than top-notch service. Keep your menu in mind as you determine each element in the production area. I'll need to include space for receiving, storage, food preparation, cooking, baking, dishwashing, production aisles, trash storage, employee facilities and an area for a small office where I can perform daily management duties. I will arrange my food production area so that everything is just a few steps away from the cook. My design should also allow two or more cooks to work side by side during my busiest hours.
Step 3: Plan Your Inventory
Before I open my restaurant, you need to make sure it will be adequately stocked. To calculate basic stock accurately, review actual sales during an appropriate time period, such as a full year of business. Of course, during my start-up, I won't have previous sales and stocking figures to guide me, so I'll project my first year's stock requirements based on my business plan.
Depending on the size and type of my restaurant, during my first year I can expect to spend anywhere from £4000 to £30000 on food, £1000 to £9000 on beverages, and £200 to £500 on paper products.
My employees will help define my restaurant's reputation. There are several categories of personnel in the restaurant business: manager, cooks, servers, busboys, dishwashers, hosts and bartenders. When my restaurant is still new, some of the duties may cross over from one category to another. For example, I the manager may double as the host, and servers may also bus tables. I will be sure to hire people who are willing to be flexible in their duties. My payroll costs, including my salary and that of your co- managers, should be about 24 to 35 percent of your total gross sales.
Step 4: Hire Your Staff
For the Manager the most important employee in most restaurants is the manager. My best candidate will have already managed a restaurant in your area and will be familiar with local buying sources, suppliers and methods. My also want a manager with leadership skills and the ability to supervise personnel while reflecting the style and character of your restaurant.
To get the quality of manager I want, you'll have to pay well. Depending on your location, expect to pay a seasoned manager £20,000 to £30,000 a year, plus a percentage of sales. An entry-level manager will earn £12,000 to £20,000 but won't have the skills of a more experienced candidate. If I can't offer a high salary, work out a profit-sharing arrangement--it's an excellent way to hire good people and motivate them to build a successful restaurant. Hire a manager a month before you open so he or she can help me set up my restaurant. Once the business is running, the manager can anticipate slower times of the day or week to schedule his or her off-hours.
Marketing Strategy
A marketing strategy identifies customer groups which a particular business can better serve than its target competitors, and tailors product offerings, prices, distribution, promotional efforts, and services toward those market segments. Ideally, the strategy should address unmet customer needs that offer adequate potential profitability. A good strategy helps a business focus on the target markets it can serve best.
Target Marketing
Owners of small businesses usually have limited resources to spend on marketing. Concentrating their efforts on one or a few key market segments - target marketing - gets the most return from small investments. There are two methods used to segment a market:
Geographical segmentation - Specializing in serving the needs of customers in a particular geographical area. For example, a neighbourhood convenience store may send advertisements only to people living within one-half mile of the store.
Customer segmentation - Identifying those people most likely to buy the product or service and targeting those groups.
Managing the Market Mix
Every marketing program contains four key components:
Products and Services
Promotion
Distribution
Pricing
These are combined into an overall marketing program.
Products and Services
Product strategies may include concentrating on a narrow product line, developing a highly specialized product or service, or providing a product-service package containing unusually high-quality service.
Promotion
Promotion strategies include advertising and direct customer interaction. Good salesmanship is essential for small businesses because of their limited ability to spend on advertising. Good telephone book advertising is also important. Direct mail is an effective, low-cost medium available to small business.
Price
The right price is crucial for maximizing total revenue. Generally, higher prices mean lower volume and vice-versa; however, small businesses can often command higher prices because of their personalized service.
Distribution
The manufacturer and wholesaler must decide how to distribute their products. Working through established distributors or manufacturers' agents generally is easiest for small manufacturers. Small retailers should consider cost and traffic flow in site selection, especially since advertising and rent can be reciprocal: A low-cost, low-traffic location means spending more on advertising to build traffic.
The nature of the product or service is also important in sitting decisions. If purchases are based largely on impulse, then high traffic and visibility are critical. On the other hand, location is less a concern for products or services that customers are willing to go out of their way to find. The recent availability of highly segmented mailing lists, purchased from list brokers, magazines, or other companies, has enabled certain small businesses to operate from any location yet serve national or international markets.
Marketing Performance
After implementing a marketing program, entrepreneurs must evaluate its performance. Every program should have performance standards to compare with actual results. Researching industry norms and past performance will help to develop appropriate standards.
Entrepreneurs should audit their company's performance at least quarterly. The key questions are:
Is the company doing all it can to be customer-oriented?
Do employees ensure the customers are satisfied and leave wanting to come back?
Is it easy for the customer to find what he or she wants at a competitive price?
Some Marketing Ideas
Marketing is all about satisfying customer needs. The following represents a comprehensive list of marketing ideas. Use the list of marketing ideas to help better understand customer needs and ways to satisfy those needs.
A business plan precisely defines your business, identifies your goals, and serves as your firm's resume. The basic components include a current and pro forma balance sheet, an income statement, and a cash flow analysis. It helps you allocate resources properly, handle unforeseen complications, and make good business decisions. Because it provides specific and organized information about your company and how you will repay borrowed money, a good business plan is a crucial part of any loan application. Additionally, it informs sales personnel, suppliers, and others about your operations and goals.
Using the Plan
A business plan is a tool with three basic purposes: communication, management, and planning.
As a communication tool, it is used to attract investment capital, secure loans, convince workers to hire on, and assist in attracting strategic business partners. The development of a comprehensive business plan shows whether or not a business has the potential to make a profit. It requires a realistic look at almost every phase of business and allows you to show that you have worked out all the problems and decided on potential alternatives before actually launching your business.
As a management tool, the business plan helps you track, monitor and evaluate your progress. The business plan is a living document that you will modify as you gain knowledge and experience. By using your business plan to establish timelines and milestones, you can gauge your progress and compare your projections to actual accomplishments.
As a planning tool, the business plan guides you through the various phases of your business. A thoughtful plan will help identify roadblocks and obstacles so that you can avoid them and establish alternatives. Many business owners share their business plans with their employees to foster a broader understanding of where the business is going.
These are a few ways to promote a restaurant
Publicity stunts - Stunt is a word with negative connotations for restaurant owners, but I wanted to use a word that conjured up images that are different than traditional press relations efforts. Sending a standard press release about a new menu may result in a small write-up. To cut through the clutter and generate extensive exposure, you need a newsworthy angle. Something likes a celebrity chef cook-off, really unique contest or other major event. Think beyond typical events like golf tournaments and simple fundraisers. Challenge your staff or marketing firm to think what you'd have to do to make it into the Guinness Book of World Records. Challenge them to think much bigger and come up with ideas that tie in to what your club stands for but also have potential for national exposure. If you create events that have only local appeal, you'll be limited with your media exposure potential and may not even make the local paper. If you think much larger, you' won't have to worry about getting coverage. A well-constructed publicity stunt can be worth its weight in gold in terms of positive exposure for your restaurant.
Public relations - Public relations has been called advertising that you don't have to pay for. If you have a successful public and media relations program, you'll get increased exposure and prestige without spending a fortune. For this to work; though, you'll need to create and publicize newsworthy stories. Hiring a new chef isn't always enough to garner the kind of attention you deserve. Create other angles that are unique and make your restaurant stand out. Also, review your restaurant's marketing and advertising expenses over the last three years. Then determine the percentage that was spent on traditional advertising compared to public relations. It's worthwhile to spend 15-30 percent of your budget on a solid public relations program. Find a firm that has creativity and excitement about your restaurant. If that firm doesn't seem genuinely curious and interested in your restaurant and what it has to offer, it'll have a hard time creating interest with the media.
Bounce backs - This is an underutilized tool that bounces guests from peak times to off-peak times and can also work to encourage frequency in your food and beverage operations. While simple in theory and execution, this tactic can produce far more in revenues per dollar invested than traditional advertising. All you do is offer incentives at the point of purchase on popular services to encourage the guest to try your restaurant another time. For instance, if you're busy for lunch and need to drive sales for dinner, offer bounces back certificates that can only be redeemed during ...
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Bounce backs - This is an underutilized tool that bounces guests from peak times to off-peak times and can also work to encourage frequency in your food and beverage operations. While simple in theory and execution, this tactic can produce far more in revenues per dollar invested than traditional advertising. All you do is offer incentives at the point of purchase on popular services to encourage the guest to try your restaurant another time. For instance, if you're busy for lunch and need to drive sales for dinner, offer bounces back certificates that can only be redeemed during dinner hours.
Stop discounting - Discounting tells your customers and prospective customers, "We don't deserve full price, so we'll be happy to lower our rates to make up for the difference." This point was driven home to me during my tenure with The Breakers of Palm Beach, a lavish resort whose guests spend a small fortune to walk the halls. Discounting the price would be to discount the 105 years spent building a brand. Instead of discounting, consider no strings offers that do not rely on percentages. Examples include value-added perks such as free valet parking, complimentary services, merchandise, etc. And, in a related topic, never offer coupons, only offer certificates.
Business socials - some restaurant owners are unreceptive or apathetic to hosting business socials with outside organizations at their establishment. However, if they select the right group to partner with, you can leverage their resources to promote your restaurant, and you can also target your core audience. Host socials where the food is centre stage. Arrange photo opportunities that include your displays in the background and submit to local media. Partnering with a business or charitable organization works on many levels and can help you stretch your marketing budget while still delivering higher returns on investment than can be achieved with traditional advertising.
Sampling - Tasting believes and if you would grade your food a B minus or above, you need to get it in potential customers' mouths. That's the best way to build recognition and it is more effective and less expensive than advertising. Every public event that draws your core audience is an opportunity to offer samples of your product. Pick the best 2-3 items on your menu that can be easily transported and get some solid representatives of your restaurant out to meet and greet at these off-property functions
Host food events - Hosting food events such as the "Taste of Caribbean" is a great way to position your restaurant as a centre of the food scene in your market. It allows you to leverage the reputation, profile and credibility of all of the other participants, and it can also help you share the expense of holding the event. Hosting an event also provides your restaurant with the opportunity to recruit additional manpower and resources for promoting the event and gives that added edge with garnering local publicity.
Toss up days - Promote this program through your next newsletter and other internal marketing vehicles to your existing customer base. Pick a day which is the slowest food day and flip for the food tab. Guests will have a 50 percent chance of getting their food bill paid by the restaurant. This attracts your guests' attention much more than a" buy one get one free" restaurant promotion. Guests are also more likely to have higher check averages than normal because there is a chance they won't have to pay. It creates a tremendous attention among your core guest base.
Menu Bingo - This is a great tactic for encouraging frequency and getting members to try different items on the menu. You simply create bingo cards that have different menu items in boxes. Have the cards designed with five columns and five rows. You can also promote other non-food items such as merchandise, cookbooks, and gift certificates. Guests have an allotted period of time - 60 days for example - to complete a connection just as they would with a bingo card. Once they try five items in any direction, they receive a free gift basket or other incentives that are roughly equal to one of the items purchased.
Birthday program - Research shows that 40 percent of all Ghanaian eat out on their birthday. This presents an opportunity for establishments with solid birthday programs. So restaurants should take more advantage of this. It does offer a chance for you to swoop in and capture your increased share of the market. A birthday program can be executed through new automated tools like those that are available through e-mail marketing service providers. You simply plug in the birthday and e-mail address of your members, and a secure and nicely designed e-mail is sent to them at a time you determine in advance. The system knows who and when to send the e-mail to and also tracks view rates for reporting that allows you to know how well your program is working. You can also have the e-mail include a redemption code that will allow you to track what percentages of the e-mails are bringing in guests and calculate a return on investment. Recent research has shown that retention based e-mail marketing is 300 to 400 percent higher than traditional vehicles such as direct mail and faxes. It's a great way to communicate and manage your club's birthday program.
Market research
Market research aims to helps an organisation make effective marketing decisions by providing information that can inform the decision making process. It's is concerned with the data in order help the producer better understand their costumer. I will be carrying out a market research, I will do this because it can help an organisation to achieve it overall objective because it can identify market opportunities for example move from sitting on wooding chairs to cushioned chairs. It can be used to asses and improve marketing activity for example improves the service offered in a restaurant. It helps improve the quality of marketing being undertaken by revealing important costumer information such as, what the costumer wants, what they prefer, how often they eat out or what type of food they prefer. I will use primary research because primary research obtains new information and helps you keep on top pf competition. It helps to know the costumer that uses their products it also helps organisation to know what improve on. It is cheap and brings a lot of information.
Secondary research makes use of research already carried out by someone else for another project. I will also use secondary research because it helps me have a broader view of the were restaurants are positioned in the market. Secondary information comes from the television, magazines, internet, news and current affairs. Access to secondary information can be easy and cheap to access
Dun & Bradstreet- this research publishes a number of directories such as comprehensive financial reports on companies and on the trading prospects in a particular industry this is often used by suppliers and other creditor to determine company's credit worthiness.
Mintel standing for market intelligence is one of the leading sources of secondary marketing information. Every month mintel analyses the consumers, producers, advertising and distribution within a range of market.
Company report is a legal requirement for a public limited is to publish data about it activities in the previous.
Observation is watching and recording the activities of a business or individual to identify actions.
Back data is existing company information which can used to make a decision of forecast future trends.
Annual abstract of statistics are data collected by the government on all areas of public and business life.
Trial air when a product is used and opinions and views are recorded on the experience
Pilots- a preliminary stage in market research in which a small number of interview are conducted to see whether the questionnaire, advert or product achieves the research objectives
Field trials- testing a new or improved product on costumers within you target market.
Consumer panel-a group of consumers within a firm's target market used on a regular basis for market research exercises.
Test marketing- the launch of a new or improved product within a tightly defined area, older to measure actual sales potential.
Concept testing- to test the accepting of a concept by target consumers
Demand is a desire to own or a service. It is affected by consumer taste, price, incomes, advertising and the popularity of other products.
P3
Form the market research video I watched, I found out that before a research is done, the company has to find out from their clients, what the aims and objectives of what they want for example, their buying habits, information about their competition in order to keep on top of competition.
The market research survey is good and is an advantage to the company because is save money. The market research identifies the costumer needs and wants. The company needs to understand its competitors and I identify the aims and objectives.
The system that the company does when they enter their questions is coded. Their questionnaires are pre-tested before they go out to costumers. Some questionnaires are open ended other are closed ended questions.
The advantages of closed questions are that it is easier and quicker for respondents to answer, the answers of different respondents are easier to compare, answers are easier to code and statistically analyse, the response choices can clarify question meaning for respondents, respondents are more likely to answer about sensitive topics, there are fewer irrelevant or confused answers to questions, less articulate or less literate respondents are not at a disadvantage and replication is easier. The disadvantages are that they can suggest ideas that the respondent would not otherwise have, respondents with no opinion or no knowledge can answer anyway, respondents can be frustrated because their desired answer is not a choice, it is confusing if many response choices are offered, misinterpretation of a question can go unnoticed, distinctions between respondent answers may be blurred, clerical mistakes or marking the wrong response is possible, they force respondents to give simplistic responses to complex issues and they force people to make choices they would not make in the real world.
However open ended questions can be useful because they permit an unlimited number of possible answers, respondents can answer in detail and can qualify and clarify responses, unanticipated findings can be discovered, they permit adequate answers to complex issues, they permit creativity, self-expression, and richness of detail and they reveal a respondent's logic, thinking process, and frame of reference, yet it also has some disadvantages, open ended questions could be different respondents give different degrees of detail in answers, responses may be irrelevant or buried in useless detail, comparisons and statistical analysis become difficult, coding responses is difficult· articulate and highly literate respondents have an advantage, questions may be too general for respondents who lose direction, a greater amount of respondent time, thought, and effort is necessary, respondents can be intimidated by questions and answers take up a lot of space in the questionnaire.
The questions must be fair and unbiased; the questions must make sense and have a good flow. The surveyor interview must ensure that the questions will work out and provide the information that the company is looking for. After this they conduct, they have to decided whether it will be on the phone or face-to-face. The company can use methods of sampling to avoid bias, e.g. random sampling, quota sampling and stratified sampling.
Stratification will always achieve greater precision provided that the strata have been chosen so that members of the same stratum are as similar as possible in respect of the characteristic of interest. The bigger the differences between the strata, the greater the gain in precision. For example, if you were interested in Internet usage you might stratify by age, whereas if you were interested in smoking you might stratify by gender or social class.
It is often administratively convenient to stratify a sample. Interviewers can be specifically trained to deal with a particular age-group or ethnic group, or employees in a particular industry. The results from each stratum may be of intrinsic interest and can be analysed separately. It ensures better coverage of the population than simple random sampling. But the disadvantages are that there could be difficulty in identifying appropriate strata. More complex to organise and analyse results.
Quota sampling ensures that the proportions in the sample reflect the whole mark. Quotas are identified on the basis of known features of the market under investigation. Dividing a quota into age groups is a popular was to ensure that the characteristics of sample reflect the feature of whole group. This prevents particular groups such as young or old people from dominating a sample.
The Advantages of quota sampling are less costly, administratively easy, quick reply and it does not need any sampling frame
But the disadvantages are estimates of standard deviations are not possible, within quota the sampling may be unrepresentative (e.g. all young people), widely used social class grouping is subjective and checking of fieldwork is difficult.
A random sample gives each member of the population an equal chance of being chosen. One way of achieving a simple random sample is to number each element in the sampling frame (e.g. give everyone on the Electoral register a number) and then use random numbers to select the required sample. Random sampling avoids biasing. The Advantages ideal for statistical purposes. Some disadvantages are that it is hard to achieve in practice, it requires an accurate list of the whole population, it is expensive to conduct as those sampled may be scattered over a wide area
The timings and training is important because the interviewers have to be trained in order to know how to read out the questions and get the customers attention. They also have to be trained on how to keep time and not waste the customers' time. Each questionnaire has to be done by a certain amount of time.
Once the questionnaire is done, the information received has to be organised and then analysed. After the data has been analysed, the results are presented to the client.
Marketing
To succeed, entrepreneurs must attract and retain a growing base of satisfied customers. Marketing programs, though widely varied, are all aimed at convincing people to try out or keep using particular products or services. Business owners should carefully plan their marketing strategies and performance to keep their market presence strong.
What is marketing?
Marketing is based on the importance of customers to a business and has two important principles:
All company policies and activities should be directed toward satisfying customer needs.
Profitable sales volume is more important than maximum sales volume.
To best use these principles, a small business should:
Determine the needs of their customers through market research
Analyze their competitive advantages to develop a market strategy
Select specific markets to serve by target marketing
Determine how to satisfy customer needs by identifying a market mix
Market Research
Successful marketing requires timely and relevant market information. An inexpensive research program, based on questionnaires given to current or prospective customers, can often uncover dissatisfaction or possible new products or services.
Market research will also identify trends that affect sales and profitability. Population shifts, legal developments, and the local economic situation should be monitored to quickly identify problems and opportunities. It is also important to keep up with competitors' market strategies.
In a market research the company has to know the aims and objectives of what the clients wants. E.g. their buying habits, information on restaurants and looking at competition but asking what other restaurants they visit. There has to be a market research survey
What are some of the big ideas has to be put in place to grow
One of the first things is to look at the ownership and how they treat their costumers. The standardisation of everything that happens in the restaurant, the recipe, the ingredients, products and raw materials. The style of service is important and the training programme for the staff and managers. Making sure that the food is properly done and tasted. The cooks need to do a taste test, a visual test, temperature test and have enough products. The restaurants have to have a manual for every part of the business. They use costumers for research by questioning and answering. Management also have to lead by example.
Importance of ICT in secondary data
ICT stands for information communication technology. ICT is the systematic gathering recording and analysis of data about problems related to the marketing of goods and services.
It gives you access to information for examples research from the previous year and research from this year and comprehensive financial reports on companies and one trading prospects., it keeps you up dated with what is happening in the world and keeps you in connection with people and places. It is like a telephone and a television put together in one machine. The use of the computer saves time because most of the functions can be done only by clicking one button. Example if the research is done by the telephone with a questionnaire, it has to be done in a short space of time in order not to waste the customer's time. it stores data securely, there is a very slim chance of the information stored on the computer to be lost, ICT can help keep information organised and up to date, ICT save energy, as I mentioned earlier on most functions can be done only by clicking one button which saves human energy from gathering information, organising them or filing them which saves a lot of time when it comes to collecting the data and analysing them, it is also easy to distribute them to the clients of the market research company.
ICT can be used for experiment s, prediction simulation and tracking
With ICT, it is very easy to store and save information. ICT can keep a lot of information without taking much space; it can also keep you up dated with information especially if you have access to the internet. With ICT, the liability of keeping information is limited. Sometimes information can very important, that it requires a room to itself locked with keys, and these keys can be misplaced, with ICT it only needs a password. It is also good because it stops other people from having access to your information, for example if a research has been done with names and nationality attached to it, ICT can help keeps all your details safely. It is important for a market research company to keep all personal information because the data protection act states they can only share your information lawfully e.g. in the same group or company, they can not give your details to a company that has not connection with them as a research company If there are any calculations that need to be made, for example, if the percentage change of the amount of people who eat out in restaurants need to be calculated, the computer can easily help you with that by using Microsoft excel. Computers are reliable most of the time, information stored will not be mixed with other information or misplaced but will be exactly where you saved it. ICT is important in secondary research because it gives you quick access to information for example, who your competitors are or costumer buying habits.
For my business, computer is very useful because I can use computers for reservation for customers, I can use it for planning how the business must run and set rule and guidelines, I can use it to store staff details during recruitment, and design attractive menus.
Using computers in my restaurant can help me reduce costs and give me more information on how can make my costumers more comfortable and improve service. I can also find out what other good services businesses are not offering and offer it.
Planning of market research methods
For my market research I will use primary research because it will helps me explore the needs of my costumers and give me direct knowledge of how costumer feel about my restaurant and what they would like to see improve or change. In my primary research I will use both quantitative research in order for me have an estimated figure or percentage of costumer who often eat out and where they often go to and how often they go. I can also find out, how many costumers go to eat at my immediate competitors, I can find track across a variety of restaurants and foods, I can estimate market shares of competing restaurants and I can estimate market and segment sizes.
I will also use qualitative research because it will provide me with information on why people buy, what motivates them to buy and what impresses them about restaurant food. I will also help me investigate customer attitude towards a service or a type of food. I can find out consumer reactions to changes in prices and their opinions about prices and I cal so find out about the costumers lifestyles, habits and buying patterns.
Examples of primary research are Survey Observations questionnaire Focus groups, these increase number of people whose views can be researched over a given timescale, compared to interviewing the personal interviews, these can be developed in line with respondent replies, whereas a postal interview asks the same questions regardless of response. Telephone interviews can be useful be you can ensure that the appropriate amounts of people are interviewed. I will use questionnaire for my research because
The responses are gathered in a standardised way, so questionnaires are more objective, certainly more so than interviews.
Generally it is relatively quick to collect information using a questionnaire. Potentially information can be collected from a large portion of a group. However return rates can be dramatically improved if the questionnaire is delivered and responded to.
I will also use secondary research to help me compare my results with other companies that are currently running a restaurant. I can also look at the past results and see how the market has changed over the years or years, if it hasn't changed significantly, I can add more to my aims by looking at how I can change the market and what I can do to make a difference. In this research I will also use qualitative and quantitative research.
Research brief
. background to organisation
* its products and its market
2. the project
* the reason for the project being required e.g. a need to revitalise a product range
* decisions to be influenced by project results e.g. to select a number of potential new products further development
3. The objectives
* The precise information required. E.g. possible prices for new products or services, best ways to promote these product, stores that should stock them and key product benefits to costumers
* Outline of the approach to be taken i.e. whether to have a qualitative focus on small number of people or quantitative focus on a large number of people .
4. possible research methods
* For example, whether a secondary research project, such as existing research reports should be under taken before deciding to authorise more expensive primary research such as telephone interviews.
* The sampling options that could be used to ensure reliable and valid data will be collected. Sampling is concerned with how to select the people involved in the research project not simply a case of interview people as they come along.
5. reporting and presentation requirements
* whether written or verbal reports are need and if any progress meeting are required during the project
6. timing
* The timescales for submission of the proposal and completion of the research.
The budget available for the project is rarely included within the brief. This is to ensure that the research is designed to meet the information needs of the organisation rather than the size of the budget available. However, it is properly sensible to indicate a maximum budget that the researcher should keep in mind when designing the research.
Research proposal
The research proposal manager should produce a research proposal to respond to the research brief
Stages of research
Research proposal and approach to entering in to the restaurant market
Tranquil is a Ghanaian restaurant that is being developed and launch into the UK restaurant market. It does have production units; it has equipments that produces the food on the premises and has stage who permanently work for the restaurant to produce the best restaurant service to give the restaurant a general market appeal. This will provide the restaurant with the ability to satisfy consumer's tastes and preferences.
Project
Tranquil wants to gain a thorough understanding of the current trends in the UK restaurants market and the strengths and weaknesses of competition. It also needs a clear idea of what foods and environment to consider introducing.
Target audience
Most of the country's population eats out depending on their household income, therefore people with a minimum of £15,000 a year household income should be included in the target audience.
Target audience objectives and data to be collected
A lot of people eat out in restaurants, some of them only eat out occasionally and therefore every group in the population should be included in the audience for this project
Objectives and data to be collect data
Provide market size
Questionnaires
Questionnaires are used in a variety of contexts in market research. They can be the format used for conducting surveys including mail surveys, telephone interviews and formal, structured personal interviews. Irrespective if the context in which the survey research in being conducted, the ways in which the questionnaire is constructed are broadly similar.
A questionnaire is a data collection device formally sets out the way research questions should ask.
Even the simplest questionnaires need careful wording and organisation to produce accurate information. Consideration needs to be given to the content, the phasing of questions, the type of questions to be used, the layout and the sequence. Questionnaire should be tested, this is called piloting, and they should be tested before they are used.
Effective questionnaires generally have the some characteristics. questionnaires start with a statement about the reason for the survey, put respondents at ease and reassure people this is not a selling action, questionnaires provide example questions and answers at the beginning to show how the questionnaire should be completed, they also avoid using jargon and complex language, questions are phrased precisely and they do not ask for information outside the objectives of the research project.
Three types of information can be gathered using questionnaires, fact opinions and motives.
Factual data is for example about age, gender or geographical location. Opinion data can be very useful to decision makers. It provided them with information about beliefs and feelings, attitude and knowledge but the answers have to be treated with some caution as they will not be as reliable as factual data. Knowing people's motives for a particular action can be important to those wishing to influence them, such as advertiser. Analysis is inevitable subjective and can only deliver an impression rather the certainly about people's real motives.
Sequencing
The sequence of questions is important. He early questions should attempt to create interest, so the respondent will continue. The questions should follow a logical order. Overall more detailed, and there should be a logical flow from question to question and from topic to topic. All questions relating to a particular topic should be asked before moving on o another topic. Questionnaires should be easy to use and encourage the user to answer the questions posed. Any potentially embarrassing personal questions should be left until late in the questionnaire.
Dichotomous questions
Dichotomous questions are the simplest form of closed questions as he respondent is limited to two fixed alternatives; these two types of questions do not provide much detail but are useful as screening questions to determine whether a respondent should be asked further questions on a particular subject.
Multiple choice questions
Multiple choice questions provide respondents with a choice of potential responses. The respondents are normally asked to tick one alternative that best matches their views. Such questions are difficult to design because the designer needs to know all the potential answers, however, other options can be accommodated by inserting others as one of the options.
Scaled questions
It is sometime necessary to judge the strength of feeling about a topic. This requires the used of rating or response scale question. There are various types likert scale for example shows how strongly a respondent agrees or disagrees with a statement.
Open ended questions
Open ended questions invite respondents to offer their opinion and allows the to express themselves freely, possibly at length. His can lead o a wide variety of replies and can therefore be difficult to interpret. Such questions are simple to design and are often used when the researcher is not sure what the likely responses are.
Length of a questionnaire.
If the topic being investigated is of genuine interest to the respondent he or she may well be prepared o compete a lengthy questionnaire. Postal surveys, where here is no one present to encourage completion have to cover less ground. Good sequencing and easy to follow instructions will help.
Questionnaires should be no longer the 40 questions, but should be as short as practically possible. Questions towards the end of a long survey may provoke hasty answers, producing inaccurate information. The use of skip questioning where respondents are asked to skip certain questions on the basis of previous answers can reduce the length of the questionnaire as it ensures people are asked only relevant questions.
Bias
Bias is defined as the difference between the answer obtained from respondents and ht truth. The ordering of potential responses in multiple choice questions is important as it can influence a respondent's choice, especially when he or she is slightly unsure of the answer. Research has shown that respondent are more likely to choose answers at he beginning or at the end of a list rather than in the middle, to reduce the impact of this, interviews are asked to frequently rotate the sequence of questions. Questions that may reveal the respondent in a poor light should be avoided, as many people will give an answer that they think will gain approval rather than give the truthful answer. Questions that require an explanation also run the risk of introducing bias into the survey.
Relevance
It is important that the respondents are asked questions that are only relevant to them. Early questions may use the skip questions technique, determining which questions need to be answered by a respondent further into the questionnaire. If the consumer only has African foods, skip questions can prevent him or her being asked about oriental foods. On completion of a skipped question, respondents will only be directed, for example if you answered NO go to question 6. If you answered YES go to question 7
Encouraging response
Response rate is the number who participated in research project compared with the total number of people approached. Answering a questionnaire requires a respondent to give time, attention and thought to a subject that, though it is of interest to the researcher, may not be of much interest to the respondent. The length should be kept to a minimum, although some topics will maintain the respondent's interest longer than others.
Questions should be easy for the respondent to understand and answer as possible. An uncertain respondent is more likely to terminate the interview. Explanations should be included to bridge any changes of question topic. A respondent who feels the overall content makes no sense is again more likely to cease co-operating. As much as possible, the format and type of question used should be made varied and interesting for the respondent.
A covering letter introducing and explaining the purpose of the questionnaire can influence the rate of response to postal surveys. Reminder letters to non- respondent can also gain more responses. Small incentives such as free entry to prize draw often improve responses rates.
Pilot stage
If time costs allow, questionnaire should be piloted with some test respondents. Using the questionnaire with ten or twelve respondents should reveal any major problems. A pilot will help identify errors in the order of questions or the questions themselves. It will also indicate whether the questionnaire will meet the research objectives.
Questionnaire plan
I will interview 50 people between the ages of 20-70. I will carry out my research in the area I will be setting up the restaurant which is Croydon shopping centre. I will start at 6:00pm; because this is the time most people go out to eat out. I will prepare a questionnaire for the general public and another questionnaire for my competitors, and a questionnaire for myself to observe people who eat in restaurant.
Pestle
Pestle analysis helps to make decisions uncontrollable external factors so they can plan for them. Marketers use pestle analysis (political, economic, social, technological, legal, environment) to investigate the external environment an organisation is operating in.
Political factors
Governments have a major effect on businesses
This way my restaurant cannot do anything illegal such a lie to their costumers or treat their staff wrongly.
When the government gets involved, the government can create demand for a product
Or reduce demand for a product or products in general
Taxation, public Spending, interest rates etc. This will have and effect my prices , ifs taxes go up it is hardly likely that people will eat from restuarnts as eating out is a luxury, therefore public spending will go down. This will affect interest rates because, interest rates will go down to stop people from saving more because everything might too expensive
Pestle analysis affects the activity of business. Political developments are generally out of control an organisation, but needs to forecast and anticipate change and then react accordingly. The development of the European Union has provided both opportunities and threats to British organisations. My restaurant can expanded all over the country and even the world.
Economic factors
UK's Economic Performance determines its level of national income.
Distribution of national income and wealth determines our standard of living
This influences consumer spending patterns If people do not earn enough, then they are incline to eat at home or buy cheap foods from shops like Sainsbury's and Tesco and just cook the foods at home and market opportunities will be less because there will be no way of making more revenue
Economies influences look at how the performance of the economy will impact on a business like tranquil restaurant. All economies go through cycles of prosperity which are high level of demand.
Employment and income, recession which is falling demand, employment and income. And recovery which is gradual improvement in production levels, lowering unemployment and increasing incomes. A business cycle is especially important because of its direct effect on the consumer and business spending. During times of prosperity both consumers and coca cola customers buy better services.
Social
The social environment describes the characteristics society, the people who live in that society and their value and beliefs. A lot of people say that restaurant foods are not as clean and safe as home food and also may contain bad ingredients; this stops them from eating out. The first area of study tends to focus on the population, demographics, revealing information about size, gender, ethnic groups, income level, educational, attainment, occupations and family structure. This will help tranquil restaurant target costumers easier and enable them to meet costumer needs and wants. The information is very useful to marketers in predicting the size of markets for many products for many products.
Technological
Many technological developments affect organisations. Growing computer ownership and internet or telephone to allow people to buy virtually anything without leaving their home. Example, tranquil restaurant can have a telephone line that can be for costumers who wants their food to be delivered to their home without costumers leaving their homes.
The legal climate constantly changes as the government introduces new laws through parliament. Example, the law governing gambling will shortly change. Casinos will be allowed to promote themselves and new members will be able to gamble immediately rather having to wait 24 hours as at present.
Legal
The legal climate constantly changes as the government introduces new laws through parliament. Example, the law governing gambling will shortly change. Casinos will be allowed to promote themselves and new members will be able to gamble immediately rather having to wait 24 hours as at present.
Environment
Environment factors can also affect an organisation. Example, an aircraft emit a lot of gases harmful to the environment, airlines are being asked to reduce this pollution before some airports will be allowed to expand in the UK. Similarly, restaurants is legally not allowed to put certain ingredients in their food, because some food are said the give or arouse health problems because of some ingredients in the food
Questionnaire
Dear respondent,
There is a new restaurant about to be built in this area. In order to provide the best food and best service, we need to know what you, our potential costumers would want in the restaurant and expect to see.
This questionnaire is designed to give you the opportunity to express yourself. We want this restaurant to be just the way you want it. Thank you for you time
. what gender are you
A. Male
B. Female
2. Please tick the type of restaurant you prefer the mostly
A. Indian
B. Chinese
C. English
D. African
E. American
F. Thai
G. Japanese
H. Caribbean
I. Mexican
3. how often do you eat at this restaurant
A. Every day
B. Once a week
C. Twice a week
D. Once a month
E. Twice a month
F. Occasionally
4. how much do you normally spend at this restaurant
A. £10-£20
B. £30-£40
C. £50-£60
D. £70-£80
F. Higher
5. How adventurous are you?
A. Very adventurous
B. Adventurous
C. Not very adventurous
D. Not adventurous at all
6. What would appetize you to try something new (please circle)
A. Location
B. Distance
C. Price
D. Value for money
7. I would like to know your opinions for the following services
A. Strongly agree
B. agree
C. Neither agree no disagree
D. disagree
E. Strongly disagree
Musical environment
Spacious environment
crowded
Musical
Spacious
Crowded
8. What type of meat do you prefer
A. Chicken
B. Beef
C. Lamb
D. Fish
E. Turkey
F. Vegetarian
G. Other? Please state...........................................
9. Do you prefer spicy meals or non spicy meals?
A. Yes
B. No
C. If No please
Please state why
_____________________________________________________
0. Do you like salads
A. Coleslaw
B. Caesar salads
C. Pasta
D. If not mentioned above please specify____________________________
1. how do you like you salads
A. Plain
B. With dressing
12. What type of beverage do you prefer?
A. Soft drinks
B. Wine
C. Water
D. Energy drinks
3. Do you prefer?
A. Takeaway
B. Restaurants
C. Both
4. What is your household income?
A. 15,000-20,000
B. 20,000-30,000
C. 30,000-40,000
D. 40,000-50,000
E. 50,000-60,000
F. 70,000-80,000
G. Higher
H. Lower
Conclusion
Research findings
The communications of research findings in the form of a written report or a verbal presentation is the culmination of the research project. This step is particularly important, as the clarity and the relevance of the findings are critical to the client's final satisfaction with the marketing research project. A manager may question the overall value an accuracy of the research if it is presented in a confusing or hesitiant manner.
Statistical procedures
A variety of statistical procedures are available help draw conclusion from the findings of research they have undertaken.
Arithmetic mean
It is often useful to talk about an average, such as the average number of costumers served in a day or the average distanced travelled to deliver the product. The mean is most commonly used average. To find the mean of a set of numbers, add them together and divide by the number of values in the set.
The demand for a restaurant on every 31 days was as follows
The demand for a restaurant every week was as follows
Median
The median is the middle value in a set for number. To find the median, place the numbers in order and find the middle value. This average has the advantage of not being affected by extreme numbers at either end of a set of numbers. It may be a more appropriate measure of an average where a few extreme values may impact adversely on the calculation of an arithmetic mean.
To find the median of the following values
These are the values in order
Mode
The mode is the values occur most frequently in a set numbers. The mode has one unique characteristic for an average in that there can be any number of modes. If the prices of a range of services are being examined, it is perfectly possible for a number of price points to be very popular with customers, such as £10,£20 and £30. the mode would highlight these important prices, which both the mean and the median may fail to reveal.
Range
It is sometimes useful to examine the spread of a set of numbers. Identifying the range is probably the simplest measure, and it was found by calculating the difference between the largest and smallest values in a range of numbers. The extreme numbers in a set directly affect the range. This method could for example help to establish the price difference between the basic product and the super deluxe option the difference between the African food and European food, for instance.
Interquartile
The interquatile range reduces the impact of any extreme values. It divided the data in quarters and disregards the lowest and highest quartile. There it only looks at the two central quartiles, which account for 50% of he values being analysed.
This can be shown by plotting a cumulative frequency distribution chart on a graph. The curve will always be S shaped. The data is divided into quarters before calculating the interquatile range. This technique might be useful to analyse the delivery distances consumers request, when deciding at which distance to introduce a charge.
Scatter diagrams
Scatter diagrams plot the dependent variable such as sales on the horizontal y axis and the independent variable such as advertising on the vertical x axis.
Correlation refers to situations in which there is an association between the behaviour of two variables. When both variables are moving consistently in the same direction, for example sales increase when advertising increases or consumption increases as income increases there is a positive correlation.
When one variable moves consistently in the opposite direction from the other variable, so that one falls as the other rises, there is said to be a negative correlation. For example, the more space and tables the restaurant has , the better we can meet demand and the service will be quick and stay quick.
When there's is no pattern to the relationship between two variables there is said to be no correlation. This might occur for example, if complaints were plotted against the number of waiters and waitresses on duty.
Time series and trends
A time series is the name given to set of figures recorded as they occur through time. The series may be plotted daily, weekly or monthly and it is usual for the horizontal axis to be used to denote the time dimension. If there is a clear trend, these figures can be used to predict what will happen in the near future.
Use of spreadsheet for analysis
Microsoft excel enables managers to quickly illustrate business trends diagrammatically or example, if managers want to make a comparison between the market chains, this can be achieved graphically by using pie charts and bar charts.
In a pie chart each slice of the pie chart represents a component's contribution to the total amount. The 360 degrees of the circle are divided up in proportion to the figures obtained. For example, if two restaurants have 50% of the market each, this would represent in a pie chart by each restaurant market share being allocated half of the pie or 180 degrees.
Bar chart are an easily way of understood way of presenting information that can be used to good effect in business. Bar chart are drawn against a horizontal y axis showing value. The height of each bar corresponds the value for each variable.
Appropriate uses of statistical procedures
Statistical procedure
use
Mean
How much consumers spend when the come to eat in the restaurant.
How many consumers are served each week or month?
How long consumers spend waiting to be served.
Median
Same uses as the mean, but with any high and low values eliminated.
Mode
Most popular price points for a range of foods.
The amount of money generally spent by cosnsumers
Most popular time during the day for cosumers to arrive n the resturant
Range
Difference between the prices for the basic and deluxe product or service.
Time spent by consumers eating in the restaurant.
Difference between the nearest and furthest delivery distances for customer's orders
Interquatile
Sales by opening hour a day
Distance generally requested by costumers wishing to have order delivered.
Amount of money spent by the majority of costumer on their loyalty cards during a year.
Scatter grams
Response of services to waitors and waitresses availability in the restaurants.
Waiting for service and the impact on customer satisfaction.
Impact of temperature on food sales
Time series and trends
To help determine the type of new products that should be developed.
To set targets for the sales team over the coming year.
To suggest product that would benefit from advertise.
Diagrammatic analysis and presentation
Graphs and charts can help understanding by communication information in a very succinct and effective manner. They can also maintain the interest of the audience by providing breaks form block of text or speech. The following section considers a number of popular diagrammatical techniques.
Pictograms
A pictogram is a special type of bar chart that uses picture of the item it is concerned with, such as bottles, cars or money, rather than bars.
Pie charts
Pie charts show s total figure split into various categories. For example , if we show how different market segment share total sales the whole pie would represent total sale each segment would show how much of the total was sold in each market segment.
Bar charts
A bar chart consist of a series of bars, positioned either horizontally or vertically to represent the value of variety of items.
Bar charts are used to compare data totals. A multiple bar charts show different data side by side. For example, if you wanted to compare sales for different years, a multiple bar chart would be a good way to show the information. A stacked bar chart shows the data stacked on top of each other. The advantage of the is that you can see the relevant total by noting the height of each bar. These sections that make up a stacked bar are normally shaded so hat each individual section can be identified easily.
Frequency curves and histograms
Line graphs
Line graphs are particularly useful in showing how values or quantities rise and all over a period of time. On a line graph it is normal to show time along time the horizontal y axis and the variable on the vertical x axis. Line graphs can used to show information, such as, interest rates, unemployment rates, exchange, rate of growth the economy and population changes.
Line graphs can also be to used make comparisons between two more sets of observation. They are particularly useful for identify pattern and trends in data such as seasonal effects and turning points.
Scatter diagrams
Scatter diagrams are useful to examine relationships. Markets frequently interest in the degree of association between two variable, such as advertising and sales, square footage of a retail store and sales, or average queue length and costumer satisfaction levels.
If you wanted to see whether there was a correlation between the amount spent on advertising and sales you would plot the data on a graph. If there appears to be a strongly positive correlation we could say that there appears to be a strong link between advertising and sales the more we advertise the more we sell.
Appropriate use of techniques
Technique
Appropriate use
Pie chart
> Market shares major competitors
> Sales from different regions of the country
Bar chart
> Sales in market by segment
> Ordered received fro key international markets
> Number in major European market
Frequency curve
> Value of purchases by customer
> Time spent in store by consumers
> Delivery distances of customer order
histogram
> Sales analysed by opening hours
> Number of customer moving thought checkout each hour
> Number of purchases by prices ranges
Line graphs
> Sales over three years
> Advertise money spent over 12 months
Scatter diagram
> Response of sales to advertising expenditure
> Length of checkout queue and customer satisfaction levels
> Impact temperature on soft drink sales
Interpretation of results
The interpretation of quantitative data involves examines the statistics. Interpretation should draw out the implication of the data for management. While the underlying statistics are not open to subject interpretation, therefore, the conclusion and implications for management could be.
The first step in the interpretation results is to go through the evidence presented, looking at the statistics. What do the statistics indicated about the characteristics of the market?
The purpose of analysis is to uncover the relevance and significance of data. For example, there may be trends or new factors in the competition such as supermarkets selling financial products, markets structure such as growth in convenience store shopping or consumer habits such as buying over the internet.
The analysis of qualitative data is however subjective and impressionistic. It conveys to the decision maker, the product, the advertising and their attitudes.
Limitations or research
It is important to exercise caution when interpreting results and drawing conclusions from data, sine it relates only to a sample. The more carefully the sample size and composition have been selected, the more valuable the final data, but the results can only ever be used as a final data, but the results can only ever be used as a guide for decision making. There will be a certain amount of statistical error in any results and the conclusions drawn from those results. As long as marketing managers use their common sense valuable messages can be drawn from marketing research.
Customer databases
In the past managers have had difficulty in gathering sufficient information to make sound decisions? Today's problems relate more to the filtering of relevant data from the explosion of information available in a wide range of formats from range of sources. These sources may be internal to the organisation, coming from customer databases and electronic barcode scanning devices, or they may be from the internet or marketing research sources. More information does not always mean better decision making. It is important that the levels of information present to the decision making are kept to a manageable scale. Therefore managers need to be specific about the information they need. The fact that market research can draw information from a number of sources does mean, however that the reality of the data can be confirmed by reference to other sources.
E business feedback
Nearly all internet selling site offer the consumer the chance to contact the organization, generally by email. This has resulted in organisation received vast amounts of information from customers as organisations have become more accessible. Customer comments, complaints or simple enquiries were traditionally considered to be a valuable source of marketing research data, but the sheer volume of data now being generated is proving difficult to cope with process and analyse. The electronic collection of data through loyalty cards and use of computers has enabled organisations to analyse vast amount of costumer data but managers are reporting that decisions are being delayed as a result of huge amount of information available to them. In addition, a substantial amount of time is being wasted searching for and collecting information.
Reliability of sample and accuracy
Any sample must be as representative as possible of the group investigated. It must also be chosen in such a way as a minimise the risk of sampling error. The sample error of a statistic is a difference between the figure arrived at for the sample and the figure for the whole population. If we were seeking the average income of sales managers in the UK, the sample error would be the difference between the average incomes of the sample chooses and average income for all sales managers.
Some samples will produce only a small sampling error in other words, they will produce an estimate close to the population average. Other samples will show a large sampling error and it is therefore important to realise that even when the best sampling methods are used there will always be the potential for error.
Bias
Interviewer bias can be a problem if an interviewer is allowed to influence answers. This can happen when questions have to be explained to the respondent, as the will be to the interpretation. It can be an issue when controversial topics are being investigated, it is now common practice to screen interviews to ensure they do not hold strong view concerning the issue being research, such as smoking, drinking or moral conduct.
Bias can also arise hen the interviewers are being to approach potential respondents are mainly females or of a particular age group. For example, , in quota of 20-30 year old women there will be will a disproportionate number of 24 to 26 year olds because it is more difficult to judge the age of those close to either 20-30. There is also a tendency for interviewers to approach for attractive people, who may hold different views and opinions from others.
Questionnaire bias can be minimised by paying particular attention to the sequence and wording of questions. The questionnaire should make it easy for the respondent to answer truthfully and care must be taken to avoid questions or words that may lead the respondent into giving answers that do not reflect his or her true opinion or experience.
Subjectivity
Group discussion and face to face interview are the most common ways to collect qualitative data. in each case t is normally the person who was responsible for the collection of the interviewer , who carries out the analysis. The analysis of qualities data is subjective and impressionistic. The quality of the analysis and interpretation of such data depends on the individual who undertakes both the research and the analysis.
Qualitative data may be less liable to the problem of subjectivity, but the interpretation still needs to draw out the impact pf the data for the organisation. So while the interpretation, the conclusion and implication drawn from them might be.;
Stephanie Mensah B12