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Coursework Preparation

Elona Muska, owner of Wok & Fire restaurant, noticed declining revenues and hired a marketing research firm to design a survey of 405 customers of Wok & Fire and its competitor Oodles. The survey aimed to identify strengths/weaknesses, compare the restaurants, and develop an improvement plan. The student must analyze the survey data in Excel to understand customer perceptions, compare restaurants, and recommend strategies like segmentation, targeting, positioning to improve Wok & Fire. The report should identify strengths/weaknesses, include restaurant comparisons, and develop an improvement plan for Wok & Fire operations based on findings.

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208 views15 pages

Coursework Preparation

Elona Muska, owner of Wok & Fire restaurant, noticed declining revenues and hired a marketing research firm to design a survey of 405 customers of Wok & Fire and its competitor Oodles. The survey aimed to identify strengths/weaknesses, compare the restaurants, and develop an improvement plan. The student must analyze the survey data in Excel to understand customer perceptions, compare restaurants, and recommend strategies like segmentation, targeting, positioning to improve Wok & Fire. The report should identify strengths/weaknesses, include restaurant comparisons, and develop an improvement plan for Wok & Fire operations based on findings.

Uploaded by

abubakargoreja
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Coursework

BA 1510: Quantitative Methods


Prof. Sameer Hosany
Coursework (I)
A few years ago, Elona Muska started Wok & Fire, a new Chinese theme casual dining
restaurant located in SpaceX. As a former business student at Queen’s University, Elona
wanted to become an entrepreneur instead of working for someone else. During her
studies, Elona worked as a waiter and gained the necessary knowledge and experience to
start her own restaurant. The new concept behind Wok & Fire was based upon using the
freshest ingredients, complemented by a festive atmosphere, friendly service, and cutting-
edge marketing strategies.

After several years of success, Elona noticed that revenues, traffic flow, and sales were
declining and realised that she needed updated information about her customers. As a
result, the owner hired a marketing research firm to design a self-administered survey to
collect primary data about people’s dining-outs habits and patterns. Elona believes the
survey will help to identify the restaurant’s strengths and weaknesses, enable her to
compare Wok & Fire with Oodles, a nearby competitor and develop a plan to improve the
restaurant’s operations. The following 6 research objectives were used to guide the design
of the survey.
Coursework (II)
1. To identify the factors people consider important in making casual dining restaurant
choice decisions.
2. To determine the characteristics customers use to describe Wok & Fire and its
competitor, Oodles.
3. To develop a psychographic/demographic profile of the restaurant customers.
4. To determine the patronage and positive word-of-mouth advertising patterns of the
restaurant customers.
5. To assess the customer’s willingness to return to the restaurant in the future.
6. To assess the degree to which customers are satisfied with their Chinese restaurant
experiences.

Over a period of 2 weeks, trained interviewers collected data from 405 customers: 152
for Oodles (main competitor) and 253 for Wok & Fire. The survey data is available in
Excel (see folder). The survey included questions about lifestyle, perception measures,
relationship measures, selection factors and selected classification information on the
respondents (A copy of the questionnaire can be found in the folder).
Requirements
With the survey completed and edited (see excel file ChineseRestaurantDiningOut),
drawing on the knowledge acquired on this module, your task is to analyse the data [using
appropriate statistical techniques] to understand what customer think of Wok & Fire and
Oodles. Prepare a report of your findings for Elona. Your report should i) identify Wok &
Fire strengths and weaknesses; ii) include comparisons between Wok & Fire and Oodles;
and iii) develop a plan (recommendations, for e.g., new marketing strategies in terms of
segmentation, targeting, positioning, branding among others) on how to improve Wok &
Fire operations. Using Excel, your analysis should include frequencies, mean, and
standard deviation for the variables as appropriate. In addition, use relevant charts to
present and summarise data. For group comparisons, run t-test and/or ANOVA; to
examine linear relationship between variables, perform correlation and regression
analyses. Refer to previous years’ examiner’s report for best practices and common
weaknesses.

Format: Report Style


Word Limit: 2 000 words
Basic Format of a Typical
Research Report

A. Front Matter

B. Body

C. End Matter
Front Matter

A. Front Matter

1. Title Page
2. Abstract/Executive Summary
3. Table of Contents
4. List of Tables
5. List of Graphs/Figures
6. List of Appendices
A. Front Matter

Abstract/Executive Summary

§ Research Objectives
§ Summary of Key Findings
§ Key Implications
B. Body
1. Introduction
- Research Background
- Research questions/objectives

2. Brief Description of relevant theoretical concepts/framework (optional)

3. Research Methods and Procedures (information provided)

- Questionnaire development, pre-testing


- Sampling (e.g. sample method, size)
- Data Collection

4. Data Analysis and Findings


5. Discussions/Implications/Recommendations
6. Conclusions/Limitations/Area for future research
C. End Matter

1. Appendices

- Questionnaire
- Excel raw statistical outputs
- Any other “nice to know” information

2. References
Data Analysis and Findings

- Use Excel for analysis

- Should address the owner’s questions (see also requirements)

- Include frequencies, mean, and standard deviation for the variables as appropriate.
For group comparisons, where appropriate, run t-test and ANOVA and to examine
linear relationship between variables, perform correlation and regression analyses.

- Use relevant charts to present and summarise data

- Follow best practices in presenting results


Discussions and Implications

§ Discuss the managerial/practical implications of the main findings

§ Recommendations should be based on key findings and should be


realistic

§ Develop/formulate/recommend relevant strategies or tactics


Rubric

Presentation/Structure
Knowledge/Understanding
Analysis and Evaluation
Conclusions Drawn
Reading
Common Problems to Avoid (I)

1. Fail to adequately address the requirements of the coursework; need to


compare the 2 restaurants on relevant attributes (e.g. perceptions, relationship
measures);
2. Lack of Data Interpretation: failure to adequately report and interpret data;
unbiased interpretation of findings required. For example, not significant
findings ≠ not important to report; you should explain why the results are not
significant in the report;
3. Lack of Relevance: Reporting data, statistics, and information that are not
consistent with the study’s objectives; develop the report with the research
objectives clearly in focus; don’t over rely on descriptive statistics (such as
frequencies, percentages, mean and standard deviation);
4. Placing too much emphasis on a few statistics: Don’t base your
implications/recommendations solely on statistical results, but on the pattern of
results in your entire report; need to demonstrate knowledge of various
approaches to analyse quantitative data (e.g. descriptive analysis, t-test,
correlation, multiple regression);
Common Problems to Avoid (II)

5. Fail to discuss the implications for the owners [and to some extent theoretical
implications] of key findings and this is a key requirement for this coursework;
need to provide supporting evidence for any recommendations;
recommendations/implications should relate to main findings;

6. Too much emphasis on analysis; while it is important to demonstrate


familiarity with the various techniques to analyse data; reports should focus
on the interpretation, relevance and implications of key analysis;

7. Fail to include raw Excel outputs in Appendix;

8. It is a requirement to use Excel to analyse data and not other software (such as
SPSS). Learning Excel is part of the transferable skills offered by this module
Good Luck!

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