Exploring Distance Learning Degrees and Market Research for Customer Preferences

"Mania" is a chain of fast-food restaurants located in major metropolitan areas in the south. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first, they want to know more about their customers and their preferences.

(a) List two hypotheses.
(b) What kind of research design is appropriate? Why?

Isn't this question more appropriate in your internal business strategy meetings? Or, on customer focus group forums?

Apart from advertising Food Mania on an HR forum, what are you trying to achieve with your post?

If I am right, this is a student's assignment for which he or she is seeking a solution. I normally do not provide solutions but seek answers.

Tell us what research you have done so far to answer this question - other than asking others to supply you with a ready-made answer. Then ask a specific question relating to your research.

If you are having problems with the assignment, speak to your tutor/professor and seek further guidance.

Madam/Sir,

You are right. I should ask my tutor and professor, but I should tell you that I am studying through distance education, so I don't have any tutor or professor. Anyways, thank you for your advice.

There is no point in discouraging you from seeking answers. To decide about this, we may have to ask a number of questions.

What is the method of your business? Are you selling to the public or only to corporates? If public, which are the places? If corporates, are you entangled in the agreement? What are the main menu - only snacks or lunch, dinner, or both?

However, I suggest the following methods to decide:

1. Find out from the existing customers their opinion on the existing menu. Which are the items they like most and which are not according to their taste?

2. What are the possible improvements to be made in the existing menu from the customers' perspective? Gather this information from them.

3. What new dishes do they expect from you? Specify the items.

4. The categories of customers that visit your fast food - decide based on this information.

5. Give importance to the side dishes that are mostly liked by customers. Improve on them.

6. Provide a sample of the new dish to existing customers free of cost (small quantity) and get feedback. Introduce the most favored dishes initially.

7. Compare with other fast foods and get a list of items that are supplied by them as favorite dishes but not by you. Conduct research on that and try to introduce such items slowly, one by one.

Thank you for your reply. I am from the Quality department, so I have no idea about market research. Such questions are really challenging for me because there is no guidance due to the distance mode of the program.

Thank you very much for your support.

With regards,
Sonia

Dear Sir/Madam,

Thank you very much for your support. I will share my answer with you as soon as possible to gain a better understanding of this question.

This is true: when a person pursues a degree, they may not acquire in-depth knowledge of every subject. However, it is also true that to advance one's position, obtaining a degree along with experience is essential. After working in the industry for over four years, I realized the importance of having such a degree. Additionally, I strongly believe that doing something is better than doing nothing, though I may be mistaken.

With regards,
Sonia

Dear Sonia,

You are right on all counts. I was not saying people should not study by distance learning. I was only highlighting why some companies discriminate against people with distance learning degrees. I am very critical of full-time degrees where students are admitted without any work experience. Work experience is a must to appreciate what is taught and relate it to the real world.

I look forward to seeing your answer.

You need to use primary research using statistical techniques. Examples of hypotheses would be:

1. Customers prefer traditional South Indian dishes.
2. Customers prefer Western fast food dishes more than traditional Indian dishes.

Treat this as guidance and not answers to your assignment. Hope that helps.