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Marketing Research Articles Related to the Restaurants and Food Service Industry

Marketing Research Articles Related to the Restaurants and Food Service Industry

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A look at the state of business-to-business research

Published
April 2011
Authors
Larry Gold and Timothy Davidson
Abstract
The authors draw from a study of business-to-business research to examine the prevalence of B2B research and which techniques and methods are preferred.

Customer satisfaction and mystery shopping team up to size up the fast-food industry

Published
January 2002
Author
Rachael Narsh
Abstract
Maritz Research used a phone interview questionnaire and mystery shopping together to measure customer satisfaction in the quick-service (fast-food) restaurant industry.

Dallas agency tests concepts for Dave & Buster’s TV spots online and in traditional focus groups

Published
April 2008
Author
Owen Hannay
Abstract
The ad agency for restaurant/entertainment firm Dave & Buster's tested ad concepts online and in focus groups and found that the online testing uncovered some possible synergies between the type of sites upon which the ads were placed and consumers' responses to the ads.

Data Use: Design performance: the Kano model

Published
October 2008
Author
Michael Lieberman
Abstract
Using a hypothetical example of a steakhouse restaurant, the author explores an application of the Kano method of gauging customer satisfaction.

Data Use: Knowing the score

Published
May 2008
Author
Michael Lieberman
Abstract
The article introduces the concept of the performance score, which is created by a weighted measure of attributes as they relate to a key attribute and is designed to give marketers an at-a-glance way to understand research results. Examples involving retail salespeople, magazine cover choices and restaurant satisfaction are cited.

Dining customers use scannable forms to tell ARAMARK how it can improve

Published
May 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
Aramark uses scannable surveys yearly to measure performance in three categories (food, service and dining environment) the results of which are used to create performance improvement plans.

Evaluating customer service over the telephone

Published
November 1992
Author
Illona Guzman
Abstract
Shopper studies usually involve in-person visits. However, when a prospective customer is looking for a new bank, or an auto parts store at which to buy an accessory, or even a restaurant at which to dine that evening, the decision is often made from the telephone conversation. This article explores potential applications of telephone shopper studies to provide information about this aspect of service.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

Food for thought

Published
July 1989
Author
Quirk's Staff
Abstract
Marie Callender’s uses a tracking study to keep in touch with Los Angeles/Orange County-area customers. Study results allow the restaurant chain to follow shifts and changes of its own scores as well as those of its competitors, which enable the company to identify potential trouble spots in advance.

Give back that iPad! Researchers catch a criminal

Published
January 2011
Author
Megan Holstine
Abstract
One research company used its own security measures to recover an iPad snatched out of the hands of the mall intercept interviewer.

How CiCi’s Pizza used mystery shopping to set company-wide standards/evaluation metrics

Published
March 2010
Authors
John F. "Skip" Cindric, Mae Nutley and Steve Hawter
Abstract
CiCi’s Pizza commissioned a mystery shopping study to identify ways employees could help guests feel welcome and establish corporate standards by which performance could be measured - including know-your-name service and satisfying special requests.

How images work to brand a quick-service restaurant

Published
March 2009
Author
Charles Young
Abstract
Quick-service restaurants must communicate three important ideas with their marketing and advertising, showing that they offer good-tasting food, good value and an enjoyable place to eat. This article explores the role of "place" in a restaurant and shows examples of 2008 TV spots that communicated "place," good-tasting food and good value.

How important is the respondent’s perception of survey length?

Published
November 2009
Authors
Alice Butler, Steve Davis and Jennifer Drolet
Abstract
Can you improve respondents’ feelings about the survey experience by using more interactive question types? This and other related topics were investigated by three market research firms and they report their findings here along with offering questionnaire design tips.

How marketing research can help the restaurant industry get through the recession

Published
March 2009
Authors
Joseph Rydholm, Quirk's Editor and Emily Goon, Quirk's Content Editor
Abstract
Three researchers specializing in the restaurant field offer their thoughts on how food purveyors can use research to keep customers coming through their doors. Their advice: focus on value, appeal to consumers' emotions and make sure your staff is upholding your brand's promise. Mystery shopping can help with the latter effort, while other forms of research can help determine how target market segments define value and how to trigger emotional responses to dining out.

How to boost your multicultural intelligence

Published
April 2010
Author
David R. Morse
Abstract
David Morse offers several ways - many of them free - for firms to increase their knowledge of and familiarity with the needs and buying habits of multicultural consumers.

In Case You Missed It... February 2013

Published
February 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Chuck E. Cheese's new mascot; time-shifted TV viewing trends

In Case You Missed It... March 2010

Published
March 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts

In Case You Missed It... May 2009

Published
May 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Burger King upgrades broiler and menu; online couponing increases; tween girl myths debunked

Make sure your research methods are helping - not hindering - your menu optimization efforts

Published
March 2009
Author
Brad Barash
Abstract
When considering menu changes, restaurants must consider not only the performance of the new items but also the interaction of those items with the existing bill of fare. The article maintains that standard TURF-based research approaches to menu optimization have flaws and that an online-based method using virtual menus is more effective.

Moms can expect a nice meal - or two - out

Published
April 2009
Author
Quirk's Staff