Restaurant Research Marketing, Research Paper Example

As a manager of a local restaurant, I have considered the characteristics of my restaurant and propose that the restaurant might be faced with the problem of customer service care. Given that the hotel deals with accommodation and food services, customers need to get good customer service so that we can retain them and attract more to our advantage. To get the true picture how our customers are served, I have decided to come up with a survey questionnaire to help in gathering information about our customer services so that we may make improvements if need be. The following is a sample questionnaire to carry out the research.

Thanks a lot for visiting!

We Five Star Hotels sincerely thank you for your recent stay with us and hope that you enjoyed your stay with us. We appreciate your business and want to continue giving you similar or even advanced services every time you visit us. We believe that our best services to you serve as one of the major factors that contribute to your entire success of your journey.

We will be very grateful if you spare your five minutes to answer the following questions as it will assist us to know if we are providing you with the best services we claim to give to our customers. Thank you for giving us an opportunity to serve you.

Customer service survey questionnaire

How would you rate your overall level of satisfaction with us?

• Very happy
• Happy
• Bad
• Very bad

How can you rate the level of friendliness with our front desk staff?

• Very friendly
• Friendly
• Not friendly
• Extremely unfriendly

How efficient and timely was the check-in process?

• Very efficient
• Efficient
• Inefficient
• Very in efficient

How clean was your room upon arrival

• Very clean
• Clean
• Not clean
• Dirty

What level of cleanliness did our house keeping staff keep your room throughout your stay with us?

• Very clean
• Clean
• Not clean
• Dirty

How comfortable were your beddings?

• Very comfortable
• Comfortable
• Uncomfortable
• Very uncomfortable

What level of help did our house keeping staff give you throughout your stay?

• Very helpful
• Just helpful
• Not so helpful
• Not at all helpful

What can you say about your satisfaction with our management?

• Very satisfied
• Just satisfied
• Not so satisfied
• Not at all satisfied

How was the hotel breakfast convenient?

• Very convenient
• Convenient
• Inconvenient
• Very inconvenient

How quickly were you served with your breakfast service?

• Very quickly
• quickly
• Slow
• Very slow

How delicious was the hotel supper service?

• Very delicious
• Delicious
• Not so delicious
• Not at all delicious

How were communication skills of our employees?

• Excellent communication skills
• Good communication skills
• Poor communication skills
• Very poor communication skills

Were the employees’ very friendly and courteous?

• Yes they were friendly,
• Yes hey quite friendly
• No, they were not friendly
• No, they were extremely unfriendly

How likely will you recommend this hotel to others?

• Very likely
• Likely
• Not o likely
• No way

Please provide us with any information you would like to mention about us during the time of your stay………………………………………………………………………………………..

Comparison of different methods of research

There are two major methods of conducting market research; primary research and secondary research,. Primary research entails collection/ gathering of raw data from the respondents by the use of data collection tools, which may include; interviews, questionnaire, surveys, and case study (Christina, 2009). Data collected using this means is usually qualitative and helps the marketers to gauge the position of the business in the market. It can be used to lay down the strategies for competing the competitors. On the other hand, secondary research entails collection of existing data from literature resources, which may include case studies and recorded interview and so forth. It mainly mostly helps when gathering quantitative data.

Primary research is helpful when one wants to collect qualitative data unlike secondary research (Jan G., 2001). Marketing research involves solving a specific marketing problem at a given point in time. John, Tanner., Mary Anne Raymond, Camille Schuster (2011) provides the steps involved in conducting quantitative marketing research which include;

1. identifying and defining the problem,
2. developing your approach
3. Establishing research design strategy
4. Collecting data
5. Performing data analysis
6. Reporting and presentation

Market intelligence involves gathering information on a regular, continuous basis to keep in-touch with what is happening in the market (Jan G., 2001). Marketing research also entails usage of marketing information systems, which is a way of managing vast amount of information present in the firm’s library. It ranges from paper-based systems to advanced computer systems (Christina, 2009).

Another method of data collection and research involves usage of industrial espionage that entails gathering information illegally and unethically (Jan G., 2001). This helps companies to gather information about their competitors and strategize to compete with them on weak points (Jan G., 2001).

Reference

John F. Tanner, Jr., Mary Anne Raymond, Camille Schuster (2011) Principles of Marketing; Flat World Knowledge LLC, 334 pages

Jan G., (2001), “Competitive Intelligence on a Shoestring,” Inc