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Ch. 1 Marketing Research In Action Case

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Q Read chapter 1 and the Marketing Research in Action Case. Before you answer the following questions, think back about your discussion board comments in the "Foundations of the Course." Then, please answer the following questions: 1. Did the case appear to show use of the inductive process of the scientific process that showed insight?...and why do you feel this way? 2. Based on your understanding of Chapter 1, and any other areas you have had, what kinds of information about products, services, customers, or other areas relevant to marketing research, should the owners of Santa Fe Grill consider collecting or considering? 3. Is a research project actually needed? Is the best approach a survey of customers? Should employees also be surveyed? Why or why not?

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I think that the Santa Fe Grill case had appeared to show use of the inductive process of the scientific process. This is because there had been observations made about the probable customers of Santa Fe Grill in Dallas, Texas. There had also been conduction of surveys to confirm specific characteristics like demographics and psychographics of customers of competitors of Santa Fe Grill. There had been observation of the behavioral patterns of the employees of Santa Fe Grill. Therefore, there had not been any assumptions made by the owners of Santa Fe Grill as would have been done when using deductive process before starting a restaurant.