1. Why do you think Red Lobster relies so much on Internet surveys to track customer opinions, preferences, and criticisms? What are the advantages of online questionnaires versus traditional surveys conducted over the phone or through the mail?
Red Lobster relies heavily on its Internet survey research because the online population is closely tracking the population in most key demographics as the number of users continues to grow, as well as the fact that most customers don’t want to fill out surveys during dinner. There are many advantages as well to online questionnaires versus traditional surveys conducted over the phone such as rapid development and real-time reporting, dramatically reduced costs, personalized questions and data, improved respondent participation, and enables contact with the hard to reach consumers.
2. Go to www.redlobster.com and click around. How well do you think the site appeals to the educated, affluent, and over-50 crowd that the chain wants to reel in? What are the primary messages that it communicates about the restaurant, and how effective are they? How does the site attempt to capture information about its customers?
The Red Lobster site appeals to the educated, affluent, and over-50 crowd by being informational about more then just the restaurants menu. Information about the seafood industry can be found as well as having the ability to see the chef’s kitchen where you can meet the chefs, read about ingredients, get good health facts, and gives tips for cooking seafood as well. The site is fairly easy to navigate which makes it more appealing to the older, not so Internet savvy customers. The primary message communicated through the site is freshness. This idea is communicated well with their chef’s kitchen portion of the site, as well as the ability to read about the seafood industry and how Red lobster is committed to serving quality seafood and promoting good health. The site is able to capture information about...
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