Subway Restaurants

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Research Report – Taking the Subway

EXECUTIVE SUMMARY This report provides an in-depth analysis of the conduct of a market research project exploring customer expectation, satisfaction and behaviour in relation fast food restaurants. Particular attention is paid to Subway restaurants outlining the key strategies needed in order to increase popularity and therefore visitor numbers.

The Research Focus forms the backdrop of the study highlighting the background of the problem of obesity levels and the availability of fast food choices. Secondary data investigates past research undertaken in customer satisfaction surveys and the market position of Subway in relation to its major competitors. The purpose of the study is also revealed here with the objectives and the usefulness that the findings will serve.

The analysis then details the methods used to carry out the research process. The use of selfadministered surveys and the exploratory research undertaken is documented including the use of focus groups and reverse engineering. The conceptual diagram is also contained here which formed the basis of the research instrument.

Consideration of the research instrument is then documented. The scales used and pre-testing are both examined in this section.

The Sampling analysis addresses the key influencing factors in the selection of the sample. The selection of the population size of 228, above the minimum of 200 required for the research to be valid, is detailed as are the limitations encountered to complete the project.

A description of the data obtained is found in the Results and Analysis section. Data was analysed through the use of the Statistical Package for the Social Sciences (SPSS) with tests run to determine frequencies, means and relationships between variables. A table at the end of this section provides a summary of the findings.

A close analysis of the results is contained in the final area. This section provides decisionmaking implications and recommendations for Subway management. The analysis formulates a key set of marketing strategies utilising promotional tactics in response to the data obtained.

CBS

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Geraldine Goopio, Malcolm Lau, Vanessa Macknay and Damien Todorovic

Research Report – Taking the Subway

CONTENTS RESEARCH FOCUS ................................................................................................................. 3 Problem Background.............................................................................................................. 3 Secondary Research Findings ................................................................................................ 4 Usefulness of Research Findings ......................................................................................... 10 RESEARCH METHODOLOGY............................................................................................. 11 Exploratory Research Findings ............................................................................................ 12 Focus Group..................................................................................................................... 12 Reverse Engineering ........................................................................................................ 14 CONCEPTUAL DIAGRAM ................................................................................................... 18 RESEARCH INSTRUMENT .................................................................................................. 19 SAMPLING ............................................................................................................................. 21 CONCLUSION ........................................................................................................................ 45 REFERENCES......................................................................................................................... 51

LIST OF APPENDICES...
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