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?
71% of the population is now online spanning every ethnic, socioeconomic and educational divide. Internet surveys serve as the quickest and easiest way to gather information from potential customers and much cheaper. Advantages are that internet surveys can be broadcast to thousands simultaneously and can be in a clients hands much quicker than traditional surveys; internet surveys cut cost by 25 to 40 percent, traditional surveys are labor intensive efforts that incur training; they can be highly personalized for better relevance to each respondents own situation; they are quicker to complete then phone interviews and can be accomplished at the respondents convenience; certain groups such as doctors or high income professionals are among the most surveyed but most difficult to reach, Internet surveys provide convenient anytime/anywhere access for those type of people.
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?
Red lobster’s website appeals to the over -50 crowd in ways such as its easy to navigate, most over 50 are not as internet savvy, large fonts, a lot of lunch specials and catering to those larger crowds or families with larger platter specials that can be shared. The primary messages on their site are freshness of their fish. The very top says “fresh fish, live lobster” also that their seafood is different, which may not just be saying different from their competitors but different from the old Red Lobster. Also...
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