Documente Academic
Documente Profesional
Documente Cultură
Presented To: Vince Zavala, Manager DOGZ Bar & Grill From: Zachary Figueroa, Biola University Les Harman III, Biola University Crowell School of Business December 6, 2011
5300 E. Second Street Long Beach, California 90803 (562) 433 - 3907
Executive
Summary
DOGZ
Bar
and
Grill
is
a
privately
owned,
small
sports
bar
and
restaurant
in
the
2nd
Street
Belmont
Shore
neighborhood
of
Long
Beach,
California.
Prior
to
this
project,
management
had
not
conducted
market
research
but
has
a
increasing
desire
to
learn
more
about
the
customers
that
they
have
and
how
to
market
DOGZs
services
to
them.
The
business
would
like
to
explore
how
customers
hear
about
DOGZ,
what
is
their
overall
impression
of
the
location,
customer
preferences
in
regard
to
the
menu
and
food
quality,
and
ways
in
which
they
can
improve.
Other
issues
discussed
later
in
this
report
include
customer
perception
and
preferences
in
regard
to
how
DOGZ
could
implement
advertising
and
marketing
practices
to
further
increase
customer
traffic
and
new
customer
trial.
Many
of
the
expressed
issues
have
been
compiled
into
various
research
objectives
that
guided
the
initial
study
and
helped
in
preparing
the
final
customer
feedback
survey.
The
finalized
research
objectives
are
as
follows:
The above research objectives were obtained through a process that began when a compilation of secondary research about the company, its history, location, and perceived customer perception. Beyond secondary research, the process entailed primary research of 14 current customer and employee interviews, as well as an onsite focus group that involved 5 customers. The research culminated in the administered customer feedback survey that garnered 113 used responses. These response were collected by employees of DOGZ over the course of a 2-week period. It is integral to disclaim that the respondents to the survey were not part of a random sample of individual but current customers that were onsite and moderately incentivized.
Address customer service discrepancies expressed by customers Explore new ways of marketing, advertising, and brand awareness Find out effective ways of bringing in customers during lunch hours Explore what specials/promotions are important to customers Find out what customer would like to experience when coming for the Saturday/Sunday breakfast F. Identify areas of High Importance and Low Satisfaction in customer G. Improve overall customer experience and perceived value
Exploratory Research
Prior to in person interviews, the focus group, or the final survey secondary research was conducted in order to gain further knowledge about the industry, local market, history of the business, current trends, and the customer base that necessarily affects DOGZ Bar and Grill. Customer interviews, a focus group, and the final survey were developed. The survey was then distributed, collected, and the final data was compiled in this report.
Significant
Findings
Of the 113 respondents, 52 (46.0%) rated their overall satisfaction with DOGZ Bar and Grill a 10 out of 10 with a mean overall satisfaction of 9.11. Out of 101 respondents, 85 (84.2%) Agree on some level that if DOGZ served beer pitchers during sporting events that they would definitely purchase them (Figure 9). Of the 103 respondents, a total of 60 (58.3%) Agree on some level that DOGZ should offer more Hamburger options (Figure 21). Of the 113 respondents, 83 (35+30+18) (73.5%) agree on some level that DOGZ needs to promote its Saturday and Sunday Breakfast brunch. 72 of respondents did not know that DOGZ posts its specials on it Facebook Page.
Major
Recommendations
DOGZ
should
implement
the
sale
of
beer
pitchers
during
sports
games
as
a
new
drink
promotion
(Figure
9
and
10).
The
results
indicate
that
DOGZ
may
want
to
examine
its
food
items
and
conduct
a
food
quality
audit
in
order
to
enhance
customer
perception
(Figure
19).
DOGZ
might
want
to
consider
the
addition
of
more
hamburger
options
to
encourage
purchase
(Figure
21).
DOGZ
might
consider
implementing
a
more
consistent
and
active
Social
Media
Marketing
Campaign
in
order
to
interact
with
customer.
This
might
also
translate
into
an
advertising
campaign
to
include
Facebook
and
Search
Engine
Optimization
advertising
in
order
to
draw
new
customers
to
their
Facebook
Page.
(Figure
36-37)
I. Background
The
purpose
of
this
research
project
was
to
find
solutions
to
potential
and
existing
issues
that
were
identified
firstly
through
the
secondary
research
and
then
primary
research
of
the
business.
Furthermore,
the
goal
of
this
research
study
was
to
identify
current
perception
in
regard
to
promotions
and
specials;
finding
ways
that
the
business
might
improve
and
expand
its
advertising
efforts.
This
was
the
first
time
since
the
business
opening
in
March
of
2011
that
formal
market
research
was
conducted.
Owned
by
Long
Beach
resident
Norm
Turley,
DOGZ
Bar
and
Grill
is
located
at:
5300
E.
Second
Street
Long
Beach,
California
90803
(562)
433
-
3907
The
specific
location
where
DOGZ
is
located
has
been
hindered
by
a
history
of
past
tenants
that
have
failed
to
assimilate
into
the
local
community.
DOGZ
has
sought
to
be
to
change
the
perception
of
the
local
community
and
rebuild
the
reputation
of
the
location
with
the
addition
of
a
casual
family/locals-oriented
restaurant
and
bar.
In
competition
with
many
other
larger
and
long
established
bars
in
the
historic
2nd
Street
District,
DOGZ
has
done
quite
well
in
its
integration
into
the
community
and
establishing
itself
as
a
business
with
great
potential.
Although
opening
to
mixed
reviews,
DOGZ
has
worked
in
its
first
months
to
improve
menus,
build
its
bar
offerings,
and
rebuild
past
reputations.
Primarily
offering
Hot
Dogs,
the
business
has
sought
to
expand
menu
offerings
and
offer
an
array
of
unique
promotions
to
further
enhance
customer
experience.
As
DOGZ
continues
to
establish
itself
the
community
it
will
increasingly
have
to
convey
value
to
customers,
secure
consistent
quality,
and
promote
their
efforts.
With
an
apparent
loyal
customer
base,
DOGZ
has
the
opportunity
to
leverage
feedback
into
helpful
recommendations
to
improve
overall
satisfaction.
This
research
will
point
out
areas
of
improvement
and
satisfaction;
along
with
helpful
marketing
ideas
to
increase
DOGZs
presence
in
the
local
market.
Management
needs
to
identify
customer
perception
in
regard
to
current
and
potential
promotion
strategies
The
study
will
work
to
explore
areas
of
marketing
strategy
and
promotions
to
encourage
customers
to
come
in.
They
have
a
loyal
base
of
customers
and
would
like
to
identify
ways
that
they
can
leverage
their
current
customers
to
further
their
brand
growth.
Also,
their
core
services
are
not
currently
promoted
consistently
so
that
customers
know
exactly
what
is
available.
This
notion
is
primarily
in
regard
to
their
Saturday/Sunday
Brunch
and
weekday
lunch
promotions.
In
regard
to
the
addition
of
new
promotion
strategies,
the
survey
will
help
to
understand
customer
opinion
on
the
integration
of
beer
pitchers
during
sports
games
and
a
percentage
discount
to
employees
of
local
2nd
Street
workers.
The
business
seemingly
is
failing
to
attract
a
consistent
lunch
and
brunch
customer
base
As
with
many
restaurant
businesses
it
is
difficult
to
attract
customers
consistent
with
all
their
open
business
hours.
Increasingly
successful
with
attracting
their
dinner
and
sports
games
crowd,
DOGZ
should
take
the
opportunity
to
examine
their
offerings,
where
they
could be improved, and how better to promote them in order to encourage customers. Through survey question and resulting statistical data, it may be shown what ways DOGZ could do this based on direct customer suggestion.
Apparent
from
mixed
some
mixed
review
sources,
management
needs
to
confirm
customer
perception
in
regard
to
food
quality
and
menu
offerings;
allowing
for
additions
based
on
expressed
customer
feedback
Directive
customer
feedback
is
essential
to
the
growth
and
strengthening
of
any
business.
Being
newly
opened,
DOGZ
has
the
opportunity
to
really
assimilate
into
the
local
cultural
and
work
to
meet
customer
needs
and
wants.
All
suggestions,
additions,
and
comments
should
be
considered
if
DOGZ
is
to
live
up
to
its
initial
goals
of
rebranding
the
locations
perception.
Understanding
what
customers
do
like
and
dislike
will
aid
in
the
decision
making
process
as
DOGZ
moves
further.
In
an
effort
to
remain
relevant
and
win
over
new
customers
the
business
must
be
accepting
and
agile
in
their
implementation
of
new
strategies
and
progressive
actions.
The
survey
and
the
resulting
report
will
be
jumpstart
information
so
that
DOGZ
can
better
understand
its
customers.
These were the areas of study that were first identified. They have since been revised to reflect further research and development. A. To address some expressed reservations in customer opinion B. Explore areas of failed marketing strategy and implement new effective marketing strategies C. Examine product quality and increase perceived value D. Implement more focused branding and awareness strategies E. Address issues of complaint from customers and improve overall ratings
After becoming more knowledgeable of the client, market, and customers the final objectives reflect a more targeted approach to the customers that already come into DOGZ and the ones they hope to garner in the near future. These guided the development of the final customer feedback survey. Furthermore, these will guide and translate into the major findings of the survey results later outlined in this report. A. Address customer service discrepancies expressed by customers B. Explore new ways of marketing, advertising, and brand awareness C. Find out effective ways of bringing in customers during lunch hours D. Explore what specials/promotions are important to customers E. Find out what customer would like to experience when coming for the Saturday/Sunday breakfast F. Identify areas of High Importance and Low Satisfaction in customer G. Improve overall customer experience and perceived value
A. Secondary
Research
Prior
to
in
person
interviews,
the
focus
group,
or
the
final
survey
secondary
research
was
conducted
in
order
to
gain
further
knowledge
about
the
industry,
local
market,
history
of
the
business,
current
trends,
and
the
customer
base
that
necessarily
affects
DOGZ
Bar
and
Grill.
Articles Reviewed
Article #1: EVO Out, DOGZ In Darcy Richardson, Editor. The Long Beach Gazette February 7, 2011. Viewed 9/20/11. The Article outlined the demise of the previous occupants (EVO Lounge) of the location and examined the process by which DOGZ Bar and Grill came to open. It focuses on the citys increasing involvement in the business launching process and the regulations that have been levied on not only DOGZ but also other restaurants throughout the city. Article #2: Despite Denials, DeLong Pushing ABC to Restrict 2nd Street Bars Dave Wielenga. Greater Long Beach June 27, 2011. Viewed 9/21/2011. The article examines the increasing tension between city officials, local business owners, and residents. City Councilman, Gary DeLongs comments on the state of the bar/entertainment segment of Long Beachs restaurant industry. The article reveals DeLongs agenda to clean up the local bars and implement more restrictions on noise, disruption, alcohol distribution, and new businesses. It explores the heated debate mounting in the seemingly small historic district of Belmont Shore. Article #3: DOGZ Gets its Day on Second Street Ashleigh Odland. The Long Beach Gazette April 20, 2011. Viewed 9/20/2011. The article provides an initial community response to the opening of DOGZ Bar and Grill and gives an overview of the location and its offerings. It provides quotations form owners Norm Turley and Rod Forntino. Article #4: Fight Spurs DOGZ to Adopt New Dress Code Nancy Wride, Editor. Long Beach Report August 8, 2011. Viewed 9/20/2011
The article reports on an incident that recently occurred at the location on August 7, 2011. The incident was regarding a bar fight that broke out due to dress code of patrons. The report outlines some key issues, which bars and local restaurants must deal with in regard to their patrons. This report shows that the incident has led DOGZ to implement a dress code for patrons in order to eliminate potential issues. Article #5: Yelp vs. OpenTable - where should restaurants spend their marketing dollars? Tomer Molovinsky. FoBoh The Restaurant Network August 3, 2009. http://fohboh.com/forum/topics/1411008:Topic:317455 Viewed 9/21/2011. The Article draws attention to key elements of the ratings system for Yelp and then popular OpenTable. Recently, amends to the article show that OpenTable has decreased substantially. Yelp; however, has flourished into one of the premier restaurant rating websites. Article #6: Thinking About Review Sites Kathy E. Gill. The WiredPen September 20, 2010. http://wiredpen.com/2010/09/20/thinking-about-review-sites/ Viewed 9/22/2011. The Article attests to the advantages of review sites. It documents web traffic reports and how restaurants can especially benefit form customer feedback that is freely offered. Also, the shear numbers in regard to traffic to the top review sites show that they are something restaurant owners must take seriously.
Websites Reviewed
Website #1: http://www.DOGZbarandgrill.com/ Main business website documenting location, history, menus, contact information, and photo gallery. Website includes links to social media (Facebook page) and documents key differentiations of their business Website #2: Facebok. http://www.facebook.com/DOGZbarandgrill Facebook fan page documenting their social media marketing efforts. Currently, the page has 626 likes and has links to main the main website as well as their Twitter page. Somewhat consistent content but lacks clearly defined social media marketing strategy. Website #3: Wikipedia. Chicago-style hot dog http://en.wikipedia.org/wiki/Chicago- style_hot_dog The online encyclopedia entry documents key aspects of a traditional Chicago-style hot dog. As the expressed product of DOGZ Bar and Grill, understanding of the Chicago Dog is integral to product development and quality assurance.
Website #4: Yelp. http://www.yelp.com/biz/DOGZ-bar-and-grill-long-beach Yelp.com documents customer reviews of the location, atmosphere, staff, product, and price. The site provides a rating report for overall likeability of the establishment and also provides basics information regarding the establishments location, offerings, price, etc. Website #5: Urbanspoon. http://www.urbanspoon.com/c/20/Orange-County-restaurants.html Urbanspoon is one of the fastest growing premier restaurant rating websites that caters to the more quality inspired restaurant customer. It seeks to promote gourmet and trend setting locations. The website documents customer reviews and overall opinion and compiles results in a simple rating on a 0-100% scale. Without a listing on Urbanspoon, DOGZ could potentially missing out on a more astute customer demographic that values unique and innovative restaurant concepts.
B. Interviews
This
section
shows
both
negative
and
positive
customer
feedback
gathered
from
in
person
interviews
with
employees,
management,
and
current
customers
of
DOGZ
Bar
and
Grill.
These
seek
to
identify
key
problems
from
tangible
sources
and
first
hand
accounts
about
DOGZ
perceived
value.
Based
on
these
in
person
interviews
respondents
were
able
to
offer
personal
feedback,
suggestions,
and
comments
for
improvement
or
praise.
Professional
Interview
#1:
Face-to-Face
Interview.
This
person
is
relevant
because
he
is
the
General
Manager
of
DOGZ
and
the
primary
contact
for
this
research
report.
Relevant
Findings:
DOGZ
has
not
done
any
real
aggressive
advertising
or
marketing
since
opening
in
March
Wants
to
find
out
what
customers
think
about
DOGZ
Find
out
what
people
think
of
the
Saturday/Sunday
Brunch
Wants
to
find
out
how
people
feel
about
the
customer
service
Use
this
as
a
way
to
begin
implementing
more
strategized
employee
processes.
Professional
Interview
#2:
Face-to-Face
interview.
This
person
is
relevant
because
he
is
a
server/bartender
at
DOGZ:
10/7/2011
Relevant
Findings:
Not
all
the
servers
pull
their
weight
when
working.
Customers
need
to
know
about
specials
Professional
Interview
#3:
Face-to-Face
interview.
This
person
is
relevant,
because
she
has
been
an
employee
since
DOGZ
has
opened
and
is
rated
on
the
best
among
customers:
10/7/11
Relevant
Findings:
Thinks
that
the
employee
discounts
for
2nd
Street
workers
needs
to
be
publicized.
Wants
better
marketing
for
the
Saturday
and
Sunday
morning
brunch
times.
Need
to
tell
customers
about
the
take-out
options.
Professional
Interview
#4
Face-to-Face
Interview.
This
person
is
relevant
because
she
is
an
employee
of
DOGZ.
Relevant
Findings
Didn't
know
that
there
was
previously
discounts
for
2nd
Street
employees,
but
there
should
be
one
that
is
consistent
and
advertised
Loves
working
for
DOGZ
Thinks
the
food,
atmosphere,
and
business
is
getting
better
with
time
Other
servers
need
to
be
trained/tested
more
on
drinks,
promotions,
and
menu
offerings.
Customer Interview #1: Face-to-Face interview. This person is relevant because it was his first time into DOGZ and had come in because of a friends recommendation and the lunch special: 10/7/2011 Relevant Findings: Would like to have beer pitchers, Tecate Beer, and more promotion about the lunch specials. Better buns on the Hot Dogs Customer Interview #2: Face-to-Face Interview. This person was relevant because he come into DOGZ to watch sports games and have beer/food with his friends: 10/7/2011 Relevant Findings: The customer would like to see more unique burger options. Wants better information on the website about the sports schedules/events. DOGZ needs better ways of communicating promotions and specials to customers Customer Interview #3: Face-to-Face Interview: This person is relevant because they came in because of their friends recommendation: 10/14/2011 Relevant Findings: Better seating for families Better customer service Didnt know about take-out Customer Interview #4: Face-to-Face interview. This customer is relevant because she comes in with her kids for lunch and initially came because she saw it from the street: 10/6/2011 Relevant Findings: Needs family specials on hotdogs Better way of marketing the take-out options Would like to see offerings for party-type offerings for kids sports teams. Customer Interview #5: Face-to-Face interview: This customer is extremely relevant because interviewed after the focus group; he is a local Belmont Shore resident that comes in every day: 10/14/2011 Relevant Findings: They need a clear marketing strategy Better seating arrangement Employee commitment; a structured employee code of conduct and defined, consistent customer service. Customer Interview #6: Face-to-Face Interview. This person is relevant because he is President of the Long Beach City Council that presided over the council that approved the license for DOGZ: 10/14/2011
Relevant Findings: Really likes the integration of DOGZ into the community Wants more participation in city activities to market the location and promote it Thinks the interior should be a little better organized, more quality to reflect the commitment Customer Interview #7: Face-to-Face Interview. This person is relevant because he is a friend of the General Manager of DOGZ and came in because of the recommendation: 10/13/2011 Relevant Findings: DOGZ needs better customer service More attention from waitresses/bartenders Employee commitment/dedication Customer Interview #9: Face-to-Face interview. This customer is relevant because they live locally and bring their dog after going to the dog beach: 10/14/2011 Relevant Findings: Need to promote that dogs can go on the porch at DOGZ Promote so DOGZ can become part of the dog community in Belmont Shore Customer Interview #10: Face-to-Face interview. This customer is relevant because she is a server/bartender at DOGZ: 10/7/2011 Relevant Findings: Less specials so that the servers can keep track of them Belmont Shore worker discount Customer Interview #11: Face-to-Face interview. This customer is relevant because he has come in at lunch at during sports games: 10/7/2011 Relevant Findings: Customers need to know about table speakers to hear games and about the juke box Music needs to be lower the focus needs to be on sports No greeting when they walked in Customer Interview #12: Face-to-Face interview. This person was relevant because the frequent DOGZ on Saturday nights: 10/15/2011 Relevant Findings: They need to get rid of the clutter and fix some broken areas They need to reorganize their bar it looks like a mess Each bartender needs to make consistent drinks know the menu
Customer
Interview
#13:
Face-to-Face
interview.
This
person
is
relevant
because
they
brought
their
friends
after
work:
10/14/2011
Relevant
Findings:
Customer
service
was
very
slow
Need
to
know
about
specials
Like
that
its
inexpensive
beer/drinks
C. Focus
Group
The
focus
group
seeks
to
provide
an
open
environment
where
customers
of
DOGZ
Bar
and
Grill
can
freely
respond
to
questions
and
freely
account
their
experiences
at
DOGZ.
The
format
allows
participating
customers
the
ability
to
provide
valuable
feed
in
the
group
setting
that
can
be
more
comfortable
and
less
intrusive.
While
each
could
be
interviewed
individually
the
focus
group
process
makes
for
an
environment
that
encourages
participants
to
be
honest
and
feed
off
one
anothers
answers.
The
focus
group
was
conducted
on
Friday,
October
14th,
2011
at
the
DOGZ
Bar
and
Grill
location
in
Belmont
Shore.
A
table
was
set
for
participants
in
the
back
dining
area
of
DOGZ.
Lunch
was
provided
for
each
of
the
participants
and
after
the
lunch
portion
the
focus
group
was
conducted.
There
were
a
total
of
5
participants.
Relevant Findings
The focus group revealed that the overall food quality is rather acceptable and rated above some of the websites that allow anonymous comments. The process did show that there was a lacking in consistent customer service. Furthermore, the location does need a better approach of notifying the local community and its customers. Its take-out area and Saturday/Sunday Brunch offerings are seriously lacking in their awareness.
Customers unanimously agree on an overall increase in customer service: wait time, greeting upon entering, attentiveness to need, and commitment to each party, speed of service. All participants approved the quality of the food and found no significant lack in the menu variety. Would like to see more burger options The seating was ominous and needed to be configured for bigger parties The flip menus need to be taken down Servers need to know the specials and promotions Dedicated Sports nights were of interest Kings Hockey Night, Angels Baseball Night, Ducks Hockey Night, Lakers Night, etc. More promotions, advertising, and marketing.
D. Survey
Respondents
This
sections
purposes
to
identify
exactly
who
filled
out
the
final
customer
feedback
survey.
Based
on
the
relevant
findings
listed
above
from
the
secondary
research,
customer
interviews,
and
the
focus
group
the
final
customer
feedback
survey
was
created
and
administered
to
customers
of
DOGZ
Bar
and
Grill.
Current
customers
at
the
DOGZ
location
were
asked
to
participate
in
this
survey
in
order
to
gather
feedback
because
DOGZ
can
further
establish
its
business
through
continual
encouragement
of
its
loyal
customer
base
to
participate
and
feel
valued.
This
process
also
contributes
to
DOGZ
effort
to
gather
information
about
new
customers
in
order
to
insure
customer
service
and
invest
in
its
brand
management
and
marketing.
When
The customer feedback survey was administered and collected between November 4th, 2011 and November 14th, 2011. This time allowed for the survey to circulate over the course of two weekend periods, which are typically the busiest times for DOGZ. Also, this allowed for proper preparation of the survey throughout the months of September and October but also leaving time for the data analysis and the finalization of this report. Proactive in their approach, DOGZ was able to receive surveys during many of their already established promotions including their popular Monday Night Football and Jgermeister events.
Where
Surveys were gathered only at the DOGZ Bar and Grill location in Belmont Shore. Customers seated either at the Bar, Patio, or Dining area were asked to fill out a response survey at some point during their visit.
How
The employees and management of DOGZ Bar and Grill administered the customer feedback survey. Once each survey was completed and collected by the DOGZ staff they were placed in a provided box. At that time each respondents was able to take advantage of the offered incentive which included $2 off the order amount and on some nights a free shot of Jgermeister.
Why
The researcher did not participate in the survey collection due to time and distance issues; however, the techniques and process implemented allowed for an acceptably large sample size. The processes and incentives allowed for complete anonymity in the survey completion and data collection.
F. Sampling
Process
Despite
the
relatively
large
sample
size
of
113
used
customer
feedback
surveys
of
DOGZ
Bar
and
Grill,
it
can
shown
that
this
is
only
a
small
representative
of
the
entire
customer
base
(population)
that
comes
into
the
place
of
business.
Because
of
the
exploratory
nature
of
this
research
analysis
it
is
of
the
utmost
importance
to
understand
that
this
was
not
a
random
sample,
with
limitations
in
its
statistical
reliability.
Since
a
random
sample
was
not
utilized,
a
non-probabilistic
(does
not
use
random
listing)
method
of
surveying
was
implemented
meaning
that
any
customer
of
DOGZ
Bar
and
Grill
who
was
present
and
willing
was
given
the
opportunity
to
complete
the
survey.
The
following
formula
can
be
used
to
determine
the
optimal
of
customers
to
be
randomly
surveyed
given
the
desired
confidence
level
(z)
and
allowable
level
of
error
(E).
Being
that
a
convenience
sample
was
gathered
of
willing
respondents
that
totals
113,
this
formula
necessarily
allows
for
the
calculation
of
the
resulting
level
of
confidence
and
allowable
error
the
survey
data
contains.
Once
again
this
was
not
a
random
sample,
these
calculations
are
not
inerrant
and
are
only
to
represent
approximations
for
the
purpose
of
process
documentation.
N
=
Z2 P 1 - P E2
113
=
Formula
Explanation
Given
the
sample
size
of
113
respondents,
it
can
be
said
with
90%
confidence
(z)
that
the
numerical
responses
(means,
standard
deviations,
percentages)
will
be
within
+/-
7.76%
of
allowable
error.
Again
this
is
only
an
approximation
G. Data
Analysis
SurveyPro
4
was
used
in
the
creation,
data
collection,
analysis,
and
report
compilation
for
the
entire
research
process.
This
research
program
allows
the
user
to
design
the
survey,
input
completed
survey
data,
view
statistics,
and
compile
graphs
making
the
final
report
concise,
easy
to
read,
and
relevant
to
the
final
recommendations.
Summary
Text:
The
summary
text
is
the
compilation
of
statistical
results
and
data
collected
through
the
survey
answer
entry.
It
provides
means,
counts,
standard
deviations,
and
percentages
for
every
question
in
the
numbered
data
entry
survey.
It
is
a
comprehensive
numerical
presentation
of
the
survey
data
that
will
be
further
discussed
in
the
Major
Findings.
Means:
Mean
are
the
statistical
equivalent
to
averages.
As
such
means
are
present
throughout
this
project
and
are
the
average
answers
of
the
survey
questions
from
the
respondents.
Means
are
found
in
the
summary
text
as
well
as
the
charts
and
graphs
in
the
Major
Findings
section.
Standard
Deviation:
Standard
deviation
is
used
throughout
the
statistical
analysis
in
an
effort
to
show
the
diversity
and
variety
of
the
respondents
answers
to
a
given
question.
It
reveals
how
closely
actual
answers
that
were
given
by
customers
are
to
the
mean,
which
is
helpful
because
it
allows
researchers
to
know
how
reliable
and
accurate
the
mean
is,
even
if
the
mean
was
not
directly
effective
in
highlighting
high/low
results.
For
example,
if
5
customers
rated
overall
satisfaction
a
10
and
5
others
rated
it
a
9
the
standard
deviation
would
be
very
low
because
respondents
were
relatively
similar
in
their
answers.
However,
in
this
same
scenario
if
5
of
the
respondents
rated
overall
satisfaction
a
3
and
then
the
others
10
the
standard
deviation
would
be
rather
large,
thus
reflecting
that
respondents
were
not
consistently
similar.
Cross
Tabulation:
Cross
tabulations
allow
the
researcher
to
take
one
question
and
compare
how
respondents
of
that
question
answered
another
question.
For
example,
questions
in
the
Major
Findings
that
are
cross
tabulations
look
similar
to
something
like
this:
If
DOGZ
served
beer
pitchers
during
sports
games
I
would
definitely
purchase
them
X
How
many
times
You
Came
into
DOGZ
in
the
Past
3
months.
In
essence,
this
question
is
cross
tabbing
those
who
responded
to
first
question
but
sorting
the
results
based
on
their
similar
answers
to
the
second
question.
Select
Filter:
Select
Filters
allow
the
researcher
to
take
a
specific
customer
group
and
view
their
isolated
answers
of
the
entire
survey.
For
example,
a
cross
filter
could
be
run
n
only
customers
who
answered
that
they
are
male,
and
through
this
the
researcher
can
view
how
all
male
respondents
answered
each
individual
question.
This
allows
the
researcher
to
discover
particular areas of high/low satisfaction for specific segments of the population. Select filters can be identified in the Major Findings as section with the word ONLY in the heading title.
H. Limitations.
This
marketing
research
report
is
only
intended
for
exploratory
research.
Because
of
particular
limitations,
the
data
collected
and
presented
in
this
report
cannot
be
substantiated
with
100%
accuracy.
Every
measure
has
been
taken
to
insure
that
the
resulting
data
and
collection
process
was
relevant
and
accurate.
However,
it
is
important
to
document
the
expressed
limitations
that
hinder
this
data
from
perfect
accuracy.
Again
stated,
this
is
not
a
random
sample.
And
instead
the
sampling
technique
utilized
was
based
on
convenience
thereby
affirming
that
the
resulting
data
cannot
be
taken
as
100%
accurate.
The
previously
mentioned
confidence
and
allowable
error
calculations
speak
to
measures
taken
and
the
reality
that
is
the
inaccuracy
that
this
reports
data
has.
Despite
the
rather
acceptable
sample
size
it
is
integral
to
note
that
this
sample
size
was
collected
only
over
a
period
of
10
days.
This
was
in
light
of
various
time
constraints
and
proper
allot
for
all
aspects
of
the
project.
This
sample
size
does
not
accurately
reflect
the
entire
population
of
customers
that
would
or
do
come
into
DOGZ
Bar
and
Grill.
Furthermore,
it
is
necessary
to
document
that
this
was
the
first
formal
research
project
and
report
conducted
by
the
researcher.
With
little
field
experience
in
the
collection
and
preparation
of
data
this
report
might
again
contain
error
and
should
only
be
referenced
for
exploratory
purposes.
Distributed
Survey
This
is
the
original
survey
that
was
originally
distributed
to
DOGZ
customers.
This
shows
the
reader
questions
exactly
as
respondents
saw
them,
the
incentive
that
was
offered,
and
the
directions
that
influenced
responses
from
customers.
All
data
compiled
in
the
data
entry
was
taken
directly
from
the
collected
surveys.
Data
Entry
Survey
This
is
a
copy
of
the
survey
that
was
used
to
enter
in
the
answers
from
the
original
distributed
survey.
The
data
was
entered
in
SurveyPro4
where
it
was
later
analyzed
and
broken
down
to
provide
relevant
findings
for
the
ownership
of
DOGZ
Bar
and
Grill.
Some
minor
modifications
were
made
to
the
survey
to
reflect
the
data
in
a
more
manageable
way.
It
is
important
to
note
that
no
answers
or
question
were
intentionally
changed
in
order
to
influence
or
modify
the
data
results.
Furthermore,
every
question
on
the
survey
is
assigned
a
number,
which
can
be
helpful
in
referencing
the
question
in
relation
to
the
major
findings
section.
Summary
Text
This
portion
of
the
research
report
documents
all
the
collected
survey
results
into
statistically
raw
data
results
divided
by
their
respective
question.
The
following
statistical
measurements
are
used
throughout
the
report
in
order
to
highlight
relevant
data:
Counts:
the
number
of
respondents
that
chose
the
answer
to
the
particular
question
Percents:
the
percentage
of
respondents
that
chose
to
answer
that
particular
question
No
Answers:
the
number
of
respondents
that
declined
to
answer
the
particular
question
Replies:
the
number
who
gave
some
type
of
answer
to
the
particular
question.
Means:
the
average
of
the
numerical
responses
of
all
the
respondents
to
the
particular
question.
Standard
Deviation:
the
variance
from
the
mean
of
respondents
answers
Major
Finding
1:
If
DOGZ
served
beer
pitchers
during
sports
games
would
customer
purchase
them
DOGZ should implement the sale of beer pitchers during sports games as a new drink promotion (Figure 9 and 10). As a promotion it may be suggested that DOGZ only offer these new beer pitchers during sports games.
Major
Finding
2:
Customer
Feedback
on
Food
Quality
and
Additions
to
the
Menu
The
results
indicate
that
DOGZ
may
want
to
examine
its
food
items
and
conduct
a
food
quality
audit
in
order
to
enhance
customer
perception
(Figure
19).
DOGZ
should
work
to
explore
further
additions
and
investment
to
the
appetizer
selection
(Figure
20).
DOGZ
might
want
to
consider
the
addition
of
more
hamburger
options
to
encourage
purchase
(Figure
21).
DOGZ might consider implementing a more comprehensive promotion strategy for its lunch specials in order to encourage trial and increase customer knowledge (Figure 23). DOGZ might consider the addition of other Alcohol and Food offering based on customer feedback in the written in responses (Figure 24, 25).
Major
Finding
4:
DOGZ
has
the
Opportunity
to
Market
It's
Core
Services
More
Figures
27
and
28
suggest
that
DOGZ
might
possibly
consider
implementing
a
full-scale
promotion
to
notify
and
encourage
trial
of
their
Weekend
Brunch.
The
promotion
should
focus
on
those
who
live
in
Belmont
Shore
(Figure
44)
DOGZ
might
possibly
consider
implementing
a
better
promotion
of
their
"Bring
Your
Dog"
offering
to
residents
and
its
local
customer
base.
DOGZ
should
implement
a
more
comprehensive
program
for
its
servers
to
promote
and
educate
the
Take
out
counter
to
customers,
because
even
regular
customers
do
not
all
know
of
the
service.
(Figure
32-33).
DOGZ
might
consider
if
implementing
a
consistent
percentage
discount
to
local
might
draw
in
more
customers,
especially
during
the
lunch
hours
when
most
people
are
at
their
place
of
work
(Figure
35).
DOGZ
might
consider
implementing
a
more
consistent
and
active
Social
Media
Marketing
Campaign
in
order
to
interact
with
customer.
This
might
also
translate
into
an
advertising
campaign
to
include
Facebook
and
Search
Engine
Optimization
advertising
in
order
to
draw
new
customers
to
their
Facebook
Page.
(Figure
36-37)
Major
Finding
5:
Areas
of
High
Satisfaction
in
Respondents
That
May
be
Used
in
Future
Reference
DOGZ
may
want
to
explore
ways
of
increasing
initial
customer
satisfaction
so
as
to
not
lose
first
time
visitors;
this
would
be
in
better
greeting
upon
entry,
consistent
service,
product
knowledge
form
servers,
and
overall
customer
service
mind
set.
DOGZ
has
the
opportunity
to
increase
its
overall
satisfaction
with
various
streamlining
processes
that
will
work
to
invest
in
customer
perception
on
s
customer's
first
visit
(ex.
-
brand
education
of
the
specials
and
offerings,
Social
Media
interaction,
and
overall
investment
in
consistent
customer
Service).
(Figure
41)
DOGZ
need
to
continue
to
invest
in
building
customer
perception
and
making
changes
that
enhance
customer
service.
(Figure
44)
It may be suggested again that DOGZ work on the promotion strategies for the Weekend Brunch. DOGZ should implement marketing efforts to draw in local residents through community events, sponsorships, and promotion of its core services. (Figure 45)
Customer Feedback Survey $3 OFF Your Order With the Completion Of This Survey (Per Group)
Directions:Pleasemarktheanswersthatyoufeelbestdescribesyouropinions aboutDOGZBarandGrill.Weencourageyoutobecompletelyhonest,asyour answerswillhelpustoimproveyourexperience.Wepromisetheresultsof thissurveyarebothANONYMOUSandCONFIDENTIAL. ThankyouforcomingtoDOGZ,weappreciateyourbusiness!
WhatisYourGender?
Male Female
WhatisYourAge?
1520 2125 2635 3655 56+
WheredoyoutypicallysitatDOGZ?
Bar DiningArea Patio
WhendoyoutypicallycomeintoDOGZ?
Lunch Dinner Both
HowmanytimeshaveyouvisitedDOGZinthelast5months?
Firsttimevisitor 24 57 810 10+
HowdidyoufirstHearaboutDOGZ?
Family/FriendReferral Walkin Website Other: Facebook ReviewSite Newspaper
Whatitemsdoyounormallyorderwhenyou comeintoDOGZ?(Checkallthatapply)
HotDog Appetizers Burgers/Sandwiches Mexican Yes No Yes Beer Wine/Spirits LunchSpecials Salads No
DoyouliveinBelmontShore?
Yes No
DoyouworkinBelmontShore
DoyougotCSULB?
Pleaseratethefollowingitemsonthescaleintermsofboth theirImportancetoyouANDyourSatisfactionwithDOGZineacharea.
Low Importance High Importance 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 7 7 7 8 8 8 8 8 8 8 8 8 8 8 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 Low Satisfaction 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 7 7 7 High Satisfaction 8 8 8 8 8 8 8 8 8 8 8 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10 9 10
FoodQuality AppetizerSelection Alcohol/DrinkMenu FriendlinessService SpeedofService EfficiencyofService TelevisionVisibility SportsSelection MusicSelection InteriorLayout MenuSelection
1 1 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3 3
PleaseTurnOverSurvey...
IfDOGZservedbeerpitchersduringsportsgamesI woulddefinitelypurchasethem ThecustomerserviceatDOGZneedstobeimproved IfDOGZhadbetterseatingforfamiliesIwouldbring myfamilyinmoreoften "IhadnoideatherewasaTakeOutcounter..." IfDogzpostedtheirspecialsonlinebetterIwould comeinmoreoften "DOGZneedstopromoteitsSaturdayandSunday BreakfastBrunch" "Iwouldbeinterestedinreceiving updates/promotionsviaemailfromDOGZ" IfDOGZofferedadiscounttoBelmontShore/2nd StreetworkersIwoulddefinitelycomehere DOGZshouldoffermorehamburgeroptions "IhadnoideaIcouldbringmydogwithmetoDOGZ" "DOGZserversneedtogreetguestsfasterwhenthey walkin" WouldyourefersomeonetoDOGZBarandGrill?
Yes No
WhyorWhyNot? Whatfoodwoudyouaddtothemenu?
IfNo,willyou"Like"DOGZonFacebookto receivepromotionupdates?
Yes No
WhatisonethingthatDOGZBarandGrillcoulddodifferently? WhatisyouroverallsatisfactionwithDOGZBarandGrill?
LowSatisfaction 1 2 3 4 5 6 7 8 9 10 HighSatisfaction