Marketing Research Proposal

Cozy Noodle and Rice

Marketing Research Proposal

: Promotion Increasing Sale

By

Pheeraphat Phisuthiarpha

MM570 - Market Research

Cook L. Bruce Ph.D

Keller Graduate School of Management

May, 2005

Table of Contents

Management Summary

- Problem/opportunity statement

- Background

- Hypotheses/research question

- Research design

- Benefits/limitations

- Budgeting/schedule

- Summary

Section 1. The problem/opportunity

- Problem/opportunity statement

- Background

- Secondary research

- Exploratory research

- Hypotheses and research question

Section 2. Primary research design

- Research design

- Sampling

- Measurement

- Pre-test design

- Data collection and fieldwork plan

- Illustrative presentation of results

Section 3. Proposal

- Benefits

- Budget

- Schedule

- Limitations of the research

- Summary

Management Summary

Problem/opportunity statement

The test of the food is the most important thing for the restaurant. If the food is the bad test, it's no way to get crowed. The serving is also important. Anyway those are able to be improved. The important thing is promotion. That is the one fact can help the restaurant. The restaurant has a good food, good service and others, but nobody come. The promotion is the answer that can help the restaurant.

Background

Cozy Noodle and Rice has opened for two years. This is the Thai Restaurant. They serve Thai food only. The entrйe starts from $5.50 and the most expensive is $9.95. It locates on Sheffield and Cornelia in Chicago. We can visit Cozy Noodle by taking a train; Red Line and take off at Addison Station.

Actually, this restaurant is the second restaurant. Cozy Noodle and Rice is the family business. The first Cozy is owned by the first brother name Yee and the second one is owned by the second brother name Tee. The first one is located in Evanston on Davis Street. That is between Maple and Oak street.

Hypotheses/research question

I believe we can increase the net sale after we have done the research and improve our promotion. The promotion will have changed to be what the customers want or more persuade customer come or order from restaurant. This research will about what customer behavior and what they think about our restaurant. That will focus on promotion how they use, customer's opinion, and what they want us to change.

Research design

The research should be the comfortable for the customers. I have design it to be look like the form of feedback about our restaurant. There are three ways those the customers can do it such online website, calling by phone and question form on the table.

Benefits/limitations

The restaurant will receive a lot of benefit from this research. The most important thing that the restaurant wants is increment on net sale. The increasing on lunch time what the restaurant really wants from this research. However, there are other benefits on this research such as data collection. It has already had information about customers but the restaurant has never do the data collection on it.

Anyway, there are limitations on this research such as the way to do the research or the information form the restaurant. That the restaurant can not give it such as cost of good sold, net revenue.

Budgeting/schedule

This research works on small business, so it shouldn't be the high project. The budget is around $900 to $1100. And the schedule should be too long. It should be 2 months for every thing. The first half month should be about planning and preparing. One month should be in process of research and the last half month should be data collection and analysis.

Summary

The result from this research should be used to improve the restaurant. That is the main point for this research.

Section 1. The problem/opportunity

Problem/opportunity statement

In the restaurant business, there is high competition in everywhere. We can find the restaurant in everywhere because the food is the most important to live. We can not live without food. However, the time that someone has limit or someone can not cook food those are some reasons why people go to the restaurant.

The taste of food is the important reason for the customers choose the restaurant. Some restaurant has fewer customers than others. We can guess the restaurant has the bad food. Nobody wants to eat the bad food. Anyway, there are other reasons for the restaurant that we have to consider about the restaurant condition such as location, pricing or interior.

Everything in restaurant is good, but the restaurant still has a few customers. The Promotion is the answer for this case. The promotion