27 May Question CHAPTER 1 -CASE STUDY, THE SANTA FE GRILL
Question
CHAPTER 1 -CASE STUDY, THE SANTA FE GRILL
The Marketing Research in Action focus in this chapter is The Santa Fe Grill, thecompany which will be used throughout the book for discussion and exercises. Thisfirst entry introduces the company. It was initially part of a business plan concept foran entrepreneurship course. The owners started the business in Dallas, Texas
because it was a good market for reaching baby-boomers and young families. Therestaurant concept focused on fresh ingredients, festive atmosphere, friendly service,and cutting-edge marketing and advertising. The business was successful but not assuccessful as the owners expected. They realized that marketing research could help
to answer the questions which would help them to improve their marketing strategy.
1. Based on your understand of Chapter 1, and specifically using Exhibit 1.1, whattype(s) of research program(s) should the owners of the Santa Fe Grill consider?
2. Is a research project actually needed? If yes, what kind of project? What areasshould the research focus on?
3. Are there any potential ethical issues that need to be considered in determiningwhat kind of research project is needed?
CHAPTER 9 – LEE APPAREL
1. What was Lee Apparel Company’s overall goal for conducting such an extensivetest market of its new line of jeans under the brand name Riders? In your opiniondid the company achieve its goal? Why or why not?
2. Identify and explain the strength and weaknesses associated with the test marketprocess used by the Lee Apparel Company.
3. In your opinion, should the company give consideration to the development andimple
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