RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better understand this restaurant's customers?

Question

Quizplus · Accepted Answer

Insight Research is using a qualitative research approach, which involves observing and interpreting the interactions between customers and employees in the restaurant to gain a deeper understanding of their experiences and perceptions. This approach allows researchers to gather rich, detailed data that can provide valuable insights into customers' needs, wants, and preferences. The use of undercover observation and personal experience also suggests an ethnographic or participant observation approach, which is a specific type of qualitative research methodology.

RESTAURANT RESEARCH SCENARIO Insight Research, a Marketing Research Company, Has Been Hired by Been