Lisa wants to try to attract more customers since a new restaurant called
Fishermans’ Paradise has opened closed to the Bar-Beer-Q Memphis Location. She
has been thinking about hosting some events and games, such as karaoke night,
poetry night, open-mic comedy, or a trivia night (among others). She wants to know
if customers will be interested in participating in these events and what kind of
customers (e.g., age, gender) would be interested in what kind of events. Also, she
wants to know people’s preferences regarding types of food and drinks while the
events are taking place. Lisa asked your team to come up with a research proposal
to help her decide what to do. She also specified that she wants you to do survey
research, which means you need a questionnaire to collect your data. To help Lisa,
your team need to perform the following tasks (Be creative!):
1. Provide any background pertinent to the project. Include marketing
questions/research objectives.
2. Translate your research question into hypotheses. Provide a list of hypotheses (null
and alternative) that you would like to test (Minimum 2 pairs of hypotheses – null
and alternative-) (Hint: Module / Chapter 12).
3. Determine and present your research methodology fully: Specify your sample
population, how you will find your sample (sample frame and sampling method),
and why you choose that approach. Also, provide information about the expected
sample size assuming a 99 percent confidence level, a margin of error of ± 5 percent,
and a p-value of 0.5 (Hint: Module / Chapter 8).
4. List the statistical tests to be used to test the hypotheses proposed in point 2 (e.g., t-
test, ANOVA, chi-square). Also, provide information about the decision rule you will
use to analyze the results (e.g., a significance level of 0.05) (Hint: Module / Chapter
12).
5. Finally, do not forget to justify the data collection method (i.e., online questionnaire,
phone). Also, design the first draft of your survey questionnaire with a minimum of
6 questions, using different types of scales (e.g., Likert, comparative, constant sum,
graphical, itemized, q-sort). Make sure each question in your questionnaire matches
your research objectives/questions. Discuss choices made regarding screener
issues, types of questions, etc., and justify them (Hint: Modules / Chapters 9-10).
