Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 4

Ann Avery is the general manager of Taylor's, a steakhouse located in a southwestern U.S. city that has been open for about a year. The restaurant has been a success so far, but Avery doesn't yet have a grasp of exactly who her customers are. The lunch customers seem to be quite different from those who visit Taylor's for the evening meal. She needs your help in designing a project designed to develop a better understanding of her customers.
a. What degree of structure would be appropriate Justify your choice.
b. What degree of disguise would be appropriate Justify your choice.
c. What method of administration woula.be appropriate Justify your choice.
d. Suppose that the key issue is to determine the overall awareness level for Taylor's among residents of the city. Would this change your answers to any of the above questions