The business consultant hired by the owners of the Santa Fe Grill has recommende

Question

The business consultant hired by the owners of the Santa Fe Grill has recommended a quantitative survey of lunch and dinner customers. He has not recommended any qualitative research. The owners are not experts in research methods, but they do know the difference between qualitative and quantitative research. They are wondering if some kind of qualitative research approach would be better to understand the challenges facing them. Or perhaps both qualitative and quantitative research should be undertaken?

1.Could observation be used to collect qualitative information?

2.If yes, when and how could observation be used?

3.Are there topics that could be explored better using focus groups?

4.If yes, suggest topics to be used in the focus group studies.

Explanation / Answer

Qualitative Observations can be used to check the reactions of patrons when they order, recieves the order, their bodily reactions on seeing the food, their preference about presentation of food, taste etc. The other qualitative observations can include their verbal and non verbal cues when they are waiting for the order, the time taken for presentation of cheques and about the overall experience. Refer 1 above Yes, focus groups can be used to study food presentation, taste, verbal and non verbal cues, sensory experiences on seeing the food, time taken to serve orders, improving customer service etc Refer 3 above.

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