Developing a Sampling Plan for a New Menu Initiative Survey

QUESTION

Owners of the Santa Fe Grill realize that in order to remain competitive in the restaurant
industry, new menu items need to be introduced periodically to provide variety for current
customers and to attract new customers. Recognizing this, the owners of the Santa Fe Grill
believe three issues need to be addressed using marketing research. The first is should
the menu be changed to include items beyond the traditional southwestern cuisine? For
example, should they add items that would be considered standard American, Italian, or
European cuisine? Second, regardless of the cuisine to be explored, how many new items
(e.g., appetizers, entrées, or desserts) should be included on the survey? And third, what
type of sampling plan should be developed for selecting respondents, and who should those
respondents be? Should they be current customers, new customers, and/or old customers?

For “Developing a Sampling Plan for a New Menu Initiative Survey,”

1. Determine the appropriate sample design. Develop a sample design proposal for the Santa Fe Grill that addresses the following: Should a probability or nonprobability sample be used? Given your answer, what type of sampling design should be employed (simple random, stratified, convenience, and so forth)? Given the sample design suggested, how will potential respondents be selected for the study? Determine the necessary sample size and suggest a plan for selecting the sampling units.
2. How many new menu items can be examined on the survey? Remember, all potential menu possibilities should be assessed but you must have a manageable number of questions so the survey can be performed in a timely and reasonable manner. Specifically, from a list of all possible menu items that can be included on the survey, what is the optimal number of menu items that should be used? Is there a sampling procedure one can use to determine the maximum number of menu items to place on the survey?

Reference book: Hair, Jr., J. F., Ortinau, D. J., & Harrison, D. E. (2020). Essentials of Marketing Research (Fifth Edition). McGraw-Hill Education.

Chapter:7

*****Please include reference

*****Please don’ts use AI tools

ANSWER

Developing a Sampling Plan for a New Menu Initiative Survey

Introduction

In the competitive restaurant industry, it is imperative for establishments to periodically introduce new menu items to cater to evolving consumer preferences. The Santa Fe Grill, a restaurant specializing in southwestern cuisine, recognizes the need for variety and innovation in its menu to retain current customers and attract new ones. To address this, the owners of the Santa Fe Grill have identified three key marketing research issues: whether to expand their menu beyond southwestern cuisine, determining the number of new menu items to introduce, and creating a sampling plan for selecting respondents. This essay focuses on the development of a sampling plan for their new menu initiative survey, as outlined in Chapter 7 of “Essentials of Marketing Research” by Hair Jr., Ortinau, and Harrison (2020).

Sampling Design

The first critical decision in developing a sampling plan is whether to use a probability or nonprobability sample. A probability sample is characterized by random selection, allowing each potential respondent an equal and known chance of being chosen. On the other hand, a nonprobability sample relies on subjective judgment and does not provide a clear basis for generalization. In this case, for the Santa Fe Grill’s menu initiative survey, it is advisable to employ a probability sample.

Given the choice of a probability sample, the next step is to determine the appropriate sampling design. Various sampling designs are available, such as simple random, stratified, and convenience sampling. For a comprehensive understanding of customer preferences, a stratified sampling design would be most suitable. This approach involves dividing the target population (restaurant customers) into subgroups (strata) based on relevant characteristics, such as age, dining frequency, and preferences.

Stratified sampling allows the restaurant to collect representative data from each subgroup, ensuring a more accurate assessment of customer preferences for the new menu items. For example, it can reveal whether preferences for traditional southwestern cuisine differ among different age groups or dining habits. Subsequently, the restaurant can tailor its menu offerings to cater to diverse customer segments effectively.

Selection of Respondents

The next consideration is how potential respondents will be selected for the study. To achieve a well-rounded understanding of customer preferences, the sampling plan should include current customers, new customers, and returning customers. Current customers can provide insights into their existing preferences, while new customers may offer fresh perspectives and reasons for choosing the Santa Fe Grill. Returning customers can offer feedback on potential changes and whether it aligns with their expectations.

Sample Size

Determining the necessary sample size is crucial for survey validity and reliability. The optimal sample size depends on several factors, including the level of confidence desired and the margin of error acceptable. A larger sample size provides greater statistical power but may be resource-intensive and time-consuming.

To determine the necessary sample size, statistical techniques such as sample size calculators or consulting relevant literature can be employed. The goal is to strike a balance between obtaining sufficient data for meaningful analysis and managing the survey within a reasonable timeframe. The sample size should be large enough to represent the various customer segments identified through stratified sampling.

Number of Menu Items

When considering how many new menu items to examine on the survey, it’s essential to assess all possible options while maintaining survey manageability. To determine the optimal number of menu items, a pre-survey sampling procedure can be employed. This involves conducting preliminary surveys or focus groups with a smaller sample to gauge interest and relevance for different menu items.

Through this pre-survey process, the Santa Fe Grill can identify the most promising menu items that resonate with their target customers. This ensures that the final survey includes a manageable number of menu items, preventing survey fatigue among respondents while still obtaining valuable feedback.

Conclusion

Developing a sampling plan for the Santa Fe Grill’s new menu initiative survey is a crucial step in gathering meaningful insights to guide their menu expansion strategy. By opting for a probability sample with a stratified design, selecting a diverse group of respondents, and determining an appropriate sample size, the restaurant can ensure the survey’s reliability and representativeness. Additionally, conducting pre-survey sampling can help identify the optimal number of menu items to include on the survey. This comprehensive sampling plan will enable the Santa Fe Grill to make informed decisions about their menu expansion while staying competitive in the dynamic restaurant industry.