Data Collection Methods Essay Example | Topics and Well Written Essays - 1000 words

Data Collection Methods - Essay Example An ‘alternative hypothesis’ is the opposite of null hypothesis and is developed to reject the initial claim of any research or statistician. A survey method (using questionnaire) is more feasible and appropriate for collecting primary information on consumers’ income level, attitudes, perceptions, tastes and preferences, restaurant’s location and internal environment etc. We have initiated this research project with an aim to enter in restaurant industry by offering an experience rather just selling our food products. Hence, it is essential to analyze our competitors’ market information i-e customers, food menu, location advantage, target market, prices etc. Hence, our group has decided to impersonate our identity and conduct a survey with customers who dine-in at our competitors to obtain their unbiased responses. Nevertheless, the ethical principles will not be violated as we will select participants after obtaining their free consent as well as ensure confidentiality. As studied in some Marketing Research textbooks, our group has received an insight that a sample refers to the group of people that are representatives of entire population. Nevertheless, a sample should be carefully chosen to avert possibility of biased responses. More specifically, it should be gender balanced and include people from various localities / neighborhoods / areas to obtain valuable information for a food business. It is worthwhile to mention that sample will be chosen after estimating and analyzing the population of two chosen cities. Indeed, the target market will then be decided so that Santa Fe Grill could offer its products to customers in an efficient and effective manner. Recall that sample should represent the population otherwise the results and findings would become inappropriate. Our group will consider Probability sampling method in formulating the sample size (or a minimum number of participants). This method would be beneficial in sample designing mainly because we have estimated probability of each sampling unity across two chosen cities.