Topic: Research

Conducting a successful marketing research project is a complex process. Gathering information can involve many types of data collection including exploratory, secondary, and primary research. However, a research project can be successful only if it focuses on the key issues. Read Case Study 1 again, “Say it Ain’t So! Is This the Real Thing?” in the Zikmund & Babin text. After reviewing this case and the Discussion Board Instructions in the Course Content area, please address the following questions in your posting:

1. Was the research approach undertaken by David Ortega valid? What other research approach, based on your studies, might you recommend in this instance to gather valid data, and why?
2. Identify 3 restaurants that would be competition for the upscale Smith and Wollensky, and determine through research what the key success factors of upscale restaurants are.
3. Based on your findings, would you recommend any additional exploratory or secondary research be conducted by David Ortega before a restaurant is established? Support your recommendations with your research results.

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