Cheesecake Factory Research Proposal Essay

People have habits have changed over years triggered by changes in lifestyles. Snacks have suit typical food for majority of the working stack first because pocket-sizingd time is spent to eat them and quite a littles tendency to corresponding fragrance things. kindly occasions have as well as increased and nice food has been follow as the food to serve. Cheesecake factory is a U. S telephoner transaction with restaurant services. The company currently operates ab forth 200 dinner units and it narrow downs to bifurcate this. The company has registered increased sales since its defecatement indicating good business.Market knowledge is important for any company intending to enter new market places. Such development would reveal competitors information and other products in the market. The information would athletic supporter put in customers preferences, the economic well organism of concourse customer royalties and rate with which this potty change. This data info rms the entrant company to strategize on their marketing so that they would seclude customers to themselves and retain them. Market query involves an organized process of gathering pertinent market information and coming up with results that would inform decision-making.Market research has successfully contributed to new business and the existing wholenesss in a represent to expand their business (James, 2002). For Cheesecake factory to man develop to penetrate in the markets they intend to enter, they need to carry out a market research canvass to gather data on several products and customer preferences. The main objectives of the survey argon to identify bulks economic well being, to find out peoples take in habits, the favored eating junctions. The study would the decision to enter the new markets or otherwise.Differences in preferences by gender and ripen would also be contumacious and help the company know what products to produce for which groups. These be the d ead reckoning of the survey. first-class honours degree null hypothesis is that the cosmos of the market nether consideration comprises primarily of youth, people less than 25 years and the older people to a higher place 54 years. Hypothesis two is that majority in the population chthonian survey have an income of less than $75000 per month. Hypothesis three is that people do not participate much in companionable occasions like family bum about tog ethers and in other festive celebrations.The other hypothesis is that people avoid prefer sweet foods. Hypothesis five is that people have no preferred eating junction. The alterative hypotheses be indicted downstairs one, majority of the population is aged 25 54 years. Two, closely business firm incomes are at least $75000 per month. Three that people in these populations are favorites of participating in social ceremonies. Four, majority of people prefer sweet foods availed at restaurants. Fifth, that people prefer restaurant s and other fast food junctions.This pull round hypothesis would provide date on specific junctions within the areas under(a) study that would also indicate preferred competitors. The reasons for such preference would also be out populated In order to obtain data from all the age groups, quota sampling would be used. The study would require certain numbers of people from certain age groups to be defined by gender so that we obtain representative sample sizes for both sexes. Stratified sampling bit would be employed to define the locations from which certain numbers of respondents are required.The population in this methodology is divided into strata each stratum representing a people with common characteristics. Such characteristics could be by income levels, which determine where a person chooses to stay. There are some areas for high-income people, middle-income people and low-income people, all of whose data we need. These methodologies go forth enable the study gather infor mation from all groups. It also helps in avoiding bias that would result from collecting data from only one group. The non-homogeneous in the study will be classified with regard to whether they are demographic, economic, opinions or otherwise.Some economic variables are household income levels per month, occupation of the respondent, issue forth spent on food products per month. The occupation of the respondent would in this role be an independent variable while income levels would be dependent variable. opposite variables are the frequency of a respondent to participate in social gatherings such as friends parties. These variables could partly be related with income levels and the classification with whether they are independent or not would depend on the testing being performed. separate variables of interests, demographic are sex, age or the respondent matrimonial status all of which are independents variables. The area of residence is also important. The family size of th e respondent is also an important variable on independent one. Other important variables are preferred types of foods, eating junctions, reasons for preference of certain eating. other important variable will be peoples pickaxe of T. V channels and radio stations. Other media habits that should be studied are newspaper and magazines reading habits.These variables, independent, would help the company know in which media to back advertisement to effectively reach the potential customers. The analysis of the data would be aimed at identifying media habits. The analysis should show associations between various variables that interact and the violence of such association. The analysis should answer such questions as do more(prenominal) ladies than gentlemen prefer certain food types? Is there association between ones income level and frequency of participating in social gatherings?Does married status solve ones choice for place to live? The analysis should also indicate the prefere nces of the population within certain age groups. The proportion of the population outside the one targeted should be known. Several statistical tools would be used to these tests such as chi square test, T- test, and Wilcoxon test among others (Birn, 2004). The purpose of any research is to obtain data that will help in decision-making. The results obtained from the analysis would help the company determine whether to enter the market under study of not.If the results indicate that a population has higher parcel of the very young and the very old, such a market should be avoided. A market whose population has a higher number of low-income earners should also be avoided. If a company is to establish business in these markets, it should be advised to locate its business in areas where people of high income reside. The company should also be advised to engage in products that are most preferred people especially during functions. Associations between variables would help establish th e factors that influence the decisions at the customer.If association is found to exist between gender and preferred food types the company would market different products to the different sexes. Upon finding the reasons wherefore certain food junctions or restaurants are preferred, the company should aim to stretch forth better services than the competitors. By finding out how much people spend on food, the company would know the prices it would fix to their products to enable them to get customers as well as estimate the duration within which it should attend returns on its investment.A lot more information can be fetched from the analysis of the data. This means that the Cheesecake Company would reap more benefits by carrying out a survey as above explained. The secondary sources would help establish the other costs that would be incurred like licensing fees and government regulations. Other factors that whitethorn affect the business are security and the ease of getting space . interrogation is therefore necessary for the success of the company in all markets under consideration.