Marketing Research Designing a Questionnaire to Survey Santa Fe Grill Customers?

Hands-On Exercise
1. Based on the research objectives, does the self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.
Yes, the questionnaire has illustrated correctly the design principles. It clearly identified the research objectives. All the questions are designed in simple words and easy to understand. They are designed in a proper order with sections. The rating scale is used in the questionnaire; this is easy for participants to make choices.
2. Overall, is the current survey design able to capture the required data needed to address all the stated research objectives? Why or why not? If changes are needed, how would you change the survey’s design?
Yes, the survey design is able to collect required data, which is address all the stated research objectives. As mentioned in Question 1, all the questions are designed into different sections. Section 1 and 5 will help to collect the demographic profile. Questions in section 2 are about the customers’ perceptions to the restaurant, such as food quality, services, and environment. Section 3 is addressed to investigate whether these participants will return or recommend the restaurant to others. Section 4 listed four main factors (Prices, Food Quality, Atmosphere, Service) that customers may concern, and this section will collect the information about their attribute to these factors.
3. Evaluate the “screener” used to qualify the respondents. Are there any changes needed? Why or why not?
There would be some changes for the “screener”. For example: the question 2 has limited customers’ options about the Mexican restaurant. If they did not go to anyone in the last six months, the answer would be “NO”, and the survey could not go on. The