Posted: December 27th, 2014

Market Research Proposal

Market Research Proposal

Order Description

The starting point for all market research projects is the research proposal. This document sets out the research design and forms the basis of the contract between

the researcher and the client. The market research proposal should be based on the topic chosen for the literature review. Find out what the key sections are in a good

proposal. Based on lectures, seminar and additional reading you should identify what should go into your research proposals for your project. Justify your choices

through discussion supported by references.

Better answers will give examples of good practice: For example, research objectives, and show they understand the difference between clear and unclear market research

objectives. You must include a Reference list that displays full and accurate Harvard.
You should think about the following decisions:
• Background
• Definition of the problem
• Aims and Objectives
• Scope of the Study
• Research Approach and Methodology
(e.g. sample and research approach/es, type of research, techniques to be employed)
• Research Considerations & Rationale
(i.e. why this approach and methodology has been selected, possible limitations.)

Sampling
• Decide whom you are going to question and how you will select them.
• Show awareness of the potential advantages & disadvantages with the method(s) you select.
• Demonstrate how you will tackle issues which could cause bias in your results

Does Menu Display Influence Customers order?
Introduction
The art of understanding consumer behavior in restaurants has an interest approach right from
the design of the menu. Having an attractive menu always helps in pulling more customers in the
restaurant. It is not easy designing the menu considering the fact that many people just rush into
the menu without understanding it. Sometimes, the eyes roll out of hunger. So the question that
needs to be answered is how to choose what we want to have? Research conducted in
Bournemouth University demonstrates that most menus crowbar in much a bigger number of
dishes than individuals need to browse. Furthermore, regarding picking food and beverage, as
Howard Moskowitz, a psychologist once said: Each of us know what to have based on the
tongue’s decision.
Malcolm Gladwell, who works with Nescafe, came up with a new discovery. At the point when
solicited what kind of espresso they like, most of the restaurant visitors have to say: “a dull, rich,
healthy dish”. All things considered, just 25-27% need that. Most incline toward feeble, smooth
espresso. Judgment is obfuscated by desire, companion weight and displaying messages
(Fleming, 2013).
Bad menu formats
The science behind the design of menu does not help n customer attraction, William Poundstone,
said that an overwhelming menu should never be boring and one should have a menu with a lot
of differentiations and option to bring in more customers. A couple of years back, the creator
William Poundstone rather splendidly explained the menu from Balthazar in New York to
uncover the showcasing fancy odds and ends it uses to herd customers into separating with the
greatest measure of money. Educator Brian Wansink, who also wrote a book about menu designs
1
Does Menu Display Influence Customers order?
has broadly scrutinized menu brain science, or as he puts it, menu building. “What winds up at
first getting the attention,” he says, “has an out of line playing point over anything an individual
sees later.” There’s some civil argument about how individuals’ eyes characteristically go around
menus, however Wansink figures “we for the most part output the menu in a z-formed design
beginning at the upper left hand corner.” Whatever the example, however, we’re effortlessly
hindered by things being set in boxes, pictures or symbols, bold or in an alternate shade
(Fleming, 2013).
Effect of nutrition labels on consumer decision making
According to Euromonitor International (2011) the populaces of overweight and corpulent
grown-up will achieve 48 percent and 45 percent separately by the next year. Therefore, almost
90 % population of the United States will be flabby (overweight) or fat within a brief period, and
the normal lifespan will abbreviate without precedent in history. Heftiness causes or intensifies
in excess of thirty infections, for example, coronary illness, sort to diabetes, hypertension, stroke,
and a few tumors. It adversaries smoking as the main reason for preventable deaths for grownups
with in excess of 400,000 yearly passings reported (Elmadfa, 2005). Around 15 years back, the
medical services cost for stoutness and their connected sickness was over $100 billion for
immediate and roundabout costs. Because of these actualities, it is reasonable so as to Surgeon
General affirmed heftiness in USA has turned into a pandemic.
Since this noteworthy announcement, there has been an expanded concentrate on the developing
heftiness pandemic in the USA and its roots. A singular’s weight of body is a consequence of
hereditary, metabolic, ecological, behavioral, social, and financial variables. While a few masters
trust one’s eating regimen is a matter of moral obligation, numerous accuse society’s work day to
2
Does Menu Display Influence Customers order?
an inactive way of life, increment in feasting out, & the food administration organization’s
proclivity for supersized bits at little costs. As like the business of tobacco in the 60’s that was
blamed for laying benefit in front of the consumer wellbeing, the food administration
organization has experienced harsh criticism lately for forcefully advertising supplement meager,
super-sized foods.
NLEA is the most governmentally managed & popular food tag. It obliges most bundled food
and refreshments to incorporate a nutrition label on its bundle with the goal that the consumers
will be healthier suppers at habitat. The nutrition certainties tag gives a rationing size that is an
ordered institutionalized partial measure in a typical family unit estimation, and the same
estimation is utilized inside comparative food classifications. The label likewise incorporates the
measure of calories, calories from fat, aggregate fat, soaked fat, cholesterol, sodium, aggregate
starches, dietary fiber, sugars, and protein in a serving. Additionally recorded is the rate of the
everyday admission of every supplement focused around a sound 1900-calorie-a-day diet,
usually alluded to as the percent day by day esteem (% DV), and is intended to help the
consumers see how the food fits into a solid day by day diet. The rates of vitamins and minerals
are additionally included (Elmadfa, 2005). Ultimately, a rundown of add-ins is given in plunging
request of most noteworthy amount to least (Burros, 2004). Analysts have observed that 84 % of
the USA Because of the increment in far from habitat food utilization and it’s conceivable
connection to stoutness, the defense for not obliging nutrition data for restaurant items are no
more sensible. Moreover, nutritional data accommodated menu things has been demonstrated to
have a stronger impact on the consumer food buys than the nutritional data exhibited on bundled
food items (Kozup, Creyer, & Burton, 2003). Roused by the achievement of the NLEA and
menu labeling studies, controllers have incorporated a menu labeling procurement in the Patient
3
Does Menu Display Influence Customers order?
Protection and Affordable Care Act of 2010 that obliges restaurants with 15 or more areas
working under the same name to post calorie content (Elmadfa, 2005).
Be that as it may, Roberto et al. (2010) discovered just 0.2 percent of consumers really use
nutrition data gave either on a publication, a leaflet, or a machine before settling on food buy
choices. This discovery was reliable with that of the Jacoby, Chestnut, and Silberman (1977)
study that closed that the consumers do not search out nutrition data. A research with 205
consumers was done that feasted at six of the restaurants in their menu labeling study. 71 % saw
the nutrition label and of that gathering 59 % used the data that is just 32 % of the aggregate
specimen (Pulos and Leng, 2010). From a bigger specimen, 33 percent of Subway benefactors
saw the nutrition label & of that gathering 38 %used the data, which is just 10 % of the aggregate
example of 1,810 supporters (Bassett et al., 2008). Both research works were self-reported
practices because of review inquiries. This brought up the issue: why would most of the populace
say they need menu labeling, yet the minority really utilizes it? As indicated by Pulos and Leng
(2010), “how best to present nutrition information–what data to present, and where and how to
show it–is liable to assume an essential part in whether data is perceived, comprehended, and
utilized”. As indicated by Almanza and Hsieh’s study, benefactors of an on-grounds restaurant
need appealing menu with an agreeable appearance of data that is not difficult to utilize. An audit
of menu labeling studies exposed a crevice in earlier research: The studies don’t investigate how
the configuration and the substance of the label effect consumers’ nutrition conclusion (i.e.,
exactness), trust in choice making, and perception of the label and its apparent utility.
4
Does Menu Display Influence Customers order?
Eye movement theories
A good marketer will always try to read the eye of the customer in order understand the
preferences. The realistic “Eye Movement Pattern” demonstrates the commonplace eye
movement over a three-board, twofold menu. The example of eye movement is not settled and
can be modified and coordinated by “eye magnets.” Eye magnets are minimal realistic methods
that will draw in the eye and visitor’s consideration. A portion of the best illustrations is realistic
boxes around the items on the menu, the utilization of a speck framework screen of color as a
foundation, utilizing a bigger or bolder sort, textual style, fusing a delineation or even a photo to
“draw” the eye. The ranges of stress are utilized to run down the things you need to advance the
most. Look movement examples will fluctuate as per the page position, illustrations, design and
number of folds in the menu. There is a propensity to run down things in the request in which
they are devoured. This puts mixed drinks and starters first and sweets and treat refreshments
last. The best measure of space on the menu is given to dishes, which are the most astounding
estimated things on the menu. In many restaurants, near 100 percent of the clients will request an
entrée yet, just a little rate will request hors d’oeuvres and treats. This makes you wonder that
maybe we ought to give up some of that prime menu space that up to now has been saved for
entrées and in their spot put individually starters, side requests, and sweets. This attention can
just improve the probability of those things being chosen notwithstanding an entrée.
5
Does Menu Display Influence Customers order?
In the previous five years, consumers have progressively requested healthier choices, more
diminutive shares, and crisp produce. On the other hand, consumer, food purchases are
influenced by other critical variables, for example, taste, value, menu mixed bag, comfort, and
feeling (Kuchler, Golan, Variyam, & Crutchfield, 2005). Taste is the most compelling part of
consumers’ food choice, regardless numerous like sound food with poor taste (Pavesic, 2005).
(Pavesic, 2005)
Separated from that, there is a noteworthy open door for organizations to gain by the developing
wellbeing pattern. To the right adjust of food hand-outs; organizations can see an increment in
deals because of nutrition divulgence. With the menu labeling unavoidable, advertisers need to
figure out how to maintain their hand-outs alluring &the menu configuration engaging. Kincaid
and Corsun (2003) summed up the research that distinguished the menu as the most critical
promoting apparatus a restaurant having. The analyst discovered no distinction in how the
consumers saw the measure of the traits on the label in spite of single arrangement having twice
6
Does Menu Display Influence Customers order?
as a lot of people. Likewise, 26 % of the members distinguished entrée portrayal as the most
powerful component in identifying the majority and slightest solid entrée, one rating point
behind calories. Imaginative advertisers will need to figure out how to organize the entrée
portrayals, obliged nutrition data, & potentially imagination with the goal that consumers have
an ideal response to the label. One vital attention advertisers ought to create the plan of dishes.
Since, taste is the number figure in food decision and studies have given observational proof that
offers of things recognized as sound diminished, assigning a segment of the menu for solid
things could have a depressing impact (Horgen & Brownell, 2002). Nevertheless, it was
observed, which is the setting of the menu affected the consumer, food choice making, their
demeanor around the aim thing, and directed the impact of nutritional data divulgence.
Intermixing sound things with undesirable things influences consumers’ demeanor to the entrée.
These conflicting discoveries ought to be investigated in future exploration. The menu-labeling
act may have a noteworthy impact on a restaurant’s picture and the food business all in all
(Pavesic, 2005). There could be a encouraging response from the consumers, when they discover
that a thing is healthier than they acknowledged: They may expand the recurrence of acquiring
that thing (Bollinger et al., 2010). The brand name picture would be upgraded by giving the
consumers the adaptability to make changeover, change cookery strategies (for instances., flame
broiled rather than seared), or request half divides. Unexpectedly, there could be negative recoil
from consumers in the event that they see that things once advanced as “shortness of 545
calories” have an inauspicious level of other harmful supplements, when the nutrition data has
been unveiled (Pavesic, 2005). Experimental proof recommends that the consumers discover
nutrition data and its source less valid when there is opposing data (Kozup et al., 2003).
7
Does Menu Display Influence Customers order?
Advertisers ought to assess how demeanor to menu items and the brand image may change with
the divulgence of nutritional data.
Now, having discussed the several theories related to the menu that influence the consumer, let
us come to the real topic of our discussion, which focuses on whether the display of the order
actually influence the customer order or not. Studies conducted by the several researchers in this
field have said that yes the display of the menu has a huge responsibility in making the
customer’s order. In this aspect, the first issue that was noted by them is the mouthwatering
words written on the menu, which influences the customer to order the food. `The menu display
can in fact goes to the extant, that the customer will order something that has been interestingly
put on the menu rather having the particular item, he or she had been craving for (Kloss, 2014).
The reason behind these mouth-watering words is the simple use of ingredients that is used to
make the item. These ingredients are so well put that it makes the food sound out of the world.
The second factor that was noted by them is the pricing that is also written in a different way in
order to divert the customers and make them concentrate on the food and not on the price. In this
issue, it was noted that more numbers make the customers think that the price is high and thus
avoid the items. For example, instead of writing “$13.00” if it is just written as “13” then it will
be picked up more the customers. In some cases, the pricing is not given in straight lines, which
forces the customer to go through all the items and hence get trapped in the delicious items. In
addition, the studies have further proven that the menus displayed on the top have 25% more
chance to be ordered by the customer compared to the other items and hence the costliest items
are mentioned over there (Kloss, 2014). Fonts of the menu also have a major role to play in this
aspect and the marketers play around with the fonts displayed on the menu to influence the
customer’s order. The customers easily pick the bold fonts and the restaurants always want to
8
Does Menu Display Influence Customers order?
write the items in bold, which are of interest to them (Kloss, 2014). The photo of the items is also
a major attraction on the menu and the restaurants ensure that the picture given on the menu are
eye drooling and picture perfect, even if the dish does not turn out to look the same when it
arrives. Often the menu has some items that are recommended by the chef (Kloss, 2014). This is
also a marketing gimmick and used to sell the costliest of the items and the customers actually
think that these are special items and order for them. They also cross promote the famous brands
and incorporate their names in the items to further influence the customer to order them, as they
are already familiar with the brands. For example, Jack Daniels is famous liquor and everyone is
aware of the brand. So the restaurant marketers will cleverly use that name with a dish such as
‘Jack Daniels’ Steak or BBQ ribs to make it sound more interesting and ultimately the customers
will be forced to order the item just by looking at its name (Kloss, 2014). Another interesting
thing that was discovered during the surveys was the fact that the restaurant menus always avoid
the word ‘healthy’ even though people are becoming more conscious about their health day by
day. The reason behind this being, that when the customers read the word healthy beside a
particular item, they feel the item will be tasteless with fewer flavors. Instead, the color-coding is
used in some places, such green mean pure veg item or good for health. The menus also try to
influence the customer by using nostalgic words such as ‘grandma’s chicken’ or a name of
famous place that might influence the customer to order the item based on its name as he or she
has some wonderful memories attached to it (Kloss, 2014).
Thus, based on the above discussion, it is clearly evident that menu is a big reason behind
customer order and a bad menu can completely destroy the name of a restaurant. Careful
designing of the menu and placing the items on the menu strategically can have a positive
influence over the customers and they may look forward to visiting the restaurants more often.
9
Does Menu Display Influence Customers order?
References
Bassett, M., Dumanovsky, T., Huang, C., Silver, L., Young, C., Nonas, C., Matte, T., Chideya, S.
and Frieden, T. (2008). Purchasing Behavior and Calorie Information at Fast-Food Chains in
New York City, 2007. Am J Public Health, 98(8), pp.1457-1459.
Burros, M. (2004). The New York Times > Dining & Wine > Eating Well: Read Any Good
Nutrition
Labels
Lately?.
[online]
Nytimes.com.
Available
at:
http://www.nytimes.com/2004/12/01/dining/01LABE.html?_r=0 [Accessed 11 Nov. 2014].
Elmadfa, I. (2005). Diet diversification and health promotion. Basel: Karger.
Finke, M. S. (2000). Did the Nutrition Labeling and Education Act affect food choices in the
United States? The American Consumer and the Changing Structure of the Food System
Conference. Arlington, VA: Economic Research Service, USDA.
Fleming, A. (2013). The psychology of menus. [online] the Guardian. Available at:
http://www.theguardian.com/lifeandstyle/wordofmouth/2013/may/08/restaurant-menupsychology-tricks-order-more [Accessed 11 Nov. 2014].
Horgen, K. and Brownell, K. (2002). Comparison of price change and health message
interventions in promoting healthy food choices. Health Psychology, 21(5), pp.505-512.
Howlett, E., Burton, S., Bates, K. and Huggins, K. (2009). Coming to a Restaurant Near You?
Potential Consumer Responses to Nutrition Information Disclosure on Menus. Journal of
Consumer Research, 36(3), pp.494-503.
Jacoby, J., Speller, D. and Berning, C. (1974). Brand Choice Behavior as a Function of
Information Load: Replication and Extension. Journal of Consumer Research, 1(1), p.33.
10
Does Menu Display Influence Customers order?
Kincaid, C. and Corsun, D. (2003). Are consultants blowing smoke? An empirical test of the
impact of menu layout on item sales. International Journal of Contemporary Hospitality
Management, 15(4), pp.226-231.
Kloss, K. (2014). 9 Menu Tricks That Influence Your Order | Reader’s Digest. [online] Reader’s
Digest. Available at: http://www.rd.com/slideshows/menu-tricks-influence/ [Accessed 15 Nov.
2014].
Kozup, J., Creyer, E. and Burton, S. (2003). Making Healthful Food Choices: The Influence of
Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products
and Restaurant Menu Items. Journal of Marketing, 67(2), pp.19-34.
Kuchler, F., Golan, E., Variyam, J. N., & Crutchfield, S. R. (2005). Obesity policy and the law of
unintended consequences. Amber Waves, 3(3), 26-33.
Pavesic, D. (2005). The Psychology of Menu Design: Reinvent Your ‘Silent Salesperson’ to
Increase Check Averages and Guest Loyalty. 1st ed. [ebook] Georgia: Hospitality Faculty
Publications.
Available
at:
http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1000&context=hospitality_facpub
[Accessed 18 Nov. 2014].
Pomeranz, J. and Brownell, K. (2008). Legal and Public Health Considerations Affecting the
Success, Reach, and Impact of Menu-Labeling Laws. Am J Public Health, 98(9), pp.1578-1583.
Pulos, E. and Leng, K. (2010). Evaluation of a Voluntary Menu-Labeling Program in FullService Restaurants.Am J Public Health, 100(6), pp.1035-1039.
11
Does Menu Display Influence Customers order?
Raghunathan, R., Naylor, R. and Hoyer, W. (2006). The Unhealthy = Tasty Intuition and Its
Effects on Taste Inferences, Enjoyment, and Choice of Food Products. Journal of Marketing,
70(4), pp.170-184.
Roberto, C., Larsen, P., Agnew, H., Baik, J. and Brownell, K. (2010). Evaluating the Impact of
Menu Labeling on Food Choices and Intake. Am J Public Health, 100(2), pp.312-318.
Sung-Yong, K., Nayga, R. M., & Capps, O. J. (2000). The effect of food label use on nutrient
intakes: An endogenous switching regression analysis. Journal of Agricultural and Resource
Economics, 25(1), 215-231.
12

Market Research Proposal: Marking criteria and feedback sheet

Name         Provisional grade
ID No
Topic
Tutor        Date
Evaluation criteria    Excellent
70%+    Good
60 – 69%    Average
50 – 59%    Weak
40 – 49%    Very weak
<40%
Introduction & Context (10%)
Proposals content: identification of content & discussion (35%)
Explanation of each section (35%)
Use of academic and industrial sources: Does the assignment make use of a sufficiently wide range of academic [journal] articles and industrial sources? Are they

credible and accurate? Does the assignment use a sufficient number of recent sources? (10%)
Grammar, spelling & presentation: Is the assignment clearly written, spell-checked and grammatically correct? Is it well presented and are the pages numbered? Is the

assignment in report style, ie, with numbered headings & sub-headings? (10%)
Overall impression
Comments & feedback

PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂