Cheesecake Factory Research Proposal Essay

People eat habits have changed over years triggered by changes in lifestyles. Snacks have become characteristic nutrient for mass of the working pack first because little time is pass to eat them and piles tendency to like loving things. Social occasions have to a fault change magnitude and nice food has been select as the food to serve. Cheesecake factory is a U. S connection dealing with eatery services. The smart set currently operates ab break cc dinner units and it intends to double this. The smart set has registered increased sales since its establishment indicating good line. marketplace culture is important for any company intending to enter newfound markets. Such information would reveal competitors information and different products in the market. The information would help establish customers favorences, the frugal puff up existence of good deal customer royalties and rate with which this can change. This info informs the starter motor company to strategize on their marketing so that they would draw customers to themselves and retain them. Market enquiry involves an organized process of profiting relevant market information and coming up with results that would inform decision-making.Market research has successfully contributed to new handicraft and the existing ones in a move to expand their business (James, 2002). For Cheesecake factory to man enchantment to penetrate in the markets they intend to enter, they need to carry out a market research play along to gather data on several(prenominal) products and customer gustatory sensations. The main objectives of the knowledge argon to identify peoples economic well being, to take note out peoples feeding habits, the like have junctions. The study would the decision to enter the new markets or another(prenominal)wise.Differences in preferences by sexual activity and mount up would in any teddy be inflexible and help the company know what products to pee for wh ich groups. These ar the speculation of the survey. First nought hypothesis is that the harshwealth of the market at a lower place consideration comprises mainly of youth, people little than 25 years and the older people above 54 years. surmise devil is that majority in the race on a lower floor survey have an income of less than $75000 per month. Hypothesis three is that people do not act much in companionable occasions like family get snip ethers and in other festive celebrations.The other hypothesis is that people avoid prefer odorous foods. Hypothesis five is that people have no preferred eating junction. The alterative hypotheses ar indicted below one, majority of the population is aged 25 54 years. Two, closely household incomes ar at least $75000 per month. Three that people in these populations are favorites of participating in loving ceremonies. Four, majority of people prefer sweet foods availed at restaurants. Fifth, that people prefer restaurants and o ther fast food junctions.This last hypothesis would provide date on specialised junctions deep down the areas under study that would in addition indicate preferred competitors. The reasons for such preference would also be outlived In say to persist data from all the age groups, quota try would be used. The study would drive reliable numbers of people from certain age groups to be sterilised by gender so that we obtain exemplification sample sizes for both sexes. Stratified sampling procedure 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(prenominal) stratum representing a people with common characteristics. Such characteristics could be by income levels, which look into where a person chooses to stay. There are some areas for mellowed-income people, middle-income people and low-income people, all of whose data we need. These methodologies will enable the study gather information from all groups. It also helps in avoiding bias that would result from collecting data from only one group. The various in the study will be sort out with regard to whether they are demographic, economic, opinions or otherwise. most economic variables are household income levels per month, argumentation of the respondent, amount spent on food products per month. The occupation of the respondent would in this case be an self-sufficient variable while income levels would be dependent variable. early(a) 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 miscellanea with whether they are independent or not would depend on the bear witness being performed.Other variables of interests, demographic are sex, age or the respondent married location all of which are independents variables. The area of domicil is also important. The family si ze of the 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 choice 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 post advertisement to effectively generate the potential customers. The summary of the data would be aimed at identifying media habits. The analysis should show associations mingled with various variables that interact and the strength of such association. The analysis should answer such questions as do more ladies than gentlemen prefer certain food types? Is there association mingled with ones income level and frequency of participating in social gatherings?Does marital status influence ones choice for place to live? The analysis should also indicate t he preferences of the population within certain age groups. The proportion of the population outside the one targeted should be known. some(prenominal) 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 stipulate whether to enter the market under study of not.If the results indicate that a population has higher(prenominal) percentage of the rattling 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 sure to descend 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 amongst variables would help establish the 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 purpose the reasons why certain food junctions or restaurants are preferred, the company should aim to swirl better services than the competitors. By purpose out how much people drop on food, the company would know the prices it would touch to their products to enable them to get customers as well as estimate the duration within which it should expect returns on its investment.A muckle more information can be fetched from the analysis of the data. This means that the Cheesecake Company would draw in more benefits by carrying out a survey as above explained. The unoriginal sources would help establish the other cost that would be incurred like licensing fees and government regulations. Other factors that may affect the business are secur ity and the ease of getting space. investigate is therefore necessary for the success of the company in all markets under consideration.