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:
- 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?
- 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.
- 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.