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분야
docxII. Introduction
1. Introduction of Kyeong –Young Restaurant(경영식당)
2. Symptom
3. Marketing Problems & Research Objectives
Ⅲ. Research Design
1. Exploratory Research (FGI)
2. Descriptive Research (Survey)
IV. Data & Sample Design
1. Sampling
Ⅴ. Analysis and Interpretation
VI. Recommendation
1. Case1
2. Case2
Ⅶ. Limitation
Ⅷ. Conclusion
3.2.1 Form of Response
Our team designes the form of response into 3 categories; Open question, Preference indication, Multiple questions. Referring to the survey sheets, open questions include number 1, 13, 19, 20, 22. These questions don’t influence respondents’ opinion from pre-specified categories, so our team can get versatile and wide range of response. Number 2, 17 are classified as Preference indication and the rest of questions are multiple question. Both kinds of questions are easy to code and analyze data.
3.2.2 Rules for Question Sequence
Our questionnaires follow the rules for question sequence. First, number 1-6 are for general restaurant and the rest of questions are focused on Kyeong-Young Restaurant. And demographic questions are positioned last part of sheet.
3.2.3 Construct & Operational Definition
CONSTRUCT OPERATIONAL DEFINITION
Brand Loyalty 1: Which restaurant did you go more than three times per week?
8: How many times do you visit Kyeong-Young Restaurant per month?
Brand Awareness 7: Have you heard of Kyeong-Young Restaurant
Importance of Factors 2, 17: Rate each factor on 1-5 scale
Satisfaction 9-13: How do you think about each factor of Kyeong-Young Restaurant
4. Data & Sample Design
4.1 Sampling
4.4.1 Target Population
All KU students in Anam campus is our target population.
4.4.2 Convenience Samples
Our team doesn’t know the probability that any KU students will be included in sample, so we did nonprobability sample method. Among the kinds of nonprobability sample methods, Convenience sample method is fitted with our project. It is quick and easy way for our team to pick friends and volunteers at the school as respondents.
4.4.3 Sample size
