MKT 100 Chapter Notes - Chapter 40: The Cheesecake Factory, Root Mean Square, Nielsen Corporation

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Web surveys have steadily grown as a percentage of all quantitative surveys. Although the internet has not proven effective for online focus groups, online surveys have a lot to offer managers with tight deadlines,18 including the following benefi ts: Typical response rates run from 1 to 2 percent for mail and 10 to 15 percent for phone surveys. For online surveys, in contrast, the response rate can reach 30 to 35 percent, or even higher in business-to-business research. Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variable(s) have a causal effect on another variable. For example, suppose cheesecake factory is trying to determine the most profi table price for a new menu item. They put the item on the menu at four different prices in four different markets. In general, the more expensive the item, the less it will sell.