Question

In Exercises 21–24, identify the method of data collection the situation describes. The owner of a restaurant asks 20 customers whether they are satisfied with the quality of their meals.

Short answer

The data collection method used in this situation is Survey Research.

Step-by-step solution

Understand the scenario

In this situation, the owner of a restaurant is speaking directly to 20 customers and asking for their opinions on the quality of their meals. This collection of data is done in person directly from the respondents.

Identify the data collection method

In this scenario, the owner is using direct feedback from consumers. This refers to a method known as Survey Research. In this methods, questions are asked to individuals in a sample, and their responses represent the data needed.

Answer the question

Based on the analysis of the situation, the method of data collection used by the restaurant owner is Survey Research.

Key concepts

Survey Research

When a restaurant owner directly asks 20 customers about their satisfaction with the quality of their meals, they are conducting survey research.
This method involves asking questions to obtain information from individuals in a selected sample.
The owner chooses a group of customers and collects their responses to understand their dining experience.
Survey research is a common method of gathering data due to its simplicity and effectiveness.

• It allows collecting data directly from individuals.
• The feedback can be gathered in various formats, such as interviews or questionnaires.
• It provides immediate insights into customer opinions and experiences.

Survey research is useful for businesses to measure customer satisfaction and observe trends.
It helps in making data-driven decisions that can improve the service or product offering.

Qualitative Data

The data collected by the restaurant owner in this scenario is qualitative.
Qualitative data consists of descriptive information that provides insights into people's opinions, feelings, and behaviors.
Here, the restaurant owner is capturing the customers' opinions about meal satisfaction.

• Qualitative data is not numerical but rather descriptive.
• It captures the nuance and complexity of customer experiences.
• This type of data helps to explain the 'why' and 'how' behind customer satisfaction levels.

Gathering qualitative data enables the business to identify specific areas of improvement.
This data can highlight issues or strengths in the product or service, leading to targeted enhancements.

Consumer Feedback

In this example, the restaurant owner is obtaining consumer feedback.
Consumer feedback is critical for understanding the strengths and weaknesses of a product or service from the customer's perspective.
By asking 20 customers about their meal satisfaction, the owner gains insights directly from the people who experience the service firsthand.

• It assists in evaluating the effectiveness of current offerings.
• Feedback can be positive, indicating what is going well, and negative, showing what needs change.
• It allows businesses to adapt and meet consumer needs more effectively.

Gathering consumer feedback can help a business stay competitive by adapting to consumer demands.
This continuous loop of feedback and adjustment ensures that a business can maintain high satisfaction levels.

Primary Data

In the described scenario, the data collected is primary data. Primary data is information gathered directly from the source.
It is original and unique, specifically collected for a specific research purpose.
When the restaurant owner asks customers about their meal experience, they are generating primary data.

• Primary data is collected by researchers directly and tailored to specific questions or objectives.
• It allows for more control and accuracy in the responses gathered.
• This method ensures that the information is current and relevant to the research needs.

Primary data collection is crucial when unique and specific insights are required.
It provides a direct link to the consumer, as in the example of collecting real-time feedback from restaurant patrons.