Business Research Proposals
A research proposal can serve a number of useful purposes during the research process.
However, its basic function is to describe what will be done during the research process
(and why it will be done). Research proposals are assessed to determine the likelihood
that the research will be useable in the specific business decision making context.
An effective research proposal will report on the following phases of the research process:
1) Introduction: The impetus for conducting the research.
2) Background: A discussion of the theories involved and the hypotheses developed
3) A detailed methodology: Exactly what will be done, by whom to generate the data
used for analysis.
4) A specific analysis plan: How, quantitatively, will you know the answer to your
research question?
5) Qualifications, timetable, and the budget.
The following sections provide a more detailed (but not exhaustive) explanation of these
areas.
1. Introduction
This is a statement as to the underlying reasons that prompted the research. The
researcher needs to provide the reader (client, professor) with some level of confidence
that they understand the surrounding issues (e.g., the external and internal
environmental contexts) that raise the question that is to be answered. That involves
an explanation of what is expected to be learned, and why it is of importance (to the
organization).
This section communicates why the research is being undertaken. It will focus around
a problem statement and the resultant research objectives and research questions that
are derived. It should answer the questions: “What is to be learned?” and “Why is it
relevant?” It would also be important at this stage to identify the research to be
conducted as exploratory, descriptive, or causal.
2) Background (Literature review)
Page | 1
A discussion of what is already known about the subject and any hypotheses that may
have been developed. Depending upon the nature of the research questions asked, the
researcher will need to describe their understanding of the theoretical (and practical)
factors that contribute to the situation (above) that raises the research question. This
will involve a general description of the variables that are believed to contribute to the
issue. (Literature reviews are particularly helpful at this point.)
A thorough discussion of the concepts, indicators, and variables developed should be
presented here, along with any operational definitions.
The theory described should lead to the specific hypotheses that are to be tested by the
research. A hypothesis is an, as of yet, untested belief about the nature of the world.
Business research hypotheses typically fall into two basic categories:
a) Statements about a specific characteristic of a population (or the differences
between the same characteristic in more than one population) and
b) Statements about the relationships between two or more variables within a
population.
Any hypotheses must be testable (through an analysis of quantifiable information).
To be useful in research and analysis, there must be a good (e.g., logical or theoretical)
reason to believe that the hypothesis is true. Otherwise, the research tends to be more
prone to errors (typically Type I errors). Hypotheses must also be quantifiable and
testable if they are to be used for drawing conclusions (i.e., if they are to be tested
statistically). Each research question should suggest at least one hypothesis.
Here are some examples of business hypotheses (in plain language):
More than 75% of our customers comparison shop online before making a
purchase through our website.
The average 401(K) contribution for programmers in our industry is less than
$2,000 per year.
There is a statistically detectable relationship between the age of our customers
and the amount of RAM they expect in the computers they purchase.
Fine dining restaurant customers (at our restaurant) would prefer a table with
chairs but proximity to a fireplace over a booth with no view of a fireplace.
Page | 2
3) A detailed methodology
The most important section of any research proposal is the methodology section. It is
here where the researcher identifies the specific steps that will be taken to collect the
information needed to answer the research questions.
Identify the type of research to be conducted: exploratory, descriptive and/or
causal/experimental (and your logic for your decision).
The research design will:
a) Identify the type of research to be undertaken: exploratory, descriptive, and/or
causal.
b) Define the nature of the information to be collected,
c) Identify the population of interest, the sampling frame, and the sample from which
the data will be collected,
d) Describe the instrument (e.g., questionnaire) to be used to collect the information
(i.e., measure the variables) – including the scales to be used,
e) Outline the fielding technique (the data collection method for administering the
questionnaire), and
f) Explicitly state any known shortcomings of the research design.
When causal/experimental studies are proposed, this section should also define the
experimental design to be used to control threats to internal and external validity. For
complex hypotheses, this section will also include a description of the method by
which subjects will be assigned to the various experimental and control groups.
An effective research design will ensure that the methodology can account for
(identify and measure) the presence of any extraneous variables (e.g., threats to
validity).
4) A specific analysis plan
Since the hypothesis is an explicit, quantifiable statement and the nature (i.e. levels of
measurement) of the data to be collected are known in advance, the statistical analysis
may be determined in advance. As a result, the null hypothesis should be described
along with the specific statistical test to be performed. This process should include the
level of significance (i.e., alpha).
Page | 3
The proposal should include a description of the procedures to be run and, where
appropriate, the nature of the output (e.g., crosstabs) to be produced and delivered
(e.g., crosstabs).
5) Qualifications, timetable & budget
The researcher should also a statement of the ability of the researcher to conduct the
proposed research in a professional, objective manner. Clients would like some
assurance that the researcher is aware of the potential pitfalls that are inherent in
research situations.
The research proposal should also include a timeline indicating the times at which the
various steps will be completed (questionnaire development, fielding, data analysis,
and report writing).
Finally, the proposal should include the budget (fee) for the services to be performed.
The document you submit should be capable of being implemented based upon the
information you have provided. That is, any reasonably competent researcher
should be able to conduct the research you describe without (much) further
reference.
Page | 4
3
Introduction and Background
It is important for any successful company to know not only how its consumers view its
product, but also how they view the company itself. Chiquita Brand International includes
various food product lines including, but not limited to bananas and other whole fruits, prepackaged healthy snacks (i.e. sliced apples), fruit drinks and the Fresh Express salads line.
Chiquita has had over one hundred years of operation in Colombia. It began as the United Fruit
Company, which was a well known U.S. army backed opponent to agrarian reform and
agricultural workers’ union (Howard, 2007). They were later known as United Brands in 1970
and Chiquita in 1989. In 1928 laborers began a strike for contracts promising better working
conditions and shorter working hours. This strike became nationally known when the army fired
on strikers during one of their demonstrations. The workers have gone on strike more than 40
times during the company’s history, with protection from the army and marines. In 1930 Juan
Pablo Wainwright, a workers union leader, was assassinated (Howard, 2007). Years following
would be similar as workers kept striking demanding fairer labor practices.
The most recent cause of negative publicity occurred on March 2007, when an indictment
was filed in U.S. District Court, charging Chiquita, through their Colombian company Banadex,
with “engaging in transactions with a specially-designated global terrorist”. It charged that
Chiquita, from 1997 through February 2004, paid the AUC (Auto Defensas Unidas de Colombia)
directly or indirectly almost every month. They made over 100 payments totaling $1.7 million.
On September 10, 2001, the United States designated the AUC a Foreign Terrorist Organization,
making it a crime for any United States person to provide material support or resources,
including money and currency to AUC. The United Self Defense Forces of Colombia (AUC) is
described as a violent right-wing organization in Columbia that engaged in illegal activities
4
including kidnapping and murder. In March 2007, a plea agreement was filed with the courts.
Chiquita entered a plea of guilty to “Engaging in Transactions with a Specially-Designated
Global Terrorist”. They agreed to pay a criminal fine of $25 million and agreed to corporate
probation of 5 years. In September 2007, Chiquita’s plea agreement was accepted and entered
into the record (Department of Justice, 2007).
Chiquita has endured a long history of negative publicity but in recent years has made
great strides in addressing and changing its image. In 1996, Chiquita allotted $20 million to
overhaul the environmental and employment standards at all its 127 farms, which employ 30,000
workers in seven Latin American countries. Today all of its company-owned farms and
independently owned farms conform and are certified by the Rainforest Alliance (Alsever,
2006). Looking to the future, Chiquita must continue to address the negative publicity to avoid
what could be a disastrous affect on its product lines and brand image.
Effects of Negative Publicity
According to Dahlén and Lange’s (2006) literature review for their own study,
“…negative publicity research uncovers a number of effects on the focal brand, such as reducing
effectiveness of the company's advertising, damaging reputation reducing brand equity, negative
attitudes, and unfavorable associations” (p. 388). Any publicity damage from one product can
contaminate the brand and negatively impact another food product line.
A negative change in consumers’ opinion and attitudes can quickly affect the company’s
sales. Therefore, it is critical for the company to determine whether the negative publicity has
affected consumers’ opinion and attitudes so that it may take the appropriate measures to restore
its image. Previous studies have found that “negative publicity, in particular, has the potential to
damage corporate image. This is due to its high credibility as well as the negativity effect, a
5
tendency for negative information to be weighted more than positive information in the
evaluation of people, objects, and ideas” (Hal Dean, 2004). Understanding what the current
consumer views are will help Chiquita to better strategize and develop business plans that will
address any potential crisis.
Company response to negative publicity is a critical element affecting consumer attitude
towards the company and the brand (Menon, Jewell, & Unnava, 1999). The way Chiquita
addressed the situation by going to the Department of Justice and then accepting the plea
agreement will way favorably in consumers’ minds. And although they did continue the
payments even after notifying the Justice department, they explained their actions as safety
precautions for the Columbian workers until they were able to sell the company.
A company response in the face of negative publicity can take multiple forms: outright
denial, no comment, redirect audience attention, voluntary admission of guilt, compliance
with regulatory authority and implicit admission of guilt, admission of guilt and
voluntary proactive restitution action (Sherell and Reidenbach 1986). Still another listing
of specific responses outlined in Reidenbach et al. (1987) includes instinctive reaction to
or denial of all allegations, stonewalling tactics in which a company responds by saying
that they "would fight all the way," formal compliance as a result of intervention by a
governmental agency, or seizing the initiative etc., to name a few.
(Menon, Jewell, Unnava, p. 325)
Menon, Jewell, and Unnava’s research also supported the view that a strong response
from the company in a negative publicity crisis will create a more positive attitude from the
consumer than if the company had been passive or in denial of the crisis. Fernando Aguirre,
Chairman and CEO of Chiquita Brands International, Inc., himself acknowledged that although
6
the company had been making payments to a terrorist group, Chiquita went to the Department of
Justice when it was discovered the payments were illegal. He states “Chiquita is completely
committed to corporate responsibility and compliance. The fact that we voluntarily came forward
and disclosed the payments to the paramilitaries did not simply acknowledge an illegal act, it
proved our willingness to take responsibility for our actions, even when such a step comes at
considerable cost” (Aguirre, 2007). This type of strong response is what will help to keep
Chiquita positive in their consumers’ views.
Hypothesis Development
The way Chiquita has decided to handle its publicity crisis will have had some type of
affect on their consumers’ attitudes. Consider the story of Tylenol’s capsule poisoning. In 1982,
when seven people in the Chicago area died after taking Tylenol extra-strength capsules laced
with cyanide many business and marketing experts forecasted that this was the end of the
Tylenol brand (Yang & Levenson, 2007). This expectation, however, did not take into account
the maker of Tylenol, Johnson & Johnson’s determination to protect its product, reputation, and
brand equity. In fact, the company went on the offensive by recalling 31 million bottles of
capsules from the market and by organizing a massive advertisement campaign to inform the
public. Burke, the CEO of Johnson & Johnson became the face of Tylenol appearing on many
TV programs such as 60 Minutes in order to persuade the public that the scandal was a result of
an isolated criminal act rather than a defect originating from his company. This strategy, along
with the company’s perseverance ultimately paid off. In fact, just a few months later, the brand's
food store share of the analgesic market bounced back to 29.9 percent from 6.5 percent the week
after the poisonings (Advertising Age, 1999).
7
In contrast to Tylenol’s approach, Exxon’s actions did nothing to effectively address their
negative publicity crisis. In 1989, an oil tanker named Exxon Valdez spilled 10.9 million gallons
of oil into Alaska's Prince William Sound, Alaska. It was one of the worst environmental
disasters in U. S. history (Christian Science Monitor, 2002). Consequently, the media quickly
took control of the situation broadcasting pictures of birds suffocating from the oil and dead fish
on the shore. These images quickly traveled across the world plummeting Exxon’s corporate
image to its lowest point. What made the situation even worst for the company, however, was
that its managers did not use the media to disseminate information to the public. In fact, Exxon
conducted all of its communications from the small town of Valdez, Alaska. With very limited
communication capabilities, this remote site was inadequate and Exxon seemed unwilling to
disseminate its information using any other method or location. Instead, it told reporters "it was
Valdez or nothing." Worst yet, Exxon’s executives were often inconsistent and often provided
contradictory information, leading the public to question the credibility and truthfulness of
Exxon.” Despite the billions of dollars that Exxon paid in fines and other settlements, the
company's image was permanently tarnished. Customers were so angered against the corporation
that many of them discontinued their Exxon credit cards and boycotted Exxon products
(Christian Science Monitor, 2002).
By understanding how its consumers feel about the company today, Chiquita can learn
what they can do to better address future crisis. The variables in this study are the consumer
attitudes and opinions and the negative publicity. The company’s negative publicity is the
independent variable which this study will research to see if it has had a causal relationship on
the dependent variable, or consumer attitudes and opinions.
8
H1:
In the United States market, Chiquita’s negative publicity affected consumer
opinion and attitudes towards the Chiquita brand.
H0:
In the United States market, Chiquita’s negative publicity did not affect consumer
opinion and attitudes towards the Chiquita brand.
Operationally, the research will view consumer attitudes as having three possibilities. Either,
consumers dislike the brand, like the brand, or are neutral about it. The limitation of this,
however, is the lack of a baseline to compare the responses to; therefore the affect of the negative
publicity will be assessed by reviewing the answers within the survey. The questions will
address how important company morals and ethics are to that particular consumer when selecting
a product to purchase. This study will be essentially a baseline for any future research studies on
consumer attitudes on Chiquita.
Methodology: Questionnaire Design & Development
This study will conduct a survey to generate data on consumers’ attitudes towards
Chiquita as well as corporate image itself. The objectives of the survey are as follows:
•
To identify the major influence on consumer food choices
•
To identify sources of information used by consumers to make their food selections
•
To examine how consumers view bad publicity
•
To determine how consumers view corporate ethics in general
•
To examine how consumers view Chiquita
•
To characterize the “typical” Chiquita consumer
(Kearney, Kearney, Gibney, p S3)
The survey will be a combination of closed and open-ended questions. It will also
provide some socio-demographic information. There should be some disparity between the
answers from different areas of the country. The disparity should mirror the culture of each
9
region. Since most of the negative publicity took place in South America, it is expected that the
immigrants or descendants from that area will have a more vocal and negative view of the
publicity than someone from the northeast who may not even be aware of the negative publicity
that has occurred.
To obtain a sample reflective of the population, the sample selection for this study will
need to be a more than just a random selection of subjects in one area of the country. The United
States is a combination, or as many people say, a ‘melting pot’ of cultures from around the
world. Some areas are denser in one culture than another. Take for example, Miami, Florida, a
city that has an extremely large Cuban population due to its proximity to Cuba, cannot be
compared to Boston, Massachusetts, a city known for its Irish roots. To avoid bias, and get the
best random selection, we will have to repeat the survey throughout the different regions of the
United States. A list will be purchased from one of the online research companies, such as NPD
Online Research, Harris Interactive, or Greenfield Online, to address the need for a random
sample of the entire population.
There are four regions from which a minimum of 100 samples will be selected. They are:
Northwest, South, West and Midwest. For a more in depth study it is recommended that the U.S.
market be divided into 9 divisions: New England Division, Middle Atlantic Division, East North
Central Division, West North Central Division, South Atlantic Division, East South Central
Division, West South Central Division, Mountain Division and Pacific Division. This will ensure
a more random selection of the population that will more accurately reflect the U.S. market (U.S.
Census Bureau, 2000).
Once the sample has been selected, the survey will be administered by the online research
company. Since there will be a minimum of 100 samples from each of the regions, it would be
10
impractical as well as time- and cost-prohibited to conduct face-to-face surveys with all the
sample subjects. The online survey will also avoid other threats to validity such as testing and
experimental interaction, as well as adverse reactive variations to the test itself.
The survey answers will be reviewed and a synopsis of each region will be created
summarizing the attitudes and opinions of each region. This information can be used to pinpoint
areas of the United States where Chiquita’s image is poorly viewed, as well as, where Chiquita
may have an opportunity to expand future product lines.
Threats to Validity
As mentioned above the potential threats to validity include sample bias and survey
limitations. Sample bias will be avoided by using an online research company of Chiquita’s
choice generate a random sampling of subjects. Survey limitations will require the study to be
more qualitative than quantitative in nature since the results cannot be compared to a prior study
result.
The instrument used is itself a threat to validity in that it will not allow for any subjects
without internet access. There is no other method planned at this moment to capture these
sample subjects, however, if Chiquita decides to continue with this research, more in-depth
surveys or face-to-face interviews can be designed. The questions will also be randomized each
time the survey is administered to minimize bias. Another threat to validity stems from the
answers themselves in that they will reflect the socio-demographic of the respondent. Analysis
of the survey answers will have to take in to account the culture of each respondent to avoid
response bias.
11
Conclusion
This study will take approximately six months to complete not including the three month
preparation period.
Month 1:
Sign contract for research study’s statement of work
Contract regional research companies to begin collecting the sample for
their region
Month 2:
Finalize the questionnaire
Month 3:
Month 4-7:
Email all samples
Analyze each survey response
Month 8:
Write report analyzing the data
Month 9:
Submit final results to Chiquita
Assist Chiquita representatives in understanding the analysis and how it
relates to Chiquita
Final cost of this study, not including the contracting of the research companies, is $100,000. A
retainer of $25,000 will be due at the signing of the contract, with the final payment due upon
delivery of the final report.
12
REFERENCES
Howard, April (2007, April 3). Chiquita in Colombia: Terrorism Gone Bananas?[Online
exclusive]. Retrieved from
http://upsidedownworld.org/main/index2.php?option=com_content&task=view&id
Department of Justice. (2007). Chiquita Brands International Pleads Guilty to Making Payments
to a Designated Terrorist Organization And Agrees to Pay $25 Million Fine [Press
release]. Retrieved from http://www.usdoj.gov/opa/pr/2007/March/07_nsd_161.html
Alsever, Jennifer (2006). Chiquita Cleans Up Its Act. Fortune, 154(11), 73-74. doi: 11.2706
Dahlén, Micael & Lange, Fedrick (2006). A Disaster Is Contagious: How a Brand in Crisis
Affects Other Brands. Journal of Advertising Research, 46, 388-397. doi:
10.2501/S0021849906060417
Hal Dean, Dwane (2004) Consumer Reaction to Negative Publicity, Effects of Corporate
Reputation, Response, and Responsibility for a Crisis Event Journal of Business
Communication, 41(s),192-211 doi: 10.1177/0021943603261748
Menon, Geeta & Jewell, Robert D. & Unnava, H. Rao (1999). When a Company Does Not
Respond to Negative Publicity: Cognitive Elaboration vs. Negative Affect Perspective.
Advances in Consumer Research, 26. 325-329. doi: 10.1177/0021943603261748
Sherell, D.L. and Reidenbach Eric R. (1986), "A Consumer Response Framework for Negative
Publicity: Suggestions for Response Strategies", Akron Business and Economic Review,
17 (2), Summer, 37-44.
Aguirre, Fernando. (2007). An Excruciating Dilemma Between Life and Law: Corporate
Responsibility in a Zone of Conflict [White paper]. Retrieved from
http://www.uschamber.com/bclc/resources/newsletter/2007/chiquita_newsletter_april200
7.htm
Yang, Jia Lynn, & Levenson, Eugenia (2007). Getting a Handle on a Scandal. Fortune, 155(10),
20-20. Retrieved from http://0-
13
web.ebscohost.com.helin.uri.edu/ehost/detail?vid=12&hid=112&sid=054c16b1-73a749e0-ae259f3d565fc33d%40sessionmgr111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=25134348
Advertising Age. (1999). 'Trust us' Tylenol ads working, 70(50), 77-77. Retrieved from http://0web.ebscohost.com.helin.uri.edu/ehost/detail?vid=42&hid=112&sid=4bfe1b77-e2c3478a-80d4b928c3624433%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=2558344
Hartill, Lane (1998). The Exxon Valdez. Christian Science Monitor, 90(197), 9. Retrieved from
http://0-web.ebscohost.com.helin.uri.edu/ehost/detail?vid=89&hid=112&sid=4bfe1b77e2c3-478a-80d4b928c3624433%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=1023546
Kearney, M., Kearney, JM. & Gibney, MJ. (1997). Methods used to conduct the survey on
consumer attitudes to food, nutrition and health on nationally representative samples of
adults from each member state of the European Union. European Journal of Clinical
Nutrition. 51, S3-S7. Retrieved from http://0web.ebscohost.com.helin.uri.edu/ehost/pdf?vid=3&hid=112&sid=a442370f-a9ef-4ac29b80-d86e9c7466c8%40sessionmgr104
SuperSurvey [Samples of survey questions] Retrieved from http://knowledgebase.supersurvey.com/survey-questions.htm
Chiquita. (2008, February 19). Chiquita Reports Fourth Quarter and Full-Year 2008 Results
[Press release]. Retrieved from http://phx.corporateir.net/phoenix.zhtml?c=119836&p=irol-newsArticle&ID=1258329&highlight=
U.S. Census Bureau. (2000). Retrieved from
http://www2.census.gov/census_2000/datasets/demographic_profile/0_National_Summar
y/2khus.pdf
14
APPENDIX: RESEARCH STUDY SURVEY
Please answer the following questions based on your personal views and experiences:
How many times per month do you purchase groceries for your household?
Never
1
2
3
4
5 or more times per week
How many times a week do you purchase fruits & vegetables?
Never
1
2
3
4
5 or more times per week
How important is each category to you when purchasing fruits and vegetables?
Freshness
Not important
1
2
3
4
5 Very important
Not important
1
2
3
4
5 Very important
Not important
1
2
3
4
5 Very important
1
2
3
4
5 Very important
Price
Brand
Company image
Not important
15
Organic
Not important
1
2
3
4
5 Very important
1
2
3
4
5 Very important
Locally grown produce
Not important
How important is a company’s business ethics to you when making a purchase?
Not important
1
Which brands are you familiar with?
Dole
Fresh Express
Chiquita
DelMonte
Which brands do you purchase?
Dole
Fresh Express
Chiquita
DelMonte
Which brands do you not purchase?
Dole
Fresh Express
2
3
4
5 Very important
16
Chiquita
DelMonte
Please explain…
If you disagree with a company’s business decisions will you still buy their product?
Yes
Unsure
No
Please explain…
Have you ever purchased Chiquita products?
Yes
No
17
Have you reduced your purchases of Chiquita products over the past six months?
Yes
No
Please explain…
What do think of when you see the Chiquita logo?
Do you think Chiquita is a socially responsible company?
Yes
No
Please explain…
18
What should Chiquita do to keep you as a valued customer?
Have you heard or read anything about Chiquita in the media this past year?
Yes
No
Please explain…
Did the media coverage have any impact on your purchases of Chiquita products?
Yes
No
19
Please explain…
20
Enter your zip code:
Age
under 20
21 - 30
31 - 40
41 - 50
51 – 60
over 61
Marital Status
Single
Married
Divorced
Sex
Male
Female
Highest Education Level Completed
High School or Equivalent
College
Post College
21
Employment Status
Employed
Unemployed
Retired
Student
Primary Caregiver
22
What is your ethnicity/race?
White
African American
Asian
Hispanic/Latin
Native American
Other
What did you think of this survey?
Would you be interested in taking another survey in the future?
Thank you
23
L1
Introduction
In today’s society, a restaurant or a store pay more attention on shopping’s
environment. They start to focus on the emotion communication with customers,
provide more benefits for customers and short the distance with customers. All of these
mean that experience times is coming. Background music gives enjoy for customers,
and it also shows the environment. In a restaurant or a store, background is going to be
an important factor of impacting the customers. A better restaurant should design its
background music style, then the music can show its brand culture and purpose.
Consequently, this can be the effect of push or block the brand sale.
It is important to analyze the type of restaurant and the music to fit your customers.
When you choose the right music for your restaurant, it can help you to convey your
brand and influence the customer’s mood and perception of the food. When you know
your restaurant’s concept, it can make you unique. Hemenway’s is a classic style
restaurant locate in Providence, Rhode Island. Its location is really great near to
Providence river and downtown. Low slow music is appropriate for Hemenway’s.
There is a study from Clare Caldwell and Sally A. Hibbert shows that restaurants play
low tempo music can make customers sit on the table for 13 more minutes, which means
customers spend more money on their food and drinks.
L2
Sources list
Feldman, L. (2017). The Shape and Sound of a Perfect Meal. Time, 190(4), 54.
Nowadays, in the catering industry, owners start to notice the role of background
music, and the purpose is to create a relaxed, casual dining environment. At the same
time, it can also help to give employees and customers a comfortable experience. Music
is one of the important factor can influence human’s brain and mood. Music can give
people more energy. When a restaurant plays low tempo music, the customers’ brain
sympathetic nervous excitement, increase secretion of digestive juice. Then,
strengthening the digestive tract peristalsis, to promote gastrointestinal blood
circulation.
Professor Charles Spence's recent experiment found that listening to the
corresponding music did enhance people's beliefs. When you eat Indian dishes, it's best
to listen to Sitaqin. At the same time, the sound of this instrument is also compatible
with German, Spanish and Greek dishes. Customers taste the taste with the senses, not
the mouth. Although they use the tongue to taste food, but in fact the brain let the mouth
to do the taste of the preparation. The surrounding environment has a great impact on
our culinary experience, and music can purify the taste, can influence or change the
taste, and even enhance the eating experience. Therefore, a small change in the
environment can be substantial to enhance our dining experience.
L3
Milliman, Ronald E. (1986). “The Influence of Background Music on the Behavior of
Restaurant patrons. “Journal of Consumer Research, 13, 286-289.
Shopping behavior means customers need to satisfy its demand, and they use
currency to exchange merchandise. Milliman (1982) in his published study confirmed
that fast-paced music to promote customers to shop Cheng to speed up the pace but
relatively reduce the shopping expenses. He was reaffirmed in his later studies Milliman
Fast-paced concerts speed up the customer's meal, while slow-paced concerts allow
customers to stay longer and increase Plus the meal expenses.
Milliman manipulated different musical "speed" in two experiments in
supermarkets and restaurants. In the first study, customers were moving at a slower
speed (less than or equal to 72 BPM), and the speed of the store was significantly slower
than fast music (greater than or equal to 94 BPM). Similarly, sales are also significantly
higher at slow speeds. In the second study, customers in the case of slow speed music,
faster than the case of music, spend more time on the meal, while the beverage revenue
in the slow speed music is also higher. For example: high-level elegance, as well as
high-quality, high-quality, high-quality, high-quality, high-quality Western-style
restaurants should play a gentle, harmonious background music to cater to the
consumer's favorite, rather than eating a full hot pot, barbecue restaurant, in order to
speed up the guests dining speed, and in the customer meal when the rhythm is faster,
Big music as background music. Milliman's study confirms that fast-paced concerts
speed up customers' meal speed while slow-paced concerts allow customers to stay
longer in restaurants and increase their dining expenses.
L4
Solomon, M. R., "Consumer Behavior: Buying, Having, and Being", 6nd ed., NJ:
Pearson Prentice Hall, 2004.
Gestalt's theory of mind (Solomon, 2004) points out that the whole will be more
influential than the sum of individual elements. If the music and the service
environment has a higher fit, it is easier to integrate with the environment, the formation
of a whole atmosphere, according to Gestalt psychology, music and service
environment than the individual influence of the sum of more influential. So the music
with the service venue will lead to strong customer satisfaction. The Gestalt theory can
also be used to predict the relationship between the idea of music adaptation and
product evaluation. The product is a part of the service environment. When the music
and service environment are consistent, the music is also consistent with the packaging,
container, color or appearance of the product. Gestalt theory, this time the overall music
and the product will be more influential. That is, the product evaluation more influential.
Therefore, this study deduces that music and service places have a positive relationship
with product evaluation. According to the theory of man and the environment of
Mehrabian and Russell (1974), consumers will be affected by the stimulus of this
environment, and they will produce independent and involuntary responses, and may
include changes in the evaluation criteria and evaluation results of service providers
and their products The Therefore, music on consumer attitudes and evaluation will have
an impact.
L5
Ting Y. (2015, August 15). “The Research on the Impact of Background Music on
Appetite of Customers in Restaurant.” Journal of research.
In recent years, customers start to focus on their eating feeling. they hope to find a
high service dining place. Music is one of the important factor in the restaurant
environment. A survey showed that there are 52 different types of managers indicate
music can make customers buy more stuffs for 76%. However, this data is not reliable
due to the data from the survey results. This can not show every people’s idea. Then,
the author did experiment to continue study how background music impact on customer
dinner.
Caldwell, C., & Hibbert, S. A. (2002). The Influence of Music Tempo and Musical
Preference on Restaurant Patrons' Behavior. Psychology & Marketing, 19(11),
895-917.
The author did a research about how music tempo and preference effect customers
behavior. However, music preference has more significant data than low tempo music.
In the result, music preference can influence the customers spent in the restaurant. The
author also pointed out that low tempo music can make people spent more 13 minutes
in their table.
L6
Soundjack. (2015, August 10). The Infulence of Music for Restaurant Customers.
Journal of music news.
There are many studies of how background music effect on customers, and it can
influence a restaurant’s sales and profit. Many studies show that when customers make
decision to purchase something, products or services are not the only factors for
customers to make consideration. This means a restaurant or shop’s atmosphere is
really important to impact the customers purchase. Lighting, temperature, architecture
style can be the factors, but music is the core factor. Absolutely, there are many types
of music, so it is important to analyze the restaurant style and music to fit your
customers. The author did a research of the medium sized restaurant in Dallas, Texas
over 8 weeks. This study tested how different types of music influence the customers.
This study compares fast-tempo music and low-tempo music influence the restaurant’s
profit. From the data, gross profit in fast-tempo music is $48.62, and in low-tempo
music is $55.82. This result is based on the experiment of a restaurant in Dallas.
L7
Bridges, W. 2017. “How Music Establishes Mood and Drives Restaurant Profits.”
Journal of Hospitality Management.
Music can not separate with the restaurant. When a restaurant tries to increase its
table turnover by celebrate or retain atmosphere, music plays an important role. There
are a lot of studies have established that music can create more profits for the restaurant.
a study from CNN showed that when people hear high tempo music, they chew food
more 1/3 faster, and this can increase table turnover. There is an another study from
French CNN showed that male can drink more beverages and finish each in the shorter
time if the decibel levels increased.
An association of Scottish study reported that when a restaurant played low tempo
music, the diners increased by23%. Most of the increase come from the beverage bills
which grew 51%. Typically, beverage is the high profit item.
L8
Andersson, P. K., Kristensson, P., Wastlund, E., & Gustafsson, A. (2012). Let the
music play or not: The influence of background music on consumer behavior.
Journal of Retailing and Consumer Services, 19, 553-560.
The authors did the research about how music played in a store influence
customers behavior. The authors compared the data of music tempo and customer
satisfaction. In the shopping area or dining area, background is the most important
factor. At first, background music should target your store or your restaurant. At the
same time, background music can show its brand and make people remember this.
Background music must combine the store’s characteristics and customers to form its
own style. Background music also origin from people’s emotion and also influence
customer’s emotion. Background music can make unhappy or sadness emotion
exchange to happier emotion, and it can remove your nervous. Background music can
use the stimulate of tempo to increase the activity of muscle. This can make people
pay attention to surrounding things, not focus on the sadness emotion any more.
L9
Conclusion
In the hospitality field, it is more common to use background music to stimulate
the customers to purchase. Background music looks like immateriality, and no
obviously relationship with the business owner. However, these immateriality
properties can create huge profits.
This study found that the adaptation of music and service places and consumer
preferences for music significantly increased the consumer's positive and negative
feelings, in addition to the positive feelings of consumers significantly reduce customer
satisfaction, the consumer mood to customer satisfaction and product Evaluation of the
influence are not significant. Finally, the adaptation of music and service places and
consumer preferences of music are positive impact on product evaluation and customer
satisfaction. In other words, music can stimulate consumers at the same time, and affect
the consumer evaluation, but the consumer mood did not significantly affect the
consumer evaluation.
L10
References
Andersson, P. K., Kristensson, P.,Wastlund, E., & Gustafsson, A. (2012). Let the
music play or not: The influence of background music on consumer behavior.
Journal of Retailing and Consumer Services, 19, 553-560.
Bridges, W. 2017. “How Music Establishes Mood and Drives Restaurant Profits.”
Journal of Hospitality Management.
Caldwell, C., & Hibbert, S. A. (2002). The Influence of Music Tempo and Musical
Preference on Restaurant Patrons' Behavior. Psychology & Marketing, 19(11),
895-917.
Feldman, L. (2017). The Shape and Sound of a Perfect Meal. Time, 190(4), 54.
Milliman, Ronald E. (1986). “The Influence of Background Music on the Behavior of
Restaurant patrons. “Journal of Consumer Research, 13, 286-289.
Solomon, M. R., "Consumer Behavior: Buying, Having, and Being", 6nd ed., NJ:
Pearson Prentice Hall, 2004.
Soundjack. (2015, August 10). The Infulence of Music for Restaurant Customers.
Journal of music news.
Ting Y. (2015, August 15). “The Research on the Impact of Background Music on
Appetite of Customers in Restaurant.” Journal of research.
Term Project Rubric
RSCH5500
Business Information & Decision Making
The purpose of this assignment is to demonstrate your understanding of the
various sources of information business decision makers should use when evaluating
options (courses-of-action) for mid- to long-term decisions. As discussed in class
throughout the term, information can come from a variety of primary and secondary sources.
Primary information is typically collected and used for the purpose of the instant decision, while
secondary information comes from other sources – and is used for a variety of decisions and
purposes.
Each student will be assigned a typical business research question/scenario and expected to provide
a description of the sources of information they would use to address the issue.
The project will have two parts. The first will be an examination of the known material (e.g., past
research) relating to the subject. The second will be the development of primary research to address
in the information gap(s) that relate to the specific problem situation.
The first thing you must do is formulate your research problem as best you can (the original
problem statement may be vague, if so seek clarification). Then identify the information you would
need to answer the question; that is, don’t answer the question, but rather, identify the
information/knowledge that would help you to answer the question. Once that list is complete, you
should identify sources of that information. If you try to identify the sources first, you usually end
up answering the wrong question (committing an “error of the third kind.”).
Note: both parts of the project will be subjected to TurnItIn (see turnitin.com). Details will follow.
Part I – Annotated Bibliography (20% of course grade, due session #5)
This part of the assignment will consist of an annotated literature review.
Sources should include published empirical research relating to the subject (e.g., peer reviewed
academic articles), trade journal articles, industry reports, government reports, and/or third party
information sources (e.g., Hoover’s online). If sources with known bias are used (e.g., company
websites), the bias must noted and the source be properly counter-balanced with other perspectives
providing an alternative view.
Format/Outline
I. Introduction: An explanation of the decision to be made (or problem solved or issue
addressed). A description of the intended consequences of the process.
II. Source List: A description of the sources of information that will be utilized in reaching the
decision. (See below)
III. Conclusion: A summary that ties together the sources of information to demonstrate a
comprehensive covering of the relevant information. As part of the conclusion, a more
formalized and specific problem statement will be developed, along with a testable
hypothesis.
1
Content/Detail:
A minimum of eight sources will be researched and described. (Note: while the use of press
releases and news media summaries is permitted, they will not count toward the required
sources.)
For each source, you will need to demonstrate the relevance of the material to the decision to be
made. That is, you should determine how “credible”— think pyramid of evidence — the source
is as it relates to the problem. If the source reports on primary research (e.g., an empirical
study), then you will need to describe/summarize that research and provide an assessment of its
results – including an evaluation of the conclusions. For all secondary sources, you should
identify any sources of “bias” and report on how the bias may affect the conclusions.
I will evaluate each source (and your description of it) individually as to its relevance to the
decision to be made (and your formulation of the decision to be made). That is, it will be
evaluated as to what information it provides that will enable an informed decision to be made.
I will evaluate the collective body of sources to the extent that they, as a group, are likely to
provide the necessary information to make an informed decision.
Style:
Reports for both MBA programs and employers must be error free. They must be written using
complete sentences, appropriate paragraph structure, and include properly spelled words.
The paper must be written in a professional style: third person (no “I” or “we”) and reflect an
unbiased perspective. The document must have a logical flow. In this case, the sources should
be presented in an order that builds an argument. The conclusion should “connect the dots.”
The sources shall be properly referenced using APA format (see: public folders/Providence
Campus/The Graduate School/APA Basic Manual for a brief description of the required citation
format).
See the following sites for descriptions and examples of annotated bibliographies:
http://www.library.cornell.edu/olinuris/ref/research/skill28.htm
http://www.library.mun.ca/guides/howto/annotated_bibl.php
2
Part II – Research Design (20% of course grade, due session #10)
This part of the assignment will consist of a description of primary, applied/empirical, research (e.g.
customer or potential customer surveys) to address the specific information requirements of the
situation. This is a description of “applied” research to be conducted to provide knowledge that
will assist in the decision making for your assigned problem.
You will describe: 1) the specific information to be collected (i.e., the variable(s) to be measured),
2) the relevance of the information to the decision process, and 3) the methodology by which the
information will be collected (the research design). The methodology is where the researcher
identifies the specific steps that will be taken to collect the information needed to answer the
research questions.
The design of an unbiased research methodology is the focus of the second part of this course. It is
imperative that you understand, and can control, the potential sources of bias in a study.
Format:
I. Introduction
An explanation of the decision to be made (or problem solved or issue addressed). An
explanation as to what information will be generated and how that information would be used
to assist in the decision process for the problem assigned. This section should provide a clear
description of the concepts to be studied and the variables that will be measured.
II. Research Plan
A description of the methodology/research plan. (See below)
III. Conclusion
A summary that ties together the sources of information (From both Part I and Part II of this
term assignment) to demonstrate a comprehensive covering of the relevant information. Note:
the conclusion of the paper cannot, for obvious reasons, present the results of your proposed
research. But it should present a summary of how the information to be gained will inform
the decision to be made.
Research Plan:
Identify the type of research to be conducted: exploratory, descriptive and/or causal/experimental
(and your logic for your decision).
The research design will:
a) Define the nature of the information to be collected,
b) Identify the population of interest, the sampling frame, and the sample from which the data
will be collected,
c) Describe the instrument (e.g., questionnaire) to be used to collect the information –
including scales to be used,
d) Outline the fielding technique (the data collection method for administering the
questionnaire, incentives, etc.), and
e) Explicitly state any known shortcomings of the research design.
When causal/experimental studies are proposed, this section should also define the experimental
design to be used to control threats to internal and external validity. For complex hypotheses, this
section will also include a description of the method by which subjects will be assigned to the
various experimental and control groups.
3
RSCH5700
Research Questions for Term Projects
Fall, 2017
1. The Bose Corporation, makers of high-end speakers, headphones, etc., has noted a
decrease in the customer satisfaction levels with their customer support system,
primarily their telephone support (1-800-379-2073). The primary issue appears to be
perceived wait time; how long people feel they have been on-hold (in a queue), waiting
for service. As customer satisfaction is very important to Hasbro, they are interested in
improving it at this point of customer contact (the call center). They are looking to
improve this measure (without the major investment of expanding the call center and
the number of people answering telephones). What, if anything can be done to
mitigate this problem?
2. The Twenty Rows Winery in Napa Valley California is contemplating replacing the
traditional cork closures for their wines with screwcap closures. They would like to
determine whether or not the increase in wine stability (decrease in “cork taint”) is
offset by a decrease in customer demand due to a lack of acceptance of the new
closures. What does the best available evidence suggest that they do?
3. Hemenway’s, a restaurant in Providence, RI, currently plays a slow tempo background
music in its dining room. It is concerned that the tempo (and volume) of the
background music has an impact on their profit margin (especially on nights when they
have a wait list). They want to know whether or not they should keep the current style
of music or change it to something with a faster tempo. What can you tell them?
4. An Unlikely Story Bookstore and Café in Plainville, MA (www.anunlikelystory.com/) has,
traditionally, done modest advertising and promotions through the local newspaper
(The Sun Chronicle). However, they have the impression that newspaper readership is
declining and that the trend in advertising is shifting toward the Internet. Realizing that
they are a small business, and this trend may not apply, they are interested in learning
whether Internet based adverting would be effective for them, or whether they should
stay with traditional newspaper advertising. What can you tell them?
Purchase answer to see full
attachment