In early phase of year 2010, Paul Conforti of Finale, the Boston-area premium dessert eatery, determined to restore its more customary mystery shoppers with the Survey on the Spot to gather the market research data. Analysis on the Spot exploits a smart phone-based 'app' to gather data from definite clientele in real time.
Based on early results, Conforti was concerned that the results might be 'too good' and his choice to finish mystery shopping might be precipitous.
Pupils can assess both the new market research technique as well as the conclusions drawn from the tips. Note: Survey and Finale on the Spot is one of two company cases. The companion case, Ending - Only Desserts, deals chiefly with data interpretation and data analysis and has an SPSS data set available. Ending and Survey on the Spot enables pupils to deal with the managerial implications of the data.
PUBLICATION DATE: December 01, 2011 PRODUCT #: NA0137-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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