Marketing Research

Student Name

Opening Activity

1. Research Client: La Rustica2. Background: La Rustica is a local Italian

restaurant located in uptown New Westminster. La Rustica is an upper-end restaurant and its price ranges between $35 to $ 55 per person, including desserts and wine. La Rustica can seat up to 200 customers and offers catering service for large parties. La Rustica is best known for its pastas.

Marketing Research Proposal

3. Problem Statement: La Rustica has been established for over 30 years. However, during last couple of years, sales have decreased drastically. In August, 2011, La Rustica was forced to close down temporarily.

4. Objective Statement: We plan to address both external and internal causes that may have led to La Rustica’s decrease in sales, as well as provide possible recommendations to management to implement on La Rustica in the future to avoid another closing.

Marketing Research Proposal Continued

5. Possible HypothesesH1: Since the Vancouver 2010 Winter Olympics, people dined

more than average in downtown Vancouver.H2: People have a higher than average preference for La

Spaghetteria.H3: The stricter driving regulations have resulted in people

eating at home more than average.

Marketing Research Proposal Continued

6. Research DesignMethod/Design:

· In-depth interview of a La Rustica employee· In-depth interview of a local New Westminster citizen· Surveys will be given to local New Westminster citizens

Sample: New Westminster population (30 participants)Data Collection:

· Quantitative Data will be collected through an online questionnaire

· Qualitative Data will be collected through interviews of a local New Westminster citizen and a La Rustica employee

Timeline: Begin October 1, 2011, End November 30, 2011.

Marketing Research Proposal Continued