Description of the Problem

Moe’s sandwich shop sells wraps that are made with tortillas rather than sandwich bread. Seven Moe’s units are located in Riyadh, and Faisal (the owner) is thinking about setting up a franchise system to go “big time” with countrywide coverage. Faisal hires a marketing strategy consultant, who recommends that he conduct a baseline survey of his seven Riyadh units to better understand his customers and to spot strengths and weaknesses he might not be aware of.

The consultant recommends that Faisal also do a survey of consumers in Riyadh who are not Moe’s Tortilla Wraps customers or who are infrequent customers to see if there are weaknesses or factors that are preventing them from being loyal customers. Finally, the consultant recommends that surveys be done in two of the possible expansion metropolitan areas of Jeddah and Dammam to ascertain the attractiveness of and market potential for Moe’s Tortilla Wraps to sandwich shop users in these cities.The consultant mentions that, ideally, the three surveys would have some equivalent or highly similar questions to facilitate comparisons of the findings among the surveys. Together Faisal and the consultant agree on the following research objectives.

Research Objectives for Users of Moe’s Tortilla Wraps Survey in Riyadh

1. How often do users purchase a sandwich at Moe’s?

2. Overall, how satisfied are users with Moe’s Tortilla Wraps?

3. How do they rate the performance of Moe’s Tortilla Wraps on the following aspects?

a. Competitive price

b. Convenience of locations

c. Variety of sandwichesd. Freshness of sandwich fillings

e. Speed of service

f. Taste of wraps

g. Uniqueness of sandwiches

4. Obtain a demographic profile of the sample.

Research Objectives for Nonusers of Moe’s Tortilla Wraps Survey in Riyadh

1. How often do people purchase sandwiches from sandwich shops?

2. Overall, how satisfied are they with the sandwich shop they use most often?

3. Have they heard of Moe’s Tortilla Wraps?

4. If so, have they used Moe’s in the past six months?

5. If so, how do they rate Moe’s Tortilla Wraps performance on the following various aspects?

a. Competitive price

b. Convenience of locations

c. Variety of sandwiches

d. Freshness of sandwich fillings

e. Speed of service

f. Taste of wraps

g. Uniqueness of sandwiches

6. Obtain a demographic profile of the sample.

Research Objectives for Potential Users of Moe’s Tortilla Wraps Survey in Jeddah and Dammam

1. How often do people purchase sandwiches from sandwich shops?

2. How do they rate the sandwich shop they use most often on the following various aspects?

a. Competitive price

b. Convenience of locations

c. Variety of sandwiches

d. Freshness of sandwich fillings

e. Speed of service

f. Taste of sandwiches

g. Uniqueness of sandwiches

3. Given the following description, what is their reaction to the use of tortilla in place of bread in a sandwich?A sandwich shop that uses tortillas rather than bread for its sandwiches.

It specializes in beef,chicken, or processed-meat sandwiches dressed with cheese, chopped lettuce, tomato, onions, and/or peppers and topped with salsa or a spicy chipotle dressing, all priced at about the same you would pay for a sandwich at Subway.

4. How likely are they to use this sandwich shop if it was at a convenient location in their city?

5. Obtain a demographic profile of the sample.

Questions/Tasks

1. For each set of objectives associated with each target group of consumers, decide on andjustify a data collection method.

2. Given your chosen data collection method, design the full questionnaire, including selecting measurement scales, developing questions, and finalizing the appearance of the questionnaire for each of the three Moe’s Tortilla Wraps surveys.

In your deliberations, keep in mind that cost is a concern, as Faisal does not have deep pockets to finance this research. However, his expansion plans are not on a fast timetable, so the completion time of the surveys is not especially critical. Of course, it is important to have survey findings that are representative of the respective target consumers for each survey.

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