Discuss the below:
1: The national pizza chain could examine variables related to why people choose to eat pizza over other competitor restaurants and ask both young adults and families with the same questions to identify any overlap. The answers, which respondents can choose from, can be: convenience, affordability, restaurant atmosphere, and food quality. We can then take the raw counts from this survey and do a cross-tabulation analysis which "generates tow and column percentage tables so that users can see the relationship patterns when they encounter a significant cross-tabulation relationship" (Burns 2012). The graph would have two columns, one for young adults and one for families with children, and each column would be filled with the percentage ratios of the respondents' answer to the question: Why do you choose to eat at "national food chain"? This will allow us to identify any overlap in what appeals to both groups about the national pizza chain so we can create one ad campaign that can reach both groups.
Burns, A. C., & Bush, R. F. (2012). Basic Marketing Research: Using Microsoft Excel Data Analysis (Vol. 3rd Ed). New York: Prentice Hall.
2: You have been asked to come up with a new ad campaign for a national pizza chain. You would like to target both young adults and families with children, but you don't have the budget for two separate campaigns. What are some variables that you could measure and how would you analyze them to determine how these two groups are alike or different to decide what features you want to emphasize in your campaign?
Coming up with a new ad campaign is a daunting task. Every campaign has a budget and when you are trying to reach more than one target audience, it is important to know which variables you need to consider in order for the campaign to be effective. The number one variable that needs to be considered is what drives the consumers in the door? Is it the food choices, environment, convenience, or price? By looking at these variables and determining what young adults and families with children value among the food chain will help them determine what needs to be presented among the ad campaign. By analyzing these groups and what motivates them, and also asking them questions along the lines of these variables, will give the researchers information to work with when forming the ad campaign.
Another thing that needs to be looked at is the relationship between the two groups and their views about the variables that are being analyzed (Burns & Bush, 2012). One factor to consider is the relationship between young adults and the kids among the families. Young adults are more likely to relate to the kids among the familie than the parents. Kids among families are ultimately the decision makers when it comes to what their parents purchase. If the kids favorite food is pizza, the parents are going to be more willing to go to a pizza place where their kids are going to enjoy and eat their food versus another restaurant where they may have to fight with their children to get them to eat. I have to say honestly, that as a young adult I absolutely love pizza. It is my favorite food. Pizza was everywhere as a child. We had pizza parties as prizes at school, my mom always had pizza at birthday parties because it was the easiest thing. As a college student it was something affordable and quick that I could order and that would satisfy me during those late night studies. A pizza chain would be able to find the relationship among the two groups in order to determine what drives them both and work on making a campaign that caters to those views.
By looking at their similarities, we are able to understand the target markets better. Now there are also ways that researchers would be able to draw categorical data in order to understand them as well. They can compare young adults and families with children on how often they visit the pizza chain, what they order, what times of the day they are more likely to come to the restaurant, etc. By looking at these aspects, it will give them statistical data to base their intended success off of. An ad campaign is only as strong as the research done to put it together.
References
Burns, A. C. & Bush, R. F. (2012). Basic marketing research using Microsoft Excel data analysis (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.