Marketing Research Project

Marketing Research in the real world
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Strategy is merely an opinion without supporting data and analytics

︎My role in this class project was focused on running the survey data through SPSS Statistics and building regressions, factor, and cluster analyses. I analyzed question-by-question averages with the secondary research I collected in mind.
This was a two-person team with Matt Toro.

Problem:

Mei Mei faced an inherent lack of awareness among Boston University students, despite the restaurant’s location on Boston University’s South Campus.

Goal:

To increase awareness by implementing tactics to become a staple restaurant at BU.

Target:

Boston University undergraduates who are consistent restaurant-goers and have a potential interest in going to Mei Mei.

Data:

Secondary Research

Direct Observations

We watched for the different types of customers that entered Mei Mei, how they ordered, what caught their attention in the restaurant, and how they interacted with the atmosphere inside.

Our focus was usage behavior to see customers' Mei Mei restaurant experience fully.

Focus Groups

Quantitive Data Collection

I chose to highlight the variables that had the highest coefficients.

I saw the eigenvalue was above 1 for six factors. From looking at the rotated component matrix, I was able to see which variables were highly associated with each factor. This helped us with naming each factor.

I saw better distinctions with three cluster groups. The mean analysis showed us how these groups compared to our dependent variable. None of the factors were statistically significant, but the groupings gave some valuable data to support our recommendations.

Insights:

>Promotions on campus can attract students to nearby restaurants and other establishments.
>Students who care about sustainability initiatives respond well to in-person advertisements such as flyers.
>Students who typically dine at fast-casual restaurants are not looking for unique menu items.

Recommendations: