BMO6630 - Business Research Methods - Dining Consumption in a Restaurant - Business Assessment Answer

Assessment Task:

BMO6630 - Business Research Methods Assessment Answer

Unit description

The purpose of the unit of study is to provide students with a firm foundation from which they can undertake a research problem. For the duration of the semester, guidance will be given to students for the identification of a research problem. Instruction will be provided which will enable students to perform effective literature reviews. Students will be presented with various models of methodology and assist with designing an appropriate method for their research. Students will be trained in the analysis and presentation of results, exposition of processes and methods used and conclusions are drawn.

Learning outcomes

On successful completion of this unit, students should be able to:
review, analyse and critique discipline-based knowledge in businesses and organisations to identify and interrogate complex problems and develop a broad perspective of discipline-related research undertakings, both in general and more specifically research within one or more sub-disciplines;
critically review basic research construction and evaluation and demonstrate the discipline-appropriate application of research terminology;
conceptually map the research process, identifying researchable problems and developing a defensible conceptual framework for research;
justify the use of research methodologies as relevant to particular examples of social and business research investigations;
conduct critical reviews of research output;
discriminate or develop theories relevant to the applicability and limitations of experimental, survey and case study research;

Assessment 1: Individual Assessment

Undertake a literature review on a theoretical concept/construct of dining consumption in a restaurant context that has real-world management implications (e.g., customer satisfaction, behavioural intention, customer perception of authenticity, motivation, dining experience etc.). Research the field to find four academic articles (the first article to propose the theory) relating to the concept (published any time); and three other more recent articles (2013 onwards) one of which must apply a quantitative research design, the second, a qualitative design and the third, a mixed-method (qualitative and quantitative) design. 

Assessment 2: Group Assessment

Part A: Questionnaire development

In pairs, design a questionnaire to address the following management problem.

Dimensions of servicescape, empathy and customer perceptions on authenticity are critical in forming the dining experience of a restaurant (Arnould et al., 1998; Chang, 2016; Jang et al., 2012; Wood and Muñoz, 2007; Hsieh 2008). Literature supported the relationship that an individual’s perception of authenticity drives the customer’s involvement in a restaurant (Chang, 2016; Mehrabian and Russell, 1974). This involvement was also demonstrated to increase the revisit intention in a restaurant (Campbell et al., 2014; Tarkiainen and Sundqvist, 2009). However, there is a lack of research examining these relationships generally and in the context of boutique restaurants in particular. The Restaurant and Catering Association of Australia decided to commission research to get a better understanding of the factors such as servicescape, empathy, authenticity perception, and dining experience that influence customer future behavioural intention in the context of boutique restaurants in Melbourne. Quantitative method research will be applied using a questionnaire survey with customers.

Design a survey questionnaire with a minimum of 10 and a maximum of 20 questions to gather data to address the management problem. Use a mix of open and closed question formats. At least, one of your questions must employ a replicable scale – a scale that has previously been tested in the academic literature relating to consumer behaviours and found to be reliable and valid. Ensure your questionnaire has a brief introduction to inform respondents as to the purpose of the research.

Part B: Questionnaire Piloting & Administration

Based on the questionnaires designed by all students, a final questionnaire will be developed by the unit coordinator. In pair, pilot test this Final Questionnaire by administering it to ten (10) people by way of a convenience sampling technique. These people must all be over 18 years old and have previously dined in a boutique restaurant in the last six month. You can administer the questionnaire face-to-face, by telephone or online. 
 

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