Research Report

Research report on Anita's Kitchen Restaurant

Research report on Anita's Kitchen Restaurant

Background of the Restaurant

In the year 2005, Anita's kitchen restaurant got initially established within Birmingham, United Kingdom. Anita's kitchen restaurant served foods of various ethnic origins, particularly Italian, Indian and Thai foods. On Broad Street, the restaurant is well located as it is the popular most street for entertainment, dining and drinking. Although the competition is intense but the traffic of customers is high.

The concept of the restaurant relies on the proviso of a broad range of well-liked ethnic foods that are prepared in open kitchens so that the customers could smell and see the meal as it is prepared. At a fixed price the customers could eat as much as they want to. The restaurant's interior stresses the exotic heritage of the food through displaying ingredients, maps and pictures from the place from where the foods originated throughout the restaurant. Anita's kitchen restaurant aims for offering a festive atmosphere that is fun filled. The restaurant is bustling with activity and is brightly lit. The potential customers of the restaurant are mostly families, young professionals and university students seeking pleasant meals at prices that are nominal (Ronald, 2010, pp.317-330).

A number of new restaurants have opened and almost all of them are well-aware of the fact that the competition within this industry is on the rise. The owner of Anita's kitchen restaurant is persistently looking for enhancing and evaluating the offerings to its clients at her restaurant. Anita seeks information for better comprehending the different restaurant aspects that drive the satisfaction of customers and where they could be enhanced.

Research Design

The most important part of any research is the research design which explains the way ones research will move (Saunders, Lewis &Thornhill, 2000, pp. 95-102). In our analysis, secondary data has been used which was obtained through the questioonaire which even contains some open ended questions. The advantage of using secondary data is that its reliability and validity increased to a greater extent (Bowerman, O'Connell & Orris, 2003, pp.362-376). The advanatage of using such research designs is that they are fairly less costly and time saving in comparison with primary research and primary data whose dealing is no doubt more costly.

Population

The population and sample used in the study is situated around Birmingham because Anita's restaurant is also situated there. The choice of population other than Birmingham would be a stupidity and doesn't make any sense because hardly people from cities specially came to visit Anita's restaurant. The sample contains 427 respondents who responded to the survey from different age group and income group as discussed above.

Data

Being a questionnaire survey, the data used in the survey is quantitative with nominal and ordinal scales. There are few questions about the gender and residence which were scaled as nominal and other questions being perceptions recorded as ordinal scales (Ware & Brewer,1999, pp. 65-71). The responses if the respondents were measured from scale 1 - 7, the scale of 1 being ...