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BUS703 Research Methods For Managers

tag 0 Download 13 Pages / 3,196 Words tag 09-07-2021


Go Sushi is an Australian take away sushi chain offering its customers freshly made, low priced,machine made sushi as a low-fat alternative to traditional fast food. To sustain growth Go Sushi wants to go international and franchisees in the capital of Denmark, Copenhagen, have shown interest in the Go Sushi concept.

The purpose of this research proposal was to provide a research framework for evaluating Copenhagen as a potential point of penetration for Go Sushi to enter the Danish market. The management problem lead to the identification of the following research problem ‘What is the demand for low priced, low-fat sushi for take-away in Copenhagen?’, and a subsequent specification of research objectives to determine what knowledge was needed.

After conducting the literature review, it was clear that a demand for low-fat fast-food in Denmark was present. Hence, one research objective was answered sufficiently. However, a new objective was identified concerning the need to explore attitudes of the Copenhageners towards westernised, low priced, machine made sushi (New Age Sushi) compared to traditional sushi, as the review indicated this could be an isssue.The conclusions of the literature review increased the complexity of the management problem, making it necessary to divide the research design of this study into an exploratory stage and a descriptive stage. The exploratory stage of the study focused on diagnosing the dimensions influencing attitudes towards New Age Sushi to make it possible to conduct proper subsequent descriptive research.
Hence, the purpose of the descriptive stage was to identify and describe segmentation variables influencing positive attitudes towards New Age Sushi and define a target market profile based on the findings of these. However, as the information gained from the exploratory stage was needed to target the descriptive stage, this proposal only deals with the exploratory stage of the survey.

Focus group interview was chosen as methodology for the exploratory stage, to gain appropriate insight in attitudes, behaviours and influencers concerning eating New Age Sushi and sushi in general. Focus groups were also chosen because these made it possible to conduct a concept testing, increasing the quality of the gathered data. The proposal discusses all major decisions needed before initiating the focus group sessions, i.e. decisions on the moderator, development of a moderator’s guide, identification and recruiting of respondents, number of groups and participants in each group and logistical issues including venue and time for the focus group. 
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