Thursday, 22 November 2012

Research Methods

After i had communicated with the staff of Subway (Brem Mall), i have decided to conduct my 10 sessions of observations on the following days.

They allowed me to stand either beside or in front of their counter during my observation process so that i am able to record down the data that i wanted. However, i was been prohibited to take photo or record video in the outlet by them. Moreover, they also do not allow me to conduct survey in their outlet as they afraid i might disturb their customers.

Besides, i also have a short interviewed with them in order to design the best method to obtain my data. The following Q&A is the questions which i asked and the answers which i obtained from them.
Q: When is the peak hour of your outlet?
A: It will be during breakfast hour, lunch hour and also dinner hour. 

Q: What do customer normally buy?
A: Normally our customers will buy Sub of the Day. There are different menus from Monday to Sunday. Each sandwich is only sold on RM7.50++. But now most of them will purchase Fresh Combo as the price even more reasonable if compare with Sub of the Day.

Q: Does Subway launches any other promotions besides Sub of The Day?
A: Yes, we are now serving Fresh Combos which cost RM10.90++ which i have mentioned in the previous question. Customer can choose either Chicken Slice or Chicken Teriyaki. Each sandwich will serve together with a 16oz drinks and a cookie. Every morning which is from 10am to 11am, we will be serving four types of breakfast sets. Each set of breakfast will be served together with a cup of free coffee as well. Besides, we are now giving "Buy 1 Free 1" coupon to our customer as well.

Q: What is the "Buy 1 Free 1" coupon? How can customer obtain it and how can it be use?
A: The coupon will be given together with each bill. Customers will need to purchase one regular 6" sandwich and one 22oz drink in order to redeem a free 6" sandwich which is equal or lower value of a regular sandwich. However, this coupon is not applicable on "Sub of the Day" or other offer and discounts.

After the short session of conversation with the staff and gone through some considerations, I have planned to observe on several things which are,
  • Customer number who visit Subway in each bill,
  • Race of customer,
  • Number of sandwich which purchased in each bill, 
  • Are they purchase the normal price sandwich, Sub of The Day, Fresh Combos, or redeem the "Buy 1 Free 1" coupon,
  • Will they purchase side foods such as beverages, cookies or snacks, and
  • Either they dine in the outlet or take away. 
My initial plan is to break the 10 sessions of my observations into three stages which are
(i) lunch hour,
(ii) tea time, and
(iii) dinner hour
in order to obtain more variety of data instead of only focus on one period.

However, I have planned not to carry out my observation during morning session because Subway do offers morning breakfast set which only available until 11am daily. Thus, if i conducts my observation during morning i will get different set of data when there are customers who choose to buy breakfast set.

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