Market Research Assginment



There is no specific page length per question, but aim for about 6-8 pages for the whole assignment double spaced.


Papers must be submitted individually. Assignments are not group work.





Do the following two cases from your text: Santa Fe Grill (case at end of Chapter 1) and also Santa Fe Grill (case at end of Chapter 3).


The cases are at the end of Chapters 1 and 3 (does not matter which edition of the book you have).  The two editions have exactly the same assignment, at the very end of these chapters.


Each case has two questions at the end. Please answer both questions from each case.




Consider the following conceptual model:







  1. Which are the X (explanatory) variable(s) and Y (outcome) variable(s)?
  2. For each arrow in the model, state what the research hypothesis is. You can use the text or video as guidance on how to do this.
  3. Recommend at least one more explanatory variable that would improve the model, and state your research hypothesis.
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