BAM 222- Market Research

SY 2023-2024 2nd Semester

Final Project- Part 1

Instructions:

1. Interview: You must be able to accomplish the interview first before you can work on
your part 1.
2. Part 1: For Part 1, please fill out the table below. Make sure to include as many
information as you can especially for the existing data.
3. Problem: For the background of the problem and knowledge gap, make sure that it’s
based on the information you were able to distill from the interview.
4. Format: Note that the provided table format is not the final format for the paper. It serves
as a preliminary framework for accuracy verification before transitioning to an academic
paper format. But you can start working on the final paper. Here’s the link:
5. Submission and Attachments: Submit two versions of the paper: (1) Part 1 printed,
along with the interview transcription; (2) Compile the soft copy, including Part 1 and the
transcription, in a Google Drive folder. Include the voice recording, photos with the
interviewee/s, and establishment photos in the same folder. Share the link in Canvas for
submission.
6. Deadline: Deadline of submission will be on April 12,2024. This is a hard deadline. No
extensions and considerations.

Group Leader Recio, John Louis

Group Members Enriquez, Angelika Anne

Espejon, Beatrice Josephine
Geronimo, Joana Francine
Manlapaz, Rose Camela
Rabena, Mark Jerson
Salinas, Maui
Tamayo, Joan
Tomas, Andrea Danielle

Business Name Turning Tides

Location 10-E P. Antonio Corner, Gil Fernando Avenue, Sto. Niño, Marikina City,
(Please indicate the
complete address) Philippines

Industry Food Industry

Target Market Mid to High Class Customers

Products Drinks, Foods, Coffee, Entertainment (Live Band/Artist)

Background of Turning Tides experienced a low customer satisfaction rate over the
the Problem previous month, despite seeing growth on their new business venture.
This has raised concern to the management who are eager to identify their
 BAM 222- Market Research
SY 2023-2024 2nd Semester

ways on improving their services and to find out what exactly is causing
their poor customer service.

Existing Data  The firm experienced a low foot traffic/slow day during weekdays.
 An in-house survey forms for customer feedback were provided
with each dining experience. After tallying the responses, they
found out that 20% of their customers expressed dissatisfaction
with their overall dining experience (ex. Food quality, resto-bar’s
ambiance).
 2 out of 5 stars was the common rate of their unsatisfied
customers.

Knowledge Gap The firm lacks insights about the customer preferences for overall dining
experience and other factors influencing the customer dissatisfaction
towards a business.

Research Design Qualitative – Interview

and Method Quantitative – Survey

SMART  Collect responses from at least 15 customers through an 8-

Objectives question interview within two weeks in Marikina City to
determine their preferences for overall dining experience.
 Gather responses from at least 200 respondents using a 15-
question survey within two weeks in Marikina City to identify
other factors influencing the customer dissatisfaction towards a
business.