A Research Approach to Restaurant Marketing
Cornell Hotel and Restaurant Administration QuarterlyPublished 1 February 1977
William R. Swinyard
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Abstract
In his article appearing in this issue (pp. 56-61), Professor Sasser of the Harvard Business School faculty points out the need for food service chains to pursue sophisticated market research in order to comprehend — and respond to — changing consumer needs. The following research report describes one of the tools long available to marketers of consumer products but only recently applied to the restaurant industry. — Ed.
Keywords
Business, Management and Accounting