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Annapurani Vegetarian Restaurant (B): Report Writing

CASELET, MARKETING RESEARCH
ET Cases, 2 Pages

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Annapurani Vegetarian Restaurant (B): Report Writing

 

As committed Arun Kumar (Arun) and his friends Rajesh Kumar (Rajesh) and Nandini Rajan (Nandini) analyzed the data collected from the customers of Annapurani Vegetarian Restaurant (AVR) – a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR, though initially was apprehensive, was later confident that Arun and his friends would provide a reliable analysis report and answers to his questions.

As informed by the three students that within two days he would be getting the report. Senthil was anxious and waiting eagerly to receive the final analysis report. They did not have any formal discussion on the contents of the report.

On the other hand, Arun had prepared the summary of the statistical analysis performed and added the output of the techniques as an annexure. He shared the prepared report with Nandini and Rajesh seeking their suggestions.

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Teaching Note Preview

Annapurani Vegetarian Restaurant (B): Report Writing

 

Assignment Questions

I. According to you, what is structural equation modelling and how is it different from other related techniques?
II. Elucidate the steps involved in conducting structural equation modelling. Would structural equation modelling be beneficial to AVR? Justify your argument with relevant reasons.

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Product code: MR-2-0023(b), MR-2-0023A

Abstract


This caselet, second in this series of caselets, provides scope to discuss and understand the importance and process of report writing in the backdrop of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and model showing relationship between them. Arun Kumar (Arun), Senthil’s son took up this project along with his friends – Rajesh Kumar (Rajesh) and Nandini Rajan (Nandini). After completing the analysis, the team submitted the report. As the team did not have any clue of typical report writing, it just presented the problem, research design and the data analysis along with the statistical software output. Senthil was not impressed with the report, as it was not simple and easy to understand. Although the team told him that it would prepare a well-written report, Senthil conveyed that he was dissatisfied and he would not consider the team for research on expanding the business overseas.



Pedagogical Objectives

  • To understand the importance and process of report writing in preparing a marketing research report
  • To learn the generally used format of report writing based on the guidelines

Case Positioning and Setting
This caselet can be used in MBA Program – Marketing Research Course – To understand the importance, process and format of a marketing research report



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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