1 Questionnaire Design The following questionnaire is designed to determine the dining habits of college students and how they

select restaurants on behalf of the casual dining chain, Chilis. The questionnaire is a telephone interview, which according to Responsive Management (2011), is the preferred choice to maximize response rates, as well as to maintain control over the quality of the data. Also, telephone surveys allow for data to be collected in a complete and accurate format at the time of the interview by trained professional interviewers. Also, lesson 5 states telephone interviews make way for sophisticated sampling techniques; however, they must be carefully constructed to ensure respondent cooperation (Lesson 5, 2011). The objectives of this survey include determining where college students normally dine (cafeterias, student unions, fast food restaurants or casual dining restaurants), what factors play a part in this decision (money, gender, convenience) and when they do go out to a restaurant to eat, what are the deciding factors in where they go (group theyre with, money, specials, food options or style/atmosphere)? Because we know this is a phone interview, the questionnaire should be simple enough to keep respondents attention, yet at the same time, may require a rich verbal description of a concept to make certain the respondent understands the idea being discussed (McDaniel & Gates, 2008, p 293), especially since our sample group solely consists of college students. The interview on the following page is how I propose the study be conducted:

2 Telephone Interview Introduction Hello, my name is Casey Rowe on behalf of Responsive Management Research Services. All Id like to do today is ask a few questions about your typical dining habits. Im not selling any products or services today; I would only like a moment of your time, perhaps ten to fifteen minutes, to get your opinions on this topic. This study may be recorded and/or monitored for quality purposes, and I would very much appreciate your time to help Responsive Management Research Services obtain quality market research. May I include you in our study? ID LIKE YOU TO RESPOND TO THESE FIRST QUESTIONS USING THE CHOICES I PROVIDE FOLLOWING THE QUESTION: 1. What year are you? a. freshman b. sophomore c. junior d. senior e. other ________ 2. Where do you typically get your meals from? a. cook them yourself b. school cafeteria c. student union d. fast food restaurants e. sit-down restaurants (chains, etc.) 3. Other than a fast food restaurant, how often do you eat at a sit down restaurant per month? a. 1 time or less b. 2 - 4 times c. 5 or more times 4. When you go out to eat, what determines where you go? a. App (Urban Spoon, Yelp!, etc.) b. friends influence c. type of food (Mexican, Italian, etc.) d. atmosphere e. price f. other ________ FOR THE NEXT FEW QUESTIONS, ID LIKE FOR YOU TO ANSWER THESE QUESTIONS OPEN-ENDEDLY. 5. Do you have a favorite sit-down restaurant? Why is it your favorite?

3 6. For what purpose do you typically go out to sit-down restaurants? 7. What day(s) of the week do you typically go out to eat (if any)? 8. Who do you typically go out to eat with? 9. When you go out to dinner with your family, who typically pays? 10. When you go out to dinner with friends, who typically pays? 11. Are you male or female? PLEASE ANSWER THE FOLLOWING QUESTIONS WITH YES OR NO. 12. Do you go out to eat to celebrate special occasions? a. yes b. no 13. Do you go out to eat for fun (i.e. socialize, drink/eat with friends, etc.)? a. yes b. no 14. Are you on a school-based meal plan? a. yes b. no 15. Are you employed? a. yes b. no 16. Is money a factor in whether or not you decide to eat out? a. yes b. no 17. Do you wish you could eat out more often? a. yes b. no *If yes, what keeps you from doing so and why? IS THERE ANYTHING ELSE YOUD LIKE TO SHARE REGARDING YOUR EATING HABITS AND/OR DINING CHOICES?

4 Pre-test Revisions After testing the phone questionnaire on a few friends, I think there are only minor revisions that are needed to this particular phone interview questionnaire. There arent any biased questions, the questions are easy to answer and the multiple choice questions are easily coded. However, some of my demographic questions are placed sporadically throughout the questionnaire and would be better if they were grouped together. I chose to avoid interval measurement scales with this questionnaire because they are difficult to communicate to respondents over the telephone. Scaled response questions, labeled scales and Likert scales can also similarly be difficult to clearly translate to respondents. I think for the most part, this questionnaire could be based on a ratio measurement scale, where true mathematical calculations can be formed from the data, using the mixture of open ended, close ended and multiple choice questions (Lesson 6, 2011). I did notice that some of my questions could be considered leading. That is another revision I would make to the questionnaire. Other than that, I think the flow works well with the question format. The questionnaire in general is a research tool that I believe could be effective to Chilis research needs regarding college students dining habits and what prompts (or doesnt) them to dine out.