CHAPTER 1 -CASE STUDY, THE SANTA FE GRILL The Marketing Research in Action focus in this chapter is The Santa Fe Grill, the company which will be used throughout the book for discussion and exercises. This first entry introduces the company. It was initially part of a business plan concept for an entrepreneurship course. The owners started the business in Dallas, Texas because it was a good market for reaching baby-boomers and young families. The restaurant concept focused on fresh ingredients, festive atmosphere, friendly service, and cutting-edge marketing and advertising. The business was successful but not as successful as the owners expected. They realized that marketing research could help to answer the questions which would help them to improve their marketing strategy. 1. Based on your understand of Chapter 1, and specifically using Exhibit 1.1, what type(s) of research program(s) should the owners of the Santa Fe Grill consider? 2. Is a research projec
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