Answer Happy

Recently, somewhat contradictory data from one independentrestaurant-market intelligence firm has caused large U.S.restaurant chains, like Olive Garden, to scramble to better predictthe dining-out behavior of consumers in the future. For example,although industry sales figures for casual dining rose over thepast three months, the number of customers dining out in the sameperiod actually declined. Management at one large U.S. restaurantchain is particularly concerned about how consumers’ concerns aboutinflation in the next six months may alter their dining-outbehavior as a result. To help better understand U.S. consumers inthis regard, management is planning to conduct market research. Ithas developed two possible approaches to undertake the research:One is to conduct focus groups in each of the U.S. states withthose who have recently dined at its restaurants. The second is torandomly survey people in the parking lot of large shopping mallsin selected U.S. towns and cities. Only one of the approaches willbe adopted.
Which of the two approaches do you recommend? Beginyour answer with either “focus group” or “randomsurvey,” then briefly explain why the approach yourecommend is superior to the other approach. Assume there is nodifference in the cost of the two approaches.
200-300 words