Case Name :      Finale and Survey on the Spot

Authors :           Susan F. Sieloff, Felicia Lassk

Source :             North American Case Research Association (NACRA)

Case ID :            NA0137

Discipline :        Marketing

Case Length :    16 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

In early 2010, Paul Conforti of Finale, the Boston-area premium dessert restaurant, decided to replace its more traditional mystery shoppers with Survey on the Spot to collect market research data. Survey on the Spot uses a smart phone-based ‘app’ to collect data from actual customers in real time. Based on early results, Conforti was concerned that the results might be ‘too good’ and his decision to end mystery shopping might be precipitous. Students can evaluate both the new market research technique and the conclusions drawn from the information. Note: Finale and Survey on the Spot is one of two companion cases. The companion case, Finale – Just Desserts, deals primarily with data analysis and data interpretation and has an SPSS data set available. Finale and Survey on the Spot allows students to deal with the managerial implications of the data.