Formulating A Research Problem
Formulating A Research Problem
Directions for completing this assignment
Read the Case Scenario: Kinshasa Abroad—African Cuisine and Culture(below)
Case Scenario
YoulouKabasella ownedandoperated a restaurantandnightclubinKinshasa,Zaire,fornearly14years.Therestaurant’smenuwasfilledwithpopulardishesanddrinksfromtheregion.Inadditiontohisfoodandbev-erageservices,Mr.KabasellaprovidedadancefloorandliveZairian/Congoleserumbaandsoukousmusic.WhilethepopularityofmostmusicalstylesinAfricawerelargelyconfinedtospecificcountriesorregions, rumbaandsoukouswerepopularthroughouttheAfricancontinent.
Anticipating increased political turmoil, Mr. KabasellaandhisfamilyleftZairein1995andendedup livingwithrelativesinDayton,Ohio.Soon thereafter,theymovedtoColumbus,Ohio,wherehe worked oddjobstomakeendsmeet.AColumbusbusinesspersonbefriendedhimandofferedtoloanhimthecapital necessary to establish a new restaurant. In 2003,Mr.KabasellaopenedKinshasaAbroadinthedowntownareaofColumbus.Likehisformerrestaurant,ithasa dancefloorandfeaturesZairian/Congoleserumbaandsoukousmusic.Onmostnights, recorded music from thetopartistsofthegenreisplayed.Thereare,however,afewCongolese bands, suchasTabu LeyRochereau & OrchestraAfrisaInternational andLesQuatre Etoiles(TheFourStars), that occasionally tour the UnitedStates and as a favor to their fellow countryman(Mr.Kabasella) playatKinshasa Abroad wheneverthey areinthearea.Acoverof$10ischargedwhenthereareliveacts,butthereisotherwisenocovercharge.Theres- tauranthas20quads (tables forfour),15deuces (tables fortwo),andlargerpartiescanbeaccommodatedbypushingtablestogether.
Mr.Kabasellaandhiswifeprepareandserveavariety of African entrees. Some of their specialties include
PeanutStew,BeefandGreensinPeanutSauce, MuambaNsusu(Congochickensoup),MalayCurry(stewedlambinacurrysauce),SamakiwaKupaka(grilledfishinacoconut-tamarindsauce),NyamaChoma (roastedspare ribsseasonedwith curry),andLibokedePoisson(fishinbananaleaf).TheentreesareaccompaniedbyvariousAfricansidedishessuchasPlantainsinCoconutMilk,BatondeManiocandChikwangue(madefromcassavatubers),Irio(peas,pota- toes,corn,andgreens),Maharagwe(redbeans),andMbaaziwaNazi(pigeonpeasincoconutmilk).TheKabasellasalsoserveavarietyofsoftdrinksimportedfromAfricaalongwiththeusualAmericanbeveragesfoundincasualdiningrestaurants.
When contemplating opening the restaurant,Mr.Kabasellahadpredicteditwouldgenerateimmedi-ate interestduetotheculturaldiversityintheColumbusarea.Moreover,becauseoftherestaurant’sproximitytoOhioStateUniversity,hethoughttherewouldbeahighlevelofawarenessandinterestinAfricancuisineandmusic.Despitehisoptimism,andtheadsheregularlyplaces in local and schoolnewspapers,Mr. Kabasellahasbeendiscouragedbythefactthatcustomerturnoutandrevenuehavebeenfarshortofwhathadbeenprojected.
Task: recording a formal oral presentation in Microsoft© PowerPoint©.
Build a 7-slide audio visual presentation answering the following marketing research problems listed below.
1. Include a Title Slide
2. If you were to serve as a research consultant for Mr. Kabasella, what information would you need to enable you
to help him diagnose his marketing problem(s)?
3. Construct a slide that explains the value of problem definition in the marketing research process for this case.
4. Propose how to create/define a research problem to assist marketing research for this case.
5. Incorporate how the interpretation of a problem definition stimulates critical-thinking and secures required
information.
6. Create a list of probing questions you would ask Mr. Kabasella if you were going to meet with him to help him
specify (a) the manager’s decision problem and (b) research problems.
7. Reference slide
Presentation Format
-In Microsoft© PowerPoint©.
-Create one slide for each of the decision problems above (a-f).
-Use Microsoft© PowerPoint© narration tool to create a audiovisual presentation.
