Gathering Primary Data: Quantitative & Qualitative Research
Begin with a definition of the research problem and the establishment of specific research objectives.

Research problem: Understanding customer perceptions of a restaurant's food quality. Research objectives: 1. Determine customers' overall satisfaction with the quality of the food offered at the restaurant. 2. Identify which aspects of food quality customers are most satisfied or dissatisfied with. 3. Identify changes in customer perceptions of food quality prior to and after changes in menu items or methods of preparation. In order to gather primary data to address these research objectives, quantitative and qualitative research should both be used. Quantitative research will provide numerical data and the necessary statistical basis for the interpretation of results, whereas qualitative research will provide a richer understanding of customers' opinions and experiences with food quality, enabling a more detailed analysis. For example, quantitative methods such as surveys, polls, and focus groups can assess customer opinions on the food quality, while qualitative methods such as interviews, direct observations, and ethnographic research can provide a deeper understanding of customer preferences and experiences.