Research Paper – Annotated Bibliography And Research Design

Source List

Part I Research Paper – Annotated Bibliography

This part of the assignment will consist of an annotated literature review.
    
Sources should include published empirical research relating to the subject (e.g., peer reviewed academic articles), trade journal articles, industry reports, government reports, and/or third party information sources (e.g., Hoover’s online).  If sources with known bias are used (e.g., company websites), the bias must noted and the source be properly counter-balanced with other perspectives providing an alternative view.

Format/Outline

I. Introduction:  An explanation of the decision to be made (or problem solved or issue addressed).  A description of the intended consequences of the process.

II. Source List: A description of the sources of information that will be utilized in reaching the decision.  (See below)

III. Conclusion:  A summary that ties together the sources of information to demonstrate a comprehensive covering of the relevant information.  As part of the conclusion, a more formalized and specific problem statement will be developed, along with a testable hypothesis.

Content/Detail:

A minimum of eight sources will be researched and described.   (Note: while the use of press releases and news media summaries is permitted, they will not count toward the required sources.)

For each source, you will need to demonstrate the relevance of the material to the decision to be made.  That is, you should determine how “credible”— think pyramid of evidence — the source is as it relates to the problem.  If the source reports on primary research (e.g., an empirical study), then you will need to describe/summarize that research and provide an assessment of its results – including an evaluation of the conclusions.  For all secondary sources, you should identify any sources of “bias” and report on how the bias may affect the conclusions.

I will evaluate each source (and your description of it) individually as to its relevance to the decision to be made (and your formulation of the decision to be made).  That is, it will be evaluated as to what information it provides that will enable an informed decision to be made.  

I will evaluate the collective body of sources to the extent that they, as a group, are likely to provide the necessary information to make an informed decision.  

Part II – Research Design

This part of the assignment will consist of a description of primary, applied/empirical, research (e.g. customer or potential customer surveys) to address the specific information requirements of the situation.  This is a description of “applied” research to be conducted to provide knowledge that will assist in the decision making for your assigned problem.

You will describe: 1) the specific information to be collected (i.e., the variable(s) to be measured), 2)  the relevance of the information to the decision process, and 3) the methodology by which the information will be collected (the research design).  The methodology is where the researcher identifies the specific steps that will be taken to collect the information needed to answer the research questions.  

The design of an unbiased research methodology is the focus of the second part of this course.  It is imperative that you understand, and can control, the potential sources of bias in a study.

Format:

I. Introduction

An explanation of the decision to be made (or problem solved or issue addressed).  An explanation as to what information will be generated and how that information would be used to assist in the decision process for the problem assigned.  This section should provide a clear description of the concepts to be studied and the variables that will be measured.

II. Research Plan

A description of the methodology/research plan.

III. Conclusion

A summary that ties together the sources of information (From both Part I and Part II of this term assignment) to demonstrate a comprehensive covering of the relevant information.  Note:  the conclusion of the paper cannot, for obvious reasons, present the results of your proposed research.  But it should present a summary of how the information to be gained will inform the decision to be made.

Part I: Research Paper – Annotated Bibliography

This section of the study emphasized on assessment on past research work related to music tempo and its impact on customer’s food consumption. While there were several studies have been performed by research scholars, each of the study has certain limitations. At the same time, considering the specific case scenario, it is also necessary to reviewed past works to make any recommendation. Thus, this study was performed. Here, eight scholar articles have been taken into account and demonstrated the relevance of the material to the decision to be made. In other words, it can be said that this study has shown a pathway through which further study can be executed with special reference to given case scenario.

As mentioned above, this section of the study has analyzed a list of previous works related to the study area to help the researcher in making an informed decision. With the help of this assessment of previous works, the researcher tried to identified the existing gaps so that the current research can demonstrate the strategy that restaurant chains can adopt related to use of music.

Source 1: Stroebele, N., & de Castro, J. M. (2006). Listening to music while eating is related to increases in people’s food intake and meal duration. Appetite, 47(3), 285-289.

While considering the study executed by Stroebele and Castro (2006), it can be said that they have executed this study to understand whether listening music while eating will increase the food consumption as well as duration of the meal. According to this study finding, it has become clear that the music availability will significantly influence the food consumption as well as food intake. However, the tempo of the music did not impact that much. Again, the study method has revealed that they have considered college student as the sample of this study. So, from this point of view, it can be argued that the study was concluded based on a specific target group of people. Since, the restaurant customers not restricted in college students, whether the findings will remain same for all group of customers, cannot be said. So, further study is required considering larger sample with all groups of people.

Source 2: Harrington, R.J., Ottenbacher, M.C., Staggs, A. and Powell, F.A., 2012. Generation Y Consumers Key Restaurant Attributes Affecting Positive and Negative Experiences. Journal of Hospitality & Tourism Research, 36(4), pp.431-449.

Again, the study executed by Harrington (2012) if taken into account, then also it can be noted that the study mainly tried to exemplify whether music in restaurants changed guest behavior in terms of food consumption or not. This study also emphasized specific tempo of the music. However, unlike the above mentioned study, this study considered two different sub studies. The first one has been conducted in a casual restaurant in Germany, while the second one performed in a simulated restaurant setting integrated with hospitality curriculum in the USA. This study has revealed that there were two different results during lunch and dinning period. Given that the menu remains same; such difference has been pointed out. While the music remains constant, the food spending during dinner was positively influenced by the age. However, during lunch time there was no such influence. Unlike the above study, though this particular study has considered different age group of people, the study did not emphasize on quality perception, satisfaction, even consumption pattern. So, further study might put light on such areas.

Part II – Research Design

Source 3: Jacob, C., Guéguen, N., & Boulbry, G. (2010). Effects of songs with prosocial lyrics on tipping behavior in a restaurant. International Journal of Hospitality Management, 29(4), 761-763.

While considering the study executed by Jacob, Gueguen and Boulbry (2010), it can be said that the study was performed to test the effect of songs with prosocial lyrics on tipping behavior of the customers. For this purpose a sample of 786 customers was considered fewer than 3 conditions. The experiment was conducted for 6 weeks twice a day, 3 kind of background music (prosocial lyrics, neutral lyrics and baseline conditions) were played. According to the study findings, it can be argued that playing songs with prosocial lyrics caused greater helping behavior of customers. At the same time, the study also revealed that the average rate of customers tipping the waiters is more when songs with prosocial lyrics are played compared to when songs with neutral lyrics are played. This experiment was conducted under natural setting where customers were exposed to many other events. Later studies have found that listening to songs with prosicial lyrics not only increase helping tendency of customers but also gives birth to a prosocial feeling in them. But these studies were performed under laboratory conditions where customers were solely under the influence of the songs not under any other events unlike this study. So, from this point of view, it has become clear that further study needs to be conducted with considering the nature setting.

Source 4: Demoulin, N. T. (2011). Music congruency in a service setting: The mediating role of emotional and cognitive responses. Journal of Retailing and Consumer Services, 18(1), 10-18.

While considering the research done by Demoulin (2011), it can be explained that the aim of this study was to understand the music congruency in a service setting. According to the findings made by the author, the shopping behavior is affected by store atmosphere. In order to perform this study, the author has integrated a model, which assumed that customer’s emotions influence their shopping behavior. According to their Stimulus-Organism-Response (SOR) Model, the atmosphere is the stimulus (S) that provokes consumer’s evaluations (O) and causes behavioral responses (R). A focus group was used made up of six regular customers of the restaurant and the non-congruent music was played by a well known French radio station. The author has implemented seven-point semantic differential scale to measure emotional responses to the environment. The data was analyzed using Smart PLS version 2.0.M3 in two stages- Measurement and Structural Model. The conclusion drawn was that a congruency between music and the service atmosphere improves customer perceptions of the service environment and service quality in a catering setting. The managerial implication from this study is the crucial importance of congruency between music and service scape atmosphere. Few limitations of the study were the experiment was conducted in a single fast food restaurant; music is a complex stimulus that may differ in several aspects, in the study the type of music and volume was considered but not the tempo, familiarity and liking. Thus it can be concluded that customer’s positive evaluation of environment quality and service quality increases their intention to return to the restaurant.

Conclusion

Source 5: Eroglu, S. A., Machleit, K. A., & Chebat, J. C. (2005). The interaction of retail density and music tempo: Effects on shopper responses. Psychology & Marketing, 22(7), 577-589.

From the study conducted by Eroglu, Machleit, Chebat (2005), it can be said that they have analyzed the context to examine the impact of two retail atmospheric cues: density and music on shopper’s responses. For this study a sample of 347 respondents were considered belonging to the age group of 23-54. The data was collected in two waves via intercept method. The density was determined by considering the time of the day when the interview took place and was categorized into high and low density. The music was calibrated by the experts of Muzak. Hedonic and utilitarian evaluations are measured by Likert format. The utilitarian evaluations were measured by “I accomplished what I wanted to on this shopping trip”, “I couldn’t buy what I really needed”, “while shopping I just found the item I was looking for”. This study reveals two important findings firstly it was conducted in actual mall setting therefore the external validity of the findings surpasses all literature observed till date.  Secondly, the study also reveals that it takes work on atmospheric effect on retail environment in a new direction. This study has many limitations like no measure of perceived crowding was taken into study. Another limitation is as although the study was conducted in actual setting there still exist a number of contaminators from sources unavoidable. Therefore from the above findings, it is advisable to conduct more studies on the given topic while taking a note on the limitations.

Source 6: Ryu, K., & Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience?. International Journal of Hospitality Management, 30(3), 599-611.

While considering the research conducted by Kisang Ryu and Heesup hun (2011), it was researched that essentiality of creation and maintenance a distinctive atmosphere to growth and enhanced the attention towards hospitality managers and experts. It is also considering several essential factors to attract a satisfied the targeted customers to monitor their financial performance through their income and market issued share in the hospitality industry.  The main objectives behind the study were (1) to enhance the effects of customer’s perception at the time of their dining experiences as per the environment in the restaurant premises, (2) observation of different reactions and influences on the disconfirmation on the customer satisfaction level, (3) for investigating the moderate effect as per the previous experiences which is linking with the physical environment. The overall methodology used in the research is questionnaire methodologies to develop on the basis of extant literature to examine the accurate relationship between quality of the environment and satisfaction level of customer through create research plan with more than four hundred fifty customers at a 3 upscale restaurants. The actual study behind the two step approaches to evaluate validity to test different hypothesis test. The result was, about 54.0% of the participants were male (n = 161), and 46.0% were female (n = 137). Their mean age was 37.82 years old. The limitation of the study was since the data was collected from 3 upscale restaurants in Korea the result could not be generalized. Thus, it can be concluded that the present study revealed that the proposed model could be properly assumed actual perception of customers by considering their loyalty and implying customer’s satisfaction in the hospitality industries is highly exclusive.

Source 7: Fang, Z. (2015). The Study on the Effect of Background Music on Customer Waiting Time in Restaurant. Open Cybernetics & Systemics Journal, 9, 2163-2167.

While the above mentioned studies have emphasized on music tempo and its influence on food consumption or meal duration, the study performed by Fang (2015), mainly considered the effect of such music tempo on customer waiting time.  In order to perform this study, the author had employed experimental design, where the author randomly picked large restaurant and observed its customer’s average waiting time. According to the study findings, it can be said that the music has significantly influence the average waiting time of customers. As concluded by the author, it was noted that the slow tempo normally influence customers to wait more time. Whereas, in case of high tempo music shorten the average waiting period. However, the study itself revealed that the study was performed based on school restaurants. Hence, how the customer will responds outside the school restaurant cannot be predicted from this study. At the same time, it is also noted that the study mainly considered randomized experimental design. So, there was certain biasness in data employed. Moreover, the study did not take into account the gender aspect. So, in future such aspects need to be taken into account.  

Source 8: Mandila, M., & Gerogiannis, V. (2012). The effects of music on customer behavior and satisfaction in the region of Larissa–the cases of two coffe bars. In International conference on contemporary marketing issues (ICCMI).

Finally, the study performed by Madila and Gerogiannis (2012) considered the overall satisfaction level related to music. In this study, they have considered four music types. They have also considered a week observation where no music had been played. According to their findings, it can be argued that each of the music type has different influence. Though the study has revealed that the overall satisfaction did not largely influence by the type of music, gender specifications as well as volume of the music are necessary aspects.

Conclusion

From the above study, it has become clear that there was overall positive influence of music on customer’s behavior in restaurants. Each of the study has shown a specific aspect, while some important aspects have been ignored. So, it can be said that whether to continue with the decision in the given context, there is requiring consideration of tempo of music, waiting time, food intake, gender specifications as the major variables. In other words, it can be concluded that the research work needs to be performed to understand whether the tempo of music influence the customer behavior in restaurant. Here, the customer behavior can be measured through meal duration, food intake, and waiting time. At the same time another aspect needs to be verified that the influence of tempo of the music differs between male and female customers. Therefore, below two hypotheses will be considered:

 Hypothesis 1: Tempo of music has no significant influence on customer behavior in restaurant environment;

Hypothesis 2: The influence of tempo of the music does not differ in between male and female customers

This section of the study has exemplified the research plan that will be employed to execute this research work. Since, Restaurant in West Warwick RI wants to whether they can continue the existing style of music or any faster tempo needs to be adopted that will impact the profit margin, the spending details also considered here along with the above mentioned variables.

As discussed in the above section, most of the studies related to this area of work were mainly considered the spending time. At the same time, they have also considered food intake, type of foods etc, while performing these research work. However, the limitations of these studies has shown that tempo of background music, waiting time, food intake, gender specifications are major aspects that needs to be taken into consideration (Turabian & Williams, 2013). On the other hand, considering the hypotheses set in the above section, it has become clear that the researcher will have to collect primary data to reach into a meaningful conclusion. From this point of view, it can be said that the researcher will either have to observe or ask questions to the customer to obtain information for this research work.

While considering the first hypothesis, it can be said that the researcher will intended to assess the behavior changes in terms of waiting time, spending time, food consumption, etc due to the background music (Wang, 2010). So for this hypothesis, the major information will be associated to customer’s behavioral pattern. On the other hand, if the second hypothesis is taken into account here, then it can be said that the study will divide the entire sample into two groups based on gender specification (Wang & Gelfand, 2013). Therefore the same information will be used for second hypothesis. Only the analysis tool will be different to find meaningful conclusion.    

The customer of “The 1149 Restaurant” is the population for this study. Here, the researcher will consider a specific sample that will represent the entire population. The sample for this study will be collected from the population on the basis of two specific conditions. The selection of sample will consider customers who visit the restaurant from 4 pm to 7 pm. According to the employees of this restaurant, this is one of busiest time of “The 1149 Restaurant” in West Warwick RI. This is the reason; the researcher will consider this time frame. This will enable the researcher to diversify the sample (Yamaguchi, 2013). In this context, it is also noted that the slow working environment of the restaurant is during their operational period 26^th to 30^th in a month, whereas it is highly efficiently working at the first week of month from 2^nd to 6^th of a particular month (Su & Wang, 2010). The researcher expect that considering samples from each period will provide rational to conclude whether volume of the music and tempo will directly impact on the customer’s behavior or not. The overall research will consider 250 visitors of the restaurant every week for two week period.

The primary objective behind this research study is to assess the average time spent by the customers at the venue by following two different conditions. The management of the organization is not able to collect feedback of the entire customers at a same time (Sieber & Tolich, 2013). So the researcher will have to collect data from the samples and thus needs to select a specific sampling method. In specific, random sampling technique will be utilized to collect feedback from the selected customer at the time of their billing processed activities.

There are different types of research methods available that are followed by the researchers at the time of research study. Taken for example questionnaire methods, observation methods, survey, interviews and other methods are employed to collect information from the target segment of people (Salaberry & Comajoan, 2013). The method that will be used here for “The 1149 Restaurant”, is direct collection of feedback from the customers who have been spending time for longer period of time. At the same time, the researcher will also target to collect feedback from those customers who are leaving early from the restaurant. This will help the researcher to understand the time spading aspects. It is also the fact that the restaurant management also keeps records of spending duration at the venue (Platt & Harper, 2013). So, these data will also be adopted here. There are also several difficulties faced by the restaurant management at the time of one group is divided in several parts due to different sections and improper response of the customers. Most of time customers do not want to provide feedback or if they do, that is also not appropriate (Yang & Furnham, 2015). Hence, the researcher aims to use closed ended questionnaire, where the respondents only needs to select the best fitted option among the available ones. There are several issues behind selection of survey methods is to understand the right time for feedback and selection of the customer as per their spending time and behavior (Pryor, 2012). The survey method is also at the time of winter weather when at the departure time customers putting on their winter jackets. The restaurant attendant can easily go to table to and ask for the valuable feedback of the customers. As per these methodologies, the overall research study can be completed by the restaurant authorities to evaluate their research processes. The survey method would be done by selection of questionnaire techniques for collection of research data.  

As mentioned above, the research techniques that will be used by the researcher is closed ended questionnaire.  However, the researcher will consider demographics parameters prior to collect essential information (Morrison, 2012). Four different types of music will be applied (pop jazz classical and country) while collect data from the sample. These all selected songs will be automatically shuffle and randomly selected by the managerial staff of the venue to understand the fluctuation of mood of the customers as per the tempo of the music and songs. The questionnaire technique is one of most preferable way to collect most genuine response from the restaurant visitors within research period of time.

The songs are used by the restaurant authorities is well fully mixed and layout by the music specialist company to pleased the mood of the visiting customers at that point of time. The selection of the music is also several range and beats as per the modern trends and majority of the customers (Lott & Antony, 2012). The management staffs of the organization can easily stored all the details about the songs and music at the time of collecting feedback from the customers for better observation. As per the Kuada (2013) musical features and tempo always creating compound affect on the mood of the visitors. And the questionnaire method is one of most relevant way to collect direct face to face review and reaction of the visitors. The playlists used by the restaurant management with two specific conditions like higher volume and lower volume of the background music will be direct providing impact on the behavior and spending duration of the venue. In this context, it can be said that there will be no incentives for the participants.

As mentioned in the above section, the study will consider two specific hypotheses. In order to perform the hypothesis tests, the researcher will use multiple regression analysis for first hypothesis (Clark, 2013). On the other hand, to perform the second hypothesis test, the researcher will employ independent sample t test. While considering the independent sample t test, male and female customer group will be two different groups.

In the overall research study, the researcher has been faced higher amount of risk and difficulties while collection of database and feedback of the customer due to their ignorance and some other reasons. There are several factors which will support the restaurant management to minimize the risk to reduce survey errors and its effect on the several variables used by the organization (Chandra & Sharma, 2013). There are few precautions which are required to manage by the organization to reduce the survey errors of the organization.

The timing of the feedback should be proper and selection of customers whom they are selected for the provide feedback will be directly affected by some external factors like day of visits, holidays, occasion and some other professional or personal meetings of the visitors (Biddle & Emmett, 2013).

The customers should be genuine and present at least for a while at the time of operation and stay till the end of the scenarios need to be considered by the organization and generated accurate results to obtained better evaluation outcomes.

The numbers of observations were required for collection of database by using survey method which is directly providing impact on the research survey (Annafari, 2013). These activities will be observing the researchers as per the given conditions and it should be hypothetical in nature.

The survey period of the organization should be based on the minimizing the effects of timing and fluctuation of mood of the customers as per the days and occasions celebrated by the customers.

The research design processes need to be error free but sometimes it is possible to the customers not to provide proper idea about a particular scenario which is directly impact on the research process of the organization (Alvesson & Sandberg, 2013).

Conclusion

Thus to conclude, it can be said that this study has revealed the process of executing a research work in a clearer way. As discussed in the first part of this study, there is requiring assessment of existing research work prior to consider the research questions and hypotheses of the study. At the same time, the study has also demonstrated the detail framework for executing the research work that will enable whether to follow the existing style of music or to use higher tempo for better profitability margin.

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