| A | B |
|---|
| customer | someone who visits your establishment, orders from your menu, and pays what you charge for a beverage or meal |
| market research | the process of collecting and examining data about your customers and competitors |
| demographics | characteristics, such as age, gender, and income, of potential customers in the area that your establishment is located |
| target marketing | the group of people you wish to draw into your restaurant, such as teens, families, or those interested in a particular theme |
| sample size | the number of people surveyed, interviewed, or polled about your restaurant ideas |
| demand | what people want; this is usually measured by popularity of items on the menu |
| market share | the percentage of sales your restaurant will make out of all the sales possible |
| primary data | data that is collected "firsthand" by the person doing research; collecting the data yourself ensures it is current and closest to the source of the information |
| secondary data | data that is collected by someone other than you or your staff; this kind of data is farther from the source and probably older than primary data, but still useful for develping business strategies |
| segment | a subgroup of consumers with similar interests, such as teens or office professionals |
