search query: @indexterm Restaurants / total: 148
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| Author: | |
| Title: | Using childhood memory elicitation to gain insights into a brand at a crossroads: the in-n-out burger situation |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2007 : VOL 48:3, p. 246-273 |
| Index terms: | qualitative research restaurants |
| Freeterms: | memory elicitation |
| Language: | eng |
| Abstract: | This article discusses the in-and-out burger chain and it evolution into new markets. The authors study customer respons to the chains expansion using the childhood elicitation metohd. The authors discuss the results specfically for this specific burger chain and more generally for other companies looking for methods or measurments to augment their research toolkit. |
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