Campos 1
Say It Ain’t So! Is This The Real Thing? Case Study Research
By
Jose Campos
Campos 2
Executive Summary
In this report, I will be discussing the investigative research done by David, a high-end
restaurant owner that looks to find out the perspective of a few businesspeople to see their point
of view about the restaurant fine dine experience. In this report, I will be discussing the
perspective of interviewees along with comparison of product, price, place and promotion of
different restaurant options. I will be analyzing qualitative research results found by David, his
methods, his ethical approach, his research approach, and provide understanding as to how
people perceive and view the value of prices and the fine dine experience through their eyes.
Campos 3
Based on the research approach, do you feel it was the appropriate choice?
In this case, David decided to use conversational interviewing in order to, quote “develop
a deep understanding of how the fine dining experience offers value and perhaps some insights
into what intangibles create value for consumers in general.” David uses a qualitative research
method that includes asking probing questions to different businesspeople within the downtown
Ritz Carlton lounge. The qualitative research approach David uses is known as phenomenology,
which requires is very reliant on verbal communication tactics. Phenomenology represents a
philosophical approach to studying human experiences based on the idea that human experience
itself is inherently subjective and determined by the contexts in which people live. “The
phenomenological researcher focuses on how relationships between a person and the physical
