Using Phenomenological Approach in such same scenario is very sensible to do so. It elaborates deep
understanding of consumers’ attitudes based from what have experienced towards the products
they’ve purchased The approach allows for detailed ideas to be collected from the conversation
interview. These ideas are then turned into data that can be used to create valuable content which
reflects the brand messaging being offered. Hence, the analysis and interpretation of data may be
difficult and policy-makers may give low credibility to the used approach rather than using Case Study
which is more reliable and backed up with proven theories.
Not informing the respondents on David’s main objective is a wise judgment. It is ethical and just, as
no one put on shame nor affect ones feeling. More importantly, it lessens the disadvantage of the
approach which is accumulating bias reactions. Therefore, it will only turn out like a friendly discussion
and higher chances of collecting genuine information. This orientation is best accomplished by
becoming part of the group ensuring the business people are comfortable discussing with him
truthfully about each perception value on the fine dining.
The ideal of fine dining restaurant does not focus only with the taste and luxurious of the food are,
but also the delicate ambiance and environment bring bigger aspect.