Rooney’s restaurants, a san francisco-based chain, operated 21 units in california, all of which used a western theme/design. the restaurants served a limited menu of seven items, featuring prime rib, and were a popular meeting place, not only for dinner but also for cocktails and lunch, and also served sandwiches and chuckburgers. because of increasing competition from other theme restaurants, management was considering expanding their menu by adding several fish and poultry dishes. they have hired you as a marketing consultant. your first task is to determine whether there is a viable demand for such a menu change. without going into great detail about how you would obtain the necessary information, describe the various factors you would examine in evaluating the potential for such menu additions. assuming rooney’s decides to go ahead with its menu changes, described above, what major decisions will have to be made concerning each component of the marketing mix as you go about developing a marketing plan to attract members of the target audience to patronise rooney’s?

Reliability and validity reliability and validity are two important considerations that must be made with any type of data collection. reliability refers to the ability to consistently produce a given result. in the context of psychological research, this would mean that any instruments or tools used to collect data do so in consistent, reproducible ways. unfortunately, being consistent in measurement does not necessarily mean that you have measured something correctly. to illustrate this concept, consider a kitchen scale that would be used to measure the weight of cereal that you eat in the morning. if the scale is not properly calibrated, it may consistently under- or overestimate the amount of cereal that’s being measured. while the scale is highly reliable in producing consistent results (e.g., the same amount of cereal poured onto the scale produces the same reading each time), those results are incorrect. this is where validity comes into play. validity refers to the extent to which a given instrument or tool accurately measures what it’s supposed to measure. while any valid measure is by necessity reliable, the reverse is not necessarily true. researchers strive to use instruments that are both highly reliable and valid.