I worked with a group of four girls to create a survey research project for my Public Relations Research course. This course took a real-life client and tested students’ skills in public relations and communications strategies. It also taught us several useful skills including sampling, instrument design, data processing, analyzing and reporting.
Our research project was conducted for Chipotle Mexican Grill, an American chain of fast casual restaurants in the United States, United Kingdom, Canada, Germany, and France, specializing in tacos and Mission-style burritos. Our goal was to figure out how to repair the damage made by the Chipotle E. coli Crisis and to gain back the trust of customers. We accomplished our mission by giving the company several suggestions regarding the use of specific social media platforms, website design ideas, increasing promotional efforts and targeting a younger demographic target audience.
We created a survey using Qualtrics and shared it on Facebook and several other social media platforms. We had 102 different people participate in the survey which led us to the results and overall recommendations for Chipotle Mexican Grill. The purpose of the results and recommendations was to update and inform customers and reach the targeted audience in the most effective way possible.
Inside the research project, you will find an executive summary, literature review, media analysis, method, results, discussion, and recommendations. In addition, there is an appendix section containing the survey questions and results. Feel free to view this research project to learn more about the Chipotle Mexican Grill E. coli Crisis, our research process, and the final results.
View the full PDF of the Project below.Final-Report_AMKA_Chipotle