Case study 92 cheungs chips

Mr Cheung offers a wide range of Chinese food, fried traditional British cuisine, such as fish and chips, and some Italian dishes. Every time he has introduced a new line in the past he has taken a random sample of his customers and asked them whether or not they would be interested in the new line he proposes. If more than 70% of those asked have said they would be interested, he has introduced the new line. Table 9.5 shows his notes on the last five new products he introduced.


Cheung's random sampling technique


Cheung's random sampling technique


Percentage interested

Weekly average sales turnover (£)

1 Fish and chips



2 Puddings



3 Steak pies



4 Spaghetti



5 Lasagne



Mr Cheung wants to set up a method by which he can judge whether it is worthwhile to introduce new lines. He feels that the current method is not very satisfactory and that he may be missing some good opportunities. He also feels that despite the number of people who say they would be interested in buying the new lines, in many instances only a few of them actually do.

Someone has suggested that a good research approach would be to use the response latency technique. This measures the amount of time a respondent takes to answer a question and quick answers indicate certainty of preference. The technique is especially useful in telephone interviews since latency can be measured by recording all calls and measuring the time to respond post facto.

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