Investigating the Influence of Item Position on Drink Menu Choices: A Quantitative Study

This essay outlines a research design for a study aimed at investigating the impact of item position on drink menu choices. The study will employ a structured questionnaire to gather quantitative data from participants in a naturalistic restaurant setting. Specifically, the research seeks to determine whether individuals are more influenced by primacy (choosing the first item) or recency (choosing the last item) when presented with a drink menu.

Methodology

Questionnaire Design

A structured questionnaire will be utilized, incorporating both closed-ended and Likert scale questions to gather comprehensive data. The questionnaire will include the following example questions:

• Do you typically choose the first item listed on a menu when selecting a drink? (Yes/No)
• Do you typically choose the last item listed on a menu when selecting a drink? (Yes/No)
• How often do you deviate from choosing the first or last item listed? (Never/Rarely/Sometimes/Often/Always)
• Rate the influence of the item's position on the menu when making your selection (1-5 Likert scale, with 1 being "No Influence" and 5 being "Very Strong Influence").

Setting and Participants

The study will be conducted in a naturalistic restaurant environment where participants will be exposed to an actual drinks menu. This setting enhances ecological validity, as it reflects a real-world scenario for drink selection. Participants will be recruited using a random sampling technique to ensure representation of diverse demographics.

Data Collection and Analysis

Informed consent will be obtained from all participants, ensuring their understanding of the study's purpose and their rights. Anonymity and confidentiality of responses will be maintained throughout the data collection and analysis processes.

Data analysis will focus on comparing responses related to choosing the first versus the last item on the menu. Statistical analysis will be conducted to determine if a statistically significant difference exists between these choices. Additionally, mean scores for the Likert scale question will be calculated to quantify the overall perceived influence of item position on drink selection.

Ensuring Reliability and Validity

To ensure the reliability and validity of the study, several measures will be implemented. The questionnaire will undergo pilot testing with a small sample to identify and rectify any ambiguous or unclear questions. Additionally, the use of a validated Likert scale and established statistical methods will enhance the reliability and validity of the findings.

Conclusion

This study's findings will contribute to the understanding of consumer behavior in restaurant settings, specifically regarding the influence of item position on drink selection. By employing a rigorous quantitative design and focusing on both primacy and recency effects, this research aims to provide valuable insights for restaurant owners and menu designers seeking to optimize their offerings for customer satisfaction.

**References** *Brace, N. (2018). *Questionnaire Design: How to Write Good Survey Questions and Get Reliable Results*. Kogan Page. *Field, A. (2018). *Discovering Statistics Using IBM SPSS Statistics*. Sage.