Upon securing the permission to conduct the research in these franchise outlets, the researcher will assess the general environment of the business and will note demographic characteristics of the respondents. The researcher will schedule individual interviews with each of the participants, and will ensure that the interviews are held in a private location to ensure that the participant feels comfortable enough to respond openly and honestly to the interview questions. Please see Appendix A for the interview questions.

Once all participants have been interviewed at both locations, the researcher will conduct a content analysis of the interview responses. A content analysis involves reviewing interview data and coding the responses based on common themes described by the respondents (Gottschalk, 1995). The content analysis will code the responses into categories of conflicts identified by the respondents. Based on the coding, the researcher will determine if there are common conflicts that occur in the new generation of fast-food restaurants, particularly during the start-up phase.

Decision Criteria

The criteria used to determine the participant pool are largely arbitrary, but because the researcher is interested in examining the conflicts that arise during the start-up phase of the business, the criterion that the Chipotle franchise needs to have opened within the past six months was imposed as a requirement of participation in the study.

Reliability and Validity

One of the limitations of qualitative research is that it presents challenges with respect to ensuring reliability and validity when compared with quantitative methodologies and designs (Darlington & Scott, 2002). One of the ways that can be used to improve the reliability and validity of a qualitative instrument such as an interview and a technique such as content analysis is by using a multiple coder, multiple rater system (Darlington & Scott, 2002). In the present study, the researcher proposes utilizing the assistance of another student, or, if possible, a panel of four students, who can also analyze the content of the interviews (written transcripts, not verbal audiotape; again, to protect the identity of the employees who participate in the study) and code responses into categories. The use of a multiple rater, multiple coder system helps reduce the limitations and biases, both conscious and unconscious, of the principal researcher (Darlington & Scott, 2002).

In addition, Darlington and Scott (2002) recommend another way to improve reliability and validity. Darlington and Scott (2002) suggest that the researcher using qualitative instruments such as interviews form a panel that can review the interview question instrument prior to its use. This can ensure that the instrument is less biased or flawed than might otherwise be the case. Although it is impossible to completely ensure reliability and validity, even in quantitative studies, it is possible to reduce the threats that compromise reliability and validity by introducing the recommendations enumerated here.

Scope of Study and Limitations

Because the nature of the proposed study is exploratory, meaning that it intends to begin formulating an understanding of a phenomenon that has not yet been studied, the researcher acknowledges that the scope of the study will necessarily be small. It has been decided to limit the study to two franchises. The researcher contends that the outcome of the proposed study will help determine whether the methodology is one that can be replicated on a larger scale.

With respect to the limitations of the study, the researcher acknowledges that it will not be possible to generalize the findings to other franchises. Furthermore, it may not be possible to generalize the findings to other Chipotle franchises. However, by beginning to develop an idea about the particular kinds of problems and conflicts that franchisees and their employees confront during the start-up phase, a more refined research model can be proposed and carried out that will permit generalizations.

Appendix A

Initial Contact Letter Sent to Franchisees

Dear _________________:

I am writing you as a student who is conducting a research study on the challenges experienced by recently opened franchises in the Chipotle Mexican Grill fast food chain. Given that your store opened within the past six months, I would be especially interested in including your branch in my study. The purpose of the study is to identify the specific conflicts and challenges that tend to occur in the initial phase of business for a new franchisee, and it is hoped that the results of the study will serve as a foundation upon which future franchise-oriented research can be conducted, all with the goal of ultimately providing resources and support to franchisees.

As part of the study, I would like to conduct in-person interviews of you and your staff. The interview is expected to take no longer than 30 minutes to complete. All answers will be kept confidential to protect the responses of all people involved. I would be happy to share a copy of my findings with you upon completion of the study.

It is my hope that you will be willing to participate in this study. I will be contacting you by phone within the next week to answer any questions that you might have and to learn of your response.
Thank you in advance for your time.

Sincerely,
Appendix B

Interview Instrument

1) What is your position at Chipotle?
2) How long have you worked here?
3) What attracted you to working at Chipotle?
4) How would you describe the experience of the start-up phase at this particular franchise?
5) What kinds of conflicts or problems have you witnessed during the start-up phase at this particular franchise?
6) What would you describe as the limitations of this particular franchise?
7) How do you feel that management is handling the problems that you have described?
8 )  How do you think that management could do a more effective job of handling the problems that you have described?
9) Have you seen these problems in any other jobs that you have held before?
10) Do you have any other thoughts or comments that you would like to share regarding problems during the start-up phase of the franchise?

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