A New Joe on the Block
A New “Joe” on the Block 1. What are the top three key decisions faced by Joe? a.
Joe has to decide the best location for his coffee shop b. Joe needs the understanding of what makes a coffee shop popular c. Joe needs to know the coffee consumption pattern in United States. 2. What are the deliverables that an outside researcher should produce to help Joe with the Key decision? An outside research deliverables should be able to provide information either through exploration or descriptive research about key problems faced by his client, “Joe”.The intelligence that resulted from such deliverables should produce information like right location for coffee shops e. g.
commercial areas might be more suitable for coffee shops than residential areas, what affects the popularity of coffee shop, whether it is the brand, services, products, consumer behavior and to what extent these variables have on the popularity of the coffee shops, and lastly, how often people consume coffee and what affects their consumption habits. 3.How relevant are the coffee taste studies cited above? Explain Some aspects of the coffee taste studies cited are relevant. The study that surveyed 100 consumers form a small organics shop provides some insight into the behavior of some adamant coffee drinkers, part of which can be used in understanding the attributes of popular coffee shops. The other studies show different opinion about coffee taste preferences from different locations. All these can provide some kind of understanding about the competitor’s landscape. .
What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of their results? The flaw in the first two taste studies is that the conclusions are based on opinion of single person and not a random sample that could reflect consistent pattern among the target consumers. Research experiment that involve just a customer rather than a sizable portion of the target population that has an equal chance of been selected can produce a results that is either bias or inaccurate.The flaw in the third coffee taste studies that Joe should pay attention to is the location where the interview of the 100 consumers takes place because coffee preferences is not the same all over United States. 5. Briefly relate this situation to each of the major stages of the marketing research process? ” Joe is in need of some critical information in order to formulate the right business plan for his new coffee shop. Joe situation will require a research program because he is faced with numerous decisions that require series of studies to address multiple deliverables.The first major stage will involve defining all the research objectives, which is the goals to be achieved by conducting research.
Some of the goals are: finding the demographics that are right for coffee shop location, how do these consumers prefer their coffee, reasons for high consumptions at a particular location. It is important to note that this involves identifying all the key variables like climate, income and lifestyle. The next step involves a master plan that specifies the method and procedure for collecting and analyzing the needed information.This is the design that will provide the plan of action or framework for the research. Joe decision about which method he will adopt will be base on his budget, for instance, he can survey his target market segment using questioners which could provide insight into their behavior pattern, or he can take less expensive approach by accessing secondary data that have descriptive and quantitative analysis. Whichever method he decided to use, he has to make sure the sample are random and large enough that it represents its target market.The processing and analyzing of the data collected should be done in such that the conclusions that are drawn actually match the objectives of the research.
6. Try to do a quick search to explore the question “Are American consumer preferences the same all across the United States? ” American consumer preferences are not the same all across the country. The level of satisfaction the consumer obtains from various goods and services varies and some consumers are much constrained in their choices because of their income and the price they pay for the goods. University of Southern Indiana Web Site, 2008) 7. Would it be better for Joe to do the research himself or have a consultant perform the work? Due to some of the challenges Joe is encountering with the early stages of the research, it will be better for Joe to hire a consultant to perform a feasibility study for him. His 30 years of experience as a market researcher can be best utilize in using the research rather than doing the research himself. 8.