Question

Joe Brown, a 30-year veteran market researcher, is ready to enter the coffee shop business. He has some key research questions:
• What markets in the United States hold the most promise for a new coffee shop?
• What type of location is best for a coffee shop?
• What is it that makes a coffee shop popular?
• What coffee do Americans prefer?
• How would consumers respond to coffee delivery?
The Internet offers considerable information from studies on taste done by individual researchers, usually themselves as the only sample respondent. Joe doesn’t find much on consumption patterns and the number of coffee shops around the United States. Joe wonders about the relevance of previous research and questions whether he is capable of doing any primary research himself. He considers hiring someone to do a feasibility study for him. Maybe doing research is easier than using research.

PLEASE ANSWER THE FOLLOWING QUESTIONS.

1) What are the top three key decisions faced by Joe?

7)What are the key deliverables that an outside researcher should produce to help Joe with the key decisions?

Answer 1

Answers:

1. Top three decisions faced by Joe are:

• Joe has to decide the best location for his coffee shop.
• He needs to understand the facts that would be responsible for making the coffee shop popular in United States.
• He must also be aware of the coffee consumption pattern in United States.

2. Deliverables that an outside researcher must produce:

The outside researcher must be able to provide enough information for the key problems faced by his client Joe through descriptive research. The result must have information like right location for the coffee shops, commercial areas that would be more suitable for coffee shops than residential areas. Also what effects the popularity of the coffee shop whether it is the brand, service, price, products, consumer behavior & the extent to which these variables have on the popularity of the coffee shops & lastly how often people consume coffee & what effects their consumption habits.