A New Joe on the Block Essay

Decent Essays
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
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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
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