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Marketing research - Essay Example

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1.2 Research Aim This survey was conducted along three major aims. These are: 1. Identify current trend of coffee shop patronage among students on the university campus including choice of coffee products and peak times of patronage. 2. Seek new and innovative ways of operating a coffee shop on campus to make Hot Cup a preferred coffee shop among students. 3. Explain potential factors that may act as setbacks and hinder the successful establishment and running of Hot Cup on the university campus. 2.0 METHODOLOGY 2.1 Research Strategy and Sample Group Saunders et al., (2003) explain that there are six major research strategies. These are experiment; survey; grounded theory; ethnography; action research and case study. The research strategy used in this research work however was a survey. In the view of Trochim (2006), “The broad area of survey research encompasses any measurement produces that involve asking questions of respondents.” In surveys, the views of selected respondents are made to represent the view of the larger people they represent. In this research therefore, the views of a group of students who answered questions from me on marketing factors to put in place for Hot Cup are going to represent the views of the larger university folks. ...
In selecting the respondents, I used the first twenty (20) people (10 males and 10 female) who entered the lecture hall at a specific hour of the day. 2.2 Research Instrument and Data Collection The research instrument used in this survey was questionnaire. Milne (1999) explains that “questionnaires come in many different forms from: factual to opinion based, from tick boxes to free text responses.” The questionnaire used in this survey possesses almost all that Milne stated and even more. Through the questionnaire, the views of students on their expectations of the new coffee shop, Hot Cup were solicited. Students were asked to point out through both close ended and open ended questions, the specific innovations they expected to see as the new coffee shop was coming to campus. They were also asked about their most preferred products from the new coffee shop competitor. Students were also asked about the time of the day they patronized the coffee shop most. What is more, students were asked questions on their most cherished business ethics and any foreseeable setbacks that could roll back the efforts of Hop Cup to be a vibrant force in the coffee shop business on campus. All these data were collected to enable the new entrant make decisive decisions; especially in terms of the best marketing strategies they needed to put in place to meet the expectations of students. The decision to use questionnaire as the most preferred research instrument was informed by a number of reasons. In the first place, because the questionnaire contained the set of questions, it was very easy to analyze the responses received from the respondents. Again, it was stressful conducting the questionnaire ...Show more
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Summary

MARKETING RESEARCH 1.0 INTRODUCTION 1.1 Background to the Market Problem Hot Cup is a Coffee Shop with about nine branches across the country but none on a university campus. Hot Cup is now attempting to a university campus. To this end, Hot Cup is up for a very stiff competition as there are already well established coffee shops on campus…
Author : gleasonkendrick
Marketing research
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