StudentShare solutions
Triangle menu

Marketing research - Essay Example

Nobody downloaded yet

Extract of sample
Marketing research

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...

This marketing research talks about the decision of Hot Cup Coffee shop to enter the university campus. As a newcomer and with several competitors already in the system, this research was very justified and timely to ensuring that the company was made aware of the challenges that were ahead of it and how it could overcome the challenges. The research was made possible by the assistance of twenty respondents, who responded to questions asked by the use a questionnaire. Basically, responses gathered from respondents show that the coffee shop business is a viable and lucrative one on campus. However, there is the need to meet the needs of students if any new coffee shop wanted to make it and make it big. For instance, students have specific kinds of products they trade in most and specific times of the day they patronize coffee shops most. Finally, students expect to see a wide range of innovativeness in the operations of the new coffee shop. Based on the conclusions drawn above Hot Cup should: to take the bold step into starting a branch at the university campus; to deal in as many coffee products as possible; to run on day and night system; to introduce an ordering system whereby students would order for products before getting to the shop; to embark on door to door service especially during weekends and holidays; to put customers before profit and customers will bring the profit; marketers of the company should reach students closely by having satellite branches all over campus. ...Show more

Summary

The paper aims to feed the company with vital information on who it can penetrate the already vibrant market and if possible, grow to the top in the nearest future. The market problem therefore is how Hot Cup can beat existing competition in the university campus…
Author : cschiller
Marketing research essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing research"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Research
Exploratory designs enable the exploration of new experiences, mediums, cultures, and collaborations. Additionally, the explanatory design acts as a guide to designers as they determine new ways and techniques of doing things. This is based on the unavailability of the correct and best processes of approaching tasks.
4 pages (1000 words) Essay
Marketing Research
Introduction Market research avails essential information that can be used to refine and appraise marketing actions, examine marketing performance, and enhance the understanding of marketing as a process in itself. The three types of marketing research include exploratory, descriptive, and causal (Zikmund & Babin 44).
4 pages (1000 words) Essay
Marketing Research
Introduction Research is a term that may be heard by majority of the individuals in their everyday life. It is important to note that whatever research is conducted by the individual, they should focus on the authenticity level of the research and must have some data that supports their research (Thornhill et al 2007).
8 pages (2000 words) Essay
Marketing Research
Marketing research forms the essential basis of marketing strategy. This is because marketing research encompasses the exact details under which marketing of a product or service is ensured. This research comes about with a great amount of hard work and commitment within the related ranks.
8 pages (2000 words) Essay
Marketing Research
Marketing research is a long process with many important steps. There are several methodologies of conducting the marketing research. The specific design for the appropriate research is changing continuously. However, there are some traditional methods which are very much important for the better results in the research field are, identifying the target group, selecting the focus group, designing questionnaire, taking surveys, sampling and analyzing the data.
12 pages (3000 words) Essay
Marketing Research
Marketing research specifies the information required to address these issues; designs the methods for collecting information; manages and implements the data collection process: analyses the results; and communicates the findings and their implications. (Marketing News, 1985).
9 pages (2250 words) Essay
Marketing Research
“Marketing research”, according to Answer.com, “is a systematic collection and analysis of data relating to sale and distribution of
8 pages (2000 words) Essay
Marketing research
esearch is the arrangement, gathering and interpretation of data related to marketing decision making and the communication of the results of this interpretation to the management. Marketing research has two basic parts in the marketing of an organization. First, as an element
11 pages (2750 words) Essay
Marketing Research
On a broader perspective, research is considered to be a systematic way of data collection from a number of different sources, then analyzing the data, then providing conclusion and recommendation and finally formatting it in a document (Thornhill et
8 pages (2000 words) Essay
Marketing research
As a result, the management must identify the source of the problem and the best intervention strategy. Market research problem is the information that the marketing manager needs to have in
1 pages (250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment