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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


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
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