A New Joe on the Block

He needs to understand what makes a coffee shop popular in United States 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 researcher should be able to provide enough information through descriptive research about key problems faced by his client, â€Å"Joe†. The result should have information like right location for coffee shops; commercial areas might be more suitable for coffee shops than residential areas. Also what affects the popularity of coffee shop, whether it is the brand, services, price, products, consumer behavior and to what extent these variables have on the popularity of the coffee shops, and lastly, how often people consume coffee and what affects their consumption habits. 3. How relevant are the coffee taste studies cited above? Explain. Each study is relevant in its own way. The first two studies compared the four brands with different outcome. The study that surveyed 100 consumers form a small organics shop provides some insight into the behavior of some adamant coffee drinkers, part of which can be used in understanding the attributes of popular coffee shops. The other studies show different opinion about coffee taste preferences from different locations. All these can provide some kind of understanding about the competitor’s landscape. 4. What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of their results? The flaw in the first two taste studies is that the conclusions are based on opinion of single person and not a random sample that could reflect consistent pattern among the target consumers. Research based on a single person is not as strong as it would be if it were to be based on more of the target population. The taste studies also reviewed a sample of 100 people from an organic shop, which isn’t the market Joe would be targeting for his coffee shop. 5. Briefly relate this situation to each of the major stages of the marketing research process. If Joe wants to conduct a business research, firstly he needs the objective in this case that would be what kind of coffee people in United States like and which is the best possible place for his coffee shop. Then he needs to plan a research design and a sample study. Collecting and analyzing the data comes next. Surveying would be the most appropriate in this case. After analyzing the data Joe or his researcher can produce a report to conclude the study. 6. Try to do a quick search to explore the question â€Å" are american consumer preference the same all across the United States ? Search in the internet shows that Americans choice of coffee is not much different than one another. It may differ a little in terms of place but most of them go for instant coffee and majority of coffee-drinking Americans go for franchaise coffee shop and are loyal to them. The biggest franchaise in America are Dunkin’ Donuts, Starbucks, Mcdonalds. 11% of American adults go to Dunkin’ Donuts. Where as 13% of American adults go to Starbucks. 7. Would it be better for Joe to do the research himself or have a consultant perform the work? From the report of the research Joe will decide where to open a coffee shop, what kind of coffee he should produce and where to produce. I believe a hiring a specialist is much more suitable option in this situation. 8. If a consultant comes in to do the job, what are three key deliverables that would likely be important to Joe in making a decision to launch the Cup of Joe coffee shop? The three deliverables Joe is looking from his hired consultant would be; which place would be best for his coffee shop, what makes a coffee shop successful and which combination of price and quality most people in that region like most.