Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Qualitative research methods essay
Scholars on qualitative research methods
Qualitative and quantitative research methods
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Qualitative research methods essay
Market Research Implementation Plan: Research Tools
To stay true to its mission, Starbucks must implement a marketing research plan that will bring about a clearer perspective to the ins and outs of its core customer for the proper introduction of the new “Coffee of the Month” program. The implementation of this plan requires Marketing Team A to analyze the proper marketing research tools to use for this project, including a comparison of the selected tools. Qualitative surveys, demographic research, customer research panels, and secondary data mining are the market research tools that Starbucks is considering for studying its new research project. Furthermore, Marketing Team A will analyze the most, and least, applicable research tools to use before moving forward toward unveiling its proposed “Coffee of the Month” Program.
Research Tools
The first marketing research tool that Starbucks could use is qualitative market research. Qualitative market research’s main focus is to assess the attitude of the consumer and to predict the consumer’s attitude toward the marketing strategy implemented. Qualitative market research is accomplished through surveys sent out over the Internet, mailed out, via the telephone, in-person, or intercept surveys. Qualitative market research is “an exploratory and developmental market research method” (Power Decisions Group, 2012, Qualitative Market Research). Qualitative market research is best used to quantify, measure, estimate, and segment markets. Generally this type of research is inexpensive for the company. In addition qualitative research has a fast implementation and turnaround time.
Next customer research panels can be beneficial. These panels consists of several individuals who ha...
... middle of paper ...
...ill provide insight into the customer’s wants and needs, specifically his, or her, thoughts on the new program and the lower price. As for data mining, results are available quickly and at low cost; this feedback will provide Starbucks with quick information pertaining to what purchases its customers make most frequently. Through Marketing Team A’s research data, Starbucks will gain a better understanding of its core customers’ wants and needs plus their past buying habits; with this information, Starbucks can move one step closer to revealing its new “Coffee of the Month” Program.
Works Cited
2010 census data. (2010). Retrieved from http://2010.census.gov/2010census/data/
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Power Decisions Group. (2012). Retrieved from http://www.powerdecisions.com
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
Disney resorts currently exist in numerous locations across the world. In an effort to expand to South America, Disney must determine how potential customers, as well as locals to the Rio de Janeiro locale would feel about the new resort. Disney must utilize marketing research to make this determination, and the following discusses the four types of research methods Disney might use. Determining the research tools is an important step for the company because they are the ones that will be used to collect and analyze the data to determine the needs of the market. The objective is to examine the applicability of four different research tools such as surveys, questionnaires, focus groups and in depth interviews. The analysis will allow Disney to determine the most applicable research tool to obtain data used to make important decisions. There is also a compare and contrast section discussing pros and cons of each tool, as well as an analysis of which tool would be most effective to Disney. Finally, there is a definition of secondary market research as well as a description of how Disney will use secondary market research to determine how the resort would fair in such a location.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
The structure of Starbucks business communication is exceptional. Rather you are in their store buying a Caramel Frappuccino®, visiting their website or watching one of their advertisements on television; as the consumer, the message is loud and clear. Pick up any newspaper and you are likely to find an article about the coffee giant. Starbucks pledges a commitment to their over 172,000 partners (employees) and the community. “We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” (Starbucks, 2008).
Koehn, N.F., Besharov, M.A., & Miller, K. (2008). Starbucks Coffee Company in the 21st Century. [Case study]. Boston, MA: Harvard Business School Publishing.
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.
J., Richard. "Marketing Lessons Chapter 3." San Diego State University. Rohan Academy. Web. 14 Feb. 2011. .
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest