Purchase Solution

CoffeeTime in India - Information Gathering

Not what you're looking for?

Ask Custom Question

A. CoffeeTime is interested in the coffee-drinking habits of people in India. What is the problem in asking subjects: How many cups of coffee have you consumed in the past 30 days? What subjects would be the most likely to provide an accurate description? How could this question be modified to provide more accurate data?

b. For each of the following, discuss the benefits CoffeeTime managers would find in helping them to obtain valuable information in problem identification research. Discuss whether these data are secondary or primary and justify your answers.
1) Forecasting and business trend research
2) Market share and market potential
3) Segmentation and marketing mix research
4) Image and market characteristic research

Finally, what additional strategy (or variation on a given strategy) would you recommend to the key decision maker in the simulation to solve the challenge given? Prepare a 350-word memo to the simulation's key decision maker advocating your recommendation.

Purchase this Solution

Solution Summary

1 paragraph answer to each part and a 476 word memo addressing the problem as submitted.

Solution Preview

See attached answers and memo.

a. CoffeeTime is interested in the coffee-drinking habits of people in India. What is the problem in asking subjects: How many cups of coffee have you consumed in the past 30 days? What subjects would be the most likely to provide an accurate description? How could this question be modified to provide more accurate data?
The main problem in asking this question in this particular manner is that only those who consume coffee on a regular basis would be able to answer it accurately. The time frame is too great for anyone to actually remember how many cups of coffee they may have drunk. It seems more likely that the data would be more accurate if the question were rephrased to gather data in the form of an estimate or average amount of coffee consumed in a shorter time period.
Those most likely to provide an accurate answer to this question would be either those who never drink coffee or those who drink the same amount each day.
b. For each of the following, discuss the benefits CoffeeTime managers would find in helping them to obtain valuable information in problem identification research. Discuss whether these data are secondary or primary and justify your answers.
1) Forecasting and business trend research
Forecasting and business trend research is beneficial since secondary data (existing research) can provide statistics on the number of people who are drinking coffee. Conclusions can then be drawn and predictions made about where the ...

Purchase this Solution


Free BrainMass Quizzes
Paradigms and Frameworks of Management Research

This quiz evaluates your understanding of the paradigm-based and epistimological frameworks of research. It is intended for advanced students.

Learning Lean

This quiz will help you understand the basic concepts of Lean.

Situational Leadership

This quiz will help you better understand Situational Leadership and its theories.

Balance Sheet

The Fundamental Classified Balance Sheet. What to know to make it easy.

Income Streams

In our ever changing world, developing secondary income streams is becoming more important. This quiz provides a brief overview of income sources.