Research Design Primary Data Methods Marketing Essay

To determine Britain’s substantial growth and unexploited opportunities in caffeine markets Starbucks can research on first-hand information that isn’t readily available. Starbucks having access to a lot of information during its research has hired a research organization like Bruzzone. (Lamb C.W. et al, 2008). Also having to re-evaluate the current business activities, customers, product mix and store design to avoid closures and decline in the market share like in Australia and also America, in order to adapt in Britain they have carried out primary marketing research plan, to understand the consumer attitudes towards Starbucks, as follows:

Surveys: The customers or the public are asked for their opinions. The demographics and segmentation taken into account. Examples include where the customers are asked questions about their frequency of coffee consumption. The answer being rated between criteria of options we gain a quantitative insight of information.

Sampling: A method where the validity of information can be established by selecting a random sample of candidates from the entire population. Non- Probability Sampling involves selection on a subjective basis and not computable, Being more dependent on the researchers personal judgment. Starbucks can use this qualitative method to assess diverse information such as customer ethnicities, attitudes and brand equity. Also with convenience sampling Starbucks holds coffee tasting sessions, and mobile sampling methods which allow reaching a wider audience also to emphasize the culture and experience of Starbucks. (Starbucks, 2010)

Personal Interviews: Involves the interviewer asking various questions from the interviewee to understand and gain an insight of their behavior and attitudes also called word association. Although it gives valuable qualitative information it may be impractical to be carried out, due to the large number of Starbucks coffee consumers, this research method being expensive and also time consuming.

Consumer Panels: Starbucks developed sites like Facebook, YouTube, Starbucks RED and MyStarbucksIdea.com where customers can share their thoughts with other customers as well as current employees (Starbucks, 2010).

Observations: The trained observer watches and records the behavior of the consumers. To identify and to understand the consumption patterns, Starbucks can use this method to learn more about the customers’ demographics, age, ethnicities, and their simple reactivity towards an advertisement having in mind the implication of this research technique.

Focus groups: Informal non-structured discussions among actual customers, qualitative research involving a moderator to understand the customers view point about the product, price and the brand equity. Starbucks carries out online focus groups to reach customers easily in various geographical locations.

– Secondary Data methods:

Secondary Research involves the use of data previously collected for other purposes. Information includes documents within the company such as annual reports, also the reports of the stockholders, media results and reviews are basic qualitative information available online and in other means, that can be accessed easily with more convenience also its significantly cheaper than primary information. Other methods Include:

Government records: include a lot of information about consumer market, companies’ websites and records etc.

This information will of highly valuable use to Starbucks because it helps them make important decisions like whether to expand specialty operations to consumers at shops, travel, work etc. Usually a cost benefit analysis is carried out at this stage.

Consumer Records: Starbucks keeps a record of customers’ personal and financial information which is acquired when customers purchase items using Starbucks Card or other forms. This data can be used to respond to customer service issues, create personalized promotions, and communicate with customers about their orders and/or specific job opportunities (Starbucks, 2010).

Website: Starbucks uses information about the use of website like the ISP, domain, browser, what pages are requested etc. The purpose of this is to ease access and convenience to customers and identify what is of interest to them by the pages they visit.

1.1.5 ANALYZING AND PRESENTING THE FINDINGS

Once the information is collected the next step is analysis which involves interpreting and drawing conclusions from the collected information.

Clean the data- The researcher first organizes the data and analyze by using different techniques in marketing research.

Cross Tabulation- It’s the degree of influence the independent variable upon the dependent variable, e.g. In Starbucks variable can be how strong the brand value and image of the company to its customers. The researchers can use such sophisticated methods like regression analysis, hypothesis testing, and measures of association.

Perceptual Mapping- After research customer views are plotted on a chart to understand the customers view on experience, product, price, etc. Starbucks can use this method to segment the market of customers.

After the completion of Data Analysis the researcher must prepare a report or communicate the findings with the management. The marketing researcher must ensure the results are credible and justified. This step involves the conclusion of whether Starbucks would be profitable and retain its growth in England in the long-run, and also include recommendations on how it could be achieved to guide the management. (Lamb C.W. et al, 2008).