Research Is: <ul><li>A process of “Systematic Inquiry whose objective is to provide information to solve managerial problems” (Cooper & Schindler, 2003, p. 5). At its most basic level, research consists of data collection & analysis, and the interpretation of trends. </li></ul><ul><li>The purpose is clearly defined. </li></ul><ul><li>The process is detailed. </li></ul><ul><li>The design is thoroughly planned. </li></ul><ul><li>Ethical standards are applied. </li></ul><ul><li>Limitations are revealed and addressed. </li></ul><ul><li>The analysis is adequate. </li></ul><ul><li>Findings are presented unambiguously. </li></ul><ul><li>Conclusions are justified. </li></ul><ul><li>And the researcher’s experience is also justified. </li></ul>In Good Research:
CoffeeTime’s Dilemma Whether or not to expand its services into Southern Asia, specifically India.
Research Objectives: <ul><li>Which city or cities should Coffee Time enter? </li></ul><ul><li>Who is the target segment? </li></ul><ul><li>What is the expected revenue per outlet? </li></ul>In order to make a strategically sound decision to expand into India, CoffeeTime needs first to conduct research to answer the following questions.
Two-Stage Research Design <ul><li>The necessary data to effectively answer these questions comes in the form of a two stage approach comprising secondary data collection, and primary research and experimentation. </li></ul>
The Raw Data Population Of Consuming Class This data was then analyzed on a matrix comparing the Degree of Affluence from low to high and The Cultural Outlook from conservative to Modern. The 6 cities with the highest level of affluence and the most modern cultural views were selected as the population for further research.
Secondary Data Collected Demographics was further itemized by Male/Female, Teen/Young-Adult/Adult / Middle Aged, Incomes in 5k Rs intervals from 5k-40k+, and Education levels of some school, some college, and graduate or post graduate. This secondary data was purchased and then scrutinized to design the primary research method. The data was compiled into a questionnaire to survey the population in hopes of marketing the product to the locations that would result in maximum revenue. Education # of Restaurant Chains # of Restaurants per/sq mile Monthly Income Market Size for Coffee Powder # of Malls Gender Division # of Coffee Chains Avg. Daily Visits to a Mall Population By Age Competition Life & Leisure Demographics
Results of Primary Data Questionnaire <ul><li>After answering questions such as “please rate your experience at the following cafes” and “on average how much do you spend each time you visit a particular establishment,” CoffeeTime has selected the cities with the most favorable results in terms of anticipated revenue and made the decision to venture into India in some capacity. </li></ul>
Evaluation of Decision <ul><li>Validity and Reliability of Data </li></ul><ul><li>A data collection process is valid to the extent that the results are a measurement of the characteristic the process was designed to measure, free from external influences. Validity is the most important characteristic of a data collection process . In this regard we find that the secondary research and the primary data collection was in fact a valid and reliable source upon which the expansion was decided. </li></ul><ul><li>Sampling Methods </li></ul><ul><li>The secondary data presented evaluates the general population of the country and does not provide data specific to CoffeeTime’s product. CoffeeTime needs to further evaluate the business potential while remaining on budget. However, CoffeeTime did further stratify the population to come up with a sample more representative of a potential customer base. In this regard we find that the sampling method was sufficient. </li></ul><ul><li>Constraints & Conclusion </li></ul><ul><li>Constraints limit and regulate activities. CoffeeTime is allotted a budget to research and launch a new business in a foreign land. The traditions, culture, regulations and lifestyle of India may be an obstacle to traditional sales and marketing tactics for CoffeeTime. The validity of market research provided by third party also poses risk to the planning and implementation of a new business. Furthermore, ongoing experimental stages of research will prove vital to sustaining operations in India </li></ul>