Buckmeister's proposal of using on-site customer feedback cards is recommended. Feedback cards can provide real-time customer preferences cost-effectively. Descriptive research techniques will be used, including quantitative observation methods like an NPS survey. Primary data sources are interviews, surveys, and social media monitoring. The expected outcomes are insights into customer preferences, purchasing decisions, and behaviors to identify areas for menu, marketing, and promotional improvements.

1. The COOP: Market Research
Presented by –
RAMAN KUMAR GARG

2. We are
Chicken!

3. McMichael’s Proposal
Pros Cons
Gathered objective information about the
quality, in the relative competitive environment,
using taste tests.
Food taste isn’t a generalized method to
the taste variances provided by the restaurant.
Strict quality control processes were followed, to
ensure product’s value is intact.
“what sort of people would make good quality
inspectors” dilemma remains and behind the
inspection would not be an option.
Targeted sample for survey. Sample size has to be larger, which leads to
cost

4. Wallace’s Proposal
Pros Cons
Quantitative data collection on the brand image and Issue of hiring ‘real customers’ for feedback.
Implementation of a program similar to the ‘Mystery Shopper’
program and branding initiatives taken by the organization.
High cost requirements for implementation of telephonic
interviews.
Survey sample also included first time customers at The Coop’s. Telephonic interviews might cause leery telemarketer situation.
Also, people might not reveal the correct information
Co-Branding initiative, focused at the growth opportunities in
market.
Co-branding might not be a good move as one company might
not be able to keep up, moreover sharing reputation isn’t always
good.

5. Buckmeister’s Proposal
Pros Cons
Effective QSR analysis leading to qualitative
enhancement of the product and services
Validity of the feedback
Real time on the spot feedback provision using
customer feedback cards.
Myopic approach
Will help coop’s kitchen to understand what
customer’s wants and don’t want
Sampling errors (Extreme customer behavior)
Help in zero in on the factor’s which causes the
in customer engagement
Non serious approach towards feedback form’s
Active feedback gathering also help’s create a
image which is more focused on customer
satisfaction and customer centric

6. Possible root cause analysis for Sale slump
Requires identification of factors leading to sale slump.
-Lack of investment on Marketing Research.
-Marketing myopia.
-Lack of promotional offers, loyalty offer’s and happy hour’s
-No Market segmentation (Demographical, Behavioral , Geographical)
-Analyzing the innovative advertising ideas, of the competitor
-Not exploring potential opportunities such as Home delivery

7. Which research plan (out of three)
company should follow & why?
Buckmeister’s proposal
 Customer experience surveys ensuring “Probability Sample” of potential customers.
 On the spot feedback is one of the economical and reliable source to tap customer preferences
and behavior
 Feedback cards could be modified using enhanced questionnaire, which captures much more
accurate information about consumer preferences.
 Feedback cards provide instant outlook on the factors leading to customer dissatisfaction.
 On the spot feedback cards also help the organization to learn the customer expectations from
the brand
 Feedback forms motivates the interaction between the brand and the customers

8. Which research design will be employed?
 Descriptive Research: The term descriptive research then, refers to research
questions, design of the research and data analysis that would be conducted on
that topic.
 It is called an observational research method because none of the variables that
are part of the research study are influenced in any capacity.
 Descriptive marketing research is a form of conclusive research used to describe
both the composition of a group in such terms as income, gender, age and
education and the characteristics of group members in regards to both current
and future behavior.

9. Descriptive
Research
Observational
Research
Quantitative Qualitative
• NPS Survey
• Financial Report Analysis of competitors
• Questionnaires
• Comparison of marketing trend analysis of
competitor brands
• Food Tasting Surveys
Research design to be Employed

10. Descriptive Research Techniques to be
followed
By conducting a survey whilst collecting in-depth demographic information, offers
insights about the preference of different markets.
Conducting a thorough descriptive research helps the organization tweak their
business model and amplify marketing in core markets.
 Observational Method
The observational method is the most effective method to conduct descriptive
research and both quantitative observation and qualitative observation are used in
this research method.

11. Quantitative observation:
-primarily focused on numbers and values – it suggests “associated to, of or
depicted in terms of a quantity”.
-Results of quantitative observation are derived using statistical and numerical
analysis methods.
-It implies observation of any entity that can be associated with a numeric value
such as age, shape, weight, volume, scale etc. For example, the researcher can track if
current customers will refer the brand by using a simple Net Promoter Score
question.

12. Net Promoter Score question
- Single question that is sent to customers to get a concise understanding of their
satisfaction level with your brand or organization.
- It is a mathematical classification and measurement of customer satisfaction and
brand loyalty using the Net Promoter Score question.
- Response to this question is measured on a scale of 0-10 and provides a
simplified, yet highly effective vision of an organization's brand popularity and
identifying potential brand promoters or detractors among existing customers.

13. What will be the sources of data?
PRIMARY DATA
SECONDARY
DATA
• In-Depth Interviews for first
time customers
• Surveys / Questionnaires
• Focus Groups
• Social Media Monitoring
• Government Statistics – Like Statista
• Books Published
• Internet
• Newspapers
• Articles / Publications

14. What should be the expected outcome?
- How much the trends in the quick service industry have changed
over the years
- Factor’s influencing the consumer purchasing decisions
- Customer preferences
- Evaluation of alternatives
- Post purchase behavior of the customer’s
- Change in consumer behavior

15. Measures suggested for improvements
 Menu expansion and introduction of new flavors/varieties after carefully studying the
customer preferences.
 Marketing through social media, mailers, mouth to mouth publicity.
 Introduction of new offers as in –loyalty points, cashbacks, give away, referrals.
 Demographic considerations- Discount based on target age groups and timings when
a certain age group is available for food consumption.
 Various campaigns on social media to engage the customers and promote the brand
 Using the customers as influencers to promote brand advocacy
 Exploring various potential market segments to expand the market reach

16. Contd…
 Food van’s concept to establish an image of the brand which try to reach to the customer’s
 Introduction of value for money, combo meals for every age group. Beer along with meals (refer to
the latest Kingfisher’s ad).
 Food tasting stall installation
 Birthday/anniversary etc offers.
 Incentivizing the staff.
 Providing cashback to the customers who fill up the online survey.
 Marketing strategy analysis of the competitor brands(KFC, burger king), and competitive
adaptation. Example: Follow the below link for Burger king’s promotional video.
https://www.youtube.com/watch?v=lhXW8_7CaHM