Garcia Gonzalez is ready to start a new career. After spending 30 years as a market researcher and Still another study compared the coffee-drinking experience. A sample of 50 consumers in Edinburg, inspired by the success of Starbucks, he is ready to enter the coffee shop business. However, before Texas, were interviewed and asked to list the coffee shop they frequented Page 2 of 2 most. Starbucks opening his first shop, he realizes that a great deal of research Is needed. He has some key questions In was listed by more consumers than any other place. A small percentage listed Dunkin' Donuts but none mind. listed McDonald's, despite their efforts at creating a premium coffee experience. The study did not ask consumers to compare the tastes of the coffee across the different places. - What markets in the United States hold the most promise for a new coffee shop? Garcia also wants to find data showing coffee consumption patterns and the number of coffee shops - What type of location is best for a coffee shop? around the United States, so he spends time looking for data on the Internet. His searches don't reveal - What is it that makes a coffee shop popular? anything satisfying. - What coffee do Americans prefer? As Garcia ponders how to go about starting "A Cup of Garcia," he wonders about the relevance of this previous research. Is it useful at all? He even questions whether he is capable of doing any primary A quick trip to the Internet reveals more previous research on coffee, markets, and related materials research himself and considers hiring someone to do a feasibility study for him. Maybe doing research Is than he expected. Many studies address taste. For example, he finds several studies that in one way or easier than using research. another compare the taste of different coffee shop coffees. Most commonly, they compare the taste of coffee from Starbucks against coffee from Mcdonald's, Dunkin' Donuts, Burger King, and sometimes a Questions local competitor. However, it becomes difficult to draw a conclusion as the results seem to be 1. What are the top three key decisions faced by Garcia? inconsistent. 2. What are the key deliverables that an outside researcher should produce to help Joe with the key " One study had a headline that poked fun at Starbucks' high priced coffee. The author of this study decisions? personally purchased coffee to go at four places, took them to his office, tasted them, made notes and then drew conclusions. All the coffee was tasted black with no sugar. Just cups of Garcia. He reached the 3. How relevant are the coffee taste studies cited above? Explain. conclusion that McDonald's Premium Coffee (at about $1.50 a cup), tasted nearly as good as Starbucks 4. What flaws in the coffee taste studies should Garcia consider in trying to weigh the merits of their House Blend (at about $1.70 a cup), both of which were much better than either Dunkin' Donuts (at results? about $1.20) or Burger King (less than $1). This study argued that Mcdonald's was best, all things considered. 5. Briefly relate this situation to each of the major stages of the marketing research process. Another study was written up by a good critic who was simply interested in identifying the best- 6. Try to do a quick search to explore the question: "Are American consumer preferences the same all tasting coffee. Again, he tasted them all black with nothing added. Each cup of coffee was consumed in across the United States?" the urban location near the inner city center in which he lived. He reached the conclusion that 7. Would it be better for Garcia to do the research himself or have a consultant perform the work? Starbucks' coffee had the best flavor although it showed room for improvement. McDonald's premium coffee was not as good, but it was better than the other two. Dunkin' Donuts coffee had reasonably 8. If a consultant comes in to do the job, what are three key deliverables that would likely be important unobjectionable taste but was very weak and watery. The Burger King coffee was simply not very good. to Garcia in making a decision to launch the "A Cup of Garcia" coffee shop? w Yet another study talked about Starbucks becoming a huge company and how it has lost touch with the common coffee shop coffee customer. The researchers stood outside a small organic specialty shop and interviewed 100 consumers as they exited the shop. They asked, "Which coffee do you prefer?" The results showed a preference for a local coffee, tea, and incense shop, and otherwise put Starbucks last behind Mcdonald's, Burger King, and Dunkin' Donuts