Hudson Coffee Company

Mr Hudson, the founder of Hudson Coffee was discussing with his marketing manager the need to develop a marketing planColombian Coffee Cooler, the proposed brand name for a new product line of iced-coffee drinks. The line was to include five flavours: standard coffee, Swiss chocolate, mocha, espresso, and amaretto. The marketing manager explained that the marketing of the canned iced-coffee line was designed to be similar to the marketing of soft drinks.

During the discussion with the marketing manager, Mr Hudson could recall that several years ago, when he was on campus at a University, that many students were ordering doughnuts and soft-drink for their breakfast meal.Mr Hudson thought this was the start of the decline in coffee consumption.

The marketing manger had indicated that soft drink consumption in the US exceeds 30 gallons and was mostly consumed by preteens and teenagers.The soft drink market made up 30% of the beverage market.

Mr Hudson saw canned iced coffee as an opportunity for growth for the organisation and a serious competitor to the soft drink market.However, he wasn't sure whether there was adequate demand for the product line.

Source:Zikmund, W.G., (2003) Exploring Marketing Research, 8^thed., The Dryden Press, Fort Worth, p.68.

Question 7.

Determine the research problem and specific research objectives for the Colombian Coffee Cooler project.

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Question 8(9 points)

Section B(use the Hudson Coffee case scenario from the previous question)

In no more than one page, describe in detail with justification,

1) the research design, and

2) the sampling plan for the research problem in the previous question.

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Section C

Question 9(2 points)

Evaluate the following question and suggest improvements.Ensure you provide justification for the improvements.

Please tick the following activities in which you participate as a private citizen interested in politics.

_____ Read books and articles on the subject

_____ Belong to political party

_____ Attend political rallies

_____ Write letters to legislators, newspapers or government officials

_____ Other (please specify)

Question 9 options:

Question 10(2 points)

Section C

Evaluate the following question and suggest improvements. Ensure you provide justification for the improvements.

When you eat dinner out, do you sometimes eat at the same place?

_____ Yes_____ No

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Section C

Evaluate the following question and suggest improvements. Ensure you provide justification for the improvements.

Is the current level of government regulation on environmental protection adequate or inadequate?

_____ Adequate_____ Inadequate

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Section C

Evaluate the following question and suggest improvements. Ensure you provide justification for the improvements.

Where do you buy most of your clothes? ________________________

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Question 13(2 points)

Section C

Evaluate the following question and suggest improvements. Ensure you provide justification for the improvements.

Please indicate how much of an average issue of Cosmopolitan magazine you usually read:

_____ 1. Less than a third

_____ 2. A third to half _____ 3. More than half