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MANAGING RESEARCH DESIGN SIMULATION
TEAM ASSESSMENT
INTRODUCTION
Pacific Research Design Associates has been retained in an advisory capacity to evaluate the Managing Research Design simulation for Coffee Time, Inc. We begin the assessment report with a comprehensive discussion of the project’s major research objectives, including the company background and global market conditions in India. Followed by research design options, proposed design elements, determination of the optimum sample size, identification of optimal methods used to ensue accurate data collection, a sample questionnaire for field data collection, comprehensive account of the prevailing target market characteristics in India, and finally, we conclude summary statement of our global research design proposal for Coffee Time.
MAJOR RESEARCH DESIGN PROJECT
The major research project in this simulation involves developing a research design for a prominent international coffee and beverage corporation, Coffee Time. The focus of Pacific Research Design Associates’ research design assessment is to provide the most accurate analysis of the market in India and expected market penetration and sales in order to determine if International Business Development and entry into a new market, India will be feasible and provide expected return on investment. The results of this research study are expected to procure recommendations for the following:
· Target cities in India for new market entry and penetration
· Detailed target market characteristics
· Estimated potential revenue for each new Coffee Time outlet
Coffee Time is a chain of popular coffee bars in North America & Europe that acquires and roasts some of the world’s finest coffee beans, in addition to selling a variety of blended and exotic coffee beverages, and snacks. ... has been hired to customize the research design, determine if Coffee Time should enter the international Indian market, and operate within a defined budget. ... The research study included consideration of 12 cities in India.
RESEARCH DESIGN METHODS
The major research design methods employed by Coffee Time, upon entry into a new market, involves following a two-stage market research design comprised of secondary research for scope breadth and primary & experimental research employed. It is clear that this market research is concerned with who, what, where, when and how much types of questions/answers. That is, this research is a quantitative or descriptive type of research and the research is conducted via a two-stage method:
The aim of secondary research is to determine demographics, leisure & lifestyle and coffee market competition from Total Access in the targeted India markets, saving time and costs associated with market research. Following secondary research, primary experimental research is employed to obtain additional information on the targeted segments with respect to coffee-drinking habits and preferences and spending habits. This data assists the research in better control over the variables under this study and lead to a better inference. Two primary research design strategies, for purposes of this simulation assessment are:
· Quantitative Research – involving the collection of quantitative outcomes, and
· Qualitative Research – focused on process, qualitative research entails collection and documentation of observations. ... com, 2004)
SECONDARY RESEARCH
Dominant research design elements employed by Pacific Research Design Associates, for the purpose of this research study included analyzing secondary data (see Table 1, right) in order to streamline the research design and to optimize the scope for collecting primary data.
Approximate Word count = 2475
Approximate Pages = 9.9
(250 words per page double spaced)
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