What type of location is best for coffee shop

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Reference no: EM132290761

Joe Brown, a 30-year veteran market researcher, is ready to enter the coffee shop business. He has some key research questions:

• What markets in the United States hold the most promise for a new coffee shop?

• What type of location is best for a coffee shop?

• What is it that makes a coffee shop popular?

• What coffee do Americans prefer?

• How would consumers respond to coffee delivery?

The Internet offers considerable information from studies on taste done by individual researchers, usually themselves as the only sample respondent. Joe doesn’t find much on consumption patterns and the number of coffee shops around the United States. Joe wonders about the relevance of previous research and questions whether he is capable of doing any primary research himself. He considers hiring someone to do a feasibility study for him. Maybe doing research is easier than using research.

PLEASE ANSWER THE FOLLOWING QUESTIONS.

1. How relevant are the coffee taste studies cited above? Explain.

2. What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of their results?

Reference no: EM132290761

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