ResearchResearch

What exactly is What exactly is Research?Research?

Research Research Is:Is:

► A process of “Systematic Inquiry A process of “Systematic Inquiry whose objective is to provide information to solve managerial problems” (Cooper & Schindler, 2003, p. 5). At its most basic level, research consists of data collection & analysis, and the interpretation of trends.

► The The purposepurpose is clearly defined. is clearly defined.► The The process is detailed.► The design is thoroughly

planned.► Ethical standards are applied.► Limitations are revealed and

addressed.► The analysis is adequate. ► Findings are presented

unambiguously.► Conclusions are justified.► And the researcher’s experience

is also justified.

In Good Research:

CoffeeTime’s DilemmaCoffeeTime’s Dilemma

Whether or not to expand its Whether or not to expand its services into Southern Asia, services into Southern Asia,

specifically India.specifically India.

Research Objectives:Research Objectives:

►Which city or cities should Coffee Time Which city or cities should Coffee Time enter? enter?

►Who is the target segment? Who is the target segment? ►What is the expected revenue per outlet? What is the expected revenue per outlet?

In order to make a strategically sound decision to expand into India, CoffeeTime needs first to conduct research to answer the following

questions.

Two-Stage Research DesignTwo-Stage Research Design

The necessary data to effectively answer The necessary data to effectively answer these questions comes in the form of a two these questions comes in the form of a two stage approach comprising secondary data stage approach comprising secondary data

collection, and primary research and collection, and primary research and experimentation. experimentation.

The Raw DataThe Raw Data

151 728 1,0641,190

3,310

1,329734492

2,768

3,042

631 456

Agra

Ahmedabad

Bangalore

Chennai

Delhi

Hyderabad

Jaipur

Kanpur

Kolkata

Mumbai

Pune

Surat

Population Of Consuming Class

This data was then analyzed on a matrix comparing the Degree of Affluence from low to high and The Cultural Outlook from

conservative to Modern. The 6 cities with the highest level of affluence and the most modern cultural views were selected as the

population for further research.

Secondary Data CollectedSecondary Data Collected

Education

# of Restaurant Chains

# of Restaurants per/sq mile

Monthly Income

Market Size for Coffee Powder

# of MallsGender Division

# of Coffee Chains

Avg. Daily Visits to a Mall

Population By Age

CompetitionLife & LeisureDemographics Demographics was further itemized by Male/Female, Teen/Young-Adult/Adult / Middle Aged, Incomes in 5k Rs intervals from 5k-40k+, and Education levels of some school, some college, and graduate or post graduate.

This secondary data was purchased and then scrutinized to design the primary research method. The data was compiled into a questionnaire

to survey the population in hopes of marketing the product to the locations that would result in maximum revenue.

Results of Primary Data Results of Primary Data Questionnaire Questionnaire

►After answering questions such as “please After answering questions such as “please rate your experience at the following cafes” rate your experience at the following cafes” and “on average how much do you spend and “on average how much do you spend each time you visit a particular each time you visit a particular establishment,” CoffeeTime has selected the establishment,” CoffeeTime has selected the cities with the most favorable results in cities with the most favorable results in terms of anticipated revenue and made the terms of anticipated revenue and made the decision to venture into India in some decision to venture into India in some capacity. capacity.

Evaluation of DecisionEvaluation of DecisionValidity and Reliability of DataValidity and Reliability of Data

A data collection process is valid to the extent that the results are a measurement of the A data collection process is valid to the extent that the results are a measurement of the characteristic the process was designed to measure, free from external influences. Validity is characteristic the process was designed to measure, free from external influences. Validity is the most important characteristic of a data collection processthe most important characteristic of a data collection process.. In this regard we find that the In this regard we find that the secondary research and the primary data collection was in fact a valid and reliable secondary research and the primary data collection was in fact a valid and reliable source upon source upon which the expansion was decided.which the expansion was decided.

Sampling MethodsSampling MethodsThe secondary data presented evaluates the general population of the country and does not The secondary data presented evaluates the general population of the country and does not provide data specific to CoffeeTime’s product. CoffeeTime needs to further evaluate the provide data specific to CoffeeTime’s product. CoffeeTime needs to further evaluate the

business potential while remaining on budget. However, CoffeeTime did further stratify the business potential while remaining on budget. However, CoffeeTime did further stratify the population to come up with a sample more representative of a potential customer base. In population to come up with a sample more representative of a potential customer base. In this regard we find that the sampling method was sufficient.this regard we find that the sampling method was sufficient.

Constraints & Conclusion Constraints & Conclusion Constraints limit and regulate activities. CoffeeTime is allotted a budget to research and Constraints limit and regulate activities. CoffeeTime is allotted a budget to research and

launch a new business in a foreign land. The traditions, culture, regulations and lifestyle of launch a new business in a foreign land. The traditions, culture, regulations and lifestyle of India may be an obstacle to traditional sales and marketing tactics for CoffeeTime. The India may be an obstacle to traditional sales and marketing tactics for CoffeeTime. The validity of validity of market research provided by third party also poses risk to the planning and market research provided by third party also poses risk to the planning and implementation of a new implementation of a new business. Furthermore, ongoing experimental stages of research will business. Furthermore, ongoing experimental stages of research will prove vital to sustaining prove vital to sustaining operations in India operations in India