Quantitative Market Research assignment

Deadline: 2014-08-09 3:52 PM
Time left: 2 days 1h 30m

Status : available

Number of pages: 7
Cost per page: $8.00
Total: $56.00
Created:     2014-08-07 1:50 PM     Level:     Undergraduate     Grade:     Guaranteed First Class Standard (Double Charge);
Pages:     7     Style:     Harvard     Country:     [United Kingdom (GMT +2)]
Sources:     4     Language Style:     English (U.K.)
Project description
Quantitative Market Research assignment for BM5207

Barista Coffee Houses run two chains of cafes. One called Barista specialises in high quality coffees and offers a range of types of coffee and is positioned as a premium brand. The second, called Café Rio, is positioned as a more mass market brand, offering a smaller range of coffees and focussing on speed of service. The Operations Director has argued that Barista should have a single brand, as this will reduce operating costs. The Marketing Director disagrees and argues that the two brands attract different segments of the market.
Part 1
The Marketing Director has suggested that a survey be run on customers of both brands and thinks the easiest way of doing this would be to ask the café’s staff to hand out a short questionnaire to customers as they collect their orders. The operations director objected that this could produce a biased sample. They have asked for your advice: would administering the questionnaire in-store be appropriate, or should they consider another approach?
(Maximum word count 1,000)

Part 2
You have been given the data from a Barista satisfaction survey which collects data on customer satisfaction and likelihood to return as well as demographic data on their customers.

Your task is to analyse the data using the tests we have covered and decide whether the brands should be merged or not.

Coding Frame:

Variable name Description Scale
Café Café the respondent uses 1 = Barista, 2 = Café Rio
Sat Overall Satisfaction 1 – 7 scale, 1 = very unsatisfied, 7 = very satisfied
Speed Importance of speed of service 1 – 7 scale, 1 = not at all important, 7 = very important
Comfort Importance of comfort of the café 1 – 7 scale, 1 = not at all important, 7 = very important
Range Importance of range of coffees available 1 – 7 scale, 1 = not at all important, 7 = very important
Age Age group 1 = 18-24, 2 = 25-34, 3=35-44, 4=45-54, 5 = 55+
Income Income band 1=less than £18,000, 2 = £18,001-£28,000, 3=£28,001-£38,000, 4= more than £38,000
Sex Respondent’s sex 1 = male, 2 = female
Time Usual time of visit 1= early morning (before 9.00 am), 2 = late morning (after 9.00 am), 3 = early afternoon (between 12.00 and 3.00pm), 4 = late afternoon (after 3.00 pm)
Stay How long customer stays in the cafe 1 = less than 5 minutes, 2 = more than 5, but less than 15 minutes, 3 = more than 15 but less than 30 minutes, 4 = more than 30 minutes

Your report for part 2 should be no more than 750 words and focus on the recommendation and how it is informed by the analysis. It should be written for a non-technical audience.
The report must be accompanied by a technical appendix containing the hypotheses you have tested and full, annotated statistical output.

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