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论文题目：Quantitative Market Research Individual Assignment
Quantitative Market Research Barista Coffee Houses run two chains of cafes. One called Barista specialises in high quality coffees and offers a range of types of coffee (Latte, Cappuccino, Americano etc) 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. Barista have recently run their quarterly satisfaction survey, which collects data on customer satisfaction and likelihood to return as well as demographic data on their customers. As Barista’s market research manager, you have been asked to analyse the data collected to establish the extent to which the two brands differ in terms of customer satisfaction and of the profile of their customers, and to write a report for the Marketing Director. As Barista’s survey was undertaken using quota sampling, you may assume that the sample is representative of the population of Barista’s customers. The structure of the report is up to you; however, the aim is to convey the main differences and similarities between the customers of Barista’s two brands. The hypotheses you have set, the tests used and how the output is interpreted should be included in a technical appendix. Coding Frame: Variable name Description Scale |
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