New Delhi Institute of Management,

New Delhi

Business Research Methods

Case Study: Café Coffee Day (CCD)

CCD has it outlets at different locations in Delhi and other parts of India. It
has recruited 16 management graduates from each of the leading four
business schools (IITM, IMS IILM and IIPM). It is keen in analyzing the
sales performance of these graduates with respect to the assignment to
different outlets in Delhi. The same products/services of CCD are available
at following four outlets in South Delhi:

S.No. Place of Outlet Code

1. Defence Colony S1
2. Saket S2
3. Vasant Vihar S3
4. Greater Kailash S4

CCD is considering a study of sales over a period of four weeks in all the
four outlets.

First Week (01-01-2007 to 07-01-2007) — W1

Second Week (08-01-2007 to 14-01-2007) — W2

Third Week (15-01-2007 to 21-01-2007) — W3

Fourth Week (22-01-2007 to 28-01-2007) — W4

Four graduates from each of the four business schools are considered for
allotment to different outlets during different week periods. The sixteen
graduates from four business schools are:

S.No. Name Code S.No Name Code

.
IITM IILM
1. Pramod A1 9. Maninder C1
2. Akhil A2 10. Abhay C2
3. Subash A3 11. Sumit C3
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 4. Vinay A4 12. Chander C4
IMS IIPM
5. Prasana B1 13. Piyush D1
6. Krishna B2 14. Sanjeev D2
7. Mahesh B3 15. Mark D3
8. Jagrit B4 16. Stanley D4
These 16 graduates are assigned to different combinations of the outlets and
periods as shown in the following table:

Experimental Combinations of ? Design

O WEEK PERIOD
U W1 W2 W3 W4
T S1 A1 C1 B4 C3
L S2 B2 A2 C2 D1
E S3 D2 B3 C4 B1
T S4 A4 D4 A3 D3

The weekly sales (in Rupees thousands) as per the C.R. Design is shown in
the following table in summarized form:

Weekly Sales in ? Design

O WEEK PERIOD (Rupees in thousands)

U W1 W2 W3 W4
T S1 23 (A1) 35 (C1) 20 (B4) 25 (C3)
L S2 20 (B2) 34 (A2) 29 (C2) 28 (D1)
E S3 40 (D2) 30 (B3) 45 (C4) 30 (B1)
T S4 34 (A4) 34 (D4) 45 (A3) 40 (D3)

The market team of Café Coffee day realized that all the four outlets at
different areas had the same sales potential and the temperature was almost
same in all the four weeks of month (W1, W2, W3 and W4)

Which experimental research design (?) would you recommend in such

a situation of homogeneity in areas of outlets and time period?
Construct and solve research design w.r.t. different business schools as
treatments.

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