THE COOP:

MARKET
RESEARCH
The three research plans/proposals

·
Quality of coop menu item will be accessed
·R&D kitchens is to be place of conduct- idea here of ‘controlled
environment’ without influence
·Recruit local nearby loyal customers—name provided by store
managers
·Or by market researcher help, they provide customers based
on ‘quota’ of characteristics
·Respondants don’t know about conductor/sponsor of survey

Disadvantage:
·R&D kitchen are not designed favorably- specially mirror for
expression notice
·$6000 for one taste test involving 8-12 people
·Could include renovation cost for kitchen development
·
Anita McMichael suggested this.
Not happy with traditional surprise visits of executives to stores
which led to QIP
·Food, service, and facilities provided will be judged to ensure
homogeneity in stores performance
·Quality inspectors will visit stores at any time as a disguised
customers and rate them at different parameters
·Act as an early red flag signal for every store

Disadvantage
·Inspectors cant visit their kitchens since they are disguised
as customers
·Choosing who can be quality inspector is trouble
·Biasedness if inspector identity is revealed
->Trevor Wallace suggested this.
->BIMS was developed to collect quantitative data for the coop’s brand
image to compare its competitors.
->In BIMS Wallace proposed random number dealing to ensure
probability samples of potential customers.
->BIMS was the most expensive option that the coop was considering.
Drawback -
The cost of research was very high
No. of recommended samples were too high
Responses are low due to the fact that you only hear words from the
person who had either wonderful experience or extremely bitter.
Consumers irritate from telephonic interview
Trevor Wallace suggested this.
CES gathered information about how people rate their visit to
the Coop restaurant.
The method involved other companies too, which hired
individuals to evaluate competing restaurants with The Coop
restaurant.

Drawback -
Recruitment of real customers is very difficult.
Biased reviews from the survey
people dont want to waste time on giving feedback unless
they will get something out of it
Which research plan companies should
follow ?

·- The proposal by BuckMeister to simply visit the slumping

stores himself and find out what actually is happening at the
stores. By this he will understand the following points:

1) Customer experience by dropping in at any hour, snooping

around the kitchen, sampling the food, and chat with his
customers.

2) By this he will understand the customer's preferences and

behavior.

3) He would also come to know about the reasons behind

customer dissatisfaction immediately if any.

4) Ultimately, the goal of "staying in touch" with his customer

base, will be achieved and he will also get to know the
expectation of the customer.
Any other research idea which compnay
can follow?

->customer will be positively motivated to fill the survey form in exchange of

getting more discounts for the next purchase
->not only with the hard copy, but soft copy of the survey can also be provided
with provision of image or video inputs from customer (QR code on the packaging)
->a dedicated team for the analysis of customer surveys is to be appointed for a
short term basis
->marketing through media is to be done for this offer

->OUTCOMES and ADVANTAGES of this volunteered survey will be

Customer retention by giving discounts on the next purchase
Incentive provision by store managers to the respective employees
Low market research cost- customer discounts, marketing, and HR
Performance measurement of each store
Quality conformity for stores at different locations
Consumer behavior study- which meals at which store is preferred, when is
most sales occur, etc
The expectation of customers from The Coop
increase brand recognization
 Which research design will be
employed?

- Descriptive Market Research: allows the company to direct decisions and

monitor progress. It is a quantitative research method that attempts to
collect quantifiable information.
- Descriptive Research can be conducted using three methods:
Observational method, case study method and survey method.
- Observational method is the most effective method to conduct reseach
and uses both qualitative and quantitative observations.
- Under Qualitative observation survey Food tasting survey can be
cnducted.
- Under Quantitative observation Financial ratio analysis of competitores,
marketing trend analysis, Questionnaire can be used
What will be the sources of data?

- Telephonic Interview
-Post Card Questionnaire
-Customer Feedback
-Secret Tasters
- Footfall of customers

-Newspaper
- Online Food Platform
- Financial Data of competitors
What should be the expected outcome?

- Firstly, observe the patterns in the change in consumer

behavior.

- Secondly evaluation of other alternatives.

- Thirdly, what are the preferences of the customers.

- Lastly, post-purchase evaluation, how do the customers

assess the product, are they satisfied etc.
 Team Members
Mishika Singh Gaur Anchit Tripathi
MDB21010 MDB 21013

Anuja Bhushan Mishra Aditya Agarwal

MDB21014 MDB21016