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Objective:
To determine the best new product for Emerson's Cafe to introduce in order to increase customer sales and satisfaction.
Research Question:
In what food/beverage item should Emerson's Cafe invest to increase customer satisfaction?
Focus Group
General Questions (examples): 1. What is important to you when selecting food? 2. What is your favorite place to get food on campus, including City Place and Boloco?
Opportunity
What we discovered from the focus groups: there is an opportunity to increase Emerson's Cafe sales with more appealing coffee.
Hypothesis:
If Emerson's Cafe offers a more appealing coffee brand, then sales will increase.
Survey
Objectives of survey is to learn about students': -coffee/food preferences -purchasing patterns -general opinions of Emerson's Cafe and its products
Brand Preference
Construct: Experience
How do describe your typical experience at Emerson's Cafe?
Excellent __:__:__:__:__:__:__:__ Poor Unpleasant __:__:__:__:__:__:__:__ Pleasant Quick __:__:__:__:__:__:__:__ Slow Uncomfortable __:__:__:__:__:__:__:__ Comfortable
Reliability Analysis
Excellent/Poor Pleasant/Unpleasant Quick/Timely (Slow) Uncomfortable/ Comfortable
Reliability Analysis
Reliability Analysis II
-deleted the "Quick/Slow" concept because it was an outlier
Exc/Poor
Unpl/Pleas
Uncomf/Comf
Survey Findings
Hypothesis 1: If EmCafe advertises fair trade coffee, then coffee sales will increase.
Independent variable: Do you purchase fair trade over non-fair trade coffee? -Yes -No -I don't know what fair trade is Dependent variable: How often do you purchase coffee at Emerson's Cafe? __More than two times per day __Daily __A few times per week __Once a week __Hardly ever __Never
Results:
Results
Not Significant...REJECT!
Results:
REJECT!
Results:
Not Significant...REJECT!
Conclusions
statistics not reliable, significant opportunity to pursue narrower path of research o coffee o EmCafe coffee focus group interactions imply coffee as a concern