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Market Research Proposal Report
George Town White Coffee was introduced in Penang on December 2008. George Town Coffee offers aromatic hot coffee as well as various cold coffees; they also offer many varieties of hawker cuisine. Today, George Town White Coffee has seven outlets in different cities and malls. Regardless of its popularity amongst the locals, the company is currently facing a severe setback as employees are quitting their jobs at the cafe. This is giving rise to more problems such as poor service at George Town White Coffee and because of which customers are moving towards competitor’s coffee shop. In order to understand this issue in greater depth, this report provides a research proposal which be used to understand the topic in depth as per the view of the consumers. This research proposal provides a detailed summary of methodology and other limitations including the benefits of conducting this research.
Data Collection and Analysis
The method of collecting of collecting primary and secondary data differs since primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation. A large number of individuals are the main focus of a scientific study. The target population for this study was all customers who have ever been to George Town White Coffee Cafe. The sample population for this study was chosen from E-mail, Facebook, and Skype, which was assumed as a sample of the target population. The surveys will also be handed over to the consumers at the cafe to be filled while they dine in and enjoy their coffee.
Random Sampling technique was used to gather the data. A simple random sample is one in which each elements of the population has an equal and independent chance of being included in the sample. It requires a minimum knowledge of population. It is free from subjectivity and free from personal error. It provides the most appropriate data for our purpose. At the end, to determine the actual findings the answers would directly be recorded in order to eliminate the chances of fake answers or errors.
5. Managerial Benefits of the Study
The markets are buyers, but they differ in many ways in their desires, purchasing power, geographical residence, attitude and practice of sale. A market presents different types of limits that must be known to properly design the business strategy. However, it is not always easy to determine. The limits set, in turn, divided or criteria for classifying the market. Some of these are physical limits; others however, refer to the characteristics of the consumer. Finally the limits can be defined by using the product. This research will help in understanding the different trends of consumer behaviour and their needs and expectations from a business. This will help me in evaluating what are the duties as being a manager of a business and importance of understanding the needs of the customer.
6. Expected Limitations of the Study
There is only a limited content available on the internet regarding George Town White Coffee therefore this might because some hurdles along the way. Secondly, lack of interest by the respondents to fill the survey might also affect the study.
7. Time and Cost Estimates
In my research the primary sources used to collect data will be books, magazine, journals, internet source etc. for which the cost value was zero for me. However, for the survey, the cost of printing surveys and handling them to consumers and traveling to the shop is estimated to be around $ 65 (tentative).
The timeline of this research proposes that it will take a minimum of 30 days to conduct the research i.e. identifying literature review, conducting surveys, holding interviews (if required),
analyzing the results and presenting the research
