Market Research Implementation Plan: Research Tools Paper

As part of the Starbucks and Pokémon Go merge to increase business, a well-thought and implemented marketing research is required. According to the textbook, the research process provides a systematic, planned approach to the research project and ensures that all of the aspects of the research project are consistent (Aaker, Kumar, & Day, 2007). But, why is marketing research important? Marketing research is important because it allows a business to identify if there is a problem or an opportunity based on the data. Of course that as part of a business strategic plan, SWOT analysis is fundamental to recognize where the firm is standing against its competitors. Based on this analysis, Starbucks will have to decide if it is feasible, and convenient to merge with Pokémon Go or not.

What Research Tools to Use?

To determine if Starbucks will benefit from the Pokémon Go merge, a market research is needed. Quantitative and qualitative data are helpful processes for information gathering. Quantitative data focuses on measuring statistical data (Aaker, Kumar, & Day, 2007). Qualitative data, in this scenario will be based on observations. First the target market and size of target market can be identified by using demographics in the area (quantitative data). The Census Bureau webpage provides statistics for all states, this information will help Starbucks identify the age, gender, and income (United States Census Bureau, 2016). Another research tool is to find the consumer expenditures from the United States Department of Labor website. This website provides information of the average expenditures per consumer unit (Bureau of Labor Statistics, 2015). This information will help Starbucks to determine how much consumers are willing to spend in different items such as food, housing, and entertainment (Bureau of Labor Statistics, 2015). On the other hand, qualitative data will be put into practice by choosing one Starbucks location and apply the Pokémon Go idea. After observing customer behaviors, data will be collected and analyzed. Also, a focus group will also be helpful in data collection. The focus group can asked about their individual perspective toward the Pokémon Go features inside the store. After the observation analysis is determined, then Starbucks will decide if it the merge with Pokémon Go will have a positive impact or not.

Compare and Contrast Research Tools

Analysis of the Applicability of Research Tools

Conclusion