MKT220 Business Research Method–Case Study
Please read the case carefully.Questions from 1-6 come from the case.
5 to 7 pages
Typical marketing research plan involves developing ideas and processes that inform business decisions. The first step should include a research on the external business environment before conducting a situation analysis. After the situation analysis, an exploratory research is necessary. The best research would be an in-depth analysis. Thirdly, Dunkin has to identify their main objective objectives were, for instance Dunkin might want to move upscale. Afterwards they have to develop i the types of customers they want to target.
This will give the company focus on what they want to deliver as per the customers’ needs. Dunkin will need a clear approach and research design. Dunkin will then collect data from its selected set of customers.