Booster Juice Franchise - Busness Research Methods

BUSNESS RESEARCH METHODS

GBMP 509-02

SUBMITTED TO: ROBERT MCCABE

SUBMITTED BY:

AKSHAY NITURE:

GAGANDEEP KAUR:

HARSHA GOPINATH:

RAHUL KULKARNI: 821-338-803

SUPREET KAUR:

DATE: 2012 MAY 30

Brief Background:

Sarah and John Mathews is a young couple from Regina. They are interested in buying the Booster Juice franchise. They have a particular location in mind which is in the downtown area but are not sure whether it is the best suited area and how much business will it attract.

1) Would you say that this is an exploratory study? Elaborate why or why not?

An exploratory study is a preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved or to identify important variables to be studied. In this case, Sarah and John Mathews are conducting an intercept survey by hiring a student to stand near where the Booster Juice might be located and ask business people and passers-by what they think of the idea. So this is definitely not an exploratory study because here the problem is quite clearly defined. Also unlike exploratory research, the results here are useful for decision making by themselves.

2) Do you think this research is causal or descriptive? Defend your answer.

This is certainly a descriptive research because the survey here includes questions that describe population data and their characteristics that are factual, accurate and systematic. Also unlike casual research, the objective here is not to test hypothesis about cause and effect relationships. Here Sarah and John Mathews are concerned about knowing their potential customer's taste and interests if given healthier options for snacks or lunch.

3) Is an intercept survey the right way to go, given the information the Mathews are looking for?

According to us this is definitely the right way to go because intercept surveys provide good estimates and overview in a fast and quick manner. More often than not they are low cost and poll a large number of consumers. This survey is also usually short structured and extracts consumer habits, perceptions and behaviour.

4) Are the Mathews missing any other important questions to ask respondents?

They can ask the respondents to name a few other fast-food outlets and the reason they like going there. Also they can include questioning as approximately