Question 1: CoffeeTime is interested in the coffee-drinking habits of people in India. What is the problem in asking subjects: How many cups of coffee have you consumed in the past 30 days? What subjects would be the most likely to provide an accurate description? How could this question be modified to provide more accurate data?
Question 2: For each of the following, discuss the benefits CoffeeTime managers would find in helping them to obtain valuable information in problem identification research. Discuss whether these data are secondary or primary and justify your answers.
1) Forecasting and business trend research
2) Market share and market potential
3) Segmentation and marketing mix research
4) Image and market characteristic research
Finally, what additional strategy (or variation on a given strategy) would you recommend to the key decision maker in the simulation to solve the challenge given? Prepare a 350-word memo to the simulation's key decision maker advocating your recommendation.