Research Methods and Techniques in Marketing

The provided report is a summary of research functions conducted to attain required market information. It highlights various research methods such as qualitative and quantitative approaches, along with primary and secondary research methods. The report also mentions the techniques used by Starbucks company, including face-to-face interviews and personal interactions with target audiences. Research is useful in enhancing work efficiency and performance of organizations.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Formulate and record the project specifications outline...................................................1
1.2 Factors contributed in the research project.......................................................................2
1.3 Critical review of the key references................................................................................3
1.4 Specifications of the research projects.............................................................................3
1.5 Plan and Procedure for Research Specification................................................................4
TASK 2 ...........................................................................................................................................5
2.1 Match resources efficiently to research............................................................................5
2.2 Proposed research investigation.......................................................................................5
2.3 Record and collect relevant data.......................................................................................6
TASK 3............................................................................................................................................7
3.1 Research evaluation techniques........................................................................................7
3.2 Interpret and analyse result of research specification .....................................................7
TASK 4............................................................................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Research is an action that companies do for collecting required information and
knowledge in order to improvise performance and functionality of corporation. Main objective
of conducting research function is to solve present and past problems along with getting
desirable outcomes. These projects are aidful in enhancing any arena of knowledge for attaining
a particular objective. There are multiple methods and tools which are provide aid in running
research program. Different technique are suitable for distinctive research type in order to gather
all information regarding market needs and demands for making featured goods and services.
Current assignment revolves around Starbucks Cafe that is a largest chain of coffee restaurants
across the globe (Neuman, 2013). Organisation conducted most prominent and authentic method
of research which is face to face interview and personal interaction with potential audiences and
company uses this gathered data in production function for serving best quality services to
clients. Qualitative and Quantitative methods are widely use techniques that are considered as
most authentic tool of research program. Company uses research programs in order to attract
large size of potential customers by making analysis on client needs and wants.
TASK 1
1.1 Formulate and record the project specifications outline
Starbucks is the biggest restaurants by having largest coffee bars in whole world.
Company wants to make some improvements in satisfaction level of consumers and in order to
attain this aim, Starbucks need to enhance level of productivity. Research is very important
function which is essential to know about actual needs and wants of target audience in order to
serve them best quality products and services and this gathered information is fruitful in
addressing those necessities and desires of customers which can give highest satisfaction by
company's offering. To improve and enhance scale of productivity then research is a very
essential function. To conduct a profitable and most appropriate research, Starbucks takes
advantage of services of a professional expert (Taylor, Bogdan and DeVault, 2015). Research
methodology that was adopted and employed by Starbucks Coffee is face to face interaction and
personal connection with targeted customers and this methodologies are part of qualitative
research program. Company mainly relies upon primary research methods but along with this
management of corporation also take advantage of secondary research functions. Main sources
of secondary investigations are journals, research papers, books etc. This activity shows that
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company take benefits from both qualitative and qualitative research program in order to collect
all desired knowledge on authenticate basis. Qualitative research is called as study of behaviours,
tastes, preferences and satisfaction etc. On the other hand quantitative research is defined as
study of those facts which contains numbers or data can be represent in the form of numerical
values. In n primary research methods, data is collected through surveys, scheduling sampling,
interviews, interpretation etc. in this format, data is analysed by using simple graphs and testes.
This stated methods are unstructured or semi-structured. In qualitative type of research, required
observed data is collected by personal observation and in-depth interview. These are some
methods that aid association in obtaining all required data (Lewis, 2015).
1.2 Factors contributed in the research project
In this section there are some factors that are utilised in order to select appropriate
research program is stated as below: Data Availability:- In this research action, enough data is present that is appropriate for
conducting research program. Data which is required from association side is provided to
researcher by Starbucks Coffee in clear manner. Availability of Money:- Starbucks is a large size corporation whom have adequate funds
to conduct research program and due to this association provides researcher all required
money which is expected by investigator and researcher use this money in his/her various
format of investigation. Researcher is getting fees for providing expertise. Manpower Availability:- As this firm is a largest size organisation which have adequate
number of men in workforce which serve their help in research program. Top Management Support:- A research could not get done without taking help of senior
management because top managerial personnels are responsible for providing adequate
information which is expected by investigator in order to conduct research program for
getting more accurate and adequate outcome (Smith, 2015). Availability of Appropriate Skills and Talents of Researcher:- Starbucks company is
well established organisation and has the value of having adequate research and
development department. By comprehending necessity of R&D function, venture have
enough and efficient research personnel whom are best in their field.
 Ensure Project Schedule:- Desired time of research project should be set so that gathered
outcome could be used in most appropriate manner.
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1.3 Critical review of the key references
Research aids in analysing all collected information and knowledge which researcher is
gathered at the time of conducting investigation function. It is important for corporation that
review of key references should be collect and checked. In the key references following are the
elements which is to be considered:
Books: This is a very aidful component and is a part of secondary research program. This
is a summarised idea of a research project and researcher collects only relatable and expected
information form all available knowledge. From book, investigator can take information about
research topic is introduction, background of investigation, historical data, overviews etc. Books
has chosen for making in-depth study of any research topic (Ritchie and et. al., 2013).
Internet: This medium of information serves knowledge on daily basis and due to this
association can get reliable data which is interconnected with research topic. There are many
websites which are present on net and investigator can take aid from any website that can give
most accurate knowledge for research. Data which is collected through internet is less time
consuming rather than that data which is gathered by studying books. There is more reliability
and accuracy on that data which is collected by taking help of internet websites.
Journals: Data which is connected with research is easily available and find on journals
and these all articles are analysed and checked by experts and academic professionals. This type
of mode contains reliable information that helps decision making.
1.4 Specifications of the research projects
Project is been prepared in the form of report. There is a framework which is followed by
researcher for running a research program. Every research always has a topic on which complete
research program revolves and investigator take this topic and then finds actual problem behind
undesirable outcomes. In this report included terms are histories, field study, experiences and
published data. This project is done by taking assistance of both research tools that are
qualitative and quantitative (Glaser and Strauss, 2017). All essential details that are necessary for
completing this project report is collected by internet, books, journals etc. and data is collected
from at least more than two sources. At the time of project completion, there are some arenas
which need to get emerge. For example, organisational structure and shape, aims and objectives
of research and influence of research upon association performance.
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Plans and procedures for the research specification: This is a format of research that how an
investigation would be completed in order to grab all market opportunities. This is a pathway of
conducting research program that provides guidance and direction to researcher. There are a
structure and content that belongs to investigation function which is explained as beneath:
 Project title, start and end date of research program along with research site.
 This is rational and project is significant in context of present knowledge.
 Requisite outcomes and aims of research program.
 Methods and material for report herewith environmental support.
 Appropriate elaboration of ethical problems and issues (Rosen, Mangasarian and Ritter,
2014).
 Most efficient employment of schedule, work distribution and funds.
 Research team and cooperative partners.
 Quality expectation and research training.
 Planning for employing financial resources.
 Bibliography.
1.5 Plan and Procedure for Research Specification
Above are context that is to be included in a efficient plan for research. Now below is a
process of research conduction and in this regard there are some phases that are involved as
beneath:1. Identification of Research Problem: This is a very first step that contains main objective
of research like which problem's solution company is expecting in order to improvise
volume of sales.2. Review of Literature: This section belong to summary of issue is written. Researcher will
take review of entire problem of research.3. Formulate Hypothesis: Hypothesis are tentative assumptions and these are in particular
extent because these have to be examined.4. Preparation of Research Design: This is a mode that enables a research program is done
with minimum efforts and investments. This includes exportation, description,
experiment and diagnosing (Ary and et. al., 2018).5. Collection of Data: Data is collected through primary and secondary research method and
there are sub-methods also like observation, personal interviews, by questionnaire etc.
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6. Data Analysis: Entire collected data is analysed in order to produce relevant and most
accurate & authenticate.
7. Interpretation and Writing Report: A report should be prepared that contains what has to
be done. Report has four parts; starting page, main text and last matter.
TASK 2
2.1 Match resources efficiently to research
At the time of conducting research, researcher has to follow all policies that are
formulated for directing investigation function. Most effective and efficient resources should be
use in order to conduct research program so that accurate outcome could get done. Investigator
must be aware about all liabilities that will enable investigator in conducting ethical research
function in Starbucks organisation. Participants are taking interest on themselves for
participating in research process because researcher can not force anyone for participating in
same. Participants are allow to take their decision with all freedom. Investigator has to recognise
all possible risk factors which are linked with project (Denscombe, 2014).
2.2 Proposed research investigation
Before conducting any kind of research program, Starbucks need to set aims and
objectives of research function and then should start investigation accordingly. Research
members of Starbucks company have to set their own targets and all should be attain in limited
time frame. In order to accomplish investigation, researcher must formulate appropriate plans
and strategies so that all action could be done in most appropriate manner along with fulfilling all
expectations. There is a set format which has to be followed by researcher for obtaining all aims
and objectives in already framed duration. In current time, numerous numbers of research
methods are available that make conduction of research program more simple and authenticate.
These tools and techniques enable and influence corporation to run research program for
grabbing knowledge and information about market demands that are connected to company's
products and services so that association can serve most satisfactory items in marketplace to
address actual needs and wants of audiences (Campbell and Stanley, 2015). Selection of tools
and techniques for running an investigation program should be adequate and efficient so that
attained outcome could be more accurate and authenticate. Major purpose of running research is
identification of market demands and analysis of business environment.
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2.3 Record and collect relevant data
Researcher should use adequate methodologies in order to collect information from that
will be transformed in data. Primary and secondary data are collected to put adequate knowledge
in manufacture function so that featured products and services could be produce which should be
able in addressing current demands of consumers. Generally primary data is collected for the
first time by researcher him/herself. Rather than this, secondary data is those information which
was collected by other investigator for his/her research topic. This is also states that secondary
data is use of other person's research outcome. This type of activity is states as important concept
in business organisation. There are various tools that is considered at the time of planning
research program (Smith, 2013).
Questionnaire:- It was discussed as Starbucks uses face to face interview with target
audience in order to collect information. To make this interview session more adequate, a
properly framed questionnaire should be made so that requisite information must be collect in
systematic manner. There are different type of questions that a questionnaire consist. This is a
systematic approach of collecting information by asking series of questions and this set of
questions is asked directly for those whom could be potential buyer of association named
Starbucks.
Conducting Interview:- This is a method of face to face interaction with clients. There is
a set of questions which is asked by researcher from selected respondents to get knowledge about
demands and needs. This is a simpler method and is less time consuming.
Qualitative & Quantitative Methods:- These methods are fruitful when information is
needed on wider scale. These methodologies are used to gather all required information for
attaining all targets in limited time frame without hampering work efficiency. By taking
assistance of these research methods, Starbucks can improve their work efficiency by putting
some sort of info.
Keeping of Data:- Whenever company conducts research program then all findings of
this project should be kept safe so that in future this could provide aid another investigation as
secondary data source (Robson and McCartan, 2016).
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TASK 3
3.1 Research evaluation techniques
There are some techniques which are used as to find out efficiency and authentication of
research methods. Company uses various evaluation techniques that are qualitative and
quantitative. Major similarity between these two methods are its functionality which is
identification of goals and then go through them by putting in a processes. In qualitative
research, data is collected by smaller sample. Number of participants are less. This is a semi
structured type of investigation. It pays attention on in-depth study by interview, open ended
questions and reviews. Interviews are high structured and questions are less structured and open
ended. This method provides complex data as it is gathered from distinctive respondents group.
There is process of hypothesis formulation which is stated as follows:
Quantitative Technique: In this format recorded data is presented in the form of numbers
so that these data could be put in their related segment procedures. This is a structured format of
research and data collected in this format are from large number of people. Accuracy varies and
depends upon method selection for conducting research program (Seidman, 2013).
3.2 Interpret and analyse result of research specification
It is complicated to analysis all facts and figures that are related to research function. At
time of interpretation of investigation then it is quite essential that researcher should use all
methods like survey, quality and validity of data. Basic study of research specification is to:
 A copy should be prepared and master copy is to be keep outside. Main motto of keeping
copy is cutting, editing and pasting.
 Collected information is recorded in the form of table to convert in data to provide them
rank and ratings.
 Mean and mode is to be calculated in each and every question for proper rating and
ranking.
 Range of answers should be conveyed.
To interpret research, all should be keep so that instant measure should be done to attain requisite
results and outcomes. Management of Starbucks company is required to provide all possible help
that is needed by investigator for obtaining best outcomes. All recorded data should be analysed
and the all possible recommendations should be provided by researcher in order to gain all
desired outcomes.
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3.3Recommendations and to justify the area
Starbucks needs to improvise some research areas because these increments are necessary
for company growth and success. Main motto of making these improvisation is to improve
quality and functionality of corporation in marketplace. Association should improve following:
Engaging teams for evaluation: Most important thing which a company needs is
cooperation among all staff members so that all task could accomplish in most appropriate order
then manufactured products and services should be produced.
Prepare adequate questionnaire: In order to collect all data in a series of step by step
mode then it is essential for company that all data could be asked by preparing a questionnaire
which should contain all relevant questions in one after then other.
Providing books to libraries: All collected secondary data should be gathered from latest
research papers, books, journals and internet so that appropriateness should be gain.
Proper Framework: An adequate format should be chosen or made for doing
investigation in most appropriate manner (Corbin, Strauss and Strauss, 2014).
Collect Relevant Data: Data which is collected through primary and secondary method
should be fine as it aids a research program in wide manner.
Support of Top Management: When senior managerial personnels are supportive with
researcher then all desired outcomes is to be get in short duration without hampering work
efficiency. Coordination of top management in research conduction then it is fine for investigator
and this type of behaviour provides all specific data which is vastly useful in decision making.
TASK 4
Covered in PPT
CONCLUSION
Above report is summarised as research is functions that is conducted in order to attain
all required information which is related to market demands and conditions. A research could be
done by taking aid of various methods like qualitative and quantitative along with primary and
secondary research methods. Techniques that are used by Starbucks company is face to face
interview and personal interaction with target audience. Research is quite useful in enhancing
work efficiency and performance of organisation.
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REFERENCES
Books & Journals
Ary, D. and et. al., 2018. Introduction to research in education. Cengage Learning.
Campbell, D. T. and Stanley, J. C., 2015. Experimental and quasi-experimental designs for
research. Ravenio Books.
Corbin, J., Strauss, A. and Strauss, A. L., 2014. Basics of qualitative research. Sage.
Denscombe, M., 2014. The good research guide: for small-scale social research projects.
McGraw-Hill Education (UK).
Glaser, B. G. and Strauss, A. L., 2017. Discovery of grounded theory: Strategies for qualitative
research. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice. 16(4). pp.473-475.
Neuman, W. L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Ritchie, J. and et. al., 2013. Qualitative research practice: A guide for social science students
and researchers. Sage.
Robson, C. and McCartan, K., 2016. Real world research. John Wiley & Sons.
Rosen, J. B., Mangasarian, O. L. and Ritter, K. eds., 2014. Nonlinear Programming:
Proceedings of a Symposium Conducted by the Mathematics Research Center, the
University of Wisconsin, Madison, May 4-6, 1970 (No. 25). Elsevier.
Seidman, I., 2013. Interviewing as qualitative research: A guide for researchers in education
and the social sciences. Teachers college press.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Smith, L. T., 2013. Decolonizing methodologies: Research and indigenous peoples. Zed Books
Ltd..
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
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