Qila Cafe: Comprehensive Market Research and Strategic Analysis

This report provides a comprehensive analysis of market research techniques applied to Qila Cafe. It explores both primary and secondary research methods, highlighting their importance in understanding customer needs and preferences. The report further delves into quantitative and qualitative research approaches, emphasizing how these methodologies can be used to gather valuable insights for product development and service improvement. The study emphasizes the necessity of conducting thorough market research to ensure customer satisfaction and business success, including the integration of human and social values in the research process. It also provides reference to academic sources. This assignment, available on Desklib, offers practical insights into market research strategies and techniques.

Assignment

Table of Contents
TASK 2............................................................................................................................................1
REFERENCE...................................................................................................................................2

TASK 2
Market research: This is an activity or action that helps to give information about
customer's needs and want after analysing market and manufacture that kind of products in order
to give satisfaction to customers (Chandler and Lusch, 2015).
Primary research: This involves investigation and analysis the market demands through
survey, field test, interviews and observation. For introducing Qila cafe primary research is
needed because it will helps to give information about what customer wants and which facility
should be added to make different from others. It will need to find customer demand and place
where should be start a business.
Secondary research: This involves secondary research with the helps of past data and
primary research. For instance Qila Cafe is introducing attractive cafe place by getting
information from previous data (Cross, Belich and Rudelius, 2015). Any organisation also can
adopt this research because it save extra cost and time that can be incurred at the time of
research. Qila cafe can get information about previous customer's and can make improvements.
Quantitative research: This is a systematic investigation of observed data and
information that involves statistical, calculative or mathematical techniques that helps to exact
data. For instance, Qila Cafe wants to know the interested number of customer and population to
provide product and services. For knowing this it can conduct quantitative research that will help
to provide interest customer and what expenses will be required to spend through survey and
questionnaires.
Qualitative research: This is activity oriented research that contains research through
words, pictures and develop understanding on social and human science. Such as Qila Cafe is
planning to introduce new product and service that will help to attract customers. It will be
beneficial for this organisation because it focuses on human and social values by analysing their
needs through interviews and group discussion. By conducting qualitative research it will get
customer satisfaction and product quality (Nemorin, 2017).
Therefore, Cafe Qila should conduct primary and qualitative research that will help to get
information about customer's taste and expectation and will need to focus on human and social
values that would helps to increase in number of person and expand business.
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REFERENCE
Books and Journal
Chandler, J. D. and Lusch, R. F., 2015. Service systems: a broadened framework and research
agenda on value propositions, engagement, and service experience. Journal of Service
Research.18(1). pp.6-22.
Cross, J. C., Belich, T. J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Nemorin, S., 2017. Neuromarketing and the “poor in world” consumer: how the animalization of
thinking underpins contemporary market research discourses. Consumption Markets &
Culture. 20(1). pp.59-80.
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