Question

1. Why is it important to also collect secondary research if you have employed primary research?

2. You have likely noticed that many stores are adding surveys to the receipts in attempt to collect research. Do you complete these? Why or why not? What are the drawbacks to using this method? What other methods would you suggest your favorite stores employ?

3. If you were a marketing manager for Starbucks and you wanted to introduce a new drink to the menu, what type of research would you employ to get a better idea of what may be successful?

Answer 1

1.

It is important to collect secondary research along with primary research. The following are the reasons behind this argument.

• Deficiencies of the primary research shall be overcome through secondary research.
• Secondary research shall be helpful in making the primary research more specific.
• Secondary research is helpful for comparing the results of primary research.
• Secondary research helps in understanding the problems better.
• The primary research shall be made more specific by using secondary data.

2.

On many occasions, I did not fill the customer feedback surveys attached with the receipts. I simply felt it as a useless and time-consuming effort. As a customer, I want to leave the store as soon as the payment is made. The following are the drawbacks of using this method for collecting customer feedback.

• The surveys will be useful only if the customers give quality answers.
• Customers may give more negative answers for discouraging the particular survey method.
• Customers might have some privacy concerns in filling up such feedback surveys.

The following are the methods for collecting customer feedback employed by my favorite stores.

• Social media can be used for collecting customer feedback about a particular product.
• Some stores are sending emails to collect feedback.
• Openly reaching out to customers to know the feedback by the salespersons.

3.

If I am the marketing manager of Starbucks I would do the following types of research for the introduction of the new drink.

• I will observe the performance and features of competing brands.
• I will ask potential customers their opinion regarding the product.
• Available secondary data will be collected and analyzed.
• Samples of the product will be distributed among targetted customers to know their reactions.

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