More examples from work I’ve done: Primary Marketing Research

September 5, 2009 – 10:46 am – No Comment

In a team, I was required to create a survey and administer it to customers at three locations who purchased coffee: Starbucks, Dunkin’ Donuts, and McDonald’s.

This is the summary of the information collected.

Primary Research Questions

Question	Primary Market	Secondary Market
Where do you prefer to drink your coffee?	>75% said “On the Go”	Most also said “On the Go” or a similar response.
Who do you have coffee with? How do you feel about going green?	Themselves Friend or Family Other Many are environmentally conscious but feel they lack the time to recycle.	Themselves Friend or Family Other Feels similar as primary market.
How often do you drink coffee?	Daily, but usually not more than one cup.	More likely to drink coffee multiple times daily
What do you generally have with your coffee?	Usually nothing, but if they do have something it’s breakfast.	More likely to eat breakfast or another meal with their coffee
On a scale of 1-5; How important is brand name in your coffee decision?	Average: 2.6 of 5	Average: 3.2 of 5
What brand comes to mind when you think “quality coffee?”	Starbucks with Folgers in distant second.	Starbucks, Folgers was again in a distant second.
How would you describe Starbucks’ personality?	Popular, strong, trendy, hip, relaxing, classy, smart, snobby, mellow, worldly, artsy, cool, classic, business type,	Eclectic, snobby, original, hipster, relaxed, busy, quality, fast paced, high tech, nerdy, savvy, upper class, business person, sleek, upper class, warm, inviting, sophisticated, loyal, approachable, outgoing, materialistic, and entertaining.