Marketing Research Paper

Study prepared for: Joe BrownMKTG 4313 – Marketing Research Dr. Carmen LiutecUniversity of Houston Victoria Daniel Carter3/09/14Cup of Joe’s research projectTable of Contents TOC \o "1-3" \h \z \u Background: PAGEREF _Toc385620409 \h 3Research design: PAGEREF _Toc385620410 \h 4Qualitative research PAGEREF _Toc385620411 \h 4Survey Research PAGEREF _Toc385620412 \h 5Secondary research: PAGEREF _Toc385620413 \h 5Qualitative Interviews: PAGEREF _Toc385620414 \h 8Laddering interview 1 Eric PAGEREF _Toc385620415 \h 9Laddering interview 2 Caroline PAGEREF _Toc385620416 \h 10Laddering interview 3 Travis PAGEREF _Toc385620417 \h 11Summary of findings: PAGEREF _Toc385620418 \h 12Goals for survey questions: PAGEREF _Toc385620419 \h 12Survey design: PAGEREF _Toc385620420 \h 13Sources PAGEREF _Toc385620421 \h 14Appendix PAGEREF _Toc385620422 \h 15Executive SummaryThe purpose of this study is to see what unknown segments exist in Joe’s Houston area that he can cater his new coffee shop to. Joe’s market research taken from existing marketing research studies showed that Cup of Joe will be in competition with McDonalds, Starbucks, Burger King and Dunkin’ Donuts. Joe learned that he had barely scratched the