Dunkin’ will be conducting a marketing research project and they are asking you(a) What are the steps of a typical marketing research project
Question #1: Dunkin’ will be conducting a marketing research project (15 pts) and they are
asking you
(a) What are the steps of a typical marketing research project ? (customize the steps for the
Dunkin’ case)
(b) Please discuss why it is essential to start the research process with the right question
formulation.
(c) What is the primary research question in this Dunkin’ case? What does Dunkin’ want to
know? Please provide an elaborate answer.
Question #2: You told the marketing director of Dunkin’, Mr. Weisman, that before any primary
data collection process takes place, secondary research needs to be conducted for a Dunkin
situation analysis. He asks with wonder (15 pts),
(i) what is secondary research? What does it consist of?
(ii) what are the pros and cons of doing a secondary data research? [please explain with a
table]
(iii) why situation analysis needs to be the first step in the process, how would it help
with the Dunkin’ marketing research?
Question #3: After explaining what situation analysis and secondary research is and why it
needs to be done as the first step, you told Mr. Weisman that it is time to conduct qualitative
(exploratory) research. He asks you again (10 pts)
(i) what is qualitative (exploratory) research and why do you propose to engage with
this research process as the second step? [please make it specific to the Dunkin case]
(ii) how does the result of the exploratory research process help with the Dunkin’ case?
Question #4: It is time to conduct the qualitative (exploratory) research. Though there are many
different qualitative (exploratory) research methods (e.g., focus groups, ethnographic research,
in-depth interviews), you told him that best approach in the current case is conducting in-depth
interviews to get the preliminary insights (20 pts)
(a) Mr. Weisman asks you: Why do we need to conduct in-depth interviews? Why is it
important?
(b) He then asks you “is it really crucial who we conduct the interviews with? Or, in other
words, why the sampling quality matters?”
(c) He, later, asks “then, who should we conduct the in-depth interviews with? Can you
please provide the characteristics of a good interviewee for our specific case?”
(d) After your explanation on in-depth interviews, he asks you to provide him with 5 in-
depth interview questions that you would ask the participants in the Dunkin’ study.
Question #5: As a next step, you discuss with Mr. Weisman how to analyze in-depth interviews.
Please provide him with steps and brief explanation on each step in how to analyze the
interviews (10 pts)
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