2. What are the key deliverables that an outside researcher should produce to help Joe with the key decisions?
3. How relevant are the coffee taste studies cited above? Explain.
4. What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of their results?
5. Briefly relate this situation to each of the major stages of the marketing research process.
6. Try to do a quick search to explore the question: “Are American consumer preferences the same all across the United States?”
7. Would it be better for Joe to do the research himself or have a consultant perform the work?
8. If a consultant comes in to do the job, What are three key deliverables that would likely be important to Joe in making a decision to launch the Cup of Joe coffee shop