The paper "Viability Changing the Refreshed Reads Business into a Franchise" is a great example of a marketing case study. On the basis of the qualitative response from the customers outlined, it is evident that a franchise idea will be a good idea. In essence, three customers out of nine agreed with the plan to make the business a franchise and agreed to make regular visits to the franchise. One particularly pointed out that making it a franchise will guarantee that the business will be available in their neighborhood. One respondent stated that he does not mind if the business is a franchise or not and that he will continue to come to the coffee shop irrespective of the status.
About three customers seemed not familiar with the franchise issue or rather answered the question in a general view and thus implying that the idea of having a franchise will not really affect their decision making or their buying habits. Based on these findings, I will advise the boss to take up the idea of starting a franchise because of the fact that it will be supported by a majority of the customers.
In fact, it may even increase the sales of the products because of the brand image that will be borrowed coupled with the strategic position of the shop (East 2008). I will also advise the boss to do more research on customers and also to ensure that he visits several franchisors in order to get their policies and opinions before moving forward based on the ideas revealed by the customer. Question 2 This research could have been undertaken using a focus group because of a number of reasons, the first one is to avoid irrelevant answers as seen from some of the respondents in the statement.
The second reason is to have only participants that are relevant to the research objectives and who may give a detailed insight into consumer behaviour that may be of help to the research process. Planning of the focus group The objective of the focus group The objective of this focus group will be to identify the viability of changing the Refreshed Reads business into a franchise. The timeline The timeline for this process will about six to eight in order to allow for adequate time to identify the participants, develop focused and relevant questions for the discussion and for screening questions.
This will also allow for the location of the site, allow for participants follow-up and even gathering of materials that are useful for the session. Participant’ s identification The participants needed for this focus group should be between 8 to 12 participants. One group will be formed for a start and more groups may be created if there is any necessity created from the outcome of the first group.
The rationale for this sample size is to allow for adequate conversation since less than 8 participants may limit conversation while more than 12 may get unwieldy and many voices may get lost. It will, however, be necessary to invite more people during the recruitment period in order to allow for the participants who may promise but fail to show up (Posthuma, 2002).
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Pardee, WJ 2005, Writing Useful Technical/business Objectives, Research Technology Management, Vol. 48, no.3, pp.32-43.
Posthuma, RA & Morgeson, FP 2002, Beyond Employment Interview Validity: a Comprehensive Narrative Review of Recent Research and Trends over Time, Personnel Psychology, vol. 55, no. 4,pp. 12-18.
Schiffman, LG & Hansen, H 2008, Consumer Behaviour: A European Outlook, Prentice Hall/Financial Times, New York.