Comments - Book Report/Review Example

Comment to the on the following: Here are the 5-steps of buyer decision process I went through when making a decision to opt for UoN as my preferred course provider:   Need Recognition: I found I need to achieve a post-graduate degree before I am completely satisfied with my studies. I have stopped studying for a long time and this has been at the back of my head.  The thought of juggling full-time job (demanding) and other committments was somewhat nerve-wrecking if I can eventually complete the course.

  Information Search: I did my research mostly on the Internet (MBA guide, Universities, OPEN Learning etc) and also discussed with my employer and colleagues. I applied to 2 universities and received confirmation for both. My decision was based on 3 criteria: cost (main driver), reputation of university and the option of studies (on-line/night classes/intensive block study).   Evaluation of Alternatives: Compared at least 3-5 universities ?         Cost: differences in fees ranging from $30-$40k ?

         Reputation: check with friends and search websites for feedback ?         Option of studies: online, night classes + intensive block   Purchase decision: I made my decision to study at UoN based on the following ?         Cost: Fees is reasonable compared to the rest ?         Reputation: Good & also influence by sister's friend who is completing study at UoN ?         Option of studies: Online (due to long work hours & employer not supportive of leaving at 4:30pm)   The only setback is UoN do not offer “Intensive Block” for students to complete some subjects (several weeks of intensive study at night classes) which I believe would assist some students to complete the course quicker.

No issue with the initial enquiries and pleased with the mode of communication (email) allowing me to quickly view the progress of my enrolment. Material supplied quick (course structure/material & book).  Most importantly the Library, has numerous resources (ability to obtain and assist with assignments) due to inability to physically go to libraries (time-poor).   Post purchase decision; Currently happy with decision and since this is my first subject I am still getting familiar with the online process.

  I will definitely recommend to collegues or anyone to study at UoN. Comment on the following : I feel that Marketing Research is vital for any organisation, whether big or small  that wants to succeed. I dont agree that customers are convinced  to buy what they do not need or want. Customers buy based on their perceived value of the item.(Amstrong & Kotler, 2011, pp.41). Some of the positives of marketing research are that it provides insights into customer needs,wants and expectations.

It provides information on customer reactions to company products. Companies can evaluate their performance in terms of sales and promotions which can then help them make suitable adjustments for improvements if need be. Marketing research can further provide information on competition, product,distribution,promotion activities and pricing and make changes if necessary.If carefully and properly done, marketing research can minimise business risks. However, marketing research has got some negatives as well which include cost and time consuming.

The data collected may not be reliable sometimes because people may not give accurate information. Despite these negatives, I think the advantages of doing marketing research outweigh the disadvantages. References Armstrong G., Kotler P, 2011, Marketing: an introduction, 10th edition, Pearsons, Prentice Hall, USA Bellis M, 2011, Marketing Plan-Strategies for Researching the Market, viewed 16/06/2011 http://inventors.about.com/od/marketresearch/a/Researching.htm You have done the following before and you will see, there is someone who has commented on you work respond to his comments Question: Can Starbucks make use of causal research in determining whether new gourmet coffee flavours should be introduced?

If yes, how?   Casual research is aimed at measuring cause and effect and is therefore experimental in design. Casual research requires controlling and eliminating factors that can render results biased (Hester 1996, p. 38). It is therefore important to use a large sample to reduce the chances of bias. Starbucks can conduct a casual research to determine whether or not new gourmet coffee flavours should be introduced. This can be conducted by introducing new gourmet flavours in select markets for a limited time only.

 If all of the markets fail, then Starbucks would know in advance that new gourmet brands will not be a lucrative business decision. However, if some markets are successful and some are not, Starbucks can conduct a comparative analysis of the markets to determine whether or not something can be done to improve the chance of success in all markets. A single experiment in one market will not provide Starbucks with robust evidence of the feasibility of introducing new gourmet coffee. ___________________________________________________________________________ The following is a comment on the previous written ,: Please respond to this comment My thoughts on casual research are somewhat more sceptical.

Casual research in this case is possible but could prove to be very difficult. In order to conduct casual research properly, an experiment(s) whereby independent variables are manipulated needs to be possible. Perhaps this is possible as a structured undisguised contrived observation by which the decision to purchase a coffee is measured against the flavour of coffee available. If so, the flavours that promoted the greatest purchase rate should be introduced. However, determining any causal relationship between coffee flavour and a coffee purchase decision is likely to be difficult.

Particularly since Malhotra (2010) notes that not even the price sales relationship is universal. Comments: It may be difficult, but not impossible. The use of expert observers can be very helpful here. There are great chances that outside factors might influence the experiments design, but to use this excuse and to not conduct the causal study is foolish. A lot of ways have been suggested by Malhotra (2001), Zickmund (2004) and other experts in the fields to limit or reduce the outside interference in the experiment design.

If those are applied then this causal study can become very useful Starbucks and help towards the success and introduction of new varieties in Starbucks. It might also happen that introduction of new varieties might bring in more people towards Starbucks. If we keep thinking that causal study will not yield us any result at all, then all we do is nothing and no change can occur. Hence, it is more advisable to conduct market research, then to keep thinking about the flaws and do nothing.