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Case Study: Dunkin Donuts

1. Discuss the role that marketing research can play in helping a coffee shop
such as Dunkin’ Donuts formulate sound marketing strategies.
2. Dunkin’ Donuts is considering further expansion in the United States. Define
the management-decision problem.
3. Define an appropriate marketing research problem based on the managementdecision
problem you have identified.
4. Use the Internet to determine the market shares of the major coffee shops for
the last calendar year.
5. Search social media (see Chapter 4) to obtain information on
consumer preferences for coffee shops.
6. What type of syndicate data will be useful to Dunkin’ Donuts?
7. Discuss the role of qualitative research in helping Dunkin’ Donuts expand
further in the United States.
8. Dunkin’ Donuts has developed a new line of pastries with a distinctive French
taste. It would like to determine consumers’ response to this new line of
pastries before introducing them in the marketplace. If a survey is to be
conducted to determine consumer preferences, which survey method should
be used and why?
9. Design a taste test comparing Dunkin’ Donuts coffees with those offered by
10. Develop a questionnaire for assessing consumer preferences for fast coffee
1., accessed January 15, 2011.
2. “Dunkin’ Donuts Competes with Coffee Chains with Latte Offerings in Michigan,”
Knight Ridder Tribune Business News (March 19, 2004): 1.

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Category: Sample Questions