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Coffee Time Scenario

Running head: MANAGING RESEARCH DESIGN

Managing Research Design
University of Phoenix
MBA510 – Managerial Decision Making
June 26, 2007


Introduction

The purpose of this paper is to assess the information readily available to Coffee Time for the purpose of opening a new location in India. The researchers will identify additional data needed in order for Coffee Time to make a more calculated decision. The limitations of available data will be discussed as it relates to the validity and reliability of the data as well as how to obtain a random sample. Lastly, as research has its limitations, decision-making strategies and suggestions will be offered on how to best address certain constraints to assist Coffee Time in their quest to expand into South Asia.

Managing Research Design
Coffee Time has identified India among other South Asian countries as possible sites for expanding business. Upon returning from a trip to India, Brad Collins, Senior Vice-President of Marketing worked with Total Access, Coffee Time's market research firm, to organize data that would be viewed concerning India and its potential market.
Brad's diary noted that India is a country constantly developing and expanding its economic base. The country has a population three times that of the United States but is only a third of the size. There is a mixture of small villages as well as busy cities that make up this diverse country. India is ranked as one of the most influential economies of South Asia. Lastly Brad's diary spoke of how India's government supports the growing market and recently experienced reform that would assist with new opportunities for business oriented people and entrepreneurs.
Total Access put together a snapshot of India to include the following facts and figures: the area is 3,287, 590 sq. km; population of more than 1,000,000,000; with New Delhi being the capital city. While Hindi is the national language of India there are approximately 24...