Krispy Me
DSM 303 - Marketing Research Case Study
2012
Contents
Executive Summary....................................................................................................................................... 2 Section 1: Introduction to Krispy Kreme Doughnut, Inc. ............................................................................. 2 Section 2: Development of Research Questions, Objectives and Hypotheses. ............................................ 4 Section 3: Research Methodology ................................................................................................................ 5 Section 4: Findings and Discussions ............................................................................................................ 11 Section 5: Conclusions, Limitations and References................................................................................... 21 Section 6: References.................................................................................................................................. 22
Table of Figures
Figure 1: Research Questions and Objectives............................................................................................... 4 Figure 2: Marketing Research Process .......................................................................................................... 5 Figure 3: Types of Research .......................................................................................................................... 6 Figure 4: Development process of data collection instrument. ................................................................... 8 Figure 5: Constructs, Dimensions and Elements targeting Krispy Kreme problem statement. ................... 9 Figure 6: Developing Sampling Plan............................................................................................................ 10 Figure 7: Respondents ' income group
2012
Contents
Executive Summary....................................................................................................................................... 2 Section 1: Introduction to Krispy Kreme Doughnut, Inc. ............................................................................. 2 Section 2: Development of Research Questions, Objectives and Hypotheses. ............................................ 4 Section 3: Research Methodology ................................................................................................................ 5 Section 4: Findings and Discussions ............................................................................................................ 11 Section 5: Conclusions, Limitations and References................................................................................... 21 Section 6: References.................................................................................................................................. 22
Table of Figures
Figure 1: Research Questions and Objectives............................................................................................... 4 Figure 2: Marketing Research Process .......................................................................................................... 5 Figure 3: Types of Research .......................................................................................................................... 6 Figure 4: Development process of data collection instrument. ................................................................... 8 Figure 5: Constructs, Dimensions and Elements targeting Krispy Kreme problem statement. ................... 9 Figure 6: Developing Sampling Plan............................................................................................................ 10 Figure 7: Respondents ' income group
References: http://startupblog.wordpress.com/2010/11/03/why-krispy-kreme-failed-in-australia/ http://www.krispykreme.com/about-us/history http://www.referenceforbusiness.com/history2/68/Krispy-Kreme-Doughnuts-Inc.html http://www.knowthis.com/principles-of-marketing-tutorials/planning-for-marketingresearch/exploratory-market-research/ http://explorable.com/research-designs.html http://www.abc.net.au/unleashed/40808.html http://www.japaninc.com/mgz_july_2008_krispy_kreme_marketing_in_japan 22