Marketing Question

Generation Z is a large growing market segment. Watch these two videos to learn more about Generation Z. 

Assignment:

You have been appointed to the team of market researchers for Starbucks. Specifically, you have been asked to give new product recommendations to improve the products available at Starbucks targeted at Generation Z. Conduct research on Gen Z :

1. List THREE Exploratory Research questions you would ask Gen Z regarding new products at Starbucks?
2. Based on your exploratory research, list THREE Conclusive Research questions you could ask Gen Z regarding new produdcts at Starbucks?
3. List ONE source of Primary Research you will pursue to learn about Gen Z?
4. List three sources of Secondary Research sources you would pursue to help with your research on Gen z?
5. You have been assigned to conduct a Focus Group on the topic. List FIVE questions you will ask your Focus Group of Gen Zers regarding new products at Starbucks

Please number your responses, spell check, and use good grammar. Include a minimum of two textbook references with page numbers in your response. 

_______________________

Sample Student Response

1. List THREE Exploratory Research questions you would ask Gen Z regarding new products at Starbucks?

“The purpose of exploratory research is to better understand a problem or situation” (83). Therefore, it is important for questions to be open-ended and the environment to be one where Gen-Z will feel comfortable sharing their thoughts. 

1. Why do you come to Starbucks?
2. What kind of products do you typically purchase from Starbucks?
3. What factors are important to you when it comes to purchasing food and beverages?

2. Based on your exploratory research, list THREE Conclusive Research questions you could ask Gen Z regarding new products at Starbucks?

Pride and Ferrell tell us that conclusive research is quantitative, specific, and verifiable (84). 

1. What is the highest level of education you have completed?
2. How often do you purchase Starbucks products?
3. How much money do you spend on Starbucks products each week?

3. List ONE source of Primary Research you will pursue to learn about Gen Z?

1. 1. Since primary data is gathered by observation and/or surveying the target market, the primary source I would use is my daughter and her friends (86). I might invite a group of girls to go to Starbucks and personally interview them (91). 

4. List three sources of Secondary Research sources you would pursue to help with your research on Gen z?

1. Google Trends
2. Google Alerts
3. Starbucks internal sales data and research reports

5. You have been assigned to conduct a Focus Group on the topic. List FIVE questions you will ask your Focus Group of Gen Zers regarding new products at Starbucks.

1. What do you like about Starbucks?
2. What do you wish Starbucks did better as a brand?
3. What new Starbucks products have you recently tried? What was your initial reaction to the new product?
4. How do you think we could make our product(s) better?
5. What is missing from our product line and why do you think it is missing?

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