MKT/421
Marketing Research Analysis: Kudler Fine Foods
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Marketing Research Analysis: Kudler Fine Foods

Passionate about gourmet food and cooking, Kathy Kudler founded Kudler Fine Foods in 1998. Since then, Kathy’s store has successfully expanded into three locations in Del Mar, La Jolla, and Encinitas. Kudler Fine foods offer gourmet quality imported and domestic food products including bakery items, meat and sea food, produce, cheese and diary, and wine. The Kudler Fine Food operation is experiencing great success and opportunities for further growth are abound. Kathy is currently focusing on expanding her organization, and is seeking a suitable spot for her next shop. The Kudler Fine Foods mission …show more content…

Qualitative research utilizing surveys would provide a snapshot of potential customer perception of a gourmet food shop within their community. The survey would ask specific questions which gauge customer feelings toward a local gourmet food store and related products. Surveys can be administered via mail, email, or phone, and would capture data within a sample population.

An important step regarding Kudler Fine Food’s expansion, step four involves interpreting the data gathered during the data acquisition phase. During this stage, Kathy and her marketing team can use statistical analysis to draw meaning from the population sample. The data analyzed during this stage will express the customer perception of a gourmet food store and its products within a targeted area, and will help to determine the viability of opening another shop within a specific area.

Step five in the marketing research process is simply referred to as solving the problem.
“In the problem solution step, managers use the research results to make marketing decisions. Some researchers, and some managers, are fascinated by the interesting tidbits of information that come from the research process. They are excited if the research reveals something they didn’t know before. But if research doesn’t have action implications, it has little value and suggests poor planning by the researcher and the