After reading the "A New Joe on the Block" case study, answer the following questions:

1. What are the top three key decisions faced by Joe?

2. What are the key deliverables that an outside researcher should produce to help Joe with the key decisions?

3. How relevant are the coffee taste studies cited above? Explain.

4. What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of their results?

5. Identify and discuss this situation using each of the major stages (6 stages) of the marketing research process.

6. Try to do a quick search to explore the question: "Are American consumer preferences the same all across the United States?"

7. Would it be better for Joe to do the research himself or have a consultant perform the work?

8. If a consultant comes in to do the job, what are three key deliverables that would likely be important to Joe in making a decision to launch the Cup of Joe coffee shop.