Define one specific problem it could address through marketing research.

What type of research design do you recommend for addressing that problem, and why?

What is the most appropriate way to collect the data? Justify your choice.

How will you ensure high validity, reliability, and representativeness of the data? ***I need help with this one**

Design an appropriate sampling plan?
** I need help on this one also***

I am doing it on folders coffee.

To assure high validity, reliability, and representativeness of the data, I suggest you survey shoppers in several grocery stores at different times of day and days of the week. Be sure to survey hundreds of people to get a fair sample.

This article should also help you.

http://en.wikipedia.org/wiki/Marketing_research

One specific problem that marketing research could address for Folders coffee is understanding consumer preferences and attitudes towards their product compared to competitors. This information can help in developing targeted strategies for attracting and retaining customers.

For addressing this problem, a comparative research design would be recommended. This design allows for a direct comparison between Folders coffee and its competitors, enabling a deeper understanding of their differences and similarities. It can provide insights into the factors that are driving consumer preferences and help identify areas for improvement or unique selling propositions.

To collect the data, a combination of quantitative and qualitative methods can be used. Quantitative surveys can be conducted to gather statistical data on consumer preferences, such as taste, brand perception, price, and convenience. These surveys can be conducted online or in-person, targeting a large sample size for generalizability. Additionally, qualitative methods like focus groups or in-depth interviews can provide richer insights into consumers' experiences, emotions, and perceptions related to coffee. These methods can be used to explore underlying motivations and preferences that may not be revealed through quantitative surveys alone.

To ensure high validity, reliability, and representativeness of the data, several steps can be taken:

1. Validity: To ensure validity, the survey questions or interview protocols should be designed carefully to measure what they intend to measure. Pilot testing can be conducted to identify any issues or ambiguities. Additionally, using established scales or measures in the industry can enhance validity.

2. Reliability: To ensure reliability, the research instruments should consistently produce similar results. This can be achieved by training interviewers or survey administrators to minimize measurement errors and biases. Standardized procedures should be followed, and randomization techniques can be employed when necessary.

3. Representativeness: To ensure representativeness, the sampling plan should be designed appropriately. Random sampling techniques can be used to select participants from the target population. It is crucial to ensure that the sample is diverse and includes a variety of demographic characteristics (such as age, gender, location, etc.) to accurately represent the target market.

Designing an appropriate sampling plan involves determining the target population, sample size, and sampling method. In the case of Folders coffee, the target population would be coffee consumers who are potential or existing customers. A sample size can be determined using statistical calculations or based on resource constraints. The sampling method can be a combination of probability sampling (e.g., random sampling) and non-probability sampling (e.g., convenience sampling for focus groups).

Overall, the combination of comparative research design, quantitative and qualitative data collection methods, and careful attention to validity, reliability, and representativeness can help address the problem of understanding consumer preferences and attitudes towards Folders coffee.