Arvard Business Review Article: The COOP

Your writeup should be a five-page (maximum) analysis of the issues and questions facing the restaurant founder, the pros and cons of each potential
research option,and your specific recommendation for the proper decision (which research program to employ, and why).

In your decision, you might want to consider:
* How do you think consumers make decisions about quick-service restaurants such as The Coop (food quality, price, variety, service, cleanliness, etc.)?
Are there underlying assumptions in each of the research proposals that focus on one or more of these potential elements to the exclusion of others?
* What are the potential biases of each member of the management team?
* Which of the potential methods lend themselves to greater objectivity? Which might generate unanticipated yet valuable findings?
* How do you evaluate cost versus potential benefit?