You are the owner of "North Country Coffee", a café in Flagstaff that roasts its own beans using a proprietary recipe that imbues a smoky, mesquite taste to the coffee.
College students from throughout Flagstaff come to experience the coffee in a hip, casual atmosphere. Coffee selection is not as broad as Starbucks but at half the price and free, smoking fast Wi-Fi, the café is always packed.
You would like to expand to Tempe and Tucson; however, market research needs to be done.
You understand there is primary research and secondary research.
What are the differences between primary research and secondary research specifically for the café owner?
In your response, provide examples of each type of research relevant to the "North Country Coffee" scenario. Which type of research would you do first? Why?
Discuss the drawbacks in using secondary data.