1. Briefly relate this situation to each of the major stages of the marketing research process.
2. Try to do a quick search to explore the question: "Are American consumer preferences the same all across the United States?"
3. Would it be better for Joe to do the research himself or have a consultant perform the work?
4. 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.