After you collected the data from potential consumers, you figure out that only a very small group of consumers are willing to pay as much for this new special fall drink. How will you communicate this finding to the Starbucks decision-maker who has significantly strong confidence that this new drink will be successful in the market? Essential is to provide evidence on how you communicate and negotiate your findings; and how you develop a meaningful solution. Required textbook: Hair, J. F., Ortinau, D., & Harrison, D. E. (2021). Essentials of Marketing Research (5th ed). McGraw-Hill.
