In order to obtain more information for my ethnographic study on Rita's, a frozen custard and Italian ice shop on College Avenue in Blacksburg, VA, I need to do some secondary research. For those of you who don't know what the difference between primary and secondary research is, primary research in this case would be gathering information either directly from Rita's or from Rita's own website. Secondary research would include gathering information about more general topics related to Rita's, such as dairy treats in general, and what specific attributes makes each brand successful in the eyes (and stomachs) of the consumers. That's one topic I'm considering looking into; I'm also thinking about conducting research about the competition that Rita's has in Blacksburg like Ben and Jerry's and Cold Stone Creamery, among others. Perhaps I can talk about the relationship between ice cream shops and the small locations they choose to sell their goods. After all, almost every ice cream joint I know of conducts business in a small location. Not many other topics have come to mind yet, but as architect Edmund Bacon has put it, "It's in the doing that the idea comes."
Helpful (hopefully) websites:
http://www.ritas.com
http://www.benjerry.com
http://www.coldstonecreamery.com
http://www.serving-ice-cream.com/ice_cream_facts.html
http://www.brighthub.com/health/diet-nutrition/articles/64189.aspx
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