Research methods in Starbucks' case - Dissertation Example

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Research methods in Starbucks' case

The paper gives detailed information about survey method based on questionnaire that should be selected for determining the image coffee drinkers have of Starbucks and other coffee chains. Questionnaires are intrinsic part of quantitative research methodology that primarily relies on the fact that data can be quantified and therefore can be applicable on large number of people. The generalization theory becomes one of the most critical aspects of validating facts and scientific theories. This helps to identify and evaluate the changing preferences of the people at large vis-à-vis products and services. It would therefore significantly help Starbucks to introduce new products within its stores/ shop across the globe. Questionnaire survey would facilitate Starbucks in evaluating the preferences of the customers. At the same time, it would also help it to improve and improvise new strategies and plans to attract customers and retain them by meeting their changing requirements and expectations from the Starbuck brand. Observation research methodology broadly encompasses looking and listening carefully to the consumers so as to decipher particular reaction or discover information about their behavior with regard to a particular product or service. Hence, prior to the introduction of new gourmet coffee with strong aroma, observational research technique would considerably facilitate in evaluating its impact on the consumers. ...Show more

Summary

This research is governed by the following research questions, which will aid in attaining objectives and aim of the research: Can Starbucks make use of causal research in determining whether new gourmet coffee flavors should be introduced? If yes, how?…
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Research methods in Starbucks' case essay example
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