Business Research Methods, Part Iii – Starbuck’s

Business Research Methods, Part III – Starbuck’s

QNT/561

October 7, 2012

Business Research Methods, Part III – Starbuck’s

In week four, we responded on the Starbucks dilemma of how the organization should go about maintaining faithful customers while disabling the old opinions as times change.

As stated, the probability sample design utilized will be in the form of a 10-question survey that will help the organization select a very specific group of people. Frequency, age group, location, gender and income are among the questions that will determine the target customer of the Starbuck’s product. Our collection methods will consist of directing a short survey among current Starbucks customers. The survey will use stratified sampling, in order for the organization to be more cost effective.

1) Target population – Addressing current Starbucks customers, in order to determine why they chose Starbucks over other coffee shops.

2) Parameters of interest - We will focus our research for the average answer, but of course keeping track of clients that favor a certain feature of Starbuck’s services.

3) Sample size – Will give us the possibilities of our analysis, and with more answers we will receive an accurate result. I believe with at least 400 replies for the survey, that it will be more effective.

Respectively every customer, who partakes in the survey, will also have the opportunity to give further comments for their motives of shopping at Starbucks and their opinions about the survey. The data collected from each survey that is presented will help decide our theory with Starbucks customers and make any necessary improvements.

Challenges to validity and reliability

Validity and reliability entail the questions “does our survey actually measure what we intended to measure” and “is this information an accurate representation of reality?” Our survey focuses on the measurement of customer sustainability and how the organization should go about...