Starbucks Duetto Card Part 1 & 2

Case Study:

Starbucks Duetto Card

Craig DeHarde, Elizabeth Hosey,

Keiana Roberts and Justin Williamson

UOPX/RES351

September 24, 2012

Kenya Crochen-Waugh

Many of the elements of the research process are not immediately recognizable and are therefore tough to find. The Case Study chosen for the purpose of this analysis is about the creation of a new card that will allow Starbucks clients to use a regular Visa or Bank one card and still receive rewards and specials for continued participation. Some of the important elements of this analysis are what types of research questions should be asked, the hypothesis for each question, the variables to consider, and the ethical considerations and issues that may arise.

The research done by Starbucks was trying to figure out a way to help customers out by limiting them to one card during their purchase. Starbucks decided to create a credit card called the “Duetto Card.” Starbucks asked the most important of all research questions, “Is there a program like this already?” Starbucks researched several credit card companies; including MasterCard and VISA. Starbucks also needed a way to distribute these credit cards. In the end Starbucks chose VISA because they were international. They chose Bank One to be the distributor because Bank One already have a good relationship with VISA.

The customer's had several concerns about the product. If I attempt to use the card's debit function, it may use the credit card function instead. With the Duetto card, one swipe will always use the debit amount. A customer would have to specify to use the credit card. If the rates of the card are to be increased, money from a personal debit account will be deducted. If the...