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Based on these marketing survey or questionnaire, describe the research typology used, and why this is appropriate to Starbucks research objectives.

Do you drink any of the following beverages?
1 Coffee/Tea
2 Natural Juices
3 Water
4 Soda
5 None

How important is consistent quality in motivating your beverage purchase decisions
1 Not important
2 Neutral
3 Very important

Have you ever been to Starbucks?
1 yes
2 no

Do you perceive Starbucks to be a social hangout spot to meet friends or co-workers?
1 yes
2 no

Are you a:
1 male
2 female

What is the highest level of education completed?
1 some high school
2 high school
3 some college
4 college graduate
5 some graduate school

What is your annual household income?
1 under 20,000
2 20000 - 34999
3 35000 - 49999
4 50000 - 79999
5 80,000 and above

Based on these marketing survey or questionnaire, describe the research typology used, and why this is appropriate to Starbucks research objectives.

(1) Identify the points of difference and price that current Starbucks customers would be willing to pay for such a product.

(2) Identify the best target segment and marketing strategy for gaining market share for new entrants.

(3) Research Problem: Identify methods that Starbucks can use to make its existing consumers satisfied even brand-loyal users.

Note: This is just a sample questionnaire for you to get a gauge of the information trying to obtain. The research analysis should be between 300-500 words and in paragraph format, no cut and paste please. I am requesting an opinion on the information.

Solution Preview

Based on these marketing survey or questionnaire, describe the research typology used, and why this is appropriate to Starbucks research objectives.
The typology of this survey is that of managerial or tactical activity and this relates directly to marketing development. Another way of classifying this research is that this is an exploratory research. This is a type of research that is a first step in determining appropriate action. What is the research trying to determine? It is trying to identify the target market. It attempts to identify the beverage consuming habit, the importance of consistent quality, familiarity with Starbucks, perception of Starbucks, sex, level of education and income.

(1) Identify the points of difference and price that current Starbucks customers would be willing to pay for such a product.
The points of difference as shown in the questions are tea/coffee drinkers and those who do not drink any beverage, those who insist on consistency in quality and for whom consistency is not important, those who have been to Starbucks( who regularly visit Starbucks) and those who do not visit Starbucks, those who believe Starbucks to be a good social hangout for meeting friends and those who do not see it as a social hangout, the highly educated and the ...

Solution Summary

Four paragraphs and no references to give you the OTA opinion on this.

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