1. Coffee Shops:
Einstein’s Bagel Co.
Meghan Mullaney, Chloé Okelo,
Erin Graves, Madison Hunter
Einstein’s Competitors:
- Starbucks (15)
- Dunkin Donuts (12)
- Jittery Joe’s (11)
- Two Story (11)
- UGA Main Library Cafe (3)

2. Survey Procedure
Depth Interviews:
- Students, both males and
females, local to Athens
community
- Found 22 possible total
attributes (all listed)
- Examples: Access to
Electrical Outlets (4),
Taste (2), Cleanliness
(4), etc.
- Total of 15 interviews
7 Main Attributes:
1. Price (12)
2. Menu Variety (12)
i. Wide variety of flavors and creamers (8)
ii. Food Options(5)
iii. Coffee vs. Tea(4)
iv. Coffee Origins (2)
3. Study Space (10)
i. Table size (6)
ii. Accessible Outlets (3)
iii. Relaxing Atmosphere (5)
4. Convenience (8)
i. Parking (2)
ii. Opening/Closing Times (2)
iii. Locations outside of Athens (2)
iv. Drive Thru (6)
5. Type Of Cup (5)
6. Customer Service (8)
i. Friendly staff (6)
7. Free, Secure, and reliable Wifi (9)
*We used these attributes because they were the 7 main categories mentioned
that could easily be broken into sub categories

3. Pretesting of Instrument
- Pretesting
- Total of 10 participants were used in the pretesting stage
- We found that there were not options available for all our participants
taking the survey. (Ex: Some people haven’t ever been to Einstein’s)
- So, we added more possible options to certain survey questions
- Example:
Q: How does Einstein's Bagel Co. compare to it’s competitors in terms of overall food variety?
1- Einstein's is preferred over its competitors
2 -It’s competitors are preferred over Einstein’s.
3 - I have never been to Einstein’s Bagel Co.
Q: How far are you willing to travel to get to a coffee shop? (In proximity to your home)
-1 Mile radius
-5 Mile radius
-10 Mile radius
-10+ Mile radius

4. Sample Questions
One Attribute: Study Space
Q: While visiting a coffee shop, do you prefer a
booth or table?
1- Booth
2-Table
Q: When studying at a booth or a table, what is the
minimum amount of space needed to feel
comfortable?
1-Small table (1 book, 1 laptop)
2-Medium table (2 books, 2 laptops)
3-Large table (4 books, 4 laptops)
Q: On a scale of 1-7 (7- most influential, 1- least
influential) how influential is table size on your
experience at a coffee shop.
1 2 3 4 5 6 7
Attribute vs. Competing Brands
Why? The table size questions were used to not only see how influential
the attribute is to people, but to understand how consumers use their table
space. While some people weren’t too bothered by a small table, others
couldn’t work unless their work space was larger. We used the detailed
attribute questions to delve deeper into what the consumers want. We
varied the format of the questions to best fit the questions asked.

5. Demographics/Outline
Demographic/Lifestyle Questions:
● We plan to ask questions that:
○ Determine the frequency of consumers (Hi, Avg,
Low)
○ Determine age
○ Determine gender
○ Determine ethnicity
Examples:
Q: Are you a student?
-Yes
-No
Q:What is your age? _____________
Q:What is your gender?
-Male
-Female
-Prefer not to answer
*Not all of the questions are sensitive, therefore they will be
scattered throughout the questionnaire.
Outline of Questionnaire:
● Instructions
● Filter Questions
● Attribute Questions
○ Price
○ Menu Variety
○ Study Space
○ Convenience
○ Type Of Cup
○ Customer Service
○ Free, Secure, and reliable Wifi
● Einstein’s Filter Questions
● Comparison questions
● Sensitive Demographic Questions