After some extraneous effort put forth, we as a research team have organized and created
a survey questionnaire that will help us capture the true feelings and emotions that people
actually feel about the famous coffee shop Starbucks. We are hopeful that we get accurate and
insightful responses to further prove and build foundation upon our ongoing hypothesis that
states how Starbucks is too high with their density location. We also believe that Starbucks does
not have the desirable food line that customers want. This questionnaire is designed to test if our
hypothesis is correct and if not, to determine what the actual problem may be.
After brainstorming about what the important questions would be, we decided it would be
worthy to determine what kind of measurement scales we would use and how we would word the
questions. We based our questions on the fact that they have to be understandable by everyone.
The more understandable they are the less error there will be and ultimately will create better
results. We decided to break the questionnaire down into 3 parts: Customer service, Products,
and Miscellaneous questions.
For our customer service section we wanted to make it appealing to the participant for
many reasons. Since it is the first section on the survey we want to grab the person’s attention
and keep them interested with very easy questions. For a majority of them we decided to use the
5 point likert scale. The likert scale is a type of scale used in many surveys. It is an interval
scale in which the respondent is asked to indicate a level of satisfaction. This type of answer is
symmetric in the sense that there are equal negative responses are there positive responses. This
will help us capture how satisfied the customer really is. Another interesting strategy that our
research team implemented was creating open ended questions. These open ended questions
seek to explore the qualitative, in-depth aspects of a particular topic or issue. This gives the
person a chance to respond in detail. We realize that this way of surveying can be risky because
some may not be willing to answer because of laziness, or inconvenience. Although we figure
that if they do answer such questions we can understand their behavior a bit more to understand
how they are really feeling about a certain topic or issue.
We have also implemented questions where the respondents check or circle the
appropriate choice. This is very quick, easy and convenient that the respondent ultimately wants
and will be more than happy to answer. We further investigated the certain questions that may
be used and found that a rank order scale would be effective in some questions. For example, we
created an ordinal rank order scale to rank the different coffee shops from best to worst. This
will provide us with information about what people like. Once we know what coffee shop they
like we can further investigate that shop and find out the main reasons to ultimately use that as a
benchmarking process to improve Starbucks. Furthermore, the most interesting and one of the
most effective questions that we have created in this survey is a constant sum survey. Question
number 10 looks at the different attributes, and when completed we will be able to see how the
respondents allocated 100 points towards the different attributes of Starbucks products.
Finally, page 4 of the questionnaire is where the most crucial information is gathered.
We decided to pack the rest of the question that we had toward the end so that the respondent
was not intimidated at the beginning. Although these questions are not hard to answer, you
simply circle the answer you prefer. This whole page is based on a semantic differential scale
with 7 points. This is an interval scale that we use in which we address the bipolar points and
leave it up to the respondent to determine what the in-between numbers mean. This is quick and
powerful way of questioning others. Lastly, we all agreed upon creating a few important
demographic questions towards the end so that we do not scare the respondent at the beginning.
Now that we have created the actual survey, we have come to a conclusion as to how we
are going to gather a sample. This is called the sampling method. There are many ways to
gather a sample although only few are effective. For example, we all discussed our situation and
believe that our sample should have more representation. The more representative it is the less
sampling error. First we defined the population as being all the Starbucks customers in the
vicinity of downtown Boston. We then decided that we would go about using a systematic
sampling method. This method states that everyone in the population has an equal chance of
selection. Once we have the sample size we will divide it by the population size. This will give
us “I”. We will then use “I” as the interval increase that will ultimately create an equal chance
for everyone to be picked. This method is more representative than the simple random sampling
and seems to be efficient in our situation.
By using this sample frame we will gather roughly around 100-150 completed surveys in
downtown Boston at different Starbucks locations. This will be our population size. We will
take a sample size of around 20. We will then implement “I” and generate a random number
table to go along and choose the respondents. The amount that we pick will be our sample.
Based on our sample we can generate inferences and conclusions about a population. This will
greatly help us understand the population and will ultimately unlock a reason to why Starbucks
has shut down over 600 coffee shops in the past couple of months. We are looking forward to
actually gathering the data to see the results to see if our hypothesis is correct.