Analysis for Sbucks drinkers

1. Starbucks
Survey Analysis of Coffee Drinkers
Group Assignment 2
By: Madeline Holden, Rose Kular, Blake LaBrash, Landon
Mason, Trenton Newhouse, and Ryan Woobank

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*Page Intentionally Left Blank*

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Table of Contents
Problem Definition… …Page 3
Research Objectives … …Page 3
Cover Letter ...Page 5
Survey Questions & Codebook… …Page 6
Survey Results ...Page 10
Analysis… …Page 16
Index… …Page 17

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Problem Definition:
What area of Starbucks services/products can we improve to better attain customer satisfaction
and retention?
Research Objectives:
(1) Study our survey participants to determine if they consume coffee and/or
have purchased Starbucks before (chosen from Nominal Dichotomous
options provided) based on their preferences & experience.
Who: Survey participants
Construct: Determine if they consume coffee and/or have purchased Starbucks before
Operational Definition: Chosen from Nominal Dichotomous options provided
Frame of Reference: based on their preferences & experience
(2)Study Starbucks Consumers to determine their satisfaction with the price,
speed of service, level of customer service, menu variety, and the quality of
menu items from Starbucks (measured on a scale of 1-7) based on their past
experiences at Starbucks.
Who: Starbucks consumers
Construct: determine their satisfaction with the price of a drink, speed of service, level of
customer service, menu variety, and the quality of menu items from Starbucks
Operational Definition: measured on a scale of 1-7 (Interval Semantic Differential Scale)
● Where for price of drink: 1 = Expensive and 7 = Inexpensive
● Where for speed of service: 1 = slow and 7 = fast
● Where for level of customer service: 1 = satisfied and 7 = unsatisfied
● Where for menu variety: 1 = wide and 7 = limited
Frame of Reference: based on their past experiences at Starbucks

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(3)Study Starbucks Consumers to determine their buying habits (how often
they consume Starbucks, what products they buy, & how much they
usually spend at Starbucks) chosen from Nominal Multi-Categorical
options provided, based on their typical Starbucks buying
habits/experiences.
Who: Starbucks consumers
Construct: determine their buying habits, how often they consume Starbucks, what products
they buy, & how much they usually spend at Starbucks
Operational Definition: chosen from Nominal Multi-Categorical options provided
Frame of Reference: based on their typical Starbucks buying habits/experiences.
(4)Study Starbucks Consumers to determine their response towards
Starbucks (Is it a brand they trust, would they recommend Starbucks, do
they prefer making coffee at home, and do they find Starbucks to be
conveniently located), measured on a scale from 1-5 based on their
experiences and sentiment towards Starbucks.
Who: Starbucks consumers
Construct: determine their response towards Starbucks: Is it a brand they trust, would they
recommend Starbucks, do they prefer making coffee at home, and do they find Starbucks to be
conveniently located
Operational Definition: measured on a interval modified likert scale from 1-5
(agree-disagree)
Frame of Reference: based on their experiences and sentiment towards Starbucks
(5)Study Starbucks Consumers to determine their demographics (age, marital
status, educational level, and employment status) chosen from Nominal
Multi-Categorical options provided based on how they individually
identify themselves.
Who: Starbucks consumers
Construct: determine their demographics
Operational Definition: Chosen from Nominal Multi-Categorical options
Frame of Reference: based on how they individually identify themselves

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Cover Letter:
Hi Everyone,
We are inviting you to take part in this short survey with the intention of determining
customer satisfaction levels with Starbucks. We are WWU students in the College of
Business & Economics currently enrolled in a Marketing Research course. You were
chosen to take this survey based on your relation with the research team. The focus of
this course is to learn how to gather accurate information in order to assist in the
research process.The results of this survey will be used for our research project where
we learn the application of the skills we are taught. Before you participate in the survey,
do you drink coffee? More specifically, do you drink Starbucks coffee? Recipients of this
survey are Starbucks consumers.
All questions are in relation to the drinks and food prepared in Starbucks stores, and not
Starbucks retail products sold elsewhere. Your response would be of great help to us.
Any answers given will remain completely anonymous and confidential.
Any and all questions can be directed to holdenm3@wwu.edu. Thank you so much!
Here is the link to access our survey:
https://wwu.az1.qualtrics.com/jfe/form/SV_1ZHkAfja9dZKFyl

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Survey Questions Code Book:
Screening Questions:
Q1: Do you drink coffee? <--Skip Question
Yes (1) or No (2)
· Nominal Dichotomous
· We chose Nominal Dichotomous because it is a screening question and a skip question, so people
who don’t drink coffee won’t answer the following questions directed towards coffee.
· We wanted to find frequency, did not sacrifice any information
Q2: Have you purchased Starbucks Coffee Before? <--Skip Question
Yes (1) or No (2)
· Nominal Dichotomous
· We chose a Nominal Dichotomous because this is a screening question and a skip question, so
people who don’t drink Starbucks won’t answer the following questions directed towards Starbucks coffee.
· We wanted to find frequency, did not sacrifice any information
Transition: Please detail your experiences with Starbucks in the following questions.
Q3. How often do you consume Starbucks? <--Warmup Question
A. Daily (1)
B. Weekly (2)
C. Monthly (3)
D. Other____ (4)
· Nominal Multi-categorical Scale
· We chose a Multi-categorical Scale for this question because we wanted to find the frequency that
respondents drink coffee.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation
Body Questions:
Q4. How do you feel about the price of a drink from Starbucks compared to other coffee shops?
(expensive-inexpensive: 1-7 scale)
· Interval Semantic Differential Scale
· We chose a Semantic differential scale because it is the most useful scale to measure respondents’
image/impression of Starbucks’ prices compared to other coffee shops.
· We wanted to find averages; we did not give up any information
Q5. Rate the speed of service you receive.
(slow-fast: 1-7 scale)
· Interval Semantic Differential Scale
· We chose a Semantic differential scale because it is the most useful scale to measure respondents’
image/impression of Starbucks’ speed of service.
· We wanted to find averages; we did not give up any information
Q6. Typically, how do you feel about the customer service at Starbucks?
(Satisfied-Unsatisfied: 1-7 Scale)
· Interval Semantic Differential Scale
· We chose a Semantic differential scale because it is the most useful scale to measure respondent’s
image/impression of the customer service provided at Starbucks.

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· We wanted to find averages; we did not give up any information
Q7. How do you feel about the menu variety Starbucks provides?
(Wide-Limited: 1-7)
· Interval Semantic Differential Scale
· We chose a Semantic differential scale because it is the most useful scale to measure respondents’
image/impression of the menu variety at Starbucks.
· We wanted to find averages; we did not give up any information
Q8. How do you feel about the quality of drinks and food provided by Starbucks?
(High Quality-Poor Quality: 1-7)
· Interval Semantic Differential Scale
· We chose a Semantic differential scale because it is the most useful scale to measure respondents’
image/impression of the quality of food and drinks provided at Starbucks.
· We wanted to find averages; we did not give up any information
Q9. What products do you typically buy from Starbucks?
A. Cold Drinks (1)
B. Hot Drinks (2)
C. Cold Drinks & Food (3)
D. Hot Drinks & Food (4)
E. Food (5)
F. Other _____ (6)
· Nominal Multi-categorical
· We chose a Nominal Multi-categorical scale because we were looking to find what people are
commonly purchasing from Starbucks.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation
Q10. When you go to Starbucks, how much do you usually spend?
A. Under $5 (1)
B. Between $5-$10 (2)
C. Between $10-$15 (3)
D. Over $15 (4)
E. Other _____ (5)
· Nominal Multi-categorical
· We chose Nominal Multi-categorical because we wanted to find what is common for respondents
to spend at Starbucks.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation
Transition: Please identify how you feel about the following statements.
Q11. Starbucks is a brand I trust.
(Agree-Disagree: 1-5)
· Interval Modified Likert Scale
· We used a modified Likert scale because we wanted to measure respondents’ opinions on how
trustworthy Starbucks is.
· We wanted to find averages; we did not give up any information
Q12. I would recommend Starbucks to a friend or family member.

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(Agree-Disagree: 1-5)
· Interval Modified Likert Scale
· We used a modified Likert scale because we wanted to measure respondents’ interest in referring
Starbucks to people, they know.
· We wanted to find averages; we did not give up any information
Q13. Typically, I find Starbucks to be conveniently located.
(Disagree-Agree: 1-5)
· interval Modified Likert Scale
· We used a modified Likert scale because we wanted to measure respondents’ opinions on how
convenient they find Starbucks to be.
· We wanted to find averages; we did not give up any information
·
Q14. I prefer making coffee at home.
(Agree-Disagree: 1-7)
· interval Modified Likert Scale
· We used a modified Likert scale because we wanted to measure respondents’ opinion on whether
they like making coffee at home or buying from somewhere like Starbucks.
· We wanted to find averages; we did not give up any information
Transition: Almost done! Please answer the following questions about your demographics.
Demographic Questions
Q15. How old are you? ____
· Ratio Scale
· We used a ratio scale here because there is a true zero, most of the participants we sent the survey
to are college students so grouping ages would not be very specific, and we wanted to allow outliers in
respondents ages to be taken into account.
· We wanted to find variance and range of respondents ages and did not have to sacrifice any
information.
Q16. What is your marital status?
A. Married (1)
B. Single (2)
C. Divorced/Widowed (3)
D. Prefer not to say (4)
· Nominal Multi-categorical Scale
· We used Multi-categorical scale to find the most common marital status of our respondents to
help build a demographic profile.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation
Q17. What is your highest level of education?
A. Some High School (1)
B. High School Diploma or Equivalent (2)
C. Bachelor's Degree (2)
D. Master’s Degree (3)
E. Ph.D or Higher (4)
F. Trade School (5)
G. Prefer not to say (6)
· Nominal Multi-categorical Scale

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· We used Multi-categorical scale to find most common education levels in our respondents to help
build a demographic profile.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation
Q18. What is your employment status?
A. Part-time (1)
B. Full-time (2)
C. Unemployed (3)
D. Prefer not to say (4)
· Nominal Multi-categorical Scale
· We used a Multi-categorical scale to find the most common employment status of our respondents
to help build a demographic profile.
· We wanted to find frequencies, we sacrificed range, variance, and standard deviation

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Survey Results:

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N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q4: How do
you feel about
the price of a
drink from
Starbucks
compared to
other Coffee
Shops?
44 2.93 .20 1.30
*based on a scale where 1 = “Expensive” and 7 = “Inexpensive”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q5: Rate the
speed of the
service you
receive.
47 5.27 .18 1.21
*based on a scale where 1 = “Slow” and 7 = “Fast”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q6: Typically,
how do you
feel about the
customer
service at
Starbucks?
43 2.49 .23 1.49
*based on a scale where 1 = “Satisfied” and 7 = “Unsatisfied”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q7: How do
you feel about
the menu
variety
Starbucks
provides?
44 3.05 .22 1.48

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*based on a scale where 1 = “Wide” and 7 = “Limited”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q8: How do
you feel about
the quality of
drinks and
food provided
by Starbucks?
42 3.14 .17 1.12
*based on a scale where 1 = “High Quality” and 7 = “Low Quality”

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N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q11:
Starbucks is a
brand I trust.
38 2.26 .18 1.11
*based on a scale where 1 = “Agree” and 5 = “Disagree”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q12: I would
recommend
Starbucks to a
friend or
family
member.
35 2.66 .19 1.14
*based on a scale where 1 = “Agree” and 5 = “Disagree”

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N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q13: Typically
i find
Starbucks to
be
conveniently
located
44 4.32 .17 1.14
*based on a scale where 1 = “Disagree” and 5 = “Agree”
N (sample
size)
Mean Standard
Error of Mean
Standard
Deviation
Q14: I prefer
making coffee
at home.
45 2.98 .20 1.36
*based on a scale where 1 = “Agree” and 5 = “Disagree”
N (sample size) Mean
Q15: How old are you? 62 18.74

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Analysis:
Our survey was created to inform us of what areas we need to focus on as a
business to attain better customer satisfaction. We surveyed around 70 college students
in the age range of 18-24 years old. From our data about 95% of our respondents have
ordered from Starbucks before, and most have it on a weekly or monthly basis. Just over
80% of our respondents typically spend between 5-10 dollars per visit, and cold drinks
and food are our most popular choices among respondents. From our results our data
shows us that our customer satisfaction levels are high in most areas. A great amount of
responses found our Starbucks store to be conveniently located around them. We found
that most of our respondents are satisfied with our customer service, locations, and the
quality of the products we serve. Our data shows us that we are a brand that people
trust, and are likely to refer us to family and friends.
One area of improvement we can look to improve our customer satisfaction is
lowering our prices on our products. Most of our respondents found our products on the
expensive side. This was to be predicted as many of our respondents are unemployed
and college-aged students with no steady income. It is plausible that customer opinion
on price would be different had respondents been of a broader age range and/or income
level. Overall our survey gave us a better understanding of what our consumers feel
towards our business, and it gives us an opportunity to improve our customer
satisfaction that way we are pleasing our consumers in all areas.

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Index:

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