Marketing Research Project Proposal

1038 WordsNov 7, 20125 Pages
Marketing Research Project Proposal I proposed to do my final course project on market research on service quality at Starbucks Coffee restaurants. Background on Company Beginning in 1971 with only one shop in Settle’s historic Pike Place Market for coffee and tea, Starbucks has managed to become one of the most successful companies in the world. It has become number one in the coffee industry. As of June 2012 Starbucks owns 19,763 coffee shops in 59 countries which includes 12,848 in the United States, 1,264 in Canada, 973 in Japan, 778 in Great Britain, 621 in China, 441 in South Korea, 350 in Mexico and 269 in the Philippines. Offering to its consumers’ different coffees with unique flavors, tea and beverages, including food…show more content…
In order to make statistical research by using questionnaires, the formal standardized questionnaires type must be followed. Meeting the research objectives is the aim of a successful survey. For the purpose of examining the service quality in Starbucks store in the area of Northwest Indiana, 10 different closed ended questions will be used. By doing this the respondents are going to have the option of choosing from the given alternatives. By giving this kind of questionnaire the information that is going to be gathered is easier to analyze, bearing in mind that specific answers are needed for statistical research. The questions that are included are from various types such as: Dichotomous questions (influencing audience to reply with specific answers like Yes/No, True/False or Agree/Disagree responses). Example of questionnaire as follows: 1. Age Group & Occupation ( This will be the only open-ended question on the survey) 2. How often do you visit Starbucks? ( Here I would ask 1-2 times per week, 3-4 times per week and so on) 3. What products do you purchase? ( Multiple answers given to choose from) 4. Are you currently satisfied with the menu selections? 5. How satisfied are you with the cleanliness of the store? 6. How satisfied are you with the staff? 7. How convient is the locations of the Starbucks store? 8. How
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