Research methods in Starbucks' case Dissertation

Research methods in Starbucks' case - Dissertation Example The paper gives detailed information about survey method based on questionnaire that should be selected for determining the image coffee drinkers have of Starbucks and other coffee chains. Questionnaires are intrinsic part of quantitative research methodology that primarily relies on the fact that data can be quantified and therefore can be applicable on large number of people. The generalization theory becomes one of the most critical aspects of validating facts and scientific theories. This helps to identify and evaluate the changing preferences of the people at large vis-Ã  -vis products and services. It would therefore significantly help Starbucks to introduce new products within its stores/ shop across the globe. Questionnaire survey would facilitate Starbucks in evaluating the preferences of the customers. At the same time, it would also help it to improve and improvise new strategies and plans to attract customers and retain them by meeting their changing requirements and exp ectations from the Starbuck brand. Observation research methodology broadly encompasses looking and listening carefully to the consumers so as to decipher particular reaction or discover information about their behavior with regard to a particular product or service. Hence, prior to the introduction of new gourmet coffee with strong aroma, observational research technique would considerably facilitate in evaluating its impact on the consumers.