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Starbucks summary.docx - Discuss the choice of an online...

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Discuss the choice of an online survey to assess Starbucks’ three objectives of functionality, brand fit, and benefits. What are the pros and cons of choosing this survey method? Given the large target market that Starbucks and its associates appealed to, the use of an online survey to test functionality, benefit, and brand fit aided in the timely execution of the survey, however, it presents drawbacks that could possibly affect the findings. Functionality: The use of an online survey to assess the functionality of the product may not be as effective given the feedback yielded from the focus groups. Starbucks’ aim was to ensure that customers understood the dual function purpose of the card. Based on the results from the focus groups, some amount of confusion was still evident as many found the concept difficult to grasp. Though the online survey allowed for timely completion and flexibility, it has potential drawbacks. Given the confusion and apprehension that existed, an intercept study or phone interview could have provided more direct human contact where respondents would have the opportunity to clarify their concerns or questions.
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