Starbucks summary.docx

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

Info icon This preview shows pages 1–2. Sign up to view the full content.

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.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 2
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '16
  • English, Evaluation methods, Paid survey, online survey

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern