Organizational Behavior and Research Methodology at Starbucks

This report provides a detailed analysis of the research methodology employed to study employee motivation, empowerment, and internal communication practices at Starbucks. The study utilizes descriptive research design, an inductive approach, and an interpretivism philosophy. The methodology includes a discussion of sampling techniques, data collection methods (primarily online observation), and ethical considerations. The report examines Starbucks' internal communication and organizational behavior practices, including measuring change and ethical considerations. A SWOT analysis is conducted to evaluate the strengths, weaknesses, opportunities, and threats associated with these practices. The report concludes that the chosen methodologies and practices contribute to a positive work environment, enhanced communication, and improved employee satisfaction and motivation. The references include various books and journals related to the topic.

Research Methodology

TABLE OF CONTENTS
CHAPTER: RESEARCH METHODOLOGY................................................................................1
Introduction .................................................................................................................................1
Motivation and empowerment practices at Starbucks.................................................................1
Tools and techniques of research methodology...........................................................................1
Internal communication and organization behaviour practices of Starbucks..............................3
SWOT analysis on Organizational behaviour and internal communication practices ...............4
Conclusion...................................................................................................................................5
REFERENCES ...............................................................................................................................6

CHAPTER: RESEARCH METHODOLOGY
Introduction
In the present section, different methodological tools, techniques, framework and processes
has been explained with their justification so it can be evaluated that how motivation and
empowerment of employees can be enhanced (Snyder, 2012). By using these, an investigator
will be able to identify strength, opportunities, weaknesses and threats of Starbucks related to the
organizational behaviour.
Motivation and empowerment practices at Starbucks
Motivation is most important practice which is provided by the higher authorities of
Starbucks. Through this, the overall performance of existing employees is get enhanced which
lead them towards higher job satisfaction. Some monetary and non-monetary benefits are
provided by an enterprise to their workers. Monetary benefits are related to profits sharing,
bonus, stock option, retirement account and some other paid holidays. On the other hand, some
non-monetary benefits are provided like rewards, self-recognition, awards and so on. Through
these, Starbucks will be able to enhance the job satisfaction among all people who are working at
work environment.
Employee empowerment is also essential within all people who are working. For this,
some programs and sessions are conducted at the work environment so that they feel comfortable
with their current roles and responsibility. For this, higher authorities should appreciate the
efforts of workers, good work should be rewarded and power can also be shared.
Tools and techniques of research methodology
There are some tools and approaches which can be used by researcher of Starbucks so that
effectiveness of motivation and empowerment can be analysed. Some of these are like:
Designing tool: A plan has been made by the analyst of Starbucks so that overall field of
study can be conducted effectively (Mackey and Gass, 2015). Here, in the present project
descriptive research design is followed so that in-depth understanding can be improved related to
motivation and empowerment of people.
Approach for conducting research: There are two kind of research approaches like
deductive and inductive. Here in the present field of study, inductive has been followed so that
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views from staff members of Starbucks can be evaluated regarding to their motivation and
empowerment level.
Philosophy: The scholar at Starbucks can use different philosophic approaches in order to
get an effective outcome. For this, interpretivism has been used so that employee’s perceptions
regarding to their empowerment and motivation can be determined (Berger, 2014).
Sampling: Whenever any survey has been conducted on people then for this a sample size
should be selected by investigator so that authenticate information can be collected. It is not
possible to conduct the investigation on whole employees of Starbucks so for this it is necessary
to select sample people. There are various techniques like random, stratified, systematic and so
on. Here, in the present dissertation, random sampling technique has been used so that
appropriate respondents can be selected for the interview. There are some steps which should be
followed so that data from the staff members of Starbucks can be evaluated in an effective
manner:
 Firstly, an appropriate sampling technique has been used by researcher so that people can
be selected for the survey. If this will be conducted on small people and goals can be
achieved effectively.
 After this, sample size should be selected on which the investigation has been performed.
The questionnaire has been conducted on the employees of Starbucks.
 At the third step, some questions have been asked to the employees of Starbucks related
to their motivation and empowerment level can be identified. At last, the responses will be shown in the form of graphs and charts so that interpretation
can be performed.
Data analysis: The data can be analysed on the basis of qualitative and quantitative
techniques. Here, qualitative data analysis approach has been used by scholar in which
empowerment and motivations given to staff by Starbucks firm are evaluated. Information which
are collected using the online observation are together being examined in the present research.
The investigator uses data relating to motivational as well as empowerment prospects of
Starbucks and make proper analysis of the same. On whose basis, the effectiveness of the
identified techniques used by Starbucks to motivate and empower employees can be evaluated in
a proper manner.
Data collection methods
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In order to gather valid information for assessing the motivation and empowerment of
Starbucks company, there are wide range of methods available to the investigator. For the
primary data collection, several ways include like survey, interview, focused group etc. On the
other hand, for gathering secondary information, journals, books, observation (online and
offline), articles, newspaper etc. sources are accessible. In the present study, investigator is
considering to collect secondary information with the help of observation method. In this, online
observation has been undertaken instead of offline because it is known to provide valid and
reliable set of data to the investigator. On the basis of this selected method, online reviews are
being gathered about motivation and empowerment in Starbucks in an appropriate direction. The
reason behind choosing online observation method is that it helps to collect consistent
information and get suitable as well as immediate results to address the problem statement
(Gallois and Giles, 2015).
Ethical considerations
While conducting the field of study, some ethical practices should also be followed so that
overall operations can be performed in an efficient manner (Nelson and Quick, 2013). Some of
these considerations are like no one is forced to take participate into the survey approach. Their
personal information is kept safe at secure place and the data is not shared with anyone without
their concern. Along with these, the confidentiality has been also maintained so that no
unauthorised users will be able to access the information. Furthermore, the investigator has to
appreciate all ideas and thoughts which are given by staff members who are old employees of the
company.
Internal communication and organization behaviour practices of Starbucks
Organizational behaviour practices have been used by different industries so that they will
be able to achieve success by creating a positive environment at workplace (Men, 2014). This
kind of behaviour is depending upon the culture and structure of respective firm. The practices
which are performed by food industry are like measuring change and ethics. In measuring
change, an enterprise conduct survey at their workplace on continuous basis so that they will be
able to identify the views and willingness of their employees. After identifying their needs and
wants, effective strategies can be implemented which will help them in creating positive
environment. There are some ethical practices which are perform by the firm so that they will be
able to ensure smooth functioning at their workplace. The management has to follow these acts
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when they are dealing with their customers and employees. Through this, their brand image can
be enhanced in an effective way so that their goals can be achieved.
An enterprise can use some internal communication tools and approaches so that they will
be able to communicate with their staff members in an appropriate manner. For this, Starbucks
can use mail, computerised media and so on (Dasgupta and et. al, 2012). Along with these, they
can also use conduct some meetings on the continuous basis so that they can make some
effective decisions which will help them in achieving goals. The non-profit association can also
use these in order to motivate their staff members so that their performance can be enhanced.
SWOT analysis on Organizational behaviour and internal communication practices
After implementing some different processes, researcher will be able to collect data from
their different respondents. So, after this swot analysis can be conducted related to the motivation
and empowerment among staff members. The effectiveness of these approaches can be evaluated
on the basis of SWOT analysis of Starbucks related to organizational behaviour. This is stands
for strength, weaknesses, opportunities and threats. Strengths are the characteristics which can
provide some advantages to the firm so that they can perform well as compare to other
competitors and weaknesses are some characteristics which can negatively affect the position of
an industry. Along with this, opportunities are the one which can help an enterprise in achieving
the competitiveness and threats negatively affect their performance. The current SWOT analysis
of food industry is stated below:
Strength: The company will achieve some strength after implementing organizational
behaviour and internal communication practices (Daim and et. al., 2012). After conducting the
interview survey, the strength can be analysed in an effective manner. These are like:
 The company is known for his strong base of employees who are working at work
environment. They offer some benefits to their staff members like retirement accounts,
stock option, healthy culture and peaceful environment. So, the satisfaction among people
is get enhanced and due to this they will get highly empowered.
 Through measuring change, an enterprise will be able to identify the needs and wants of
their staff members so that their motivation and empowerment level can be improved. Starbucks treat their employees in well and appropriate manner so their satisfaction level
is also high and in this way they are motivated.
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Weaknesses: After conducting the investigation, some weaknesses are also identified which
are explained below:
 They perform some strict labour practices which enhanced the stress among people and
due to this their productivity is also get decreased. The prices of the products are high as compare to other competitors which can affect their
success and they will not be able to provide some benefits to their employees.
Opportunities: Some opportunities are there which can help Starbucks in order to achieve
success:
 An enterprise can also conduct some motivational workshops or sessions at the
workplace so that all staff members will be able to perform good (Wilson, 2013). The company can diversify its business into different locations and employees can be
promoted into another branch. So, in this way they will be highly motivated.
Threats: These can be relating with the unfavourable situation in which some new strategies
have been developed and it negatively affect their business:
 If discrimination among people is created on the basis of their characteristics, then they
will not be able to perform well at the work environment.
 The taste or choices of people are get changed which can affect different strategies which
are formed by company.
 Leadership practices which are offered by CEO is not good as sometimes employees
performance is get affected.
Conclusion
From the above methodological approaches, it can be analysed that descriptive design,
inductive approach, interpretivism philosophy and qualitative analysis can help the investigator
in achieving their research objectives. Some managing change and ethics organizational
behaviour practices has been adopted by firm so that positive environment can be created. Along
with this, meetings have been conducted at the workplace so that communication can be
established between higher authorities and employees. Furthermore, a swot analysis is used so
that they can identify their strengths and weaknesses which are achieved by motivation level
among people.
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REFERENCES
Books and Journal
Berger, C. R. (Ed.). (2014). Interpersonal communication (Vol. 6). Walter de Gruyter GmbH &
Co KG.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for
future research. Journal of Consumer Psychology. 24(4). 586-607.
Daim, T. U. and et. al. (2012). Exploring the communication breakdown in global virtual teams.
International Journal of Project Management. 30(2). 199-212.
Dasgupta, S. A., Suar, D., & Singh, S. (2012). Impact of managerial communication styles on
employees’ attitudes and behaviours. Employee Relations. 35(2). 173-199.
Gallois, C., & Giles, H. (2015). Communication accommodation theory. The international
encyclopedia of language and social interaction.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Men, L. R. (2014). Strategic internal communication: Transformational leadership,
communication channels, and employee satisfaction. Management Communication
Quarterly. 28(2). 264-284.
Nelson, D. L., & Quick, J. C. (2013). Organizational behavior: Science, the real world, and you.
Cengage learning.
Snyder, C. (2012). A case study of a case study: Analysis of a robust qualitative research
methodology. The Qualitative Report. 17(13). 1.
Wilson, F. M. (2013). Organizational behaviour and work: a critical introduction. Oxford
University Press.
Online
Best Practices for Effective Internal Communications. 2017. [Online]. Avaialble through: <
https://www.forbes.com/sites/forbesagencycouncil/2016/08/12/best-practices-for-
effective-internal-communications/#6efe4d272924>. [Accessed on 28th August 2017].
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