Research Project: Starbucks Customer Satisfaction and Preferences

This research project delves into the customer satisfaction levels of Starbucks, a leading coffee shop chain. The project outlines a comprehensive approach, beginning with an introduction to the research process and a discussion of factors influencing project selection. It details the importance of defining research objectives and the use of both qualitative and quantitative methodologies, including the creation of questionnaires and data collection strategies. The report emphasizes the significance of a structured plan, resource management, and data analysis techniques to ensure accurate results. It also covers the critical review of key references, research project specifications, and ethical considerations. The project highlights the importance of interpreting data, drawing conclusions, and providing recommendations to enhance customer satisfaction and refine business strategies. Finally, it emphasizes the need for effective media and communication strategies to disseminate findings and drive actionable insights for Starbucks.

RESEARCH PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Record possible research outline specification ....................................................................3
1.2 Factors which contribute in research project selection ........................................................5
1.3 Critical review of key references .........................................................................................5
1.4 Research project specification...............................................................................................6
1.5 Appropriate plan and procedure for research........................................................................7
TASK 2............................................................................................................................................7
2.1 Manage all resources properly to meet the hypothesis and questions..................................7
2.2 Investigation of agreed research in accordance with agreed specification and procedure....8
2.3 Record and collate data ........................................................................................................8
TASK 3..........................................................................................................................................10
3.1 Use of appropriate research evaluation technique..............................................................10
3.2 Interpret and analyse data ...................................................................................................10
3.3 Recommendation ................................................................................................................11
TASK 4..........................................................................................................................................12
4.1 Media which help in providing detail to audiences............................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The main purpose of the research project is refer to as the process through which a proper
analysis of different contents get held(Eilks and Markic, 2011). The main purpose of research is
to get an effective outcome which is helpful for an organisation to their new business projects. In
this various methods are use and this process is get done with through primary and secondary
sources. The methods which are helpful in analyse the results are qualitative and quantitative
methods(Palmer and et. al., 2011). Apart from them an another technique is also mentioned
which is termed as the mixed methodology. This research projects is based on the Starbucks
which is a coffee shop and their products quality is awesome. But they want to conduct an
appropriate research from which they want to measure out the outcome and aware about the
satisfaction level of their customers. The main reason behind this research is to serve more better
quality goods and items. Hence, various systematic approaches are used by them in this research
project which make the outcome effective.
TASK 1
1.1 Record possible research outline specification
Any research is not get prepared without any key terms. These central points are
necessary to make any investigation result effective. Initially some points have to be framed
which are compulsory which makes the research effective and judgement can be taken on such
basis. Preliminary all the aims and objectives have to be drawn which are related with the
research. By formulating such points it made the research easy and saves the time also. Time
based research is effective in nature and can become successful in minimum number of time. The
present research is for the Starbucks coffee shop which is one of the leading coffee outlet in UK.
The main purpose of their research is to identify that their customers are satisfy with their
products or not. So for any research it is mandatory to understand and formulate some key terms
on which a analysis get made.
1. Title: Title help in understand about the topic in easy and convenient manner. It enables a
person to understand about the whole topic by reading the head line. The contents and the
body part become interesting if a title is appropriate.
2. Abstract: Summarisation of a file is must. Abstract done this form of work very
effectively. If an abstract is easy to understand then whole report become easy to

interpret. So a researcher should have to work on this thing through which all things
become to read and interesting.
3. Research context: The main work of this context is to reflect upon on all the things which
are discussed in report. All the recent debates which are conducted on such topic are also
summarised with brief background of each and every topic which is included in topic.
4. Research question: The questions which are asked in the learning outcome helps in
conducting research on such topics only. This is helpful because all the necessary things
are aim in this scenario(Kerskes and et. al., 2012). The central aim of research also
become easy to read and understand with suitable investigation.
5. Research methods: The methods which are consulting to draw a outcome is compulsory.
These methods aid a person to formulate effective results and make the topic interesting
to read and understand. Various number of graphs and calculations are drawn in this
concern.
6. Significance of report: Every research has some motive. This objective signifies that why
this research proposal is helpful(Kerskes and et. al., 2012). Like for Starbucks this project
is helpful for them to increase the number of customers.
7. Interpretation: After all the steps an interpretation is formed which is known as the
conclusion of all research material. The graphs, diagrams and calculations conclusion is
compulsory because without them the answer of all these things do not framed. For this
context this process is compulsory.
8. Recommendation: After proper analysis if a researcher found any type of deviations and
differences it is its major duty to prove appropriate solutions which are related to them.
These recommendation are necessary after any research.
9. Conclusion: An appropriate summary of all the things which are included in report is
must. This help in summarise the whole material in capsule form so answer become easy
to understand.
Starbucks have to include all these points while conducting research. Without these factors their
research do not become successful and easy. Might without formulate these elements a research
project can get held. These are helpful to make a research in a proper and systematic manner.
This systematic process increase the number of chances of a successful project which
shows that it is reliable and valid in nature. Hence, an effective decision on new projects can

made otherwise all are going to work in different direction which might increase the chances of
failure.
1.2 Factors which contribute in research project selection
Any research project selection it is compulsory to include certain number of points which
are helpful in its selection procedure. Firstly an appropriate topic or the thing in which research
is going to be conduct have to be selected. An effective topic help in making the research plan
successful. For this concern several number of topics have to be use. These factors and points are
as follow:
1. Benefits:For any research project selection firstly its benefits have to be examine. If a
research is really helpful then it should have to be conducted. For Starbucks their
customer preferences analysis is compulsory. It help them in attain target number of
consumers.
2. Feasibility: It means that the project is helpful in achieving the objectives or not. If an
organisation found that after such type of investigation they will going to achieve their
targets then they should have to really consult the research method.
3. Collection of data: If the data can easily gather then the chances of research success
become high otherwise it will lead in taking lots of time.
4. Collect data from different group of people by using sample framing. According to this
method they have to select a sample which contributes more and more and take interest in
making the plan successful.
1.3 Critical review of key references
According to the Kundzewicz, 2014 project selection is a procedure which helps an
organisation to gather the essential information through which their objectives can be achieved.
These are the suggestions and on such basis effective outcome can be get. As per the discussion
by AKao, Hudmon and Corelli, 2011) the one more thing which is to taken into account is the
benefit by such project to an organisation. Also it is the major duty of a researcher to find out
scope and constraints of project.
In the context of Starbucks their main motive behind conducting this analysis is just to
provide optimum satisfaction to their customers. The benefit by this is to increase number of
customers and identify their needs and wants. So that they can produce such type of goods which
are helpful in increase satisfaction level of consumers.

1.4 Research project specification
Research project specification includes all the topics which are going to be discussed in
report. The research have several number of types in which qualitative and quantitative methods
are include. There are various number of tools which are helpful in gathering data. This can be
done with the help of preparing questionnaire, sample framing etc(Convertino and et. al., 2011).
Research project specification includes several number of things which are:
1. Aims and Objectives: This process signifies all the targets which will get accomplish after
research. Starbucks want to generate more and more revenue and this is the main aim of
their research to find out the satisfaction level of their customers.
2. Rationale for its selection: The reason behind selection this concept is rise in consumer
growth so this is the main reason behind selection of this project.
3. Hypothesis and research questions: According to this all the major questions which are
going to be asked in research. For this purpose a questionnaire is prepared through which
research can get held on different number of customers(Hayashi and et. al., 2012).
4. Ethical consideration: A researcher should have to follow code of conduct on which
research is held along with that also it have to maintain confidentiality so data do not
went into wrong hand.
5. Plan: A date sheet have to get prepared in which all task should have to be accomplished.
In this concern number of days have to be mentioned for research on each and every
aspect. Below is a example of plan procedure:
S no. Activities Time consumed in the process in
days
1 introduction 1
2 Literature review 3
3 Data collection 5
4 Data analysis 1

5 conclusion 1
1.5 Appropriate plan and procedure for research
A plan is compulsory to formulate for succession of each and every research. A proper
plan is necessary to address al the task in a systematic manner(Jones and et. al., 2012). The
present research is based on the Starbucks which is one of the largest coffee shop in the world.
They want to understand their customers preferences more properly. The planning procedure for
conducting research is as follow:
S no. Activities Time consumed in the process in
days
1 introduction 1
2 Literature review 3
3 Data collection 5
4 Data analysis 1
5 conclusion 1
This is a procedure which the researcher have to follow. This aid them in achieving the
positive outcome of the research so all operations and the need of project research get
fulfil(Snoeren, Niessen, and Abma, 2012).

TASK 2
2.1 Manage all resources properly to meet the hypothesis and questions
The resources which are helpful for an organisation to meet outcome of research are
qualitative and quantitative methods. Along with this a questionnaire get prepared which aid
them in understand all of their customer opinion. According to the present research survey is
based on Starbucks. Their business is expanding all over the world and their products are high in
quality.
They want to improve their quality more and for this concern they adopt a step of survey
and research(Biruk, 2012). The main purpose of research is just to gather the information
through which they can adopt such type of techniques through which their consumers
satisfaction get rise. Hence, they have to manage all their resources in a proper manner.
All resources have to get collected in an ethical manner. This lead in making of
information convenient to understand without any problem. This shows that the hypothesis is
formulate in a standard manner.
2.2 Investigation of agreed research in accordance with agreed specification and procedure
In implementing a research project successfully it is necessary to achieve all the set
targets on time. For this purpose objectives are set and a proper time frame get formulated.
Targets have to be accomplished by conducting some methodology which aid in collecting data
through various methods.
Starbucks can adopt qualitative and quantitative approach to make their results effective.
Completing the project on time aid in making the project successful. Hence, time framing is must
and an initial step work for any research(Hinchcliff and et. al., 2012).
Starbucks have to prepare a questionnaire through which they can make a survey on their
customers. It is the source which can be made on regular users where as it is also mandatory for
them to conduct a research on their non users. This helps them in getting information from their
non users which is valid and might be reliable in nature.
It is a duty of researcher to accomplish the task on time which is already get framed. This
is helpful in making the data reliable and valid.

2.3 Record and collate data
The data gathering process get done while conducting different number of approaches.
There are mainly two major sources which aid a researcher to collect the appropriate amount of
information from different sources. The data get collected through primary and secondary
sources. Primary source data is refer to as preparation of questionnaire. Secondary data gather
through through books, magazines, journals and online. It is completely based on the already
conducted survey.
Questionnaire for Starbucks on 20 consumers is as follow:
Name:
Gender:
Age:
Q1. Which product do you like most of Starbucks? (Please mention)
Coffee Other
Q2. Are the goods help in reaching satisfaction level?
Yes
No
Q3. What kind of additional services do you want to add in Starbucks? (Please mention)
Home delivery Nothing
Q4. What type of atmosphere do you want?
Healthy Perfect
Q5. Do you think all goods and services are appropriate in nature?
Yes NO
Q6. Any major suggestion on cleanliness?
Yes No
Q7. What about the interior design of coffee shop?

Perfect Not appropriate
Q8. Are the prices appropriate for each and every group of customer?
Yes No
Q9. Any recommendation which you want to give?
TASK 3
3.1 Use of appropriate research evaluation technique
The research evaluation techniques are helpful to draw a result and outcome for a project
research. There are different manner of working through which a research evaluation is get done.
Firstly a research get design which signifies that a research have to get accomplish in a
systematic manner. The present research on Starbucks is descriptive research in which both the
methods are consulting(Fazio and et. al., 2011). The two of the methods are primary and
secondary. Secondary sources are already concluded result from any king of previous outcome
where as on the other hand primary source of information is based on direct interaction with an
individual. It also leads in preparation of questionnaire which aid in collecting data from a group
of people.
There are two major approaches also which help in gathering the data. The present
research on cited organisation is based on inductive approach which states the result directly
from customers and non users of product. The above mentioned survey is conduct on 20 people
out of them 10 are non consumers who never use Starbucks product.
Sample framing is one of the major technique which is most beneficial for an
organisation to convey any research. It signifies that some number of person or group of people
get selected which are totally different from each other and then a survey get demeanour on
them.
The data collection process includes primary data, secondary data, qualitative data and
quantitative data(Pereira and et. al., 2011). Once the data get collected from either of source it is
mandatory for an organisation to analyse that and draw a valid conclusion on that. This aid
Starbucks to know that are their services really acceptable to number of consumers? Along with

the by a survey on non use help them in knowing that what type of goodwill and image they have
in target market segment.
3.2 Interpret and analyse data
Name:
Gender:
Age:
Q1. Which product do you like most of Starbucks? (Please mention)
Coffee 15 Other 5
Q2. Are the goods help in reaching satisfaction level?
Yes 18 No 2
Q3. What kind of additional services do you want to add in Starbucks? (Please mention)
Home delivery 17 Nothing 3
Q4. What type of atmosphere do you want?
Healthy 10 Perfect 10
Q5. Do you think all goods and services are appropriate in nature?
Yes 15 NO 5
Q6. Any major suggestion on cleanliness?
Yes 05 No 15
Q7. What about the interior design of coffee shop?
Perfect 15 Not appropriate 5
Q8. Are the prices appropriate for each and every group of customer?
Yes 18 No 2
Q9. Any recommendation which you want to give?
Hence by conducting a survey it is clearly identify that users as well as non users all are
satisfy with the an organisation. Cited firm found that neither deviation is taking place. Along
with that their brand image is also pure in front of others. So this shows that company can
survive in market for long term without so much problem. Their consumers always going to
believe in their products with high quality and an appropriate price.
3.3 Recommendation
In the above report it is identify that all the things which are related with the customers
went right but still some points are remaining where they have to work. According to survey they

have to work on their interior design because some customers are still not satisfy with that. This
may create problem in sustainability of a firm.
Along with this Starbucks also have to start delivering their products door to door. This is
a demand of their consumers. While considering this factor it aid them in getting large number of
users for their product.
All these things have to be taken into account by them. Hence, this promote sustainability
and wide of customers.
TASK 4
4.1 Media which help in providing detail to audiences
Media is a source which help in providing the outcome of research to target audiences.
This is one of the major factor because for a researcher it is its duty to provide the outcome of
research to people. This can be done while conducting a seminar or some function. In such type
of process large number of audiences gather to get aware about the results.
Another major thing which aid in making research easily understandable to respondent is
power point(McHugh and Kowalski, 2011). This help in making of information in small in
nature or by explain everything into points. Moreover the information also have to be evaluated
into written format. This is the process through which many people who do not use internet and
not e able to attend seminars can go through with this act. After all such things a feedback is
must. With the help of feedback it can get assess that researcher research get succeeded or not. If
audience are totally agree with research outcome then it is clearly get identify that outcome and
result are helpful for society other wise vice versa.
Starbucks can use this approach in getting their customers loyalty. By presenting such
outcome they can create brand image in front of their customers which is termed as essential
element in success.
CONCLUSION
It is concluded from the above report that for any survey an appropriate number of
audiences have to get selected. Also a purpose is necessary for conducting any research project.
The project is have to be beneficial for society. Different number of techniques are use by a firm
to conduct a proper survey and research. Hence a successful research confirm the sustainability
of a company.

REFERENCES
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Online

Quantitative and Qualitative Research. 2017. [Online]. Available
through:<https://www.b2binternational.com/research/methods/faq/whats-the-difference-
between-quantitative-and-qualitative-research/>. [Accessed on 11th May 2017].