Research assignment

Why is Starbucks so successful?

We were put into teams to work on presentation to investigate brand perception and consumer responses. I was partnered with Seb and Connor. Unfortunately Connor was unwell, so Seb and I started our research.

We decided to use Starbucks for our presentation. The question we wanted to answer was "Why is Starbucks so successful?". We discussed what our hypothesis could be, and concluded that it would be "Starbucks is so successful because a Starbucks coffee is considered to be a status symbol".

Seb and I discussed what research already exists and how we could use it. We decided that we would research academic journals, general information available in the press on the internet, and conduct a questionnaire to provide us with primary research. 

We drew up a questionnaire of 10 questions that we could use. We planned to conduct primary research amongst our friends and family and also outside Starbucks in Farnborough.

It was decided that while we would all complete about 20-30 questionnaires with our friends and family, Seb and Connor would undertake to question customers together outside Starbucks (for 1-2 hours on Thursday). I will be responsible for investigating academic research, and Seb and Connor will also look into other sources from the internet in general. 

We will meet on Thursday to discuss our progress. Next Monday we will review our results. The following Thursday we will analyse our findings and decide what will go into the presentation, and then create the slides. The presentation will be divided up so we each present for about 3 minutes on the Monday after half term.