Starbucks Survey Analysis of Coffee Drinkers - Group Assignment 2

Sep 13, 2026

Starbucks Survey Analysis of Coffee Drinkers presents a marketing research group assignment focused on improving Starbucks services and products to strengthen customer satisfaction and retention. The study uses screening questions to identify whether participants drink coffee and have purchased Starbucks before, then measures satisfaction with price, speed of service, customer service, menu variety, and item quality on defined numerical scales. It also examines buying habits, spending patterns, brand trust and recommendations, preferences for at-home coffee, and convenience of location, alongside respondent demographics drawn from categorical options.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages24

Reading Time8 min

AccessFree to download

Problem Definition

Research Objectives

Cover Letter

Survey Questions & Codebook

Screening Questions

Transition Questions

Survey Results

Analysis

Index

Starbucks Survey Analysis of Coffee Drinkers Group Assignment 2 By: Madeline Holden, Rose Kular, Blake LaBrash, Landon Mason, Trenton Newhouse, and Ryan Woobank 1 *Page Intentionally Left Blank* 2 Table of Contents Problem Definition……Page 3 Research Objectives ……Page 3 Cover Letter ...Page 5 Survey Questions & Codebook……Page 6 Survey Results ...Page 10 Analysis… …Page 16 Index… …Page 17 3 Problem Definition: What area of Starbucks services/products can we improve to better attain customer satisfaction and retention? Research Objectives: (1) Study our survey participants to determine ifthey consume co fee and/or have purchased Starbucks before (chosenfrom Nominal Dichotomous options provided) based on their preferences & experience. Who: Survey participants Construct: Determine if they consume coffee and/or have purchased Starbucks before Operational Definition: Chosen from Nominal Dichotomous options provided Frame of Reference: based on their preferences & experience (2) Study Starbucks Consumers to determine their satisfaction with the price, speed ofservice, level of customer service, menu variety, and the quality of menu itemsfrom Starbucks (measured on a scale of1-7) based on their past experiences at Starbucks. Who: Starbucks consumers Construct: determine their satisfaction with the price of a drink, speed of service, level of customer service, menu variety, and the quality of menu items from Starbucks Operational Definition: measured on a scale of 1-7 (Interval Semantic Differential Scale) ● Where for price of drink: 1 = Expensive and 7 = Inexpensive ● Where for speed of service: 1 = slow and 7 = fast ● Where for level of customer service: 1 = satisfied and 7 = unsatisfied ● Where for menu variety: 1 = wide and 7 = limited Frame of Reference: based on their past experiences at Starbucks 4 (3) Study Starbucks Consumers to determine their buying habits (how often they consume Starbucks, what products they buy, & how much they usually spend at Starbucks) chosenfrom Nominal Multi-Categorical options provided, based on their typical Starbucks buying habits/experiences. Who: Starbucks consumers Construct: determine their buying habits, how often they consume Starbucks, what products they buy, & how much they usually spend at Starbucks Operational Definition: chosen from Nominal Multi-Categorical options provided Frame of Reference: based on their typical Starbucks buying habits/experiences. (4) Study Starbucks Consumers to determine their response towards Starbucks (Is it a brand they trust, would they recommend Starbucks, do they prefer making co fee at home, and do theyfind Starbucks to be conveniently located), measured on a scalefrom 1-5 based on their experiences and sentiment towards Starbucks. Who: Starbucks consumers Construct: determine their response towards Starbucks: Is it a brand they trust, would they recommend Starbucks, do they prefer making coffee at home, and do they find Starbucks to be conveniently located Operational Definition: measured on a interval modified likert scale from 1-5 (agree-disagree) Frame of Reference: based on their experiences and sentiment towards Starbucks (5) Study Starbucks Consumers to determine their demographics (age, marital status, educational level, and employment status) chosenfrom Nominal Multi-Categorical options provided based on how they individually identify themselves. Who: Starbucks consumers Construct: determine their demographics Operational Definition: Chosen from Nominal Multi-Categorical options Frame of Reference: based on how they individually identify themselves 5 Cover Letter: Hi Everyone, We are inviting you to take part in this short survey with the intention of determining customer satisfaction levels with Starbucks. We are WWU students in the College of Business & Economics currently enrolled in a Marketing Research course. You were chosen to take t

FAQs

What is the main problem the survey aims to address?

The survey focuses on identifying which Starbucks services or products can be improved to better achieve customer satisfaction and retention.

How does the research define and measure customer satisfaction?

Satisfaction is measured for price, speed of service, customer service, menu variety, and menu item quality using scales (price, speed, and menu variety with a 1–7 direction; other aspects with a 1–7 or related scale as specified).

What screening and demographic information does the survey collect?

Screening questions ask whether respondents drink coffee and whether they have purchased Starbucks before, allowing skipped follow-up questions. Demographics collected include age, marital status, educational level, and employment status using nominal multi-categorical options.

Sep 13, 2026

Uploaded by Riley West