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1
Starbucks’ Market Research
Joseph Ritchwood
DeVry University
MKTG320
Michael L. Faulkner, Ph.D., MBA, ACS
11/20/2022
2
Starbucks’ Market Research
Hypothesis Testing
The aim is to conduct a hypothesis test to explain the nature of the association. This study
aims to find the relationship and/or correlation of Starbucks Coffee Shop between the coffee
quality, information technology, market location, and atmosphere. The results of this study aim to
assess those variables, prove their correlations or relations and offer a better understanding of
efficient attributes of Starbucks shops toward entry into a new market. In this study, the method
that will be used is the quantitative research method (Arain et al., 2010). The questionnaire will
be utilized as the study instrument, and the Likert scale will be utilized as a rating scale to
evaluate and analyze the data.
Sample and Population
Population refers to a group of persons possessing similarity based on the determined
character. On the other hand, a sample refers to the number of specific features or characteristics
of the given population (Noor, 2008). In this research, the population is the people who travel
long distances to access Starbucks Café worldwide. The sample of the study is 180 people.
Methods of Data Collection
The study will use both secondary and primary data. The primary data will be collected
directly from the research objectives by using a questionnaire on the subject as the information
source. Data collection will be conducted online using a survey questionnaire. All questions will
be written in English. The questionnaire will be distributed to the participants online. The
secondary data will be obtained from relevant journals and past literature reviews (Noor, 2008).
The survey questionnaire will be measured through the use of the Likert Scale. This study will
3
employ a Likert Scale in which six shows strongly agree, and one shows strongly disagree. The
reason for opting for the Likert Scale is to eliminate an absolute answer.
Instrumentation
Primary data will be carried out through the use of a questionnaire. The questionnaire will
employ six variables and 22 questions items. The questionnaire assesses the relationships among
coffee attributes: loyalty, consumer satisfaction, quality of coffee, communication system,
employee attitudes, and atmosphere. These items will be assessed using the Likert-Scale from
strongly agree (6) to disagree enormously. Additionally, demographic factors such as age and
gender will be incorporated into the model as a control variable.
Analysis Approach
.
This study will use Structural Equation Modelling as the analysis considering the study's
conceptual model consisting of the dependent, intervening, and independent variables. Structural
Equation Modelling will allow the researcher to investigate the impact of many variables on
other variables (Kumar, 2018). Therefore, this method will be utilized to assess the association
among the attributes of Starbucks café, including loyalty, customer satisfaction, and quality of
coffee, communication system, employee attitude, and atmosphere.
Descriptive Statistics
.
Descriptive statistics will be used in summarizing the data set that can be utilized to
represent the sample or entire population (Kumar, 2018). This will be conducted to describe and
determine the average response for each indicator item in the questionnaire.
Model Development on Theory
Normality Test:
Data normality will be satisfied to process the data. Testing the normality
will be carried out to observe the value of kurtosis and Skewness of the data in the study.
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