Question

What questions should I ask on a questionnaire for Starbucks customers?I want to do a research at Starbucks to know is there any relationship between purchase intention, store atmosphere and the employee or "barista".
i want to know why people keep coming back to Starbucks. what makes them love Starbucks.

Accepted Answer

First of all, I would think that you would want to keep the questionnaire short so that more customers will be more likely to agree to complete the whole thing.
I would try first to figure out why customers come to Starbucks in general.  Perhaps
What is your most important reason for patronizing Starbucks?  You might leave this open-ended or you could give choices such as atmosphere, attitude of employees, variety of products, quality of products, price.
Then to look at the other things, I would simply ask
How would you describe the atmosphere at Starbucks?
Does this make you more likely, less likely, etc to patronize Starbucks?
Do you know particular baristas, either by name or by sight?
Do these employees make you more likely, etc.

Answer

I think that this is quite an interesting topic.  One particular question I would ask is whether the individual in question comes back to a specific Starbucks location.  If they do, why do they return to that location?  Convenience, atmosphere, baristas could all be assessed as part of that question.  Another question would be if the customers are partial to Starbucks as a brand.  For example, if out on the road and in need, do they go to any coffee place or do they seek out a Starbucks?  I think that some of the answers here might be able to fully grasp how individuals perceive Starbucks as both a brand and as an enterprise.

Answer

In any market research assignment it is possible to answer the same questions using very different types of research methods. The choice of particular method to be used depends many factors including the time and cost budget for the research, scope of the study in terms of variables covered, degree of detail and accuracy required, access to the respondent and degree of cooperation that can be expected from them. If the respondent is not likely to spare more than a few minutes for responding to the questionnaire, it is no point making a very detailed questionnaire.
For example,when you say stores atmosphere, is it just one umbrella assessment, or is it divided in components like furniture, space availability, colour scheme, noise level, privacy, and so on. It is possible that the research may be directed to check the response to some specific types of ambiance identified by the research sponsors. Alternatively, the research sponsor wants to relate the customer purchasing behavior to their assessment of the ambiance.
Similarly purchase intention is not something that can be ascertained very easily. The customer themselves may not be aware of their purchase intentions. Thus, the researcher will need to device some specific measure of purchase intention and then design the research method accordingly. In a matter like this, asking a direct question to customer about his or her purchase intention is most likely to give very unreliable results.
Then the method of analysis is also very important. An open question that asks respondent to describe the atmosphere of a Starbucks outlet will result in kind of answers that are rather difficult to analyse. In contrast if the respondent is asked to rate various features of the atmosphere on a scale of 5 or 9 points, the responses can be easily analysed in many different ways.
In view of these important considerations that go into design of a market research questionnaire, it would be best for you to develop a clarity on the detailed research methodology. Once that is done you will be in a better position to develop a good questionnaire.

Answer

For optimal quality assurance, you should ask eveyrthing about the product, the atmosphere, and the shopping experience.
1. What beverage do you consume the most often in this bistro?
2. What is the approximate waiting time to get your order?
3. How would you rate the cleanliness of the store?
4. How would you rate customer service in general?
5. How often do you come to the bistro?
6. Do you consider the prices to be fair?
7. What other Starbucks productsdo you enjoy?

Answer

Other possible questions could include informal market research into customer habits as well as attitudes, but I agree it should be short to encourage maximum participation and honesty. Questions in addition to those above could include:
1)  How many times per week do you buy coffee?
2)  Most common size of coffee?
3)  Most common type of coffee drink you order (with checkboxes)
4) Do you prefer the drive thru or the walk in?
5)  Do you tend to take your coffee to go or drink it in the cafe?

Answer

If I were conducting this research project, I would consider performing customer interviews. Interviews gather personal information for the purpose of gaining personal opinions or impressions. Since you are trying to find out information such as what customers feel about the atmosphere or if they plan on returning I think the interview may be a good option for you. Interviews are also easy to follow-up on if you plan on doing this.
I would consider using scaled questions which means that your responses will be graded on a scale from say 1-5. An example of a question you could use is "How would you rate the cleanliness of the bathrooms inside Starbucks?" They would then rate the question of the scale that you provide. This is an example of a closed-ended question.
An example of an open-ended question is "What is your opinion of the bathrooms in Starbucks?"

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