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Qualified respondents will be randomly selected through a program integrated in its POS system, which will identify which customer will be randomly picked for the survey. To encourage 100% response from customers, these randomly selected customers will receive a "gift" or token for their participation in the online survey, to be claimed after they have completed the online survey. This approach ensures completeness of information from randomly selected Starbucks customers. This approach also makes this survey an anticipated activity for customers because of the gift or token s/he will receive after participating in it.
After data collection (the survey should run for a specific period only to capture information about the customers and their behavior/patterns in a timely manner), data analysis will be conducted, wherein important information shall be generated and uncovered. The survey questionnaire will cover questions asking about the following categories of information considered important to decision-makers/Starbucks marketing and other end-users: customer profile, buying behavior, consumption behavior, brand image, and customer satisfaction. These five (5) information categories all contribute to provide a complete diagnosis of Starbucks as a brand, product...
Note that the questions in the online survey need not follow the order of these information categories; questions are organized based on the logic of questioning or re-arranged specifically to prevent respondents from taking "guesses" and providing responses or answers that they think would be "socially acceptable" to the survey proponents (i.e., Starbucks management).
For the brand image and customer satisfaction questions, it is important to use 5-point rating scales to provide more discriminating responses which customers / respondents can select from. Questions relating to Starbucks' brand image and customer's satisfaction of the overall Starbucks product and service offerings will then be mapped out to identify which image best represents Starbucks and determine the level of satisfaction of customers to Starbucks in general.
References:
Bughin, J., A. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.
Malhotra, N. 1996. Marketing Research: An Applied Orientation. New Jersey, Prentice Hall.
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