Aleks Lazarevski, Kaitlyn Allard, Agnes Chwiesiuk, Amina Sukhera

STARBUCKS QUESTIONNAIRE
Do you drink coffee?
A. Yes
B. No
Do you drink Starbucks Coffee?
A. Yes
B. No
If you answered yes to the previous question, do you only buy Starbucks coffee at grocery
stores (i.e. Jewel)?
A. Yes
B. No
Have you ever visited a Starbucks?
A.
B.
C.
D.
E.

Every day
3-5 days per week
2- 4 days per month
Only on holidays (i.e. Christmas, Halloween, Valentines Day)
Never

AWARENESS
When you think of brand names of coffee, which names come to mind?
______________________________________

Can you think of any more?

______________________________________

What coffee shops can you think of at the top of your head?
______________________________________________________________
Any others?
______________________________________________________________
How familiar are you with Starbucks?
A) I am aware but have only entered for the free Wi-Fi
B) I buy coffee from there sometimes
C) Its the only place I buy coffee from
Have you seen any Starbucks advertisements recently?
A) Yes
B) No
Are you aware of any current promotions Starbucks is running?
A) Yes
B) No
If you answered yes, what are some promotions you can list?

________________________
________________________
________________________
________________________

KNOWLEDGE
What is the price range for a grande Caff Americano at Starbucks?
A) > $7
B) $6-$7
C) $5-$6
D) $4-$5
E) $3-$4
F) $2-$3
Who owns Starbucks?
___________________

List the companies that Starbucks owns:

____________________
Which stock market is Starbucks traded on?
____________________

How many countries is Starbucks present in?

A) 56
B) 88
C) 66
D) 109
What are the top 5 coffee flavors prices and names sold at Starbucks?
_________________
_________________
_________________
_________________
_________________
What are the different beverage sizes Starbucks sells?
A) Short, Tall, Grande, Venti, Trenta
B) Grande, Venti, Trenta
C) Grand, Venus, Tres
D) Small, Medium, Large
What colors are associated with Starbucks logo?
A) Black, Red, White
B) Green, White
C) Green, Blue, Yellow
D) Green, White, Black

LIKING

For the following list of questions, circle the number ranging from 1 (Definitely Disagree) to
6 (Definitely Agree) that corresponds to your level of agreement.
Definitely
Disagree

Definitely
Agree

I enjoy the variety of options on

the menu at Starbucks

Starbucks offers the best flavor of

coffee compared to its competitors

The service I get at Starbucks is

among the best

Starbucks employees maintain

and clean the tables and floor

The menu prices are fair compared to

competitors (Caribou, Peats, DD)

I would go out of the way to purchase

Starbucks coffee

Starbucks coffee is a key part of my

weekly budget

I go to Starbucks not just for the

coffee, but for the experience too

I purchase Starbucks for brand loyalty

rather than taste

In this section there are listed a number of statements. For each statement, please circle a
number on the scale ranging from -5 to +5 regarding your attitude towards the statement.
The lower the number means you have a very negative view towards the statement. The
higher the number means you have a very positive view towards the statement.

How was your overall experience for your last visit to Starbucks?
-5

-4

-3

-2

-1

+1

+2

+3

+4

+5

+2

+3

+4

+5

Rate the flavor of Starbucks coffee?

-5

-4

-3

-2

-1

+1

What was your overall experience during your last visit to Starbucks?
-5

-4

-3

-2

-1

+1

+2

+3

+4

+5

+1

+2

+3

+4

+5

+3

+4

+5

How is the service at Starbucks?

-5

-4

-3

-2

-1

How is the value for your money at Starbucks?

-5

-4

-3

-2

-1

+1

+2

Please choose (as many as necessary) from the following list your opinion of the atmosphere
in Starbucks:
A) Gloomy
B) Quiet
C) Relaxing
D) Uncomfortable
E) Home-like
D) Enjoyable
E) Noisy
F) Happy
Do you like to have your coffee or creamer flavored?
A) Yes
B) No
C) Sometimes
If you answered Yes, please list the flavors you like: ___________________________

PREFERENCE

What is the most common way you choose the Starbucks location you prefer to visit?
A) Whatever location is nearest to me at that moment (not including near your home or work)
B) Closest to my home
C) Closest near my work

Divide the percentage of your coffee shop preference among the options listed below out of
100%
STARBUCKS

_____

CARIBOU

_____

PEATS

_____

TIM HORTONS

_____

DUNKIN DONUTS

_____

THE COFFEE BEAN

_____

Please name your favorite coffee at Starbucks: ____________________

Divide 100 points across the following locations in terms of where you typically do personal
work?
AT WORK OFFICE

_____

AT HOME

_____

RESTAURANT

_____

BAR

_____

COFFEE SHOP

_____

HOTEL

_____

PUBLIC LIBRARY

_____

UNIVERSITY

_____

PARK

_____

IN MY CAR

_____

AIRPORT/AIRPLANE

_____

TRAIN STATION/TRAIN _____

BUS/BUS STATION

_____

How often do you conduct personal work when traveling?

A.
B.
C.
D.

50 or more hours per week

30 - 49 hours per week
11 - 29 hours per week
0 - 10 hours per week

Divide 100 % across the following payment options in terms of how you usually pay for
coffee:
CASH

_____

CREDIT CARD

_____

DEBIT CARD

_____

CHECK

_____

GIFT CARD

_____

How do you prefer to order Starbucks coffee?

A) Drive through
B) In person
C) Using the app
Rank the order of your preference according to which season you like to drink hot coffee
(1 - Best; 4 - Worst)
A. Autumn
__

B.
C.
D.
E.

Spring
__
Winter
__
Summer
__
I do not drink hot coffee

Rank the order of your preference according to which season you like to drink iced coffee
(1 - Best; 4 - Worst)
A. Autumn
__
B. Spring
__
C. Winter
__
D. Summer
__
E. I do not drink hot coffee

Please circle the number which best describes how much you enjoy drinking hot coffee
based on the following:
Very
Much
A) Breakfast 1
B) Lunch
1
C) Dinner
1
D) Snack
1

2
2
2
2

3
3
3
3

4
4
4
4

Very
Little
5
5
5
5

Please circle the number which best describes how much you enjoy drinking iced coffee
based on the following:
Very
Much
A) Breakfast
1
B) Lunch
1
C) Dinner
1
D) Snack
1

2
2
2
2

3
3
3
3

4
4
4
4

In the summer time, what temperature do you prefer your coffee?

A) Warm

Very
Little
5
5
5
5

B) Cold
C) Hot
D) Iced
In the winter time, what temperature do you prefer your coffee?
A) Warm
B) Cold
C) Hot
D) Iced

Divide the percentage of time out of 100% you prefer to drink hot coffee during the
following times of day:
MORNING

______

AFTERNOON

______

EVENING

______

How about for iced coffee?

MORNING

______

AFTERNOON

______

EVENING

______

INTENTION
How likely would you agree with the following statements? (circle your response)
I choose Starbucks coffee over any other competitor in the near future
1
2
Not
Likely

6
Extremely
Likely

I visit Starbucks for coffee frequently during the week

1
2
Not
Likely

6
Extremely
Likely

What makes you want to buy Starbucks coffee?

A) Its a habit
B) Its the only coffee that wake me up
C) I love the coffee flavors Starbucks offers
D) The prices are fair compared to Starbucks competitors
Do you think coffee is healthy for you or not healthy for you? (place an X on the line)
Healthy ------------------ Not Healthy
If you answered not healthy, will this cause you to ever stop drinking coffee?
____ Yes

____ No

Do you plan to buy a Starbucks giftcard for any upcoming holidays or special occasions?
_____ Yes

_____ No

If yes, indicate which holiday or special occasion:

____________________________________
Would you consider buying Starbucks merchandise (coffee beans, food, gift cards, hard
goods, mugs, apparel)?
_____ Yes

______ No

What will make you want to sit down and drink your coffee at Starbucks?
A) Friendlier service
B) Cleaner dining area
C) Offering free Wi-Fi
D) Less time waiting in line
E) Lower coffee prices

BEHAVIOR
Circle how many cups of coffee you drink during the specified times throughout the day:
Right when you wake up
For breakfast
Mid Morning
Lunch
Mid Afternoon
On your way home from work
Dinner
After dinner
Before Bed

0
0
0
0
1
0
0
0
0

1
1
1
1
2
1
1
1
1

2
2
2
2
3
2
2
2
2

3
3
3
3
4
3
3
3
3

4
4
4
4
5
4
4
4
4

5
5
5
5
5
5
5
5

What percentage of time do you order coffee to-go versus to stay?

To-go

_________

Stay

_________

Do you prefer buying coffee to-go or sit down and drink in store?
A) In Store
B) Take-Out
What time of day do you usually go to Starbucks? Choose all that apply. Write how long
your stay is during each visit on the line provided
A) Right when you wake up
B) For breakfast
C) Mid Morning
D) Lunch
E) Mid Afternoon
F) On your way home from work
G) Dinner
H) Before Bed

________
________
________
________
________
________
________
________

How often do you go to Starbucks and stay there for coffee?

A) > 3 times a week
B) 2-3 times a week

C) once a week
D) 1-3 times a month
E) Never
When you visit Starbucks, who do you go with? Circle all that apply
A) Go by myself
B) Family
C) Partner
D) Friends
E) Coworkers
F) Other
Divide the percentage of time you spend at Starbucks with each person out of 100%
By yourself

_____

Family

_____

Partner

_____

Friends

_____

Coworkers

_____

Other

_____

What kind of products do you buy at Starbucks?

A) Coffee
B) Other beverage (non coffee)
C) Food
D) Merchandize (mug or bottles)
E) Coffee beans/ Powder
F) Gift Card
Do you drink coffee every day?
A) Yes
B) No
When you buy a prepared Starbucks coffee, how do you buy it?
A) Through the Starbucks App
B) Pay with cash
C) Pay with card

D) Someone usually buys it for you

Do you order the same coffee when you buy Starbucks, or something different?
A) I am consistent with my buying patterns
B) I like to drink the same coffee, but I will also buy seasonal items
C) I normally buy the coffee that has been brewed most recently
D) I like to get something different every purchase
How often has Starbucks given you a coffee that you didnt originally order, if ever?
A) Never
B) Not very often
C) Every visit
D) More often than not
Write the amount of times you received a wrong order, on average, in the past month:
__________________
On average, how long do you wait in line before ordering at Starbucks?
0 minutes __________________________________ 30 minutes
What products do you buy from Starbucks other than coffee? Choose all that apply.
A) Baked goods
B) Bottled beverages
C) Packaged coffee
D) Books
E) Music
F) Food
G) Sweets
H) Other: ___________
I) None

Do you buy iced coffee?

___ Yes

___ No

What type of location do you usually go to for your Starbucks coffee?

A) Drive through
B) Inside a store (Target or Barnes & Noble)

C) Walk in
D) Other

MOTIVES
What are your reasons for coming to Starbucks?
A) Meeting point
B) Study/ Work
C) Go with family
D) Relax
E) Just buy the products
F) Other (Please specify) ___________________
Why do you choose Starbucks over other brands? Choose best choice
A) Brand name
B) Quality of coffee
C) Customer Service
D) Environment
E) Convenience
F) Taste
G) Price
Why do you order coffee to go?
A) Convenience
B) Take away for work/ shopping/ etc
C) No seats in store
D) Dont have time to stay in
E) Other
Why do you drink coffee? Check all that apply.
A) I like the taste
B) I want/need the caffeine
C) Its a habit
D) I crave it when Im thirsty
E) I dont drink coffee
F) Other: _____________
Why do you order seasonal holiday drinks at Starbucks?
A) I love trying new flavors
B) The prices are less expensive

C) I like to follow the crowd

D) I dont order seasonal holiday drinks
Why do you order iced-coffee? Skip if you do not drink iced-coffee.
A) It is refreshing during the summer
B) The promotions are more favorable
C) It is better tasting than hot coffee
D) I dont drink iced-coffee

PSYCHOGRAPHICS
List three activities you enjoy doing: ____________________________
___________________________
___________________________

Would you consider your lifestyle to be laid back or busy? Put a mark on the line where
you see fit.
Laid Back _______________________ Busy
Choose the word that best describes yourself:
A) Bubbly
B) Introvert
C) Outgoing
D) Busy-bee
E) Calm
F) Intense
G) Easy-Going
H) Motivated

Are you more of a homebody or someone who enjoys being out and about?
A) Homebody
B) Out and about
What is your attitude towards reading books as a hobby? Put a check on the line that
correlates.

I read books very often.

I read books once in awhile.
I only ready on occasion.
It is a rare occasion if I read a book.
I never read.

_____
_____
_____
_____
_____

Healthy meals are considered to include all food groups. Are you interested in eating
healthy for every meal?
___ Yes

___ No

Listed below are a number of weekend activities. Please rank them from your favorite (1)
to least favorite (10).
A) Work
_____
B) Relax
_____
C) Travel
_____
D) Spend time with family
_____
E) Run errands
_____
F) Go out with friends
_____
G) Go shopping
_____
H) Go to sporting events
_____
I) Clean
_____
J) Spend time away from home
_____
What percentage of time do you spend doing the following activities, divide out of 100%:
Work
Relax
Travel
Spend time with family
Run errands
Go out with friends
Go shopping
Go to sporting events
Clean
Spend time away from home
Other

_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____

What kind of music do you like? Circle all that apply.

A) Alternative
B) Blues

C) Classical
D) Country
E) Dance
F) Electronic
G) Hip Hop / Rap
H) Indie Pop
I) Gospel
J) Jazz
K) Latin
L) New Age
M) Opera
N) Pop
O) R&B / Soul
P) Reggae
Q) Rock
R) Beats
S) Other: _____________
Do you watch any TV?
___ Yes

___ No

If you answered Yes, what are your favorite cable TV shows:

____________________________
If you answered Yes, what are your favorite network TV shows:
____________________________

What are your favorite cable TV stations?

____________________________________
What are your favorite network TV stations?
____________________________________
Do you prefer to watch TV or Netflix?
A) TV
B) Netflix

Do you drink craft beer?

A) Yes
B) No
Rate on the following scale how interested you are in craft beer:
1
Highly
Interested

6
Not Interested
At All

How often do you drink craft beer?

A) Everyday
B) Every other day
C) 3 days a week
D) 4 days a week
E) 5 days a week
F) 6 days a week
G) Once a week
H) Once a month
I) Once every other month
J) Once every 6 months
K) Once a year
L) Never

Do you drink wine?

A) Yes
B) No
Rate on the following scale how interested you are in wine:
1
Highly
Interested

How often do you drink wine?

A) Everyday
B) Every other day

6
Not Interested
At All

C) 3 days a week
D) 4 days a week
E) 5 days a week
F) 6 days a week
G) Once a week
H) Once a month
I) Once every other month
J) Once every 6 months
K) Once a year
L) Never
A foodie is a person with a particular interest in food. On the following scale, rate how
interested you are in food:
Very
________
Not
Interested
Interested
If Starbucks were to offer a new food item on the menu, what item would you be willing to
buy?
________________________________
How many automobiles do you own?
A) 0
B) 1
C) 2
D) 3
E) 4
F) 5>
Do you own or rent your residence?
A) Own
B) Rent
How many homes do you own?
A) 0
B) 1
C) 2
D) 3
E) 4
F) 5>

For the following list of questions, circle the number ranging from 1 (Definitely Disagree) to
6 (Definitely Agree) that corresponds to your level of agreement.
Definitely
Disagree

Definitely
Agree

I enjoy seeing live music

I am influenced more by friends

and family than experts on a product

I buy more items with cash than a

credit card

I am good at saving money

I am up to date on current events

I watch more TV than I should

I see my income increasing over the

next 3 years

Over the last 2 years I have borrowed

money from a bank or finance company

I am confident

Advertisements tend to be deceitful

I like to travel recreationally

My family income is enough to live

happily and pay all my bills

I make my buying decisions based

on the price

I like to use coupons when I come

across them

I think I save more money than I spend

I enjoy creating art

Credit cards are just a game to build

good credit

I like to go to parties frequently

I like conversing with people

I like to go to sporting events

Reading is my primary source of

intertainment

Watching Television is appealing

I rely on other people to make decisions

for me

The products I buy are mostly the same

products my family has in their houses

I am responsible for the spending in

my family

I dont get nervous often

I enjoy dancing

I am often asked for advice on

brands or products

I consider myself attractive

I dont sleep well most nights

I like reading about my purchases

before making the purchase

If my mother likes a product, I like

the same product

I dont like to lead projects

I go shopping on Black Friday

I believe you can save a lot of money

over time with coupons

If my favorite brand is running a

promotion, I will take advantage

I mute the commercials when I watch TV

I like to spend more time at home than

partying on the weekends

I want to stand out in a crowd

I am consider myself as being athletic

My neighbors and I talk frequently

My group of friends like to go out on

the weekends to busy bars

I only buy clothes if they are marked

as sale items

I have more shoes than I truly need

I buy my groceries based on preference

not price

My house is decorated in neutral colors

I like to decorate my house for the holidays 1

If I read the newspaper, I only read

the sports section

My friends take my advice on buying

specific items
If I buy an item on sale, I feel like a
am getting a good deal

I watch my favorite sports teams

regularly

I find advertisements in magazines

to keep my attention as much as the
articles or pictures

I can afford to take at least one

vacation a year

My family tends to keep to themselves

I could use more money

I enjoy having pets

DEMOGRAPHICS
What is your gender: M or F
What is your nationality: ___________
Choose your age group:
A) < 13
B) < 18
C) 18-25
D) 26- 40
E) 41-50
F) 51-60
G) 61-70
What is your annual income?
A) < 20,000
B) 20,000 - 40,000
C) 40,000 - 60,000

D) 60,000 - 80,000
E) 80,000 - 100,000
F) 100,000 - 150,000
G) 150,000 - 200,000
H) >200,000
I) I dont work
Including yourself, how many people live within your household?
___________________________

Choose your education level:

A) High School or below
B) High School graduate
C) Associate Degree
D) Bachelor Degree or above
What is your work status?:
A) Unemployed
B) Student
C) Part Time
D) Full Time
E) Retired
F) Other
Which of the following most closely matches your job title?
A) Intern
B) Entry-level
C) Analyst/ Associate
D) Manager
E) Senior Manager
F) Director
G) Vice President
H) Senior Vice President
I) C level executive (CIO, CTO, COO, CMO, etc.)
J) President or CEO
K) Owner
Please state your occupation below:

_____________________
On average, how many hours per week do you work at your job?
A) 35 hours a week or more
B) Less than 35 hours a week
C) I am not currently employed

What best describes the type of organization you work for?

A) For profit
B) Non-profit (religious, arts, social assistance, etc.)
C) Government
D) Health Care
E) Education
F) Other
What is your marital status?:
A) Single
B) In a relationship
C) Married
D) Divorced or Separated
E) Widowed
F) Other
What is your ethnicity?
A) Caucasian
B) African American
C) Asian
D) Hispanic
E) Pacific Islander
F) Other
What is your religious preference?
A) Catholic
B) Orthodox
C) Protestant
D) Muslim
E) Jewish
F) Mormon

G) Other ________________
Do you happen to be a member of a church, synagogue, mosque, or some other organized
religious group?
A) Yes
B) No

Do you live in a building that has a Starbucks in it?

___ Yes

___ No

Which region of the country do you live in?

A) Midwest - IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI
B) Northeast - CT, DC, DE, MA, MD, ME, NH, NJ, NY, PA, RI, VT
C) Southeast - AL, AR, FL, GA, KY, LA, MS, NC, SC, TN, VA, WV
D) Southwest - AZ, NM, OK, TX
E) West - AK, CA, CO, HI, ID, MT, NV, OR, UT, WA, WY