eating in; and the usual size of the consumer's beverage. Finally, more subjective responses were requested, such as whether the store's customer service was good and the prices were fair.
Classification of findings
Findings were classified on a nominal basis, except for age and income. Because this was a small, preliminary survey, the responses and number were often merely recorded. For example, when asked 'how would you rate customer service' at Starbucks, 17 responded excellent, 3 responded good, and none responded fair. Another type of ranking would have involved ranking the customer service experience from 1-5 (excellent-poor) and averaging the frequency of different responses (for example, what numbered rankings received the greatest number of responses). However, this was not chosen, as it was feared that the difference between a 1 and a 2 might be quite subjective, and not as meaningful as subjective responses to word-based rankings such as 'excellent' or 'fair.' The responses were not ranked as ordinals, merely recorded nominally, given that the ordinal ranking was fairly self-evident. Interval scales in terms of wait time for beverages were also not used because there was a relatively narrow framework of wait times. The majority of respondents (15) waited 2-4 minutes for drinks, and the remainder (5) waited 5-8 minutes. This relatively short time period may reflect the fact that the Starbucks used for the research has been in business for a fair amount of time and has mastered efficient drink preparation. Serving drinks quickly is a crucial part of the coffee business.
Ranking age and income ordinally yielded an interesting result: 6 consumers were in the youngest (18-25) demographic, and membership in the next two categories (25-35; 35-44) was equally distributed: both groupings contained 4 respondents. The next category (45-54) was statistically insignificant...
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