Primary Data Sample

Collecting Primary Data

Primary Data:

• Observed information

• Information gathered from first-hand experience

• Can be obtained through surveys, experiments, interviews, observations, questionnaires, focus groups

• Gives researcher competitive edge

• Quantitative

- includes numbers or measurements

• Qualitative

- collection of attitudes or opinions to be studied https://www.reference.com/education/primary-secondary-data-5e4a8333252bf73b

http://www.investorwords.com/19322/primary_data.html

http://study.com/academy/lesson/what-is-primary-data-in-marketing-research-definition-sources-

collection.html

Data by Observation:

How many people go in to Starbucks to order drinks, socialize, or study/work

• Person 1 and 2: came in to order and pick up drinks

• Person 3: came in to study/work

• Person 4: came in to order and pick up drinks

• Person 5 and 6: came in to socialize

• Person 7 and 8: came in to pick up drinks

• Person 9: came in to meet and socialize w/someone who was already there

• Person 10: came in to study/work

• Person 11: came in to order and pick up drinks

• Person 12, 13, 14, and 15: came in to socialize Surroundings and Environment:

• laughter

• interaction (talking)

• welcoming and inviting atmosphere

• hip contemporary design

• advertising and decor

• smell of coffee

• service: wifi, staff, line, bathroom

• kinds, teens, and young adults: place where college students can hang out, study, and meet people

http://smallbusiness.chron.com/starbucks-target-audience-10553.html

Product/Category Purchased:

• drinks: frappes, coffees, teas, smoothies, refreshers, lattes, etc.

• baked goods

• sandwiches

• yoghurt

• snacks

• wraps Demographic Characteristics:

A Starbucks consumer is generally very high income, Asian, and senior age.

• gender:

- male - female

• age group:

- Kids and teens: 13-17 = 2% of sales - Young adults: 18-24 = 40% sales - Adults: 25-40 and up =49%

• income level: relatively high income- $90,000+ (most customers make around $25,000+)

• education level: professional careers and focus on social welfare http://infoscout.co/brand/starbucks?utm_expid=75303912-24.l6L7NHOEQze-M9P-

hvusJw.0&utm_referrer=https%3A%2F%2Fwww.google.com%2F

http://smallbusiness.chron.com/starbucks-target-audience-10553.html

http://www.paperdue.com/essay/psychographic-segmentation-of-starbucks-126695

Psychographic Characteristics:

• attitudes:

- socially conscious - those who are interested in changing the world

• values:

- healthy sized customer base - effective marketing strategies - personalized in-store experience

• lifestyle:

- serious coffee drinkers - socially conscious coffee drinkers - non-coffee drinkers Results:

• adult target audience grows at a rate of 3% annually

• young adult audience grows 4.6% each year

• teenagers under the age of 18 make up just 2% of the revenues annually

• adults 40+ enjoy their purchases within the store so they can socialize

• When a store seems packed with folks in an older age demographic, it can seem like they are the ones most likely to visit Starbucks for a drink – yet they make up just 9% of revenues

• most younger customers grab their drinks and go – many utilizing drive-thru if available.

• 4 out of 5 Starbucks customers have an active social networking presence on Facebook, Twitter, Pinterest, or LinkedIn

• 3 out of 5 Starbucks customers owns at least an entry-level smartphone http://brandongaille.com/30-curious-starbucks-demographics/