Your opinions count! The purpose of this survey is to hear and record opinions from consumers like yourself regarding coffee consumption. This survey is being conducted by M.B.A. students at the Weatherhead School of Management as part of term project. We appreciate your honest responses and all responses will remain completely confidential. This is a student project and no information will be released to any firm.
Select participants will be entered into a drawing for one of two $10 dollar Starbucks gift card. Please enter your email address if you are interested in the drawing. Emails will only be sent to notify winners and will not be distributed or associated with the survey results in anyway.
On average, how many cups of coffee do you drink per day?
Please divide 100 points among the places where you get coffee
Home
Office
National Specialty Coffee Shops (i.e. Starbucks, Caribu Coffee, etc)
Fast Food Retailer (i.e. McDonalds, Burger King, etc)
0
What type of coffee do you most often drink?
Please rate the importance of each of the following factors in regards to your coffee purchasing decisions.
Not at all Important
Somewhat Unimportant
Neutral
Somewhat Important
Very Important
Price
Fair Trade
Package Attractiveness
Organic
Sensitive Stomach Blend
Taste
Smell
Speed of Preparation
Convenience of Purchase
Brand Reputation
Do you prefer to brew coffee at home or purchase it already made outside the home?
What do you most dislike about coffees that you brew at home?
What do you most dislike about coffee that are purchased ready to drink?
Section 2 - Retail Coffee Brands
The following section will ask your opinion regarding retail, or store bought, coffees
Please choose a retail brand of coffee that you are familiar with from the drop down box. You will be asked to briefly evaluate this brand in the following question.
Please evaluate the following statements about the coffee brand you selected above:
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
_______ coffee is convenient
_______ tastes delicious
_______ offers a variety of coffees I enjoy
_______ is a quality coffee
_______ is a trusted brand name
The _______ brand is hip and exciting
_______ coffee is a good value
Please choose a 2nd retail brand of coffee that you are familiar with from the drop down box. You will be asked to briefly evaluate this brand in the following question.
Please evaluate the following statements about the coffee brand you selected above:
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
_________ tastes delicious
_________ coffee is a good value
_________ coffee is convenient
_________ offers a variety of coffees I enjoy
_________ is a quality coffee
_________ is a trusted brand name
The ________ brand is hip and exciting
Please choose a 3rd retail brand of coffee that you are familiar with from the drop down box. You will be asked to briefly evaluate this brand in the following question.
Please evaluate the following statements about McDonald's coffee:
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
_______ tastes delicious
_______ coffee is convenient
_______ offers a variety of coffees I enjoy
_______ is a quality coffee
_______ is a trusted brand name
The _______ brand is hip and exciting
_______ coffee is a good value
What is your favorite brand of coffee?
Please briefly explain why you selected this brand as being your favorite.
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