Topic and Research Background
The focus of this observation research is general coffee shop behavior. Two main reasons caused the group to arrive at this topic: first, the members' shared passion for coffee and the coffee experience; second, the practicality that can be afforded since some members are working on a coffee-oriented business for their BA 129 feasibility study. Coffee shop behavior is something that can be readily observed and it occurs within a short time interval so that research by observation is viable.
Since Starbucks is the unquestionable leader in the industry, it was decided that the behavior in its stores be the focus of observations. However, the group also recognizes that other industry players are also quite significant, thus the choice to expand observations into three other popular coffee chains Seattle's Best Coffee, Coffee Bean & Tea Leaf, and the Filipino-owned Figaro Coffee, while Starbucks remained the point of reference for many......
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Approximate Word Count: 2860
Approximate Pages: 11 (260 words per double-spaced page) |