‘An essay analyzing the methodology used by the researchers in the video…’ (Researchers are Dannie Kjeldgaard and Jacob Ostberg)

(a) the aim of the researchers
The researchers were looking at the coffee culture in Scandinavia and focused on the authenticity. They wanted to analyse the difference of the prominent styles of coffee culture in Scandinavia (Americana, culinaria, viennesia). They were emphasizing the impact of glocalization and that coffee culture in Scandanavia is the highest per captia, double its next competitor (Italy at 10).

(b) What are the data sources?
Sources were employees and shop owner in the coffee houses in Scandanavia. Interviews with employees/ video/ they themselves going into the coffee shops (ethnography)

(c) Who is included in the sample?
The sample were a selection of about 10 coffee houses including a range from the three styles; Americana, culinary and viennesia.
There was a focus on interviewing and talking to employees and shop owners.

(d) Primary data collection techniques used
1. Interviews with employees/ owners
2. Video
3. Analyzing general popular media
4. They themselves went in to the coffee shops to analyze the aesthetics of the shops.

(e) how these sources helped researchers in meeting their aim
- Allowed for a broad perspective across the different types of coffee chains
- In depth
- Informative
- Subjective to each coffee house
- Biased
- Unstructured which allowed for the researcher to divert of the question in order to attain more relevant information

(f) the concepts which are used to analyse the three coffeehouse cases
- Americana, Viennesia, Culanaria

(g) Your reflections about the study
The sample was not broad enough as it only focused on employees and shop owners which was likely to result in biased and mixed responses on their take of coffee culture. It may have been more effective to form focus groups or interviews with the customers in the shops as well.