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Starbucks, Bank One & Visa Launch Starbucks Card

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RES/351 Business Research

Starbucks, Bank One & Visa Launch Starbucks Card
1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project.
Starbucks used the scientific method which consists of three different studies based on product functionality, product optimization, and brand tracking. The scientific method used to gather information about the target markets that they had or trying to approach. The product functionality study was carried out at the concept testing stage of the research, through the use of an online survey. The purpose was to understand which of the two credit card concepts customers preferred of the dual-function or two separate cards. This would determine if the product would or would not function as Starbucks desired, the findings of this study would be pertinent information to assist Starbucks and its affiliates in determining the strengths and/or weaknesses of the study’s design. The study of product optimization was used to see the concept stages of research. Starbucks used this study to see if certain features from the dual action card would determine if customer’s decision to apply for a credit card. The brand tracking was used to measure the return on the marketing investments based on the feedback after they launched the card.
2. Build the management-research question hierarchy for this project.
The first question Starbucks had to answer was whether or not they would be able to provide a dual-functionality credit card in an already credit card market. It was important to understand if the credit card companies were a good fit for the concept and if the execution of the card would provide a unique product for consumers. The next question to address was whether or not consumers would be open to the new concept and if they would see the benefit…...

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