Ethnographic Qualitative Data Analysis Of Starbucks

Introduction The purpose of this marketing research document is to conduct an ethnographic qualitative data analysis on conversations among three different business locations where meetings between people and conversations are likely. The data will be gathered from Starbucks locations which are in a residential area, downtown, and at a mall. From this data, I will make recommendations on how the data could be used as it is only after analyzing qualitative data that the true value emerges since qualitative data analysis is inductive (Hair, 2011).

Method

I observed 15 things people said from each Starbucks location and only 1 per group / meeting. I documented the context, location, the statement that was made, and the gender of the person making

All the information here can be used to ultimately increase Starbucks’ revenue.

The gender breakdown conclusions could be used to tailor certain locations to attract more males (if there is a lack of males) or to tailor locations to attract even more of who is attending already (females). Over all locations, males could be attracted by more masculine menu items, larger sizes, more drive through facilities, or even changing the décor. Care should be taken to not alienate the core female demographic at the same time.

Disposition data could be used to create a more positive atmosphere since the data showed that most dispositions were not positive. Positive emotions could lead to more sales. On the other hand, the vast majority of dispositions were neutral so perhaps this data presents a good opportunity for Starbuck to create an atmosphere more conducive to deeper conversation. Patrons would stay longer and hopefully purchase more. By taking advantage of emotion data, Starbucks could increase

I recommend the company begin to appeal to the male population by increasing the size of the largest coffee by 50% and increasing the use of more masculine décor. This should be done without upsetting the current core of female patrons. Starbucks should also increase male attendance by offering a “bring your significant other” promotion that offers discounted or free coffee. The company could also do something more radical. I recommend Starbucks increase its student and business attractiveness, especially in mall and downtown locations by offering conference room rentals and onsite catering for business meetings. The company already has good business and student attendance, but this feature could keep those patrons longer. Lastly, the company should increase its positivity by increasing its use of positive music, décor, and perhaps even pump oxygen into its stores. By increasing its use of private spaces and booths, the company could increase is amount of positive conversations and decrease its neutral conversations (by allowing for deeper