Marketing Research Approach
1) Demographics- The information about the population sizes, incomes the age structure, geographical distribution etc and future trends is easily available in official government population reports. In order to obtain this information, a survey of the existent secondary information/reports was conducted by the marketing staff at every Starbucks store to determine the nature of the demographics in every market (Andreasen & Kotler, 2003).
2) Psychographics- It is important to determine the values, beliefs, personality, lifestyles and interests etc, of the market, especially since this service is largely a lifestyle product. In order to determine these,