Starbucks is testing a reusable cup deposit scheme near a university. Customers would pay a £1 deposit, return the cup to any participating branch and recei...
Question 1 Report
Starbucks is testing a reusable cup deposit scheme near a university. Customers would pay a £1 deposit, return the cup to any participating branch and receive the £1 back. Before the trial, Starbucks plans to ask 200 students a short questionnaire at different campus entrances. The questionnaire uses a five-point rating scale from “very unlikely” to “very likely” for using the scheme. It also asks students to state their usual weekly number of takeaway hot drinks. The business must decide whether the questions will produce useful information.
(a) Define the term pilot survey. [2]
(b) State two reasons why Starbucks should test the questionnaire before giving it to 200 students. [2]
(c) Calculate the total value of deposits held if 340 cups are not returned during the first week and each deposit is £1. Show your working. [3]
(d) State three benefits of using a five-point rating scale in the questionnaire. [3]
(e) Analyse whether surveying students at campus entrances will give Starbucks valid market-research results for the reusable cup scheme. [10]
Answer Details
(a) A pilot survey is a small-scale test of a questionnaire or survey carried out before the main research. [2]
(b) Testing the questionnaire can identify unclear questions and unsuitable answer options. It can also show how long completion takes, reveal layout problems and improve validity before surveying all 200 students. Any two gain credit. [2]
(c)
\[340\times£1=£340\]
The total value of deposits held is £340. [3]
(d) A five-point scale shows the strength of a respondent's opinion, gives more detail than yes/no, and produces answers that can be counted and compared. It is also quick to complete. Any three benefits gain credit. [3]
(e) Campus entrances allow Starbucks to contact many students conveniently. Using different entrances and times could include students from different courses and improve coverage. This makes the method useful if Starbucks is considering a trial near a university.
However, students are not the whole Starbucks market, so the findings may not represent office workers, families or other customers. Students in a hurry may give rushed answers. Most importantly, stating that they are likely to use the scheme does not prove they will use it when they must pay a £1 deposit.
Starbucks should sample systematically at several entrances and times, include several campuses, and survey existing branch customers too. A small branch trial measuring actual cup returns would provide behavioural evidence. Campus research is useful for a university-area trial but is insufficient by itself for a wider rollout. [10]
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