Bank One, Visa, And Starbucks Case Study

Register to read the introduction… They wanted to conduct research to find out if the dual-functionality of the new financial services product would be accepted, preferred, and understood by Starbucks customers. They recruited participants through an online panel to complete the online surveys. The online surveys were key to helping them assess if past negative credit card experiences could hurt the Starbucks brand (brand fit), if customers prefer to have instant rewards (benefits), and if people would actually use it. The various online surveys were specifically designed to help Starbucks predetermine the card usage barriers, the level of impact on their brand, how likely it was to be used and appeal to Starbucks customer. The pros of the online survey method were that a lot of people were able to be reached and take part in the quick survey. The cons were that they only conducted the surveys on the west coast and they did not reach the Starbucks customers in different regions of the US.
5. What measurement questions would you use to assess the effectiveness of the Starbucks Duetto™ Visa in a future customer survey?
How many times per month do you use your card for purchases other than Starbucks?
How often do you use your Starbucks in-store rewards features?
Do you feel the rewards incentives/community give back programs add value to your Starbucks experience?
Do you plan to continue using your Duetto card for future purchases?
Would you recommend the Duetto card to a friend (Business Research Methods, 11e, Cooper/Schindler,