2. What are consumers looking for in a coffeehouse experience? How do they view the Starbucks coffeehouse experience? How can Starbucks determine answers to these questions?

3. A survey is to be conducted to determine the image coffee drinkers have of Starbucks and other coffee chains. Which survey method should be used and why?

4. Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can a survey be used to determine the consumer reaction to this coffee prior to national introduction? If so, which method should be used?

5. Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can the observation method be used to determine the consumer reaction to this coffee prior to national introduction? If so, which observation method should be used?