If joe wants to understand some of the psychographic characteristics of coffee consumers in USA.

develop 3 survey questions that uses likert scales to obtain data:

I am attaching the case study

A New "Joe" on the Block CASE Joe Brown is ready to start a new career. After spend- Mcdonald's Premium Coffee was not as good, but it was better 4.1 ing 30 years as a market researcher and inspired by than the other two. Dunkin' Donuts coffee had reasonably unob- the success of Starbucks, he is ready to enter the jectionable taste but was very weak and watery. The Burger King coffee shop business. However, before opening his first shop, he coffee was simply not very good. realizes that a great deal of research is needed. He has some key Yet another study talked about Starbucks becoming a huge com- questions in mind. pany and how it had lost touch with the common coffee shop What markets in the United States hold the most promise for a customer. The researchers stood outside a small organic specialty new coffee shop? shop and interviewed 100 consumers as they exited the shop. What type of location is best for a coffee shop? They asked, "Which coffee do you prefer?" The results showed a What is it that makes a coffee shop popular? preference for a local coffee, tea, and incense shop, and otherwise What coffee do Americans prefer? put Starbucks last behind Mcdonald's, Burger King, and Dunkin' Donuts. A quick trip to the Internet reveals more previous research on coffee, markets, and related materials than he expected. Many Still another study compared the coffee-drinking experi- studies address taste. For example, he finds several studies that in ence. A sample of 50 consumers in St. Louis, Missouri, were interviewed and asked to list the coffee shop they fre- one way or another compare the taste of different coffee shop coffees. Most commonly, they compare the taste of coffee from quented most. Starbucks was listed by more consumers than Starbucks against coffee from Mcdonald's, Dunkin' Donuts, any other place. A small percentage listed Dunkin' Donuts Burger King, and sometimes a local competitor. However, it but none listed Mcdonald's, despite their efforts at creat- becomes difficult to draw a conclusion as the results seem to be ing a premium coffee experience. The study did not ask consumers to compare the tastes of the coffee across the inconsistent. different places. One study had a headline that poked fun at Starbucks' high- priced coffee. The author of this study personally purchased Joe also wants to find data showing coffee consumption patterns coffee to go at four places, took them to his office, tasted and the number of coffee shops around the United States, so he them, made notes and then drew conclusions. All the coffee spends time looking for data on the Internet. His searches don't was tasted black with no sugar. Just cups of joe. He reached reveal anything satisfying. the conclusion that Mcdonald's Premium Coffee (at about As Joe ponders how to go about starting "A Cup of Joe," he $1.50 a cup), tasted nearly as good as Starbucks House Blend wonders about the relevance of this previous research. Is it use- (at about $1.70 a cup), both of which were much better than ful at all? He even questions whether he is capable of doing any either Dunkin' Donuts (at about $1.20) or Burger King (less primary research himself and considers hiring someone to do a than $1). This study argued that Mcdonald's was best, all things feasibility study for him. Maybe doing research is easier than using considered. research. Another study was written up by a good critic who was sim- ply interested in identifying the best-tasting coffee. Again, he Sources: Shiver, J., "Taste Test: The Little Joes Take on Starbucks," USA Today tasted them all black with nothing added. Each cup of coffee (March 26, 2008), http://www.usatoday.com/money/industries/food/2006-03-26- coffee_x.htm, accessed August 3, 2011; Associated Press, "Mcdonald's Coffee Beats was consumed in an urban location near the inner city center in Starbucks, Says Consumer Reports," The Seattle Times (February 2. 2007), which he lived. He reached the conclusion that Starbucks' coffee http://seattletimes.nwsource.com/html/businesstechnology/2003553322_ had the best flavor although it showed room for improvement. webcoffeetest02.html, accessed August 3, 2011; "Coffee Wars: Starbucks v Mcdonald's," The Economist 386 (January 10, 2008), 58