COFFEE

1. Do you drink coffee? *

Yes

No

2.

How often do you drink coffee? *

Less than 1 cup per week

1 cup per week

Less than 1 cup per day but greater than 1 cup per week

1 cup per day

2 - 3 cups per day

Greater than 3 cups per day (How many?)

3.

How many of these cups of coffee do you purchase outside of your office and home? (Select only one answer.) *

All

Greater than 50%

25% to 50%

Less than 25% but greater than 0

None

4.

Do you ever stay in a coffehouse to drink your coffee, as opposed to taking it "to go"? *

Yes

No

5.

On occasions where you do drink your coffee in a coffee house, are you likely to make another purchase of a beveraage or snack by the time you leave the store? *

Yes

No

6.

How many additional purchases would you make while sitting in the store? (Select only one answer.) *

Greater than 2 (How many?)

7.

Please rank your coffee preferences on a scale of 1 to 5, with 1 being your most preferred and 5 your least preferred. * Regular coffee Specialty coffee (e.g. latte, cappucino) Regular coffee with flavoring Iced coffee Other specialty coffee drinks Rank values must be between 1 and 5

BEVERAGES

8. Are there any other hot/cold beverages that you purchase outside the home/office? *

Yes

No

9.

Other than coffee, which hot/cold beverages do you regularly purchase? (Check all that apply.) *

Tea

Hot chocolate

Soft drinks

Bottled water

Iced tea

Juice

Other (please describe)

10.

Which of the following places comes to mind when you think of purchasing a hot/cold beverage? (Select all that apply.) *

Starbucks

Dunkin' Donuts

Au Bon Pain

Chain store other than above 3

Deli, bagel or convenience store

Street vendor

Fast food restaurants

Other (please describe)

SNACKS

11. Do you ever purchase ready-to-eat snacks (e.g. donuts, muffins, etc.) outside the home? *

Yes

No

12.

Which snacks do you regularly purchase? (Select all that apply.) *

Donut

Muffin

Bagel

Pastries

Cake slices

Cookie

Salads

Pies

Sandwiches

Other (please describe)

13.

How often do you purchase a snack outside the home? (Select only one below.) *

Rarely (< once a week)

Sometimes (Once a week)

Often (once a day)

Frequently (> once a day)

14.

Which of the following stores do you purchase snacks from? (Choose all that apply.) *

Krispy Kreme

Dunkin' Donuts

A deli, bagel store or convenience store

Bakery

A street vendor

Starbucks

Au Bon Pain

Other (please describe)

15.

Please rank the following criteria on a scale of 1 to 8 with 1 being the most important characteristic of a place you would choose to buy a snack from and 8 the least. * Convenience of location Taste of products Quality Brand name Price Range of menu items Variety Cleanliness Rank values must be between 1 and 8

16. ATMOSPHERE

Please select the relative importance of each of these characteristics in influencing your selection of where to have a coffee/snack on a scale of 1 (not at all important) to 5 (very important).

Not at all important Comfortable seating Spacious furnishings Dim lighting Bright lighting Soft music Reading material provided Outdoor seating Big windows Good takeout menu

Somewhat unimportant

Neutral

Somewhat Important

Very important

DUNKIN' DONUTS

17. Do you ever go to Dunkin' Donuts? *

Yes

No

18.

What is/are the primary reason(s) that you do not go to Dunkin' Donuts? (Check all that apply.) *

I don't like the coffee

I don't like the donuts

I find the stores dirty

I find the selection of coffees is too limited

I have a loyalty to some other place

I don't consume coffee or snacks that often

Other (please describe)

19.

How often do you buy coffee/snacks from Dunkin'Donuts? (Select only one below.) *

More than once a day

Once a day

Once a week

Once a month

Less than once a month

20.

Which products do you purchase from Dunkin' Donuts stores? (Select all that apply.) *

Regular coffee

Flavored coffee

Iced coffee

Tea

Donuts

Munchkins

Muffins

Bagels

Croissants

Sandwiches

Other (please describe)

21. Excellent Good Average Low Extremely poor What do you think about the level of quality of the coffee in a Dunkin' Donuts store? *

22.

Excellent

Good

Average

Low

Extremely poor

What do you think about the level of quality of the snacks in a Dunkin' Donuts store? *

23.

Excellent What do you think about the range of products that Dunkin' Donuts offers? *

Good

No opinion

Poor

Very poor

24.

What items, if any, do you believe that Dunkin' Donuts needs to introduce? (Select all that apply.) *

I like the menu as it is

More gourmet coffee choices

A larger selection of sweet snacks such as freshly baked cakes, muffins, etc.

Other (Please suggest)

25.

Have you ever sat inside a Dunkin Donuts store to consume a beverage or snack? *

Yes

No

26.

Why not? *

In each of the following 4 questions, please select an option on how Dunkin' Donuts can improve.

27. Interior Design/Decor *

I like the colors as they are

More earthy colors, resembling those of Starbucks

Greenish blue lively shades

Other (please suggest)

28.

Customer Service: *

They have great service as is

They need friendlier service

They need more efficient service

Other (please suggest)

29.

Seating: *

I like the seating as it is

More comfortable couches to sit in

Larger wooden tables and chairs

Other (please suggest)

30.

Atmosphere (select all that apply): *

I like the atmosphere as it is

Want magazines and newspapers available to read

Want internet connection with wireless setup

Classical music playing in background

Other (please suggest)

31.

If Dunkin' Donuts went through with what you have suggested, what is your likelihood of making this a regular place to patronize and hang out? * Definitely Probably Probably will not Definitely will not

Now please take a moment to answer the following general questions and you are through.

32. What is your gender? *

Male

Female

33.

Which of these age groups do you fall into? *

Below 18

18-24

25-34

35-54

55+

34.

Which of the following ranges best represents your annual income? *

<9,999

10,000-30,000

30,001-45,000

45,001-60,000

60,001-80,000

80,000+

35.

Which of the following best describes your employment status? *

Professional/Technical

Manager/Official/Self-employed

Clerical

Sales

Skilled worker

Service worker

Unskilled laborer

Unemployed or student without job

Student with part-time or full-time job

Homemaker

Retired

36.

What is your zip code? *

Programs & Exhibitions

TCA Tool-kit 1

Sample Survey Questions

Organizational Questions:
What three words would you use to describe this organization to a friend? 1. __________________________________ 2. __________________________________ 3. __________________________________ Is this your first visit to our organization? ____Yes ____No If no, how many times do you usually visit each year? ____Less than once a year ____2 or 3 times ____4 or 5 times ____More than 5 times Would you recommend it to a friend or relative? ____Yes ____No Are you a member? ____Yes ____No ____In the past, but not now Have you ever visited this our organization for any of the following activities? (Check all that apply) ____A special event ____A concert ____A guided tour ____A family program ____A lecture ____A studio class ____Our gift shop ____A film ____Restaurant or cafe Other (specify) __________________________________________________________ What motivated you to visit our museum today? (Please select three choices in rank order. A ranking of "1" indicates your first choice, "2" your second choice, and "3" your third choice.) ____a. See a particular exhibition. Which one (specify)______________________________ ____b. Attend a particular program. Which one (specify)_____________________________ ____c. Visit the entire museum ____d. Visit the museum shop ____i. Spend time with friends ____e. Visit the cafe/restaurant ____j. Spend time with family ____f. Take advantage of a free admission day ____k. Entertain out-of-town visitors ____g. Enjoy a spiritual experience ____l. Enjoyed a past visit ____h: Conduct research/do a school assignment ____m. Other (specify)____________ What would encourage you to come back to this organization? (For example, a family day, extended hours, discount, etc.) Did anything interfere with your ability to enjoy your visit today? ____Yes ____No If YES, please specify:

Programs & Exhibitions

TCA Tool-kit 2 Did you have contact with any of the following staff during your visit? If yes, how welcome did they make you feel? (Circle a number) Not Very Yes No welcome welcome Ticket seller ____ ____ 1 2 3 4 5 Usher ____ ____ 1 2 3 4 5 Security guard ____ ____ 1 2 3 4 5 Tour guide ____ ____ 1 2 3 4 5 Bar/restaurant staff ____ ____ 1 2 3 4 5 Gift shop staff ____ ____ 1 2 3 4 5 Other (specify) ____________________ 1 2 3 4 5

Profiling Questions:
What is your primary reason for being in Austin? My highest level of education is:

____High School ____Attended College ____Undergraduate Degree ____Graduate School My annual household income is: ____Under $20,000 ____$20,000-$45,000 ____$45,000-$65,000 ____$65,000-$90,000 ____$90,000-$125,000 ____$125,000 plus ____Prefer not to say Are you a local (Austin, San Marcos, Round Rock) resident? ____Yes ____No If other than above, where are you from?______________________________________________ Where did you stay last night? Hotel/Motel Friends/family RV Other Where will you stay tonight? Hotel/Motel Friends/family RV Other Are you traveling with children? ____Yes ____No If yes, how many?__________ Ages of children?__________________________ Is our organization your only tourist destination today? ____Yes____No If no, name others__________________________________________________________________

Programs & Exhibitions

TCA Tool-kit 3 Do you regularly visit arts organizations when traveling? ____Yes ____No When you arrived here today, were you traveling ____North (toward Georgetown) or ____South (toward San Marcos) When you leave, will you travel ____North or ____South? How did you hear about us? ____Internet ____Drove by ____Friends/family ____School ____Travel guide book/agent ____Newspaper/magazines ____Brochures/pamphlets ____Other (explain) As a child, did you ever visit a museum with: your family? ____Yes ____No If yes, how often? ____Frequently ____Seldom ____Rarely your school? ____Yes ____No If yes, how often? ____Frequently ____Seldom ____Rarely

Program or Event Questions

How long ago did you make plans to visit our organization? ____Months ago ____Weeks ago ____In the last few days Where did you hear about tonights show? ____Friends ____Posters ____Flyers/brochures ____Newspaper ____Website ____Radio ads

____TV ads ____Events calendars Did you feel the ticket price of $10.00 for tonights event was: ____too low ____reasonable ____too high Would you have paid $15.00? ____Yes ____No Would you have paid $20.00? ____Yes ____No

Programs & Exhibitions

TCA Tool-kit 4 How do you feel about tonights event? ____Delighted ____Satisfied ____Mixed ____Disappointed What did you do while you were at the museum today? (Check all that apply) ____a. Saw a particular exhibition. Which one (specify)_________________________________ ____b. Attended a particular program. Which one (specify)______________________________ ____c. Visited the entire museum ____d. Visited the cafe or restaurant ____e. Conducted research/did a school assignment ____f Visited the museum shop ____g. Other (specify)__________________________ Did you use an interpretive aid today? ____Yes ____No If you did not use any interpretive aids today, why not? ____Didn't know they existed ____Not comfortable using technology ____Rental cost was too high ____Audiotapes required a specific route ____Other (specify)_____________________________________________________________ Not at all Very much To what extent did today's event meet your expectations? 1 2 3 4 5 How much did you enjoy the program? 1 2 3 4 5 Not at Highly How likely are you to come back for other all likely likely program within the next twelve months? 1 2 3 4 5

Educational Program Questions

Which pre-visit materials did you use? ____Before your visit ____Etiquette and manners ____Hands-on activities ____Video ____Teachers guide Was the overall level appropriate for your class? ____Yes ____No Were your students prepared for our visit to your school today? ____Yes ____No

Programs & Exhibitions

TCA Tool-kit 5 In preparing for the tour, overall these materials were: ____Very useful ____Fairly useful ____Of no use Were the activities easily integrated into your classroom schedule? If no, why not?

Was the performance for your students at the appropriate level? ____Yes ____No Did the performance stay within the specific timeframe? ____Yes ____No Were the performers friendly and professional? ____Yes ____No The docent was warm, friendly and genuinely interested in my students. ____Always ____Mostly ____Somewhat ____Not at all The docent kept the class interested in the art. ____Always ____Mostly ____Somewhat ____Not at all The docent encouraged students participation and worked from their comments. ____Always ____Mostly ____Somewhat ____Not at all The information was at the right level for my students. ____Always ____Mostly ____Somewhat ____Not at all Would you recommend any changes in the tour? Which follow-up activities did you use? ____Writing and Art ____Creating Art Overall was the level of the activities appropriate for your class? ____Yes ____No Who paid for the admission fee? School Students PTA/PTO Fundraiser Other__________ How many field trips is your class taking this school year?_____________ What other locations are you visiting?_____________________________________ Please rate the following by circling a number: Excellent Poor The written materials were overall 1 2 3 4 a. Appropriate to the grade level 1 2 3 4 b. Encouraged critical and creative thinking 1 2 3 4 c. Maintained students interest 1 2 3 4 d. Helped students understand the art 1 2 3 4 e. Helped prepare students for visit 1 2 3 4 f. Relevant to your curriculum 1 2 3 4

9
Question:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? 2) What kind(s) of music would you like to hear played at your favorite coffee shop? 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? 4) What is your favorite coffee shop? 5) How old are you (you can approximate if you wish). 6) What city and state do you live in? The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you.

Response:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? 2) What kind(s) of music would you like to hear played at your favorite coffee shop? 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation,

etc.)? 4) What is your favorite coffee shop? 5) How old are you (you can approximate if you wish). 6) What city and state do you live in? The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you. Even though your focus is marketing, you might consider the relationship between the quality of the coffee and the failure of the business. Marshall

Response:
"Even though your focus is marketing, you might consider the relationship between the quality of the coffee and the failure of the business." Marshall Lets consider Starbys hmmm:):):) Could not resist:)

Response:
On 4 Nov 2005 13:02:03 -0800, "butch burton" < "Even though your focus is marketing, you might consider the relationship between the quality of the coffee and the failure of the business." Marshall Lets consider Starbys hmmm:):):) Could not resist:) You are assuming the quality of Starbucks is lower than the average independent or small chain. Would it were so. Marshall

Response:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: You are going to get a v biaised sample. here. by definition, we are all coffee nerds and generally consider the average coffee shop output to be naff ie possibly not your target market. 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? I would choose between several by the likelihood of a decent cuppa. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Anything as long as i cant hear it. i would only go in with friends and i want to talk to them and, when you get to my age, one cant differentiate between sound sources as well i used to be able to. 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? 1/4 fortnightly? 4) What is your favorite coffee shop? i havent found one i would happily go back to except for anitas two in london. 5) How old are you (you can approximate if you wish). in your target 6) What city and state do you live in? i dont live in a city or a state. i live in a village called alverstoke in the county of Hampshire (thats the original hampshire not your New upstart)

Response:
1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? First, quality of the coffee. Second, cleanliness of the shop. Third, simple comfort. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? "Brian Eno. Music for Airports." is an example. In other words, ambiance. Or none at all. Im an old fart. I dont want entertainment. Just great coffee. 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? 60 hours per week. I own one. Bagel Shop/coffee bar/restaurant. 4) What is your favorite coffee shop? First, my kitchen. Second, my shop after closing. Only chance to relax. 5) How old are you (you can approximate if you wish). 53. 6) What city and state do you live in? Gulf Breeze, Florida

Response:
In <, on 11/04/05 at 11:29 AM, said: Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Service. Ill take great service with lesser coffee over bad service and good coffee any day of the week. Then quality, cleanliness. Anyone who stays in a coffeehouse and doesnt take their coffee to go, expects socialization. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Light/newage jazz, ambient glorified elevator music whenI am in quiet mood. Othewise, live music, blues, jazz, 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? About 10 hours, most days of the week. About half the time in my hood the other near work locations. 4) What is your favorite coffee shop? For service Starbucks. For coffee Caffe Calabria For ambience Krakatoa For food Creations Cafe 5) How old are you (you can approximate if you wish). 60 6) What city and state do you live in? San Diego, CA jim

Response:

Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Prevalence of attractive women kinky for old guys <g. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Thats what an ipod is for. 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? Very little. Still looking for one locally that meets criterion 1. 4) What is your favorite coffee shop? My kitchen. 5) How old are you (you can approximate if you wish). Old enough that everything hurts and most things dont work too well. 6) What city and state do you live in? Midway between New York and Boston. You could call it "Hartford" or "Springfield" but neither would be accurate. The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you. Yeah, what are you going to do to establish a brand? As long as its reasonably clean and the product is not so bad that it sends people to the ER, brand recognition is the gamethere are far, far better, and cheaper, restaurants than McDonalds that go under every day because theres a McDonalds across the street. Starbucks succeeds not because theyre good but because _everybody_ (including someone I know who has never heard of Burger King, Taco Bell, or Wendys-) has heard of them and associates the name with coffee. Your chain doesnt because nobody has ever heard of themyou yourself missed an opportunity right here to get the name in front of some people, which suggests that theyre being secretive. John to email, dial "usenet" and validate (was jclarke at eye bee em dot net)

Response:
1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Being able to get a coffee that I dont what to spit on the floor and doesnt taste like it has been sitting on a warming plate for four hours. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? quiet, so I can talk. 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? zero hours 4) What is your favorite coffee shop? my kitchen seriously, I dont go to coffee shops. 5) How old are you (you can approximate if you wish).

54 6) What city and state do you live in? California The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you. The only answer is to ask your questions of the people in the area who would be most likely to frequent the shop in question. Randy "arent students cute?" G. http://www.EspressoMyEspresso.com

Response:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 Ill be 40 next week but what the heck and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Espresso quality, Ceramic cups, 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Afro-cuban 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? "quick Fix" 4) What is your favorite coffee shop? My kitchen 5) How old are you (you can approximate if you wish). 39 51/52 6) What city and state do you live in? Arcata, CA The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you. Good luck I would second Kens coments "You are going to get a very biaised sample. here. by definition, we are all coffee nerds and generally consider the average coffee shop output to be naff (crap?) ie possibly not your target market."

Response:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? a. The coffee b. The coffee c. The coffee 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Chamber music, baroque, classical guitar 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? 1 hr. 4) What is your favorite coffee shop? Peets (great drip coffee; comfy chairs, nice music (see #2), helpful and knowledgeable staff). The music says: "Teenagers, go somewhere else." 5) How old are you (you can approximate if you wish).

Mid 50s 6) What city and state do you live in? Los Angeles, CA The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you. Dont overlook the coffee. From what I have heard, the best weapon independents and small chains can use in competing with Starbucks is quality. Notwithstanding my fuddy-duddy comments above, I would donate a minor limb and listen to hip-hop all day to have just one of the great Seattle espresso bars in the neighborhood (the city? the county?). Im guessing this would make me an outlier in your Baby Boomer survey. Marshall

Response:
In article <, says 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Quality of espresso and presentation, comfortable seating and environment for a 3 hour conversation, convenient location, parking. 2) What kind(s) of music would you like to hear played at your favorite coffee shop? World music, smooth jazz, but nothing loud enough to make conversation strained. 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? Zero. I go to a coffee shop perhaps once every 2 months. 4) What is your favorite coffee shop? 1) Home. 2) Brazza 5) How old are you (you can approximate if you wish). 41-60, depending on whos asking. 6) What city and state do you live in? North Vancouver, BC Rick

Response:
Im a marketing major, working on a case study for school. If you are between the ages of 41 60 and would like to help out a poor college student, please answer the following questions: 1) When visiting a coffee shop, what do you consider most important (ambience, variety, social interaction, etc.)? Quality of the coffee 2) What kind(s) of music would you like to hear played at your favorite coffee shop? Smooth jazz / light classical or nothing 3) How much time do you spend in a coffee shop weekly (daily for a "quick fix," weekends for relaxation, etc.)? Very rarely maybe once a month in between flights 4) What is your favorite coffee shop? If we go by what coffee shop Im in most <Heavy armor on , it would be Starbucks best place I can usually find in an airport </armor off 5) How old are you (you can approximate if you wish).

50ish 6) What city and state do you live in? South Carolina The basis of the case study is as follows: I am acting as a marketing consultant, along with students from (3) other disciplines finance, HR and MIS trying to bring a dying coffee shop chain back to life. So, if you have comments outside the realm of the questions asked above, please provide any insight youd like to share. Thank you.