Section 3: Primary Data Collection

Hypothesis is to be established and questionnaire is used to get response that will or will not
support that hypothesis.

Hypothesis
Number
1.

Description
If Macdonald is able to serve food
fast, the customer would see value
added.

Question to respondent
Number
Description
1.
What would be the value added features
from Macdonald service?
a. Fast, within 10 minutes
( )
b. Fast, within 5 minutes
( )
c. Minimum waiting time within 10
minutes
( )

2..

Why would you want the food to be

served within 5 minutes to 10
minutes?
a. I am in a hurry
( )
b. Potato chip can softer
c. Fast food concept must be
maintain
)

2.
3.

4.

If Macdonald food is of
consistent quality, customer will
see value added.
If Macdonald price is
reasonable, customer will see
value added.
If ambience in Macdonald
Restaurant is conducive, it
would be regarded as value
added.

1.

1.
2.
3.

)
(

What would be a reasonable price in

your view?
a. Cheap
( )
b. Affordable
( )
c. High Price
( )
Temperature
Noise
Seating Arrangement

The above diagram is just a brief example of the direction of doing this primary data collection.
I will be required to do out maybe around 5 questions on the coffee industry as a questionnaires
whereby hypothesis will be set.
In addition, I need to include 3 figures:
Figure 3.1: Outline a hypothesis and related question in questionnaires (which is the example on
the above table)
Figures3.2: Field survey questionnaires for respondent (which is the questionnaires)
Figure 3.3 Summary of result from field survey questionnaires (which is the example on the
below table)

Hypothesis
Number
1.

Description

Question
Number
1
2.

2.

10%
20% etc where
require to plot pie
chart

3.

Summary of
Description Respodent
60% support 10
minutes
75% fast food
concept

1.
2.
3.
1.
2.

Then conclude that the hypothesis in relation to the questionnaires.

Please note that the questionnaire is to be done based on the industry and not on the company
and also the question set must also be consistent and must have linkage to my project objective.

Marking Scheme

Max Mark

Organization and Presentation of Material

(logical and consistent structuring: continuity
through adequate links between chapters; use of
appendices; full clear referencing of sources of
information; clarity of exposition, syntax etc..)

20

Reasoning and Analysis

(Competence in handling material intelligent
discussion of problems; use of relevant data and
information; appropriateness of conclusions.
Where a project involves the collection and
analysis of primary data experimental design,
appropriateness of data, data analysis etc..)

40

Background Investigation
(Identification of problem; in depth analysis of
related research/theoretical literature;
appropriateness of references/reading.)

30

APPENDIX A: Survey Questionnaire

APPENDIX A: Survey Questionnaire

Good day! We are conducting a marketing survey for an academic
journal of the Ateneo de Manila University. Wed appreciate your
answering the following questions on the behavior of people visiting
coffee shops. Please be assured that any information derived from
this survey will be held in strict confidentiality. Thank you!
Net Individual Monthly Income:
_____ < P10,000 _____ P50,001-P60,000
_____ P10,001-P20,000 _____ P60,001-P70,000
_____ P20,001-P30,000 _____ P70,001-P80,000
_____ P30,001-P40,000 _____ P80,001-P90,000
_____ P40,001-P50,000 _____ P90,001-P100,000
_____ > P100,000
_______
Civil Status:
_____ Single _____ Separated/Divorced
_____ Married _____ Others. Pls. specify _______
_____ Widow/Widower
2. With whom do you usually visit coffee shops? (Pls. check
all that apply.)
_____ alone _____ relatives
_____ schoolmates _____ friends
_____ officemates _____ others. Pls. specify ________
3. Why do you patronize coffee shops? (Pls. check all that
apply.)
_____ drink coffee _____ business purpose
_____ full meal _____ relaxation
_____ snack/dessert _____ social purpose
_____ reading/study _____ others. Pls. specify ________
4. What time do you usually visit coffee shops? (Pls. check all
that apply.)
_____ 6-8 am _____ 4-6 pm
_____ 8-10 am _____ 6-8 pm
_____ 10-12 nn _____ 8-10 pm
_____ 12-2 pm _____ 10-12 mn
_____ 2-4 pm _____ 12 mn-2am
6. How much do you usually spend per visit _____ less than P30 _____ P151-_____ P31-60
_____ P181-_____ P61-90 _____ P211-_____ P91-120 _____ more _____ P121-150
7. Please rank according to FREQUENCY VISIT (with 1 being the most frequent).
_____ Starbucks
_____ Seattles Best Coffee
_____ Figaro
_____ Bos Coffee Club
_____ Gloria Jeans
_____ Coffee Experience
_____ Coffee California
_____ Coffee Bean and Tea Leaf
_____ Mocha Blends
_____ McCafe
_____ Nescafe caf

_____ hotel lounges

_____ fast food/fast casual outlets
_____ others. Pls. specify _________________
8. Please rank according to PREFERENCE QUALITY (with 1 being the highest).
_____ Starbucks
_____ Seattles Best Coffee
_____ Figaro
_____ Bos Coffee Club
_____ Gloria Jeans
_____ Coffee Experience
_____ Coffee California
_____ Coffee Bean and Tea Leaf
_____ Mocha Blends
_____ McCafe
_____ Nescafe caf
_____ hotel lounges
_____ fast food/fast casual outlets
_____ others. Pls. specify ___________________________
9. What do you usually order? Pls. rank (most frequent).
_____ hot coffee _____ cold _____ food items _____ other 10. How do you usually order?
(Pls. check _____ dine-in _____ to-go/ take-Thank you very much.
78 Loyola Schools Review Vol. VI
Henson
28
APPENDIX A: Survey Questionnaire
conducting a marketing survey for an academic
Manila University. Thank you!
_____ 36-40
_____ 41-45
_____ 46-50
_____ 51-55
_____ 56-60
_____ > 60
_____ Female
Income:
P10,000 _____ P50,001-P60,000
P20,000 _____ P60,001-P70,000
P30,000 _____ P70,001-P80,000
P40,000 _____ P80,001-P90,000
P50,000 _____ P90,001-P100,000
_____ > P100,000
_____ Self-employed
_____ Retired
_____ Others. Pls. specify _______
_____ Separated/Divorced
_____ Others. Pls. specify _______
you visit coffee shops?
week
week
months

you usually visit coffee shops? (Pls. check

_____ relatives
_____ friends
_____ others. Pls. specify ________
patronize coffee shops? (Pls. check all that
_____ business purpose
_____ relaxation
_____ social purpose
_____ others. Pls. specify ________
you usually visit coffee shops? (Pls. check all
_____ 4-6 pm
_____ 6-8 pm
_____ 8-10 pm
_____ 10-12 mn
_____ 12 mn-2am
5. Please rank the following factors in choosing a coffee shop
(with 1 being the most important).
_____ quality of coffee
_____ quality of food
_____ menu variety
_____ ambience (interiors, lighting, music, etc.)
_____ customer service
_____ amenities (wireless internet service, designated
smoking area, etc.)
_____ price/affordability
_____ accessibility/location
_____ promotions offered
_____ brand name, prestige, image
_____ company affiliation
_____ endorser
_____ type of crowd frequenting the place
_____ others. Pls. specify ___________________________
6. How much do you usually spend per visit (per head)?
_____ less than P30 _____ P151-180
_____ P31-60 _____ P181-210
_____ P61-90 _____ P211-240
_____ P91-120 _____ more than P240
_____ P121-150
7. Please rank according to FREQUENCY OF ACTUAL
VISIT (with 1 being the most frequent).
_____ Starbucks
_____ Seattles Best Coffee
_____ Figaro
_____ Bos Coffee Club
_____ Gloria Jeans
_____ Coffee Experience
_____ Coffee California
_____ Coffee Bean and Tea Leaf
_____ Mocha Blends
_____ McCafe

_____ Nescafe caf

_____ hotel lounges
_____ fast food/fast casual outlets
_____ others. Pls. specify _________________
8. Please rank according to PREFERENCE OR PERCEIVED
QUALITY (with 1 being the highest).
_____ Starbucks
_____ Seattles Best Coffee
_____ Figaro
_____ Bos Coffee Club
_____ Gloria Jeans
_____ Coffee Experience
_____ Coffee California
_____ Coffee Bean and Tea Leaf
_____ Mocha Blends
_____ McCafe
_____ Nescafe caf
_____ hotel lounges
_____ fast food/fast casual outlets
_____ others. Pls. specify ___________________________
9. What do you usually order? Pls. rank (with 1 being the
most frequent).
_____ hot coffee _____ cold coffee
_____ food items _____ other beverages
10. How do you usually order? (Pls. check all that apply.)
_____ dine-in _____ to-go/ take-out
Thank you

Attachement 2
Conclusion of five questionnaires and one personal interviews
(Answers written in italics are answers that we suspect to have been wrongly interpreted)
1. Has the language changed in the coffee industry, if yes how?
1.more barista terms
2.customers use more terms used traditionally by the staff
3. more international names of coffee drinks like ristretto and cappuccino.
4. new names of coffee drinks like cappuccino and espresso
5.people has started to say coffeehouse instead of
caf.
6. the word barista is more known
2.How has the demand changed for products like, organic, fair trade, light, quality and
caffeine free?
1.especially fair trade products are in focus
2. we don't have any demand for fair trade or organic but for light products and
alternatives for milk, like soya milk
3.the demand is increasing for organics, fair trade, caffeine free and quality.
4.we have noticed an increasing demand for quality coffee, customer are more

aware of how coffee is supposed to taste.

5.we offer fair trade coffee as the coffee of the week and we have caffeine free
espresso that is popular.
6. increasement for all those mentioned except from the caffeine free.
4.in what way do you and your suppliers take care of the environment, has it changed in any
way?
1. we use more organic products
2. we try to think about the environment but some thing are hard to change.
59
3.everybody talk about being more environmentally friendly. But it is not easy to know
how to do.
4.we sort our garbage and have environment friendly take always.
5.many of our customers demand environment labeled coffee and
milk.
6. no answer
5.Did the concurrency get tougher, how have you noticed that?
1. no I can't say we noticed tougher concurrency.
2. no not really, but we have a strategic placement in the city center.
3. yes, it is getting tougher all the time, almost every day there are new cafs
and wholes in the wall opening.
4.the coffee culture is strong and there is a place for every taste and need.
5.we have about 8 cafs within a radius of 50 meters.
6. no answer
6.have you done any changed to cope with tougher concurrency?
1.we try to get better all the time because what was good yesterday is not good
tomorrow.
2.we order product that our customers demand, like light products.
3.we collaborate with cultivators and producers and together we develop new
products with awareness and a sense of responsibility.
4.we have a place for the children to play.
5.no
6. no answer
7. Are there any difference when it comes to customers visiting times?
1. no
2.we have noticed an increasement of visitors in the evening after 18 o'clock and
on Sundays.
3. People tend to choose take away more often during day and stay for a drink in
the coffee house after work.
4. no
5.no
6. depends if the environment attracts people to stay for a long time or not.
8. Are there any changes in the time that your clients stay during a visit?
1. they tend to sit longer during week-ends.
2.customers stay shorter time in the morning and Saturdays, times when we sell
more take-away.
3.more take-away especially in the morning, at lunch and during summer.
60
4. people stay longer in he evening and choose more take away when the weather
is hot.
5.we have a lot more take -away today.

6. there were a lot of take away a year ago, but I believe the boom has slowed down.
9. Does people come more often in group or alone?
1. there are more groups during week ends and most couples during week.
2 we have noticed an increasement in customers coming alone as well as in
big groups.
3. visitors in group are increasing
4.its about 70% in group and 30% alone.
5. they come mostly in group of 2-3, but some come alone.
6. no answer
10. Did you do any changements is your assortment because of changing demand?
1. we have started with fair trade and caffeine free coffee. We have more syrups.
2.no
3.we have new coffee drinks with different syrups and also different menus.
4.no
5.we follow a concept.
6. dark coffee like espresso is more and more demanded.
11. which is your most popular drink at the moment?
1. latte
2. latte is the most popular especially among
youngsters
3. latte for everyone
4. latte for all ages
5. latte for everyone
6. latte for everyone up to their middle age.
12. Do you have more or less customers today?
1.we have more every year since the start
2.we have noticed a small increasement
3. customers are increasing all the time
4.more
5. can't say since we took over in September last year
6. people go out more often to drink coffee, it's a bit like the local pub in England
where people meet after work.
13. What changes have you noticed with customers age?
61
1. more elderly people are coming to us.
2 there is an increasement of youngsters around 15 as well as of people older than
65.
3.before it was most common for youngsters while today all ages come to us.
4. we haven't noticed any difference
5. we have customers between 16-75
6. no answer.
14.have you bought or changed any machines and tools?
1. no
2.a year ago we changed our coffee mill and espresso machine.
3. we have change the espresso machine twice during the last ten years and
bought a mixer for cold drinks.
4.more fridges.
5. no
6.we have machines since the latte boom, but since the barista profession
develops we need more advanced machines.

15.Do you use any materials more today?

1.take away that increase all the time.
2.we use more paper cups and plastic cutlery
3. we use more paper cups and espresso coffee.
4. more take away
5. much more take away
6. no answer.
16. Did you have troubles finding materials in Sweden that has led to import?
1. we buy everything together within the chain, some things from Sweden others
are imported.
2. no problem, we have good suppliers.
3.we do our business international and have no problem at all to find, there
are plenty of suppliers.
4. no problem.
5. no problem.
6. no problem.
17. How has the prices for coffee and other tools changed?
1.the coffee is more expensive.
2.we have contacts with our suppliers so prices stay more or less the same.
62
3. the coffee price hasn't increased the last years but other good increase with
a few % each year.
4.it hasn't changed much.
5. a small increasement
6. high quality leads to higher prices.
18. have you noticed any difference in customers/suppliers/staffs knowledge and interest in
coffee?
1.all three are definitely more aware and know a lot more today.
2.all parts have absolutely more knowledge today, they want to know what kind of
beans it is and where they come from.
3.everyone is more interested and aware of origins and methods of making coffee.
Our suppliers are specialist.
4.people are more interested.
5.people are getting more demanding.
6.people are more concerned about the quality.
.
20. do you have something to ad?
1.i'm sure there will be a demand for stronger coffee after this latte boom.
2.no
3.in the northern countries we are champions in barista championship and we have
taken the best from old coffee cultures like Italy and France and mixed it with
trends from the USA.
4.there is a positive change
5. no
6. no

Figure 3.1: Hypotheses and related question/s in questionnaires

Hypothesis
#
Description
1.
Frequency of drinking coffee
increases with the age.

Question to respondent
#
Description
Age _____ 15-25_____ 26-40
55 _____ 56 and above
1.

_____ 41-

How often do you visit coffee shops?

a)
_____ 3-6 times a week
b)
_____ 1-2 times a week
c)
_____ once a month
d)
_____ every 6 months
e)
_____ once a year

2.

Quality of coffee and convenience 3.

are the most important factors in
visiting a coffee house

Please rank the following factors in choosing

(with 1 being the most important).
_____ quality of coffee
_____ quality of snacks
_____ variety in menu
_____ ambience/surroundings
_____ customer service/
relationships
_____ amenities /facilities
_____ price/affordability
_____ accessibility/location
_____ marketing and promotions
_____ brand name, image, & association
_____ company affiliation and status
_____ endorser personality
_____ type of gathering visiting the place
_____ others. Pls. specify ___________

3.

Price is directly dependent on the 4.

quality perceived by the consumer

Is your perception of coffee and its price change?

a)
You are willing to pay more for
coffee today.
b)
You didn't notice any difference
c)
You are willing to pay more for
premium brands as compared to normal ones.
d)
You are critical about the price but
prefer quality in global brands
e)
You are more aware of the origins
of the coffee and willing to pay
more for the coffee you like.

4.

In future, Coffee culture will

become global and more
preference is given to organic and
planet friendly coffee brands.

2.

What do you usually order? Pls. rank (with 1

being the most frequent).
a)
_____ hot coffee
b)
_____ cold coffee
c)
_____ food items
d)
_____ other beverages
e)
_____ any combination of above

5.

How do you think the coffee culture will look

like in ten years?
a)
There will be more different
coffee concepts.
b)
The demand for light and organic
products will absolutely increase.
c)
Coffee culture will become global
and importance will be given to
our health care and our planet.
d)
People will drink more coffee,
especially more quality coffee drinks.
e)
I can't guess.

Figures3.2: Field survey questionnaires for respondent

Instructions: We would appreciate your participation in answering questions on the
behavior of people visiting specialty coffee houses, and assured that any information derived
from these questionnaires will remain strictly confidential.
Gender:

_____ Male

_____ Female

Occupation:

_____ Student _____ Self-employed _____ Employed

_____ Retired _____ Unemployed _____ Others. Pls. specify

Age

1.

_____ 15-25

How often do you visit coffee shops?

a)
_____ 3-6 times a week
b)
_____ 1-2 times a week
c)
_____ once a month
d)
_____ every 6 months
e)
_____ once a year

_____ 26-40 _____ 41-55 _____ 56 and above

2.

What do you usually order? Pls. rank (with 1 being the most frequent).
a)
_____ hot coffee
b)
_____ cold coffee
c)
_____ food items
d)
_____ other beverages
e)
_____ any combination of above

3.

Please rank the following factors in choosing (with 1 being the most important).
_____ quality of coffee
_____ quality of snacks
_____ variety in menu
_____ ambience/surroundings
_____ customer service & relationships
_____ amenities /facilities
_____ price/affordability
_____ accessibility/location
_____ marketing and promotions
_____ brand name, image, and association
_____ company affiliation and status
_____ endorser personality
_____ type of gathering visiting the place
_____ others. Pls. specify ___________________________

4.

Is your perception of coffee and its price change?

a)
You are willing to pay more for coffee today.
b)
You didn't notice any difference
c)
You are willing to pay more for premium brands as compared to normal ones.
d)
You are critical about the price but prefer quality in global brands
e)
You are more aware of the origins of the coffee and willing to pay more for the
coffee you like.

5.

How do you think the coffee culture will look like in ten years?
a)
There will be more different coffee concepts.
b)
The demand for light and organic products will absolutely increase.
c)
Coffee culture will become global and importance will be given to our health
care and our planet.
d)
People will drink more coffee, especially more quality coffee drinks.
e)
I can't guess.

Figure 3.3 Summary of result from field survey questionnaires

Hypothesis
# Description
1. Frequency of drinking
coffee increases with the
age.

2.

3.

Question to respondent
#
Description
Age
_____ 15-25yrs_____ 2640yrs _____ 41-55yrs _____ 56
yrs and above

Summary of respondent

1.

70% in 26-40 age group visits 3-6 times

a week, and 40% in 15-25 group.

Quality of coffee and

price are the most
important factors in
visiting a coffee house

3.

Price is directly
dependent on the quality
perceived by the
consumer

4.

How often do you visit coffee shops?

a)
_____ 3-6 times a
week
b)
_____ 1-2 times a
week
c)
_____ once a
month
d)
_____ every 6
months
e)
_____ once a year
Please rank the following factors in
choosing (with 1 being the most
important).
_____ quality of coffee
_____ quality of snacks
_____ variety in menu
_____
ambience/surroundings
_____ customer service/
relationships
_____ amenities /facilities
_____ price/affordability
_____ accessibility/location
_____ marketing and
promotions
_____ brand name, image,
& association
_____ company affiliation
and status
_____ endorser personality
_____ type of gathering
visiting the place
_____ others. Pls. specify
___________
Is your perception of coffee and its
price change?
a)
You are willing to
pay more for coffee today.
b)
You didn't notice
any difference
c)
You are willing to
pay more for premium brands as
compared to normal ones
d)
You are critical
about the price but prefer quality in
global brands

60% of 15-25 age group, and 30% of

26yrs and above age group were opted
for b-e options.

21% quality of coffee

9% quality of snacks
5% variety in menu
4% ambience/surroundings
13% customer service/
relationships
4%amenities /facilities
15% price/affordability
11%accessibility/location
2% marketing and promotions
6% brand name, image, &
association
4%company affiliation and
status
1%endorser personality
2% type of gathering visiting
the place
3% others. Pls. specify

45% are willing to pay more for

the quality of coffee
they required,
25% are willing to pay more
for the premium
brands

e)

2.

4.

In future, Coffee culture

will become global and
more preference is given
to organic and planet
friendly coffee brands.

5.

You are more aware

of the origins of the
coffee and willing
to pay more for the
coffee you like.

.
What do you usually order? Pls. rank
(with 1 being the most frequent).
a)
_____ hot coffee
b)
_____ cold coffee
c)
_____ food items
d)
_____ other
beverages
e)
_____ any
combination of above
How do you think the coffee culture
will look like in ten years?
a)
There will be more
different coffee concepts.
b)
The demand for
light and organic products will
absolutely increase.
c)
Coffee culture will
become global and
importance will be
given to our health
care and our planet.
d)
People will drink
more coffee, especially more
quality coffee drinks.
e)
I can't guess.

60% prefer option c, i.e

Coffee culture will become global and
importance will be given to our health
care and our planet