The Critical Evaluation of Research Methodology based on the Starbucks Case Study

Mengyuan Yang

doi:10.6981/FEM.202509_6(9).0010

Authors

Mengyuan Yang

DOI:

https://doi.org/10.6981/FEM.202509_6(9).0010

Keywords:

Research Methodology; Qualitative Research; Starbucks.

Abstract

This study critically evaluates qualitative research methodologies through a Starbucks case study on the adoption of reusable containers. It analyzes methods of data collection and analysis, identifying five key variables influencing consumer behavior: attitudes, intentions, behavioral patterns, contextual factors and cultural influences. Questionnaires are highlighted as an effective tool for gathering scalable and quantifiable data, despite limitations in development time and potential respondent bias. The research provides practical insights for promoting sustainable consumption and enhancing brand loyalty, contributing to both academic and organizational practices in environmental sustainability.

Downloads

Download data is not yet available.

References

[1] Barclay, J., (2001). Improving selection interviews with structure: organisations’ use of “behavioural” interviews. Personnel Review, 30(1), pp.81-101.

[2] Callaghan, C., (2019). Business Research Methodologies and the need for Economies of Scale in the Business Research Process: Harnessing the Innovation Opportunities of Novel Technologies and Technological Change. Electronic Journal of Business Research Methods, 17(3).

[3] Fairhurst, M., Rahman, F. and Editors, G., (2003). Special issue on multiple classifiers for document analysis applications. International Journal on Document Analysis and Recognition, 5(4), pp.165-165.

[4] Ismail, Y., (2020). Adaptation of quantitative measurement tools to quantitative measurement of possibility. Educational Research and Reviews, 15(5), pp.225-232.

[5] Redmond, R. and Curtis, E., (2009). Focus groups: principles and process. Nurse Researcher, 16(3), pp.57-69.

[6] Seymour, J., (2012). Combined qualitative and quantitative research designs. Current Opinion in Supportive & Palliative Care, 6(4), pp.514-524.

[7] Shaw, I., Ramatowski, A. and Ruckdeschel, R., (2013). Patterns, designs and developments in qualitative research in social work: A research note. Qualitative Social Work: Research and Practice, 12(6), pp.732-749.

[8] Tallman, S. and Pedersen, T., (2015). What Is International Strategy Research and What Is Not?. Global Strategy Journal, 5(4), pp.273-277.

[9] Wedderburn, C. and Rickenbach, M., (2011). Questionnaires, questionnaires. BMJ, p.d3124.