Essay Coffee Shop Consumer Behaviour – Research Writing – Management Assignment Help

Assignment Task:

Introduction 

(Wilson, 2014, p. 174)Stated that observation is normally associated with qualitative research and is involved with the recording of subject behavior. In our case, we will observe the behavior of consumers visiting a coffee shop. Observation is convenient and inexpensive compared to other data collection methods. According to (Cooper & Schindler, 2006, p. 240) observation as a data collection method includes:                    

♦ Securing data about people or activities that cannot be derived from experiments or surveys

♦ Avoiding participant filtering and missing relevant information.

♦ Optimizing the natural environment of the research setting.

♦ Ensuring environmental contextual information.

♦ Narrowing the dilemma of obtrusiveness.

Observation also has limitations, it can be time-consuming, waiting for all the participants to arrive and to make relevant observations about the relevant subject to be observed. Time, unfortunately, is also money, waiting too long to do an observation will be costly for the observer. During my experience, it was a very simple process and simple data was collected in an informal way, eliminating unnecessary problems with disproportionate participants and numbers, as there were more than. 30 consumers in the store. A simple observation questionnaire was drawn up to make the relevant observations.

Responses on the observation made in the restaurant

A.   What did most consumers sample first: food, drink, or other?

The observed customers seemed to ask for a drink before taking their food, whereby a half requested for coffee, a quarter cold water, and the rest waited for their meals without a drink at first.

B.    Did most consumers start eating after sitting at a table or before? 

The observed patrons had manners, whereby all of them started to eat after sitting at a table and did not wake up until they finished taking up the served meal.

C.   How many consumers used condiments?

I observed more than 20 customers, and I found out that only five of them seemed to ask for condiments, and I asked them questions after the meal and found out they also like to get the same treatment at home.

D.   How many consumers got a drink refill? 

I observed six of the patrons’ requests for a drink refill, and they mostly asked for coffee, which would help them to stimulate their minds as they went back to their jobs.

E.    How many consumers received an incorrect order?

The management of the company was focused and that they had to give orders correctly; thus, I did not find a customer who received an incorrect order. I also appreciated the management as they offered the best services, which were accompanied by a receipt regarding the orders offered to all customers.

F.    Did consumers visit the restroom? Before ordering or after?

I found out three of the customers visited the restroom before ordering the meal, and I found that the other ten went to the rest after their meals.

G.   How long did the ordering process take (from entering the door and approaching the counter to pay for the order and receiving food? 

The coffee shop offered quick services, whereby they offered their meals after 2-4 minutes, and this shows that the company was focused on offering quality services in the shortest time possible.