Review and submit the Starbucks, Bank One, and Visa
Launch Starbucks Card Duetto Visa case study. The written case and a video for this case
can
be found on the publisher’s website:
file:///C:/Users/Dell%20Optiplex/Downloads/Starbucks_duetto_Visa.pdf.
http://highered.mheducation.com/sites/0073521507/student_view0/video_cases.html
More information can be found for this case study at
www.starbucks.com (Links to an external site.), www.bankone.com (Links to an
external
site.), and www.visa.com (Links to an external site.).
Answer the following questions:
1. What types
of research were done at each stage?
Discuss the strengths of each different type given the stage of the project.
2. Build the
management-research question hierarchy for this project.
3. Discuss the
choice of an online survey to assess Starbucks’ three objectives of
functionality, brand fit, and benefits.
What are the pros and cons of choosing this survey method?
4. The Duetto
Card team turned to Greenfield Online to recruit a panel for one of its online
surveys. How might you build a sample
frame of
appropriate participants for future online or phone surveys?
5. What
measurement questions would you use to assess the effectiveness of the
Starbucks Duetto Visa in a future customer survey?
CASE ANALYSIS
The solution must fit the case and must be vigorously
supported. The problem statement, analysis, selected solution, and especially
the justification of the selected solution, are all critical elements in the
case method. There are no short cuts to case presentations but a formalized
methodology that enables the case presenter the optimal way to solve the case
problem.
In addition to the case analysis be sure to answer all
of the questions given for the case. Your responses must be complete. You must
read and
follow the Case Submittal Format file (see attached). Double-space, use 12 point font, with one
inch margins. Be sure to cite your resources and
provide the references using
APA format. Remember to reference all
work cited or quoted by the text authors. You should be doing this often in
your responses.
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