þÿ<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml"><head><title>reveries - heart of starbucks - survey</title><link media="all" href="css/Export.css" type="text/css" rel="stylesheet" /><meta http-equiv="Content-Type" content="text/html; charset=utf-8" /><meta http-equiv="Content-Language" content="en" /></head><body><div style="padding:0px 0px 15px 0px;font:bold 16px Verdana;" align="center"> <table width="490" border="0" cellspacing="0" cellpadding="0" height="50"> <tr> <td align="center" valign="bottom"><img src="../../../Rev_Images/REV_top_coolnews_new.jpg" height="100" width="400" usemap="#REV_ArchiveLogob864e440" border="0"/><br/> </td> <td align="center" valign="bottom"> <table width="200" border="0" cellspacing="0" cellpadding="0"> <tr> <td align="center"> <div align="center"> <table width="200" border="0" cellspacing="0" cellpadding="0"> <tr> <td> <div align="center"></div> <div style="font-family: Arial" align="right"></div> </td> </tr> </table> </div> </td> </tr> </table> </td> </tr> </table> <table width="600" border="0" cellspacing="0" cellpadding="0"> <tr> <td bgcolor="white" width="5"></td> <td bgcolor="#f0ffff" width="150"> <div align="center"> <table width="150" border="0" cellspacing="2" cellpadding="0" bgcolor="white" height="42"> <tr height="42"> <td bgcolor="#dcdcdc" width="150" height="42"> <div align="center"> <b><span class="StoryBodyClass"><font size="2">AUGUST 2008</font></span></b></div> </td> </tr> </table> </div> </td> <td> <table width="550" border="0" cellspacing="5" cellpadding="0" height="49"> <tr> <td><img src="../../../Rev_Images/navtop.jpg" height="17" width="567" usemap="#navtopbc787bb4" border="0"/></td> </tr> <tr> <td><img src="../../../Rev_Images/navbot.jpg" height="17" width="567" usemap="#navbotbc787cef" border="0"/></td> </tr> </table> </td> </tr> </table> <br/> Heart of Starbucks<br/> <br/> </div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">1. On average, how often do you go to a Starbucks?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Hourly</td><td style="width:98%;white-space:nowrap">&nbsp;</td><td class="freq">0.0%</td><td class="cnt">0</td></tr><tr><td class="rowLabel">Daily</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:12.25%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">12.3%</td><td class="cnt">49</td></tr><tr><td class="rowLabel"><b>Weekly</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:30.5%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>30.5%</b></td><td class="cnt">122</td></tr><tr><td class="rowLabel">Monthly</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:23.25%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">23.3%</td><td class="cnt">93</td></tr><tr><td class="rowLabel">Annually</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.75%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.8%</td><td class="cnt">7</td></tr><tr><td class="rowLabel">Sporadically</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:28.75%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">28.8%</td><td class="cnt">115</td></tr><tr><td class="rowLabel">Never</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:3.5%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">3.5%</td><td class="cnt">14</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="1_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">67</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>400</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>2</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">2. In general, how do you feel about Starbucks today?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Love it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:10.3274559193955%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">10.3%</td><td class="cnt">41</td></tr><tr><td class="rowLabel"><b>Like it</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:42.3173803526448%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>42.3%</b></td><td class="cnt">168</td></tr><tr><td class="rowLabel">Neutral about it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:39.0428211586902%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">39.0%</td><td class="cnt">155</td></tr><tr><td class="rowLabel">Hate it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:6.54911838790932%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">6.5%</td><td class="cnt">26</td></tr><tr><td class="rowLabel">Don't know</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.7632241813602%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.8%</td><td class="cnt">7</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="2_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">74</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>397</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>5</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">3. In general, how did you feel about Starbucks five years ago?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Loved it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:32.5814536340852%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">32.6%</td><td class="cnt">130</td></tr><tr><td class="rowLabel"><b>Liked it</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:38.0952380952381%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>38.1%</b></td><td class="cnt">152</td></tr><tr><td class="rowLabel">Neutral about it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:22.8070175438596%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">22.8%</td><td class="cnt">91</td></tr><tr><td class="rowLabel">Hated it</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.26315789473684%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.3%</td><td class="cnt">21</td></tr><tr><td class="rowLabel">Don't know</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.2531328320802%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.3%</td><td class="cnt">5</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="3_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">39</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>399</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>3</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">4. What do you like BEST about the Starbucks experience? (pick all that apply) </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel"><b>The coffee</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:43.0730478589421%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>43.1%</b></td><td class="cnt">171</td></tr><tr><td class="rowLabel">Specialty drinks</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:37.5314861460957%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">37.5%</td><td class="cnt">149</td></tr><tr><td class="rowLabel">Prepared foods (sandwiches, salads, etc.)</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:6.80100755667506%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">6.8%</td><td class="cnt">27</td></tr><tr><td class="rowLabel">Pastries</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:8.56423173803526%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.6%</td><td class="cnt">34</td></tr><tr><td class="rowLabel">Customer Service</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:26.7002518891688%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">26.7%</td><td class="cnt">106</td></tr><tr><td class="rowLabel">Ambiance</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:36.5239294710327%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">36.5%</td><td class="cnt">145</td></tr><tr><td class="rowLabel">Sense of community/camaraderie</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:16.1209068010076%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">16.1%</td><td class="cnt">64</td></tr><tr><td class="rowLabel">Convenience</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:39.5465994962217%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">39.5%</td><td class="cnt">157</td></tr><tr><td class="rowLabel">Price/Value</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:0.755667506297229%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">0.8%</td><td class="cnt">3</td></tr><tr><td class="rowLabel">Image/aesthetics</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:23.9294710327456%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">23.9%</td><td class="cnt">95</td></tr><tr><td class="rowLabel">Absolutely nothing</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:6.80100755667506%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">6.8%</td><td class="cnt">27</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="4_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">78</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>397</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>5</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">5. What do you like LEAST about the Starbucks experience? (pick all that apply)</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">The coffee</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:18.2291666666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">18.2%</td><td class="cnt">70</td></tr><tr><td class="rowLabel">Specialty drinks</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:9.89583333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">9.9%</td><td class="cnt">38</td></tr><tr><td class="rowLabel">Prepared foods (sandwiches, salads, etc)</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:22.3958333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">22.4%</td><td class="cnt">86</td></tr><tr><td class="rowLabel">Pastries</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:14.3229166666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">14.3%</td><td class="cnt">55</td></tr><tr><td class="rowLabel">Customer Service</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:10.9375%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">10.9%</td><td class="cnt">42</td></tr><tr><td class="rowLabel">Ambiance</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:9.375%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">9.4%</td><td class="cnt">36</td></tr><tr><td class="rowLabel">Sense of community/camaraderie</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:8.33333333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.3%</td><td class="cnt">32</td></tr><tr><td class="rowLabel">Convenience</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:3.64583333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">3.6%</td><td class="cnt">14</td></tr><tr><td class="rowLabel"><b>Price/Value</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:62.2395833333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>62.2%</b></td><td class="cnt">239</td></tr><tr><td class="rowLabel">The image/aesthetics</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:8.07291666666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.1%</td><td class="cnt">31</td></tr><tr><td class="rowLabel">Absolutely nothing</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:7.03125%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">7.0%</td><td class="cnt">27</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="5_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">70</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>384</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>18</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">6. How many Starbucks are there in your neighborhood?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">One</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:25.8333333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">25.8%</td><td class="cnt">93</td></tr><tr><td class="rowLabel"><b>Two</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:30%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>30.0%</b></td><td class="cnt">108</td></tr><tr><td class="rowLabel">Three</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:25%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">25.0%</td><td class="cnt">90</td></tr><tr><td class="rowLabel">Four</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:11.3888888888889%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">11.4%</td><td class="cnt">41</td></tr><tr><td class="rowLabel">Five</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:7.77777777777778%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">7.8%</td><td class="cnt">28</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="6_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other:</td><td class="cnt">61</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>360</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>42</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">7. Is the number of Starbucks in your neighborhood:</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Too many</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:23.4096692111959%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">23.4%</td><td class="cnt">92</td></tr><tr><td class="rowLabel">Too few</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:8.65139949109415%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.7%</td><td class="cnt">34</td></tr><tr><td class="rowLabel"><b>About right</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:62.0865139949109%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>62.1%</b></td><td class="cnt">244</td></tr><tr><td class="rowLabel">Don't know</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.85241730279898%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.9%</td><td class="cnt">23</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="7_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other comments:</td><td class="cnt">42</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>393</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>9</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">8. Would you be upset if Starbucks closed a store in your neighborhood?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Yes</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:26.8542199488491%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">26.9%</td><td class="cnt">105</td></tr><tr><td class="rowLabel"><b>No</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:55.4987212276215%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>55.5%</b></td><td class="cnt">217</td></tr><tr><td class="rowLabel">Maybe a little</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:17.6470588235294%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">17.6%</td><td class="cnt">69</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="8_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Why or why not?</td><td class="cnt">109</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>391</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>11</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">9. What's your favorite Starbucks alternative?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Dunkin Donuts</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:15.2%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">15.2%</td><td class="cnt">57</td></tr><tr><td class="rowLabel">Tim Hortons</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.6%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.6%</td><td class="cnt">6</td></tr><tr><td class="rowLabel">Krispy Kreme</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.06666666666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.1%</td><td class="cnt">4</td></tr><tr><td class="rowLabel">McDonald's</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:4.8%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">4.8%</td><td class="cnt">18</td></tr><tr><td class="rowLabel">Burger King</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:0.266666666666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">0.3%</td><td class="cnt">1</td></tr><tr><td class="rowLabel">Wendy's</td><td style="width:98%;white-space:nowrap">&nbsp;</td><td class="freq">0.0%</td><td class="cnt">0</td></tr><tr><td class="rowLabel">Intelligentsia</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.86666666666667%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.9%</td><td class="cnt">7</td></tr><tr><td class="rowLabel"><b>Local coffee shop</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:34.4%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>34.4%</b></td><td class="cnt">129</td></tr><tr><td class="rowLabel">Local/regional coffee chain</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:18.9333333333333%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">18.9%</td><td class="cnt">71</td></tr><tr><td class="rowLabel">Homemade</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:21.6%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">21.6%</td><td class="cnt">81</td></tr><tr><td align="right" colspan="3"><a class="itBtn" href="9_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other:</td><td class="cnt">84</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>375</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>27</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="3">10. Where did Starbucks lose its relevance for you (if at all)?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="cnt">Response<br />Count</th></tr><tr><td align="right" colspan="2"><a class="itBtn" href="10_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a></td><td class="cnt">288</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="1">answered question</th><td class="answ"><b>288</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="1">skipped question</th><td class="skip"><div class="spacer"><b>114</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="3">11. What should Starbucks do to reassert its relevance (if anything)?</th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="cnt">Response<br />Count</th></tr><tr><td align="right" colspan="2"><a class="itBtn" href="11_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a></td><td class="cnt">289</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="1">answered question</th><td class="answ"><b>289</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="1">skipped question</th><td class="skip"><div class="spacer"><b>113</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">12. Type of company: </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Agency</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:15.1193633952255%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">15.1%</td><td class="cnt">57</td></tr><tr><td class="rowLabel">Manufacturer</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:15.9151193633952%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">15.9%</td><td class="cnt">60</td></tr><tr><td class="rowLabel">Service Industry</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:7.16180371352785%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">7.2%</td><td class="cnt">27</td></tr><tr><td class="rowLabel"><b>Consulting Firm</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:22.0159151193634%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>22.0%</b></td><td class="cnt">83</td></tr><tr><td class="rowLabel">Marketing Services</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:14.8541114058355%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">14.9%</td><td class="cnt">56</td></tr><tr><td class="rowLabel">Media</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.03978779840849%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.0%</td><td class="cnt">19</td></tr><tr><td class="rowLabel">Academia</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.3262599469496%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.3%</td><td class="cnt">5</td></tr><tr><td class="rowLabel">Not-For-Profit</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:2.38726790450928%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">2.4%</td><td class="cnt">9</td></tr><tr><td class="rowLabel">Retail</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:8.22281167108753%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.2%</td><td class="cnt">31</td></tr><tr><td class="rowLabel"><a class="itBtn" href="12_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a>Other (please specify)</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:7.95755968169761%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">8.0%</td><td class="cnt">30</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>377</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>25</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">13. If Manufacturer or Service industry, which Industry: </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel">Apparel</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.74418604651163%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.7%</td><td class="cnt">3</td></tr><tr><td class="rowLabel">Automotive</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:2.32558139534884%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">2.3%</td><td class="cnt">4</td></tr><tr><td class="rowLabel">Computer/Software</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.81395348837209%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.8%</td><td class="cnt">10</td></tr><tr><td class="rowLabel">Consumer Electronics</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:1.74418604651163%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">1.7%</td><td class="cnt">3</td></tr><tr><td class="rowLabel">Financial Services</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:6.3953488372093%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">6.4%</td><td class="cnt">11</td></tr><tr><td class="rowLabel">Healthcare/Pharmaceutical</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.81395348837209%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.8%</td><td class="cnt">10</td></tr><tr><td class="rowLabel">Media/Entertainment</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:9.88372093023256%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">9.9%</td><td class="cnt">17</td></tr><tr><td class="rowLabel">Packaged Goods</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:25%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">25.0%</td><td class="cnt">43</td></tr><tr><td class="rowLabel">Restaurant</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:3.48837209302326%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">3.5%</td><td class="cnt">6</td></tr><tr><td class="rowLabel">Retail</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.81395348837209%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.8%</td><td class="cnt">10</td></tr><tr><td class="rowLabel">Telecomm</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:2.90697674418605%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">2.9%</td><td class="cnt">5</td></tr><tr><td class="rowLabel">Travel & Leisure</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:3.48837209302326%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">3.5%</td><td class="cnt">6</td></tr><tr><td class="rowLabel"><a class="itBtn" href="13_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a><b>Other (please specify)</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:25.5813953488372%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>25.6%</b></td><td class="cnt">44</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>172</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>230</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">14. Size of Company: </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel"><b>Less Than $500MM</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:62.0396600566572%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>62.0%</b></td><td class="cnt">219</td></tr><tr><td class="rowLabel">$501MM - $999MM</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:9.06515580736544%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">9.1%</td><td class="cnt">32</td></tr><tr><td class="rowLabel">$1B - $2B</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:6.23229461756374%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">6.2%</td><td class="cnt">22</td></tr><tr><td class="rowLabel">$2B-$5B</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:3.96600566572238%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">4.0%</td><td class="cnt">14</td></tr><tr><td class="rowLabel">$5B- $10B</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:5.09915014164306%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">5.1%</td><td class="cnt">18</td></tr><tr><td class="rowLabel">$10B+</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:13.5977337110482%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">13.6%</td><td class="cnt">48</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>353</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>49</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="3">15. Your Title: </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="cnt">Response<br />Count</th></tr><tr><td align="right" colspan="2"><a class="itBtn" href="15_0.html"><img alt="view comment" src="images/viewcomment.gif" width="48" height="16"></a></td><td class="cnt">326</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="1">answered question</th><td class="answ"><b>326</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="1">skipped question</th><td class="skip"><div class="spacer"><b>76</b></div></td></tr></tfoot></table></div><div style="margin-bottom:15px"><table class="rsltsmry" cellspacing="1" cellpadding="0"><thead><tr><th class="hdr" colspan="4">16. Number of years in marketing: </th></tr></thead><tbody><tr><th class="dflt" colspan="2">&nbsp;</th><th class="freq">Response<br />Percent</th><th class="cnt">Response<br />Count</th></tr><tr><td class="rowLabel"><b>More than 15</b></td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:50.4065040650406%;"><img src="images/t.gif" height="12" /></div></td><td class="freq"><b>50.4%</b></td><td class="cnt">186</td></tr><tr><td class="rowLabel">Ten to 15</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:19.5121951219512%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">19.5%</td><td class="cnt">72</td></tr><tr><td class="rowLabel">Five to 10</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:17.6151761517615%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">17.6%</td><td class="cnt">65</td></tr><tr><td class="rowLabel">Fewer than 5</td><td style="width:98%;white-space:nowrap"><div class="freqbar" style="width:12.4661246612466%;"><img src="images/t.gif" height="12" /></div></td><td class="freq">12.5%</td><td class="cnt">46</td></tr></tbody><tfoot><tr><td>&nbsp;</td><th class="answ" colspan="2">answered question</th><td class="answ"><b>369</b></td></tr><tr><td><div class="spacer">&nbsp;</div></td><th class="skip" colspan="2">skipped question</th><td class="skip"><div class="spacer"><b>33</b></div></td></tr></tfoot></table> <p><map name="Menu4bb85b73f8"><area shape="rect" coords="504,6,556,15" href="mailto:editor@reveries.com"/><area shape="rect" coords="449,6,487,16" href="../../../current/revmaster/index.html"/><area shape="rect" coords="377,6,434,17" href="../../index.html"/><area shape="rect" coords="321,7,365,16" href="../index.html"/><area shape="rect" coords="254,6,306,16" href="../index.html"/><area shape="rect" coords="188,5,241,16" href="http://www.marketinghub.com" target="_blank"/><area shape="rect" 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