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THE UNIVERSITY OF DA NANG
UNIVERSITY OF FOREIGN LANGUAGE STUDIES
ENGLISH FOR SPECIFIC PURPOSES DEPARTMENT
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RESEARCH METHODOLOGY
Topic :
FACTORS AFFECT TO CHOOSING COFFEE SHOP OF
STUDENTS IN DANANG UNIVERSITY, COLLEGE OF
FOREIGN LANGUAGES
Supervisor: Mr. Nguyen Van Tuyen
Researchers:
1. Võ Thị Hà
2. Nguyễn Thị Thuỳ Dung
3. Lương Thị Mai Linh
4. Phan Thị Thu Hà
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TABLE OF CONTENTS
1.INTRODUCTION: ............................................................................ 3
1.1 The problem statement ............................................................... 3
1.2 A rationale for the research ........................................................ 3
1.3 Statement of the scope of the study ............................................ 3
1.4 Statement of the research aims & objectives .............................. 4
1.5 Research question........................................................................ 4
1.6 Hypothesis ................................................................................... 4
2. A LITERATURE REVIEW ............................................................ 4
3. RESEARCH METHODOLOGY ................................................... 6
3.1 Research design ........................................................................... 6
3.2 Research methodology ................................................................ 6
3.3 Description of Population and Sample ....................................... 6
3.4 Data collection ............................................................................ 7
3.5 Instruments for analysis .............................................................. 8
3.6 Data analysis ............................................................................... 8
3.7 Discussion of reliability and validity .......................................... 8
3.8 Time line ..................................................................................... 9
4. APPENDICES ................................................................................. 10
4.1 References ................................................................................. 10
4.2 Questionnaires ........................................................................... 10
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1. Introduction:
1.1 The problem statement:
Nowadays, coffee business is a trend among young people who are passionate about
this kind of drink. We can clearly see about that through the appearance of a vast
number of coffee shops on streets. However, there are coffee shops which draw a large
number attention of people, and also there are coffee shops which almost nobody
comes. So what makes diference here? Or in other word, which factors influent the
choice of young generation? We now together find out the answer throughout this
research.
1.2 A rationale for this research:
Drinking coffee is a popular habit of young people in general and students of Da Nang
University of Foreign Languages in particular. They now have tendency towards going
to coffee shops to drink, meet, communicate, or study. Many coffee shops meet their
satisfaction. We see that this is a necessary problem therefore we carry out the research
to find out what makes a successful coffee shop like that. We are also interested in
surveying tendency in choosing coffee shop of young people and seeking key factors
which affect these choices.
1.3 Statement of the scope of the study:
Our research focuses on student of Danang University of Foreign Languages. They
include students of four academic year: freshman, sophomores, juniors and seniors,
both male and female. Owing to the constraint of time, the easy and convenience of
getting information.
1.4 Statement of the research aims and objectives:
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Our research aims at supporting interesting knowledge with a view to helping students
to have the best suitable selection of coffee shop for themselves.
Morever, we will base on the highest percentage of factors affecting to selection of
coffee shop, then making conclusion the key factors which are helpful for people who
want to open a new coffee shop in the future. Thanks to it, we can find out customers’
demand, especially the young people then improving and rising the quality of coffee
shops, satisfying customers as well as achieving success in coffee business.
1.5 Research questions:
This study attempts to answer the following research quetions:
1. What factors make a good coffee?
2. What is the trend in choosing coffee shop of students nowadays?
3. Which innovation will make a indifferent coffee shop becomes famous?
1.6 Hypothesis:
- Nowadays, a coffee shop which only needs high-quality cafe will attrack the large
number of students.
- Coffee shop is a ideal place to study for students.
- The atmosphere and price are two main factors determining students’ choice.
2. A literature review:
In their study of coffee house, Rache Ivker et al., (2008, p. 16) suggest that elements of
a successful hang out include physical characteristics: cleaniness, aroma, furniture,
view, music and background…
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One material which is based upon work supported by the U.S. Small Business shows
that successful coffee shop owners have moved past just selling coffee to creating
environments that encourage longer visits: surfing the Internet, working from their
laptops, or communicating with friends, family, and colleagues.
One study (Li-Mei Hung, 2012) proves the 6 keys elements that affect Budget coffee
characteristics are product, service, service staff, physical facility, level of
convenience, promotion, organization factors, store atmosphere.
One interesting trend that Vidovy specializes in Coffee & Tea House is most famous of
these delectable pastry is our “APPLE PIE” as well as other pies and pastries which
blend with their cozy, worm atmosphere and friendly owners that add special touch to
make you feel at home. Along with our beverages and deserts, we offer
signature salads, sandwiches made on healthy breads, panic, wraps. Trend’s prices are
appealing and affordable.
Holmes (2012) in his report give some Coffee Shop Sales & Marketing Tips such as
offering unique products, trying leaving out games, puzzles, mind benders and other
activities that encourage customers to linger over their coffee, hosting or sponsor local
events (entertainment, readings, book clubs, etc.), using technology to creatively
compete in marketing with the big chains — services like FourSquare, Yelp,
and Google Places can increase your visibility in your local market., delivering
amazing service from knowledgeable baristas — spending lots of time training your
staff and consider using online services like the American Coffee & Barista School,
developing fun and interesting customer loyalty programs, be sure to sell coffee-related
items.
3. Research methodology:
3.1 Research design:
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In order to achieve the aim, the research methods are chosen basing on objectives of
the study. Therefore, this research combines both quantitative and qualitative methods
to get desired result and make our information as well as data, documents more reliable
and valid.
3.2 Research methodology:
The steps will be carried out:
- Reviewing relevant documents, books to write theoretical background for this
research
- Giving the research questions for the research
- Generating hypotheses
- Collecting the data bases on questionnaire and interview methods
- Discussing, analyzing the collected data using quanlitative method
- Drawing some conclusions and suggesting some implications
3.3 Description of Population and Sample:
Population of the research is students of the ESPD, College of Foreign Languages, Da
Nang University. We will choose randomly 120 students from 4 groups devided:
freshmen, sophomores, juniors and seniors, both male and female. For each group, 30
students will be chosen randomly.
3.4 Data collection:
The data collection will be carried out on the subjects described above. We use two
measurement instruments to survey: questionnaire and interview.
3.4.1 Questionnaire:
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Firstly, we design pilot questionnaire forms by Google Form and then distributed them
to 120 students. In the questionnaire form, there are 7 questions in total. For each
question, there are different options and the participants can choose more than 1
option.The questionnaire will be delivered to students who can review the factors affect
to choose coffee shop. We will give them about 10 minutes to complete all questions
and then, we will collect answers delivered.
In this kind of collecting data, we use 3 kinds of questionnaire:
Closed question: What reasons would you go to coffee shop?
o Studying
o Drinking habit
o Release stress
o Social occasions
o Other
Matrix question: How often do you go to coffee shop?
o Sometimes
o Usually
o Rarely
o Never
Open question: In your opinion, which factor of a coffee shop should be innovated first
to attract more people?
3.4.2 Interview:
Besides questionnaire, we will give 20 students chosen randomly above small
interviews. We will ask directly for their habit when choosing coffee shop and the most
important factor affects to their choice. Thanks to it, the data will be collected.
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3.5 Instruments for analysis:
Research instruments play an important role in any research. In our research, we use
many means to get data such as: questionnaires, interview, Google Form. Data got
from questionnaires is edicted and analyzed by using Microsoft Excel. This solfwave
helps us to find out the final conclusion by figuring out the approximate percentage of
how many people choosing each option.
3.6 Data analysis:
Data analysis is one of the most necessary steps of a research. After having collected
data, we begin to analyze and sort out all data.
We focus on some factors to make a good coffee shop and why these factors affect to
the choices of students in the University of Foreign Languages, which factors need to
be improved to attract students.
All the answers of the responders will be checked and then we compare to our previous
hypothesis and draw the final conclusion.
3.7 Discussion of reliability and validity:
Both reliability and validity directly affect to our result.
In term of reliability, we have used several methods to survey opinions of many
groups. We also combine the results of our survey by questionaire and interview some
people. And then we gather all the sources of information to analyze, categorize, check
to have the final conclusion.
In term of validity, we have used some methods to give out some questionnaire and all
questions we raise are related to our topic and significant. We propose them with a
view to making out the answer for our hypothesis.
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3.8 Time line:
5. Appendices:
5.1 References:
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- Ivker, R., Manzi, J., Perrault, A. & Sanchez, S. (2008, February 7). Coffee house.
- Anonymous. Nation’s Restaurant News. New York: Jul 1, 2002.Vol.36, Issue 26; p.
36, 1 pgs.
- Li-Mei Hung. (2012, March 1). A study of Consuming behaviors of Budget coffee, 514.
- Vidoovy. (n.d) Trend coffee & Tea. Vimeo from https://vimeo.com/107857498
- Holmes, H. (2012). Coffee shop 2012 report from http://www.sbdcnet.org/smallbusiness-research-reports/coffee-shop-2012
- ‘Jumpin’ Java: rising consumption brews new breed of coffee houses’, Restaurants &
Institutions, 113 (3), 69, February 01, 2003: Pub. Reed Business Information.
National Coffee Association of U.S.A.
- Altman, I. & Low, S. (Eds.) (1992). Place attachment. New York: Plenum Press.
- http://www.ncausa.org
-https://docs.google.com/forms/d/1JVyP_NLs68uNqCuYXnA58JIhULoxd8IdrsLjIkKzo0/viewform
5.2 Questionnaires:
FACTORS AFFECT TO CHOOSING COFFEE SHOP OF STUDENTS
IN DANANG UNIVERSITY, COLLEGE OF FOREIGN LANGUAGES
1. What is your academic year?
o
o
o
o
Freshman
Sophomore
Junior
Senior
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2. How often do you go to coffee shop?
o
o
o
o
Sometimes
Usually
Rarely
Never
3. What reasons would you go to coffee shop?
o
o
o
o
o
Studying
Drinking habit
Release stress
Social occasions
Mục khác:
4. What is the most important factor making you choosing a
coffee shop?
o
o
o
o
Product's quality
Price
Service
Place attachment
5. What is your tendency towards choosing coffee shop?
6. On a scale of 1-5 (5 being the highest), what attributes are
important to you when choosing coffee shop?
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1
2
3
4
Shop's
atmosphere
Physical facility
Price
Noise level
Product's quality
Service
Location
Wi-Fi
accessibility
7. In your opinion, which factor of a coffee shop should be
innovated first to attract more people?
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