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Preliminary Coffee Shop Questionnaire

1. Default Section
*1. How often do you frequent coffee shops?
Daily

Weekly

Monthly

Less than once per month

2. What is your favorite coffee shop? Where is it located?

3. What do you typically order to drink?

4. Do you prefer large, national chain coffee shops or small,

privately owned coffee shops?
National Chain

Private, Non-Chain

Why (optional)

*5. On a scale of 1 - 5 (5 being the highest) how important are

the following qualities to you when choosing a coffee shop?
1 2 3 4 5
Atmospher Atmospher Atmospher Atmospher Atmosp
Atmosphere
e1 e2 e3 e4 e5
Noise Noise Noise Noise Noise
Noise Level
Level 1 Level 2 Level 3 Level 4 Level 5
 1 2 3 4 5
Price 1 Price 2 Price 3 Price 4 Price 5
Price

Selection Selection Selection Selection Selectio

Selection
1 2 3 4 5
Quality of Quality of Quality of Quality of Quality
Quality of
Coffee
Coffee 1 Coffee 2 Coffee 3 Coffee 4 Coffee 5
Wi-Fi Wi-Fi Wi-Fi Wi-Fi Wi-Fi
Wi-Fi
accessibility
accessibility 1 accessibility 2 accessibility 3 accessibility 4 accessibili
Friendlines Friendlines Friendlines Friendlines Friendli
Friendliness
of Baristas
s of Baristas 1 s of Baristas 2 s of Baristas 3 s of Baristas 4 s of Barist
6. The fact that a coffee shop served only fair-trade coffee/tea
and locally grown food would influence my decision to go
there:
Greatly

Somewhat

It wouldn't

I don't know what fair-trade coffee/tea is

7. Would a coffee shop that (in addition to coffee) serves

gourmet panini sandwiches and fresh salads appeal to you?
Yes

No

8. If so, what would be the maximum price you would be

willing to pay for a quality sandwich or salad?
$4

$5
 $6

$7

$8

$9

9. A coffee shop who offered discounts to college students

would encourage me to go.
True

False

Thank you for taking the time to fill out the preliminary coffee shop
survey. Each response is important and will be very helpful.
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How often do you go to coffee shops? (chains or independent stores)

Daily or almost

4-5 times a week

3-4 times a week

2-3 times a week

Once a week

Once every 2/3 weeks

I rarely go to coffee shops

 I never go to coffee shops

*Filter forwarding to the associated page :

If the respondent does not or rarely go to coffee shops, the respondent is forwarded to the conclusion

*Next step for the respondent : Next Page

2. Q2

Back to summary

When you go to a coffee shop what do you usually purchase?

Tick all that apply.

Hot drinks (Coffees, teas etc)

Cold drinks

Pastries

Cakes

Sandwiches

Hot food

Other, please specify:

*Next step for the respondent : Next Page

3. Q3

Back to summary

Do you usually go to the same coffee shop or a variety of different ones?

 The same coffee shop always

The same coffee shop mostly but I change sometimes

I go to a variety of different coffee shops

*Next step for the respondent : Next Page

4. Q4

Back to summary

Do you usually purchase these items to go or sit in the restaurant?

To go

Sit in

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5. Q5

Back to summary

How much do you usually spend at a coffee shop?

Less than 1

1 - 2

2.01 - 3

3.01 - 4

4.01 5
 5.01 - 6

6.01 - 7

Over 7

*Next step for the respondent : Next Page

6. Q6

Back to summary

What are the most important factors to you when you visit a coffee shop?

Tick all that apply.

Price

Quality of products

Location

Atmosphere

Variety of menu

Other, please specify:

*Next step for the respondent : Next Page

7. Q7

Back to summary

7. Would you be interested in a coffee shop that has a reading / work area that is specifically designated to
be quiet and allow customers to work? It will also have a range of books and magazines available for
customers to use free of charge and also free access to wifi. This coffee shop also allows you to buy food/
hot drinks on the go like your normal coffee stores.
 Very interested

Quite interested

Not really interested

Not interested at all

*Filter forwarding to the associated page :

If the respondent is not interested at all, the respondent is forwarded to the conclusion

*Next step for the respondent : Next Page

8. Q8

Back to summary

If a coffee shop like this one was located near your workplace or home how often do you think you would
visit it?

Daily or almost

4-5 times a week

3-4 times a week

2-3 times a week

Once a week

Once every 2/3 weeks

Occasionally