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Would you expect Starbucks to use a sample or a census to measure each of the following?

(a) The percentage of repeat customers at a certain Starbucks on Saturday mornings.

(b) The number of chai tea latte orders last Saturday at a certain Starbucks.

(c) The average temperature of Starbucks coffee served on Saturday mornings.

(d) The revenue from coffee sales as a percentage of Starbucks' total revenue last year.

Answer :

For Starbucks, both a sample and a census can be used depending on the context. A sample would be used for measuring repeat customers and average coffee temperature. A census would be used for counting the number of chai tea lattes ordered and calculating revenue from coffee sales as a percentage.

In business research, both sampling and census methods are used depending on the specific objectives and constraints of the information needed. For Starbucks,

  • The percentage of repeat customers at a certain Starbucks on Saturday mornings: Sampling. It would be impractical and time-consuming to identify each individual, so they would likely use a sample.
  • The number of chai tea latte orders last Saturday at a certain Starbucks: Census. Here, we're talking about a countable number that can be precisely identified from sales records.
  • The average temperature of Starbucks coffee served on Saturday mornings: Sampling. Checking the temperature of every coffee served would disrupt the service flow, so a representative sample would be preferable.
  • The revenue from coffee sales as a percentage of Starbucks' total revenue last year: Census. This data could be comprehensively obtained from their financial records.

Learn more about sampling and census here:

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