Please read what follows to understand the topic of the whole presentation, here is some guidelines that I got from my tutor.
I included all the parts of the presentation JUST TO UNDERSTAND the topic, but please I ONLY NEED the part saying “TIME HORIZON”, please make two slides for this part with the speech going with it, there is more details under.

The whole presentation should consist of the metrology.

Each paragraph that you was assigned u should make the slide.

it should follow this :

Development, planning and implementation of research making effective use of research methods

Sophistication of argument based on analysis and originality of thought

why we done it this way based on our question – if the use of fair trade coffee is the reason for Starbucks being the leading coffee retailer.

“Research philosophy”

Our literature review consist more of positivism. According to Research Methodology, positivism belongs to epistemology, which can be defined as theory of knowing (Research Methodology, n.a). As philosophy positivism sticks to the perspective that only “factual” learning gained through observation, including measurement is reliable. Constructivism is part of what is being observed. It is a philosophical and epistemological approach, which does not rely on gathering data through sense perception, and can only be assigned by convention or consensus. Its epistemology is anti-positivist and focuses on understanding the subjective worldviews of human beings. Human interests are the main drivers of science. Its aim is to increase general understanding of the situation (Research Methodology, n.a).

“Research approach/ Data collection”

One of the samples that we wanted to test out is to see if customers would be able to taste the difference between fair trade coffee and not fair-trade coffee. This was tested using the deductive theory, as we want to establish the relationship between the two. The method that we used to acknowledge this was by standing outside the Starbucks and having two cups of coffee without any labels and asking people to try and distinguish which one was fair trade and which one was not.

From the data that we collected we found out that there was no strong positive correlation between the two coffees. This helped us look at our question in a different perspective, which suggests that fair trade does not have much input to state that Starbucks is the number one leading coffee retailer.

The other theory that we used was the inductive theory, we started off with brainstorming questions that we would put on the questionnaire as we needed to begin with specific observations and measures, begin to detect patterns and regularities, formulate some tentative hypotheses that we can explore, and finally end up developing some general questions to put on the questionnaire. From looking at the answers from our questionnaire we can suggest that customers were interested in fair-trade and believed that it would push them to drink fair-trade coffee if they had the background knowledge about fair trade. This can be seen in the Starbucks website as they have all the information on there about fair trade.

“Theoretical frame work”

As a group we decided the best method in order to collect relevant information about Fairtrade was a survey. We decided to make a questionnaire with nine questions. However what we realised from the feedback that was given to us was that not every question that we asked members of the public were suitable for the information that we required and we needed to re think the questions in order for them to be suitable and receive the right information. Therefore, we changed our strategy that matched our research questions. Our research can be replicated because although our main question is whether or not Starbucks is the leading coffee retailer because of their use of Fairtrade coffee, we are also looking at Fairtrade as a whole topic, and other areas of Fairtrade could be explored with the data which we collect.

Our research objectives are to find out if Starbucks is the leading retailer due to the use of fairtrade coffee and to find out if customers care about the use of fairtrade coffee or not. Our study will be conducted in Starbucks on Baker Street, where we will ask customers the following questions:

Do you know that Starbucks uses fairtraide coffee?

Does it bother you that a certain percentage of your money just went towards fairtrade producers around the world?

Why did you chose Starbucks?

Would it bother you if Starbucks did not use fairtrade coffee?

Apart from the survey, members from our research team will also observe how many customers in Starbucks on Baker Street actually ask if the coffee they are about to purchase is fairtrade, and compare this to customers in Costa on Baker Street.

Our strategy for research is to use Method triangulation: using multiple methods of data collection and analysis to answer our main question; “Is Starbucks the leading coffee retailer due to the use of fairtrade?”

“Methodological Choice”

Quantitative examination was used to gather information. Surveys appear a consistent and simple choice as a method for gathering data from individuals. According to Gina Wisker,they are really somewhat hard to plan and because of the frequency of their use in all contexts, the response rate is a problem, unless you have methods for making individuals complete them and hand them in on the spot (and this limits sample, how long the questionnaire can be and the kinds of questions asked). In our review we used personally administered questionnaires. We collected the responses within a short period of time. Any doubts that the respondents might have on any question can be clarified on the spot. Open-ended questions helped respondents to answer them in any way they prefer.

“Strategies”

Starbucks coffee termed as quintessential symbol of global capitalism by Dinnen (2005), supply finest coffee across the world since past three decades. Starbucks is known for continuously adapting to changing demand of the consumer and offering innovative items to global customers. Starbucks went into an alliance with Transfair USA in 2000 and promoted as well as focused on selling fair-trade coffee in US stores both retail and online. Starbucks ceded to the expectations of the customers and promoted fair trade coffee (Bussing-Burks, 2009). Though initially Starbucks had to indulge into promoting fair trade coffee from compulsion and external demand, however with time they focused on promoting fair trade coffee throughout the world and this decision proved profitable. Starbucks earned immense profit and achieved the position of 45th in the Best Corporate Citizens rankings in 2004. Starbucks has received recognition and praise for showing commitment towards selling fair-trade coffee by discarding the initial issues and surpassing controversies in which Starbucks was alleged for cultural insensitivity and bullying tactics. Embracing fair trade since 2000 helped in rebranding and soon evolved as one of the consumer’s favourite blends across the world (Dinnen, 2005).

Fair Trade has helped Starbucks to evolve as the finest coffee sellers in comparison to Costa or Caffe Nero as mentioned by Guardian (2011). Fair trade coffee commonly identified as ethical coffee as they are offering “fair” price to the farmers for their products. Throughout South-East Asia countless farmers have entered into agreements with Starbucks and have assured of supplying raw coffee. Farmers from Indonesia, Thailand, and New Guinea are some of the first coffee developers to go into an agreement with Starbucks for fait trading (Gr.starbucks.com, 2009). It is through the Fair trade certificate that Starbucks today indicates that they are committed towards coffee origin. In 2007 Starbucks bought 20million pounds of fair-trade certified coffee from the farmers. Today they are authorized to sell Fair Trade Certified coffee in 23 different countries, such as United States, Germany, Spain, Canada, Scotland, Japan, Malaysia, England, Wales, Korea, Greece, Thailand, Cyprus and France. At present Starbucks has about 12,440 stores around the world and has continuous growing plans to increase to over 40,000 stores in coming years (the Guardian, 2011). Thus the business is continuously growing and opening up new scopes for enhancing business sustainability through ethical coffee selling

—–>>> “TIME HORIZON”

Our time horizon is cross sectional. Using cross-sectional time horizon, we could collect and record data that is present, without manipulating variables. The data was collected once over short period of time.

“Data analysis”

To interpret the data we will conduct a study outside of Starbucks in Baker Street, using samples of fair trade and non-fair trade coffee, to see if customers can tell the difference between the two, as well as conducting a survey outside of Starbucks on Baker Street made up of five questions based off of our research topic. We will present both sets of data through the use of bar charts.