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Proposal for 610 Research Project

The Correlation between Music Genre and Coffee Drinking in a Coffeehouse

Jinssz Ng

on 10 April 2013

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Transcript of Proposal for 610 Research Project

A cultural study on the correlation between
genre of background music and
customer satisfaction of coffee drinking in a coffeehouse
by designing a field test to identify a music genre
that best fits the context of Coffee Famille. Research Statement Gap in the Knowledge Ng Tsu Jin The Influence of Music on Consumer Behavior No published research to date conducted a field test in a coffeehouse to find out Theory "Music must be appropriate for the context in which it is employed in order to enhance persuasion"
(MacInnis & Park 1991) Hypothesis An appropriate music genre that best fits the context of a coffeehouse will enhance customer satisfaction and subsequently increase sales. 1. What is the coffee culture in Klang Valley? 2. Which music genre associated with and disassociated from the context of the coffee culture? 3. What are the effects of the 2 music genres on the customer experience and the sales of Coffee Famille? Research
Question 1. Identify the demographics and psychographics of the coffee culture and practice of coffeehouses. 2. Apply Zaltman metaphor elicitation technique (ZMET) on the coffee culture to determine a music genre that is associated with and disassociated from the context of the coffee culture. 3. Design and test 2 playlists of the music genres in Coffee Famille and measure customer responses. Research
Objective Methodology Research Family Fieldwork Deskwork Document review

Primary data analysis

Research paper writing Interview



Music playlist design Research Approach Ethnography Quasi-Experiment Field test

In an actual setting / natural condition

(MyUCDavis 2006) A cultural study

Researcher is involved in the coffee culture

Observe cafe-goers without changing their natural behavior (Zemliansky 2008) Document review: coffee-related magazine, online forum & blog post.
Written-paper survey 30 cafe-goers
Face-to-face interview coffeehouse owners / baristas formally & informally Data Collection Methods Document review: data collected in Objective 1 & literature on music genre
Pre-test among 5-10 samples for justification in the form of written-paper survey Observation: duration of stay, duration of coffee served, table location of each customer, cups of coffee ordered & money spent per customer.
Written paper survey: likert-scale & open-ended question Project Management Weighting 75% Written 25% Practical Deliverable Synopsis A 3-week field test on “the Correlation between Music Genre and Coffee Drinking in a Coffeehouse” is conducted in Coffee Famille on Tuesday to Saturday within 1pm until 8pm. The background music is manipulated by the barista while other atmospheric variables remain naturally. The 2 music playlists of different genres, designed by the researcher, and a “no music” control condition are assigned evenly on each day. The researcher acts as one of the customer to measure customer responses: duration of stay, duration of coffee to be served, cups of coffee ordered, table location of each customer and money spent per customer. Survey is also distributed to each customer to measure customer satisfaction. Any customer who sits outdoor is exempted. Written Research Paper
(10,500 words +/- 10%) abstract
research ethics approval
literature review
terms of reference
the culture of coffee drinking
coffee culture & music
field test
conclusion research proposal
2 music playlists
primary data collection
logbook Resource List Human: Reseacher (Ng Tsu Jin) and baristas of Coffee Famille
Hardware: Laptop, Smartphone and Printer
Software: Microsoft Office, Excel & Prezi
Others: Telecommunication, Transportation and Utilities Nominated Supervisor Hardie Tucker
will collect feedback via SAE online discussion board 1.2
Understanding of the Coffee Culture Phase Duration: 29/1 - 10/2
Working Effort: 100 hours 1.3
Associating Coffee Cuture with Music Genre Duration: 11/2 - 24/2
Working Effort: 80 hours 1.4
Field Test Duration: 25/2 - 24/3
Working Effort: 155 hours 1.5
Final Writing & Presentation Duration: 25/3 - 7/4
Working Effort: 80 hours 1.1
Planning & Preparation Duration: 17/12 - 28/1
Working Effort: 125 hours Quantitative Qualitative demographics

customer responses psychographics

metaphor Work Breakdown Structure Objective 1.0 Duration: 17/12/12 - 7/4/2013
Working Effort: 540 hours The Correlation between Music Genre & Coffee Drinking in a Coffeehouse Risk Management Plan Change of involvement by participant Plan B Lack of customers during field test Lengthen duration of field test Faulty laptop or software malfunction Have an additional PC and backup files Illness and unexpected risk 1-week contingency before actual due date Risk Treatment Ethical and Legal Issues Participant Information Sheet & Consent Form Permission Letter from Coffee Famille Malaysia Copyright Act 1987 for interviewee & focus group to conduct survey, pre-test & field test According to Section 13(1) & 36(1), playing original CDs to the public without license or consent from the owner of the work is constitute as copyright infringement. Section 13(2)(a) states that exemption is given if playing songs to the public is for research purposes, "provided that it is accompanied by an acknowledgment of the title of the work and its authorship. Documents for Review Research Papers Books Zaltman, G (2003), "How Customers Think", Harvard Business School Press. Treasure, J (2011), "Sound Business", 2nd edn, Management Books 2000. Areni, CS & Kim, D 1993, ‘The Influence of Background Music on Shopping Behavior: Classical Versus top-Forty Music in a Wine Store’, Advances in Consumer Research, vol. 20, pp. 336–340. Guéguen, N & Jacob, C 2010, ‘Music Congruency and Consumer Behaviour: An Experimental Field Study’, International Bulletin of Business Administration, no. 9, pp. 1451–243X. Milliman, RE 1982, ‘Using Background Music to Affect the Behavior of Supermarket Shoppers’, Journal of Marketing, vol. 46, no. 3, pp. 87–91. North, AC, Hargreaves, DJ & McKendrick, J 1999, ‘The Influence of In-Store Music on Wine Selections’, Journal of Applied Psychology, vol. 84, no. 2, pp. 271–276. Wilson, S 2003, ‘The effect of music on perceived atmosphere and purchase intentions in a restaurant’, Psychology of Music, vol. 31, no. 1, pp. 93–112. A commercial area that mainly serves espresso-based coffee, such as long black, cappuccino and flat white.

Restaurant that serves espresso-based coffee and coffeehouse chain like Starbucks and The Coffee Bean & Tea Leaf are excluded. "Coffeehouse" 610 Major Project
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