Socilogiacal Research
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Starbucks
Jake Fischer
Paper 1 Field Research
Sociological Analysis 301 Section 1
November 20, 2005
I did my field observation in the dominating coffee chain Starbucks. I conducted my research here because, I wanted to know what kind of people would support such a conglomeration of a company also to see if any of the “hip” people would be there or would they still be located at the sort of underground cafйs.
What I found was something completely different. I found that a variety of people went there. But, the people that went there went there for a specific reason. It seemed as if they went there to get something out of being in the environment.
My research was conducted during two specific time periods. One was during the regular school day for children (November 16, 2005 1:30p.m.-3:00p.m.) during a time that High school young adults couldnt factor in to my equation. The other observation time was during a time when I figured the younger crowd of high school people would be there (November 18, 2005 7:00 p.m. – 9:00p.m.) This specific address of where I did my observation is 2980 Greenwood Dr. Janesville WI. 53546.
There wasnt much of a problem of sitting there for two hours at a time. Some people were there before me and were still there after I left. I just kept buying coffee and observing what was going on. I didnt ask permission to sit there for that period of time because, I think that there used to people coming there to go somewhere quite for extensive periods of time just to get some work done. Besides if a lot of people were like me and just kept buying coffee to sit there why would they turn down the good business.
The Setting
Walking up to Starbucks they have a sit down area outside for people to relax. There are three metal mesh tables that are khaki each with 3 chairs that can be moved to another table if you have a larger crowd. The first thing you see when you walk in through the two glass doors is the condiment table immediately to your left. About three feet in front of you then is a display of gourmet coffee and designer coffee mugs. Signs are up now displaying their new holiday flavors of coffee, everything is decorated in red and green. If you then look to your right, there is the largest sitting area in the store. There are four tables each having two to three chairs all movable in case of a larger crowd. The tables and chairs are all finely polished wood that has a lighter tone to it. All the padding on the chair is soft and dark navy blue. The padding on the chairs is suppose to match the three giant lazy boys two in one corner and one in the other. If you continue to walk forward once again you will be approaching the counter where you can get your coffee, tea, baked goodies, or even home made sandwiches. But before you get to the counter there is another display of merchandise in your way. This time its a display of “hip” coffee drinker style music that Starbucks supports. Now that youve made it to the counter to your left at the counter is the serving area where you will get your beverage once its done. Its just a counter that is about four feet tall. To your right at the counter is a giant clear glass display of all the baked goodies. Right underneath the clear glass case is the cooler which has some alternative beverages and the home made sandwiches. If you do a complete one hundred and eighty degree turn youll see a more secluded seating area. There are three sets of a single couple booths with the same dark blue color cloth as all the other chairs. To the right of this seating area, are the rest rooms. I didnt use the rest room while I was there so I cant really describe them to you but they are irrelevant to this study.
Day One
Wednesday, November 16, 2005 1:30pm. – 3:00p.m.
My first day of observation was a little slow and boring. There was slot of people there that were tending to business matters with lap tops and brief cell phone calls of business. The atmosphere made me feel like I was in a serious place of business. But, I went to just fit in. I brought a book with me and my notebook and looked like I was attending to some business matter. There were a few people that came in and out that did cause a sort of scene that got my attention more than the silent business men.
Two younger college males entered and ordered some coffee. Both of them had long hair, bell bottom jeans, and t-shirts with suit jackets. While they were in line they took the time to look at the sandwiches and discuss how outrageous it would be to pay six dollars for a small sandwich. After that they noticed that there were no vegetarian options for sandwiches and they decided to cause a scene about it and lash out at the lady at the counter. “Do you realize that this is a form of discrimination against an alternative life style?” one of the males said. After they had got their coffee and settled down they started to talk about how cool it is to be smart and alternative. “Being witty and smart makes me better than any one else. I dont think anyone has a better chance of changing the world than I do!” One of the males said. They than started talking about how they wish society was the same way it was years ago when knowledge was appreciated more than athletics. “Tessla and Einstein were more popular than anyone else! Do you have any idea how many girls they bagged? If it was the way it used to be, kids like us would get more ass than Wilt Chamberlain!” than they both laugh. It seemed to me that they were trying to be alternative because it was the cool thing to do. But if they made that decision than why were they lashing out at the rest of society?
Most other people at the time either came in and out or kept quietly to themselves. One group of people that cam in that got my attention were the group of high school kids skipping class. Three girls are dressed in upper class attire and two upper class boys both wearing letterman jackets from Milton enter loud and proud.” I think were the only two in here that have any balls” one of the males says laughing at the fact that the rest of the males in the room were dressed in female bell bottom jeans. The entire time they were in line the laughed and poked fun at