MKTG1047: What are the arguments for and against using observational

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QUESTION 1

This question relates to Phase 1  of the market research project and more specifically, Research Objective #1 about customers’ behaviors and habits. Please note, that this refers to the physical store and workshops.

The client wishes to use observational research to address this objective. What are the arguments for and against using observational research methods, argued with direct application to Research
Objective #1?

Which specific observation method/s do you recommend and why? In your answer, identify the four unique characteristics of your recommended observation method/s, and justify each. recommendation.

How would you propose that you undertake observation? Identify and explain four (4) aspects that you would need to consider in planning for this observation for the client.

QUESTION 2

This question relates to Phase 1  of the market research project and more specifically, Research Objective #2 about customers’ attitudes towards purchasing from the Cookies & Craft online vs visiting the physical store.

The client would like to conduct either interviews or focus groups to address this objective. Which of these research methods do you recommend and why? In your answer, define, compare, and contrast both interviews and focus groups in order to justify your recommendation.

Further, make a recommendation as to whether the interviews or focus groups  should take place in person, at the Cookies & Craft physical store, or online, and explain to the client the advantages and disadvantages of this
recommendation.

Drawing on the principles of interviewing techniques, list and briefly explain four (4) different questions that would be relevant to include in either your interview guide or your discussion guide (if you recommended focus groups). In your explanation of the four (4) questions that you list, explain how these questions are specific to the Cookies and Craft case study and why they are appropriate for your interview/discussion guide.

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