MKT 500 Lecture Notes - Mystery Shopping

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Helene Moore

Document Summary

5 chapter 5 focus groups and qualitative methods. Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved. Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say. Indirect: observing the effects or results of the behavior rather than the behaviour itself. Physical traces (opening new store look at the parameter of the area) Mechanical (entering gate, scanners: disguised vs. undisguised. Undisguised observation (example: people meter: structured vs. unstructured. Structured observation: researcher identifies beforehand which behaviours are to be observed and recorded. Unstructured observation: no restrictions, all behaviour in the episode under study is monitored: human vs. mechanical. Human observation: observer is either hired or researcher themselves. Mechanical observation: some form of static observing device: limitations: Motivations, attitudes, and other internal conditions are unobserved.