OBSERVATIONAL RESEARCH ASSIGNMENT
Employing the observational research method, pick a retail store, public park, or
other appropriate location, and record at least six attributes of 20 people (or groups
of people) entering the store/location. Your observational research should be
related to the topic you’ve been using in some of the previous assignments for this
You must to develop a matrix (see below) for data collection. Some examples of
attributes you may wish to record are:
• The name/description of the store/location you are observing at
• The day(s) of the week and time(s) of day you are making your observations
• Gender of shopper(s)
• Approximate age of shopper(s)
• Ethnicity of shopper(s)
• Is the shopper alone?
o If not, does the shopper’s companion(s) enter the store with them or
o If so, is it a couple, a group of friends, or a family?
• How long does the shopper spend in the store/location and/or how much
time does the shopper spend doing the activity that you’re interested in?
• What is the shopper wearing and/or what items is the shopper carrying?
You must write a report of your findings. As with the Research Proposal
Assignment earlier in this course, you must choose a company name for your
research firm and for your client’s company.
Your report should provide the reader (your client) a detailed analysis of what
attributes were observed, why those attributes were chosen by you, the researcher,
and most importantly, your analysis of the observations and how those observations
add value for your client.
Include a real marketing strategy (4-P’s) for your client based on your findings. In
what way should your client make changes to their product, pricing, placement and
promotion based on your findings? Close with a paragraph or two reflecting on
what you learned through this exercise.
Your report should have a cover page that looks sharp and professional, preferably
with color and/or a graphical element, and with the following info:
• Research Report for CLIENT NAME
• Prepared by YOUR COMPANY NAME
• The date
• Your name
I’m expecting a cover page, 2-3 body pages (single-spaced, make it look like a
business document, not a school paper), and closed with an appendix containing
your data collection matrix.
All pages should be numbered except for the cover page. You’ll earn my esteem if
the second page of your document is labeled as page “1” (even though your cover
page comes before it).
Your observational research assignment must be submitted via uLearn as a
PDF. Google how to save a document as a PDF if you’re not already familiar.
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