You will be representing a store interested in entering the San Diego market but wants to do exploratory research on consumers at Fashion Valley. One will be covert observational research of customers at two stores in one of the following categories:
High-end women’s fashion boutiques (i.e. Prada, Gucci, etc.)
Department stores (Nordstrom, Macy’s, etc.)
Children’s stores (Disney, Gepetto’s, etc.)
Shoe stores
Develop an observation form that will help yield insights on shopping behavior. No interviewing consumers, but if you are approached, let them know you are working on a school project.
The other form will be a mystery shop form. Develop a list of questions that you would use to evaluate a store. Come up with a grading scale and mystery shop the same two stores that you used for observation. You may want to divide and conquer so you don’t get spotted.
Make sure to have conclusions and recommendations based on both observational tools.
ScholarMatic: Explanation & Answer
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