Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 1

Problem1 and 2 could be assigned to pairs of students, with one student answering Problem 1 and the other answering Problem 2. The students could then compare their results and discuss the advantages and disadvantages of structure in observational research.
Be a mystery shopper and assess the service provided to customers at the check-out counter at two grocery stores in your area. Complete the following structured observation table for each: