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

Exercise 22

This observation task can be conducted near the vending machines in the cafeteria, library, or business school: The objective is to observe the deliberation time taken at the various machines and determine the factors that influence the deliberation time.
a. List the variables that would be relevant in achieving the above objective.
b. List the "observations" that would reflect each of these variables.
c. Develop an observation form that will enable you to collect die needed information.
d. Do five such observations and report your findings.