PRIMARY QUALITATIVE RESEARCH OBSERVATION

ASSIGNMENT 9

PRIMARY QUALITATIVE RESEARCH
OBSERVATION

Objective:

The objective of this assignment is to understand the benefit of Observation as a very useful primary research technique.

Instruction:

50 points
Individual work
Conduct Observation Research
1. Go to a nearby Chinese supermarket and research the tea aisle. Observe at least 3 customers who visit the tea aisle.
· Observe how customers purchase tea
· Take note if they select predetermined brand of tea or if they study various brands before making selection.
· If they study the package, what information are the looking for?
· If they considered purchasing but ended up not selecting, that will count as 1 customer.

2. Write down your findings before you forget them

3. This is an observation research, so technically you are not to engage but to simply watch, but since you are there, might as well take advantage of the situation and ask them:
· What are 3 important factors in deciding on a tea brand they purchase?
(This is not a question about tea in general, but what that specific customer believes is important in that customer’s purchase decision)
· For the customer who considered but ended up not purchasing, ask the customer the reason behind not purchasing.
(Be careful how you phrase you question so the customer will not be defensive, in which case the answer may not be truthful.)

4. Write down your findings before you forget them

5. Go to a nearby health store (or health focused supermarket e.g. Sprouts, Wholefoods, Trade Joe’s, etc.) that carry Chinese tea.
· Observe who goes in to purchase tea.
· How long does that customer take to purchase tea?
Does it seem like the customer goes in and out quickly knowing the exact brand they want?
Does it seem like the customer goes in more for consultation or advice before making the selection?

6. Write down your findings before you forget them.

7. Go to a nearby tea specialist store. This can be a Chinese tea specialist or non-Chinese Various tea specialist store. If possible, go in pretending to be a customer. If that is not possible without the salesperson pressuring you to purchase, you can observe from outside (without looking suspicious!)
· Observe who goes in to purchase tea.
· How long does that customer take to purchase tea?
· Does it seem like the customer goes in and out quickly knowing the exact brand they want?
· Does it seem like the customer goes in more for consultation or advice before making the selection?

8. Write down your findings before you forget them.

9. Again, this is an observation research, so technically you are not to engage but to simply watch, but since you are there, might as well take advantage of the situation and ask them:
· What are 3 important factors in deciding on a tea brand they purchase?
(This is not a question about tea in general, but what that specific customer believes is important in that customer’s purchase decision)

(Be careful how you phrase you question so the customer will not be defensive, in which case the answer may not be truthful.)

10. Write down your findings before you forget them.

11. Type up your report for submission.

Ishihara 2