Question
Read the chapter on Observation Research in your text.
a) Briefly describe the major techniques used in observation research in your own words
words.
b)Which of these techniques did you find the most interesting, and why? (One single-spaced page max).
Using self-reflection, a kind of observational research method, you will study whether,and how, consumer behavior is affected by warranties.
Think about the last time you purchased a consumer durable (for example, a laptop,cell phone, iv, etc). Go back to your purchase decision, and think about your own behavior as a consumer. Use the method of self-reflection (which consists ofobserving one's own behavior) to answer the questions below.(Max 1-2 single-spaced pages).
• Are consumers aware of warranties and the terms of a warranty?
• Do they have a preference for particular kinds of warranties?
• How do they shop for warranties?
• Do they buy extra warranties from the store, and what kinds of products?
• What factors influence the purchase of an extra warranty?
• Does purchase of a warranty change post-purchase behavior (for example, do consumers take less care of the item after they purchase a warranty on it)?
• Do consumers use warranty protection? For example, do they get repairs done or get replacement products using the warranty?
• Is there a relationship between consumer personality and purchase of a warranty (for example, are certain kinds of people more likely to buy a warranty)?
•Note: Self-reflection needs to be a deep process. If you yourself have limited experience that prevents you from answering the questions above in sufficient depth through self-reflection, you should talk about the topic with family members/friends, and then answer the questions based on their combined experience instead of your )wn experience.
Attachment:- Marketing database.rar