Question: Qualitative research - marketers use qualitative research to understand how customers and organizations think, feel and react toward a marketing topic/concern/issue. Observational research allows marketers to watch a phenomenon usually as silent or inconspicuous observers to learn about movement or traffic patterns, customer reactions, interactions, etc. to gather data and make better decisions.
Practice doing some qualitative research around your area by visiting a nearby "non-chain" retail store in your area to observe the following:
• overall floor plan
• cash register proximity to the exit
• signage
• prices
• isle layout set
Notice how easy/difficult it is for customers to maneuver around the store, and how easy/difficult it may for some to make a purchase, get information on a product or shoplift.
Write a paragraph about your observations by replying below to the Discussion post.