|Assignment Name:||Unit 2 Individual Project|
|Deliverable Length:||8–10 pages|
You will explore another aspect of qualitative research in this assignment. Observational research is a necessary skill that all marketing managers should possess. Pretend that you are a “secret shopper,” and you must prepare a report for store executives about the quality of service that you received during your shopping experience in the stores. Your first step is to shop the Web site, then go to the store and assess the quality of service that a customer receives. It is not necessary to buy anything, but you should ask employees questions.
Part I: Shopper Observations
For each store, compare its Web presence to that of the brick-and-mortar location. Complete the following:
Part 2: Analysis
Answer the following questions:
Part 3: Recommendations
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages.
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Please submit your assignment as a
Word document in APA format using the attached
TEMPLATE. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
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