Understanding Measurement Survey Methods
The Thread – Read the Prairie Gateway Center case. Then respond to questions in a manner that leads to an active discussion with your classmates. Ending your Thread with a question is a good way to promote active discussion. Your initial Thread must be 400 to 500 words (see Notes). Post your initial Thread and attach a Word document of your work (see Notes).
Prairie Gateway Center
Olathe, Kansas, is a multifaceted suburb of the Kansas City metro area. Olathe is a modern city with sophisticated office buildings, cutting-edge production facilities, and prestigious multi-family homes. It features chic restaurants, shops, art galleries, hotels, and leafy public spaces. On the eastern edge of Kansas, Olathe serves as the gateway to the broad expanse of the open prairie that stretches west to the Rocky Mountains.
Prairie Gateway Center offers a unique shopping experience with a broad selection of outlets that includes exclusive shopping and the world’s first concept shops. From trendsetting boutiques to prestigious brands valued the world over, it aspires to be a place for people who appreciate the finer things in life.
Over the past few years, however, guest numbers have declined. Thus, the management of Prairie Gateway Center feels that it is essential to develop a better understanding of its market area and guests to take the shopping experience into the next 25 years. It wants to know what attracts customers to its stores, what customers need while shopping and how they go about shopping. These insights want to develop strategies closely aligned with its customer’s shopping needs and preferences.
The center’s management has hired Rebecca Robicheaux, a full-time MBA student with a Marketing concentration at the University of Kansas, to produce a report complete with practical, pro-active recommendations ready for immediate execution. Born and raised in an upper-class family in suburban Wichita, Rebecca is familiar with the lifestyle and attitudes of people visiting the Prairie Gateway Center and the high expectations that they have.
A primary focus of Rebecca’s research project is to find out what shoppers would need to increase the frequency of shopping at Prairie Gateway and understand how it compares to other shopping centers in the Kansas City area competing for customers. Based on preliminary research, Rebecca has been able to develop the following specific project objectives:
- To establish the profile of shoppers,
- To understand their awareness and usage of Prairie Gateway Center,
- To understand how shoppers travel to Prairie Gateway, how far they have traveled, and how frequently they shop there,
- To explore shopper behavior and understand what they have purchased or had expected to
- purchase and average expenditure,
- To understand their expectations of Prairie Gateway Center,
- To understand their attitudes toward Prairie Gateway Center.
Rebecca wants to conduct structured face-to-face interviews with 100 shoppers at Prairie Gateway and a nearby shopping center. During the busy shopping hours, the interviews will occur every day of the week among a representative sample of participants.
Rebecca has planned to carry out structured interviews. How do structured interviews differ from unstructured interviews?
- What are the possible advantages and disadvantages of using face-to-face interviews? The information obtained during interviews should be as free from bias as possible. How can Rebecca minimize bias introduced by the interviewer, the interviewee, or the situation?
- What advice would you give Stanley regarding the selection of participants for her interviews?
The Replies – Each reply (x2) must be 100 to 200 words (see Notes).
You are required to write substantive replies to a minimum of two of your classmate’s initial thread. In contrast to superficial replies, substantive replies add value to the discussion, enhance learning, and contain references to any new concepts or ideas presented.
The following suggestions will aid you in successfully composing substantive responses:
- Compare/contrast the findings of others with your research or experience.
- Compare how the findings of others enhance the concepts learned in the required readings.
- Share additional knowledge regarding the topic that relates to the thread.
Assignment Notes:
Examples of reliable publications may include Forbes, The Wall Street Journal, Business Week, Barron’s, Retail Business News, etc. Online sources are acceptable if correctly cited, and a link is included. APA in-text citations and references are required. Wikipedia is not considered a reliable publication. You may not use the examples already provided in the study materials or your classmate’s threads.
Failing to meet word count requirements will be penalized. There is no advantage to exceeding the word count suggestions. Titles, Bible references, quotes, scripture, title page, abstract, references, citations, and reference pages cannot fulfill word count requirements.
Excellent grammar, spelling, and APA (7e) formatting are expected in graduate-level work.
Related: (Solution) BUSI 5413 Research Proposal Paper
Solution – Understanding Measurement Survey Methods
In a structured interview, all participants are asked the same preset questions, assuring data consistency. This format makes it easy to compare responses and track trends. Unstructured interviews, on the other hand, are more open-ended, allowing the interviewer to tailor questions to the discussion at hand. While unstructured interviews might provide valuable insights, they lack the consistency required for comparison analysis. The advantages of face-to-face interviews include the ability to observe non-verbal cues such as body language and facial expressions, which can provide additional context to the verbal responses. Face-to-face interviews also allow for immediate clarification of misunderstood questions,…..Please click on the Icon below to purchase the full answer at only $5
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