One of the popular types of qualitative research is observational research. For
ID: 3042138 • Letter: O
Question
One of the popular types of qualitative research is observational research. For this assignment take a trip
to your local supermarket. Spend 10-15 minutes in the cereal aisle observing people shopping in the aisle. Try to go when the store is fairly crowded. You need to tell the store manager you are there and what you are doing. When done write a 2-3 page paper addressing the issues below. Try to discretely take notes while there.
Describe the situation. What store did you visit? What
time of the day was it? Approximately how many shoppers were in the store? How
many were in the cereal aisle?
Describe the cereal aisle in the store. Where is it located
within the store? How long is it? How many shelves are there up and down?
Who was shopping? (Gender, estimated age, dress, etc.)
Were there children involved? How else would you describe the shoppers in the
cereal aisle?
What did the shoppers do? How many different boxes did
each shopper appear to look at, pick up, read the information, etc.? Which ones
did each shopper look at? Did he/she end up putting something in the cart? If
so which product?
Where were the products located that were looked at? Did
each shopper only look at products at eye level or did look at different
levels? Did each person walk back and forth in the aisle or stay in one place?
Based on your observations, what would you tell the
cereal companies that have their products in this store? Are there
recommendations you could make to help any one of them or all them market
cereal in that store?
Explanation / Answer
You can name a randon store nearby your locality.
Time - you can say day time.
Approx 40 customers , among which 20+ were in cereal aisle.
The aisle is located at the mid which is catchy to the eyes. In the cereal aisle the top shelves target adults, while the bottom are generally filled with colorful boxes of sugary cereals beckoning children.
the cereals targeting children are placed about 23 inches off the ground and those aimed at adults 48 inches high.
For the lower boxes with cartoon characters with large inviting eyes, the gaze is focused slightly downward, to create eye contact with children. While the researchers on the study suggest the findings empower parents to avoid the cereal aisle and marketers of healthy foods to counterattack with similar techniques, Linn said many parents can't avoid the cereal aisle, and healthy advertising is nothing new.
Honey Nut Cheerios was most shoppers put in cart. Shoppers backed and forth in the aisle. They did not stuck to a single place.
Cereal companies, focus very less on health and nutrition. The cereals that were promoted to children, had 85 percent more sugar, 65 percent less fiber, and 60 percent more sodium, according to the report.
So a recommendation to cereal companies might be if they focus on kids health and promote it that way, it would a positive change in their sales.
(Plz thumbs up if you find the ans apt.)
Also you can add some relative stuff in this.
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