25 Jun Help With Assigment
Assignment: Data Collection – Interviews and Observations
Chapter 7: KYOTOMIDTOWNSHOPPINGCENTRE
KyotoMidtownisacompositeurbandistrictofmodernbuildingssurroundingahistoricJapanese garden.Itfeaturessophisticatedbars,restaurants,shops,artgalleries,ahotelandleafypublic spaces.KyotoMidtownaimstoofferauniqueshoppingexperiencewithabroadselection of outlets thatincludeJapan’sfirstflagship boutiqueand theworld’sfirstconceptshops. Fromplayful and trendsettingboutiquestoprestigiousbrandsvaluedtheworldover,itaspirestobeaplacefor peoplewhoappreciatethefinerthings in life.
Inthepastfewyearshowever,visitornumbershave declined.Forthisreason, themanagementof KyotoMidtownshoppingcentrefeelsthatitisimportanttodevelopa betterunderstandingofits shoppersin ordertotaketheshoppingexperiencetoanextlevel.Itwantstoknowwhatattracts customerstoitsstores,whatcustomersneedwhileshoppingandhowtheygoaboutshopping. Basedon theseinsights,itwantstodevelopstrategiesthatarecloselyaligned withitscustomers’ shoppingstrategies,needsandpreferences.
The management of theshoppingcentrehashired HoshimiKusunoki, aninternationalfull-time MBA studenttoproduceareportcompletewithpractical,hands-on recommendationsreadyfor implementation.Bornand raisedinanupper classfamily inYamanote,Hoshimi isfamiliarwiththe lifestyleandattitudes of people visitingtheKyotoMidtownshoppingcenterandthe high expectationsthattheyhave.
AkeyaimofHoshimi’sresearchprojectistofindoutwhatshopperswouldneedtoincreasethe frequencyofshoppingatthecentreaswellastounderstandhowitcomparestoothershopping centresinKyotocompetingforcustomers.Based on preliminaryresearch,Hoshimihasbeenable to developthefollowingspecific projectobjectives:
· To establish theprofileof shoppers
· TounderstandtheirawarenessandusageoftheMidtown Shoppingcentre
· Tounderstandhowshoppers travel tothe shoppingcentre,howfar theyhavetravelledand howfrequentlytheyshopthere
· To exploreshopperbehaviorandunderstandwhat theyhavepurchased orhadexpectedto
purchaseandaverageexpenditure
· Tounderstandtheirexpectationsto theMidtown shoppingcentre
· Tounderstandtheirattitudesto the Midtown shoppingcentre
Hoshimiwants toconduct structured facetofaceinterviewswith 100shoppersatthe shopping centreandacompetingshoppingcentre.Theinterviewswilltakeplaceduringthekeyshopping hours acrosseverydayof theweekamongarepresentativesampleofparticipants.
QUESTIONS
1. Hoshimihasplannedtocarryoutstructuredinterviews.Howdostructuredinterviewsdiffer fromunstructured interviews? Which would be more appropriate for this study and why?
2. What arethepossibleadvantages anddisadvantagesof usingfacetofaceinterviews in this situation?
3. Theinformationobtained duringinterviewsshouldbeasfreeaspossiblefrombias.Howcan Hoshimiminimizebias introduced bytheinterviewer,theinterviewee,or thesituation?
4. What advice would you give Hoshimiregarding theselectionof participants for her interviews?
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