Shoppers often make purchase decisions in the store rather than arriving with a preset list of specific brands to purchase. Brasher would like more information on why consumers choose one brand over another while standing in front of an array of products on the shelf. Is it the brand name? Something about the packaging? The price? Other factors? Which would be the best way to collect this information from at least 500 shoppers?
a. Install hidden cameras at strategic locations throughout a selected group of Tesco stores; be sure to record audio as well so you can hear what families discuss as they make product selections.
b. In a selection of stores covering neighborhoods that represent Tesco's overall market, attach brief survey forms to several hundred products throughout each store. Shoppers can fill out the surveys while they wait in the checkout line and hand them to the cashier.
c. Position data collection personnel throughout a representative selection of stores and interview shoppers just after they've made product selections.
d. Mail survey forms to 500 U.S. households selected at random.