Question: QUESTIONS 1. Define observation and explain (based on your definition) why mystery shopping is a form of observation. 2. Discuss the afore-mentioned mystery shopping study

QUESTIONS 1. Define observation and explain (based on your definition) why mystery shopping is a form of observation. 2. Discuss the afore-mentioned mystery shopping study in terms of: a. Controlled versus uncontrolled observation b. Participant versus non-participant observation. 3. If you were Sebastian Koch, would you inform your shop assistants about the mystery shopping program before it actually takes place? Why (not)? 4. (How) would the mystery shoppers benefit from a coding scheme? 5. What are the benefits of mystery shopping over other methods of data collection such as interviews or questionnaires? 6. Sebastian is relying solely on mystery shopping to improve the companys performance. What are the dangers of this? In other words, what are the limitations of mystery shopping? 7. Based on your answer to question 6 develop a more balanced research program to improve the companys performance.

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