A supermarket is gathering data on in- store shopping behaviour. The store manipulates variables such as the temperature, lighting and background music. The store is equipped with cameras and cash register totals are monitored regularly to assess the number of customers as well as changes in sales volume. In one research project, the researcher played music with a fast tempo and noticed that shoppers moved through the store more rapidly, resulting in fewer impulse purchases and lower average receipts per customer. When music with a slow tempo was played, average receipts per customer were higher. This researcher is engaged in which type of research?

Question

Quizplus · Accepted Answer

The researcher is manipulating variables (music tempo) and observing the effect on shopper behavior (number of impulse purchases, average receipts per customer). This is a classic example of experimental research.

A Supermarket Is Gathering Data on In- Store Shopping Behaviour