Mallory stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research is Mallory conducting?

Question

Quizplus · Accepted Answer

Mallory is conducting in-depth interviews by asking open-ended questions and following up with additional questions for more information. She is not using a standardized questionnaire or manipulating any variables as in an experiment. She is also not gathering a group of people to discuss as in a focus group, and she is not measuring any physiological responses as in biometrics.

Mallory Stood Outside the Mall and Asked People Which Stores