When Canon Cameras was losing market share in the United States to Minolta,Canon decided that its distributor,Bell & Howell,was not giving adequate support.Canon sent Tatehiro Tsuruta to the United States to look into the problem.On entering a camera store,he would act just like a customer.He would note how the cameras were displayed and how the clerks served customers.Canon utilized ________,________ observation in a ________ setting.

Question

Quizplus · Accepted Answer

Canon utilized unstructured observation because Tsuruta was acting like a regular customer and not following a strict protocol. The observation was disguised because he was not revealing his true identity as a representative of Canon. The observation was also natural because he was observing how cameras were displayed and how customers were being served in a normal retail setting.

When Canon Cameras Was Losing Market Share in the United