Do not use contractions or slang, include page numbers, and utilize times new roman and 12 point font. See the syllabus for information concerning late assignments.
Find someone (a friend, a classmate, a relative) whom you can go shopping with at a retail store. This should be a retail environment beyond a convenience store or a restaurant/coffee shop. Examples may include Best Buy, Dick's Sporting Goods, Publix, any retail store in a mall or strip center, etc.; you should avoid Wal-Mart and Target (as these tend to be too big)You may only use American retail shops that are known.
Part 1 of the assignment is an observational process. Follow your subject from start to finish in the retail store and document all observations. Include all elements of the retail setting and other participants during the experience (i.e. other consumers and the demographics of these shoppers). Do not discuss or question any actions performed by your subject-you are there purely as a silent observer and documenter. Make no inferences to why the subject did a particular action, only document facts. You will also want to jot down questions to be asked later (but not asking them during the observations).
After you have followed your subject through the retail store and exited, you may ask questions concerning the behavior observed. For example, clarifying questions may be: "why did you immediately go to that side of the store?" or "why did you pick up that garment and immediately replace it?" During the interview section, you want to achieve answers to the "why?" questions-the motivations that caused the actions.
Write a 4 to 5 page double spaced summary of your findings and your interpretations of actions. You will also attach the observational sheet as an appendix to your report. Some items that should be included in the summary report are (but are not limited to):
How did his/her senses play a role in their shopping experience?
What physical obstacles to shopping did you observe?
How do you think the experience provided by that retail store support the shopping experience?
What atmospheric stimuli created that experience?
What was the impact on store satisfaction?
What recommendations would you make to the retail store based on this specific experience?