Explain why a researcher might want to use contrived observation ...

[captainjonesify]

Explain why a researcher might want to use contrived observation instead of direct observation.

Question 2

Discuss the uses of multidimensional scaling.

[tdewitt]

Answer to Question 1

Direct observation is a straightforward attempt to observe and record what naturally occurs. Every effort is made for the interviewer not to interject him- or herself into the situation. The investigator does not create an artificial situation. Contrived observation occurs when the investigator intervenes to create an artificial environment to test a hypothesis. If situations were not contrived, the research time spent waiting and observing would expand considerably.

Answer to Question 2

Applications of MDS include:
 identifying salient product attributes perceived by buyers in a market
 determining the combination of product attributes consumers most prefer
 identifying products that are viewed as substitutes for one another
 noting viable segments that exist in a market
 exposing the holes in a market that can support a new product venture
 application to problems of
- product life-cycle analysis
- market segmentation
- vendor evaluation
- advertising evaluation
- test marketing
- salesperson and store image
- brand switching research
- attitude scaling

[captainjonesify]

Excellent

[mjenn52]

TYSM