Chapter 8 Verónica Rosendo Ríos © Observation Business Research Methods Verónica Rosendo Ríos Enrique Pérez del Campo Marketing Research CHAPTER 8. Observation “Never trust to general impressions, my boy, but concentrate yourself upon details.” Verónica Rosendo Ríos © Sir Arthur Conan Doyle “I believe in evidence. I believe in observation, measurement, and reasoning, confirmed by independent observers. I'll believe anything, no matter how wild and ridiculous, if there
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Case 11.1- Mazda and Syzygy Case Overview Mazda Motor Europe hired an observational company by the name of Syzygy to monitor the consumers that uses their website. Situation Analysis Mazda Motor Europe would like to know details about how consumers are using their website and if the website is user friendly. Questions 1. What could Mazda learn from eye-tracking software that would be difficult to learn? from other observational methods? The eye-tracking software provides Mazda with the
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