Many environmental factors can influence consumer behaviour and the duration of retail visits, including ambient store lighting and layout. For example, some retail research suggests that shoppers tend to spend more time browsing in softly-lit boutique environments compared to brightly-lit discount stores. To investigate this further, researchers want to use an experimental design to examine the effect of lighting level (warm, dim lighting vs. cool, bright lighting) on the duration of customer visits in a local independent bookstore.
Outline one way the researchers could obtain qualitative data in this study.
644 exam-style questions on OCR A Level Psychology Research methods and techniques. Each one has a worked solution and a mark scheme showing where the marks go.