Retail Study Scenario
Psychologists want to investigate how the tempo of background music affects shopping behaviour in a local bookstore. They design an experiment where they play either fast-tempo music or slow-tempo music on different days and measure how long shoppers spend browsing. The researchers also decide to collect qualitative data by conducting brief semi-structured interviews with some of the shoppers as they exit the store.
Evaluate the use of qualitative data in this study.
