Reference no: EM132904355

Ulla is a consultant with particular expertise in farmers' markets and is planning a case study to explore how the Orewa Farmer's Market can improve their appeal, repeat business, customer loyalty and other attitudes of customers who attend the market. Her draft plan is to have roaming researchers approach customers at one of the Sunday markets and ask them 10 questions (both short-answer and open-ended). She's hoping to ensure at least 40 customers are interviewed. Given what you know about the defining characteristics of case studies, how might you recommend she could best improve her plan and remain true to a case study approach?

Select one:

a. Interview more than 40 customers.

b. Use closed-ended questions instead, so she can do some statistical analyses.

c. Also include observation of customers' behaviours, especially their talk about the Farmers' Market, as well as interviews with the vendors at the Market.

d. Include surveys of customers at other farmers' markets as part of her study.

e. Focus the questions on 2-3 variables, such as amount purchased and intention to return.