marketing research unit 4 case study

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For this assignment, read the case study “Mazda and Syzygy” attached. Once you have read and

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reviewed the case scenario, address the following points, using thorough explanations and well-supported rationale:

1. What could Mazda learn from eye-tracking software that would be difficult to learn from other observational

methods? Would this analysis be considered qualitative or quantitative research? What are the shortcomings of

using eye-tracking software? What are the advantages?

2. Discuss the ethical issues involved with the use of observation research described in this case.

3. How might Mazda use questionnaires to evaluate the usability of the website? Would this be considered

qualitative or quantitative? What are the shortcomings and the advantages of using questionnaires?

4. Along with eye-tracking observation research and questionnaires, what other research methods could help Mazda

assess the usability of its website? Summarize your advice for how Mazda could use complementary methods to

obtain a complete understanding of its website usability.

Your response must be a minimum of two pages, not including the title page and reference page. You are required to use

your textbook as a reference, as well as one additional source from a credible location. All sources used, including the

textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.

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