20) If you were the supervisor in charge of mall-intercept interviewing, what challenges

would you face in training the interviewers?

Ans:
Challenges facing the supervisor in training the interviewers include:
1) Making the initial contact,
2) Asking questions,
3) Probing,
4) screening for appropriateness,
5) How to convince the customer listen while encountered by the interviewer,
6) Framing the questions in a way that not to irritate the customers,
7) Quickness in recording answers, and
8) Feedback from the customers.

21) How should the executive group, along with Kimmel, evaluate the marketing
research report? How will the findings of marketing research help them make decisions
about changing the brand logo?

Ans:
The executive group along with Kimmel could ask the following key questions.
1) Is this project have been conducted more effectively or efficiently?
2) Does the problem have been defined differently so as to enhance the value of the
project to the client or reduce the costs?
3) Could a different approach have yielded better results?
4) Should mall intercepts have been used instead of telephone interviews?
5) Was the sampling plan the most appropriate?
6) Were the sources of possible design error correctly anticipated and kept under control,
at least in a qualitative sense? If not, what changes could have been made?
7) How could the selection, training, and supervision of field-workers be altered to
improve data collection?
8) Was the data analysis strategy effective in yielding information useful for decision
making?
9) Were the conclusions and recommendations appropriate and useful to the client?
10)Was the project completed within the time and budget allocated? If not, what went
wrong?