marketing

Running Head: JCPenny COMPANY 1

JCPENNY COMPANY 3

JCPenny Company

Institution Affiliation

Date

A. Open-ended questions would be more effective for my research compared to closed-ended questions. Using these questions will ensure my respondents can provide unlimited opinions on why the company seems to be falling. Through this, I will follow the whole customers journey by establishing a customer response loop. These questions will give a venue to understand customers' feelings and emotions towards products produced by JCPenny Company. Customers can provide new information and insights on why most of them do not prefer products from this company (Geer, 2018). I will achieve this by asking questions such as 'what qualities and features do you think JCPenny products are missing'?

B. I will use interviews to collect data for my research. The interviews will be face-to-face to ensure that I can connect between response and body language. Through discussions, I will get more detailed information from the respondents through asking questions in detail and step by step. I prefer this method as it reduces bias where the respondent's words can be recorded for originality. Through interviews, I will achieve a higher response rate and get more details on personal feelings, views, and perceptions about JCPenny products (Pickard, Roster & Chen, 2016).

C. My target population during the interview will be teenagers and middle-aged individuals. I chose such interviewees because teenagers are known for impulse buying, depending on how attractive the product is. They are likely to purchase beauty products such as jewelry, footwear, toys for their siblings, clothing, and even electronics, as most love the internet. The middle-aged population is at a stage where they have a comfortable job and can spend more on luxury, which the company produces such products. These two kinds of the population are likely to buy products made by JCPenny Company.

References

Geer, J. G. (2018). What do open-ended questions measure?. Public Opinion Quarterly, 52(3), 365-367.

Pickard, M. D., Roster, C. A., & Chen, Y. (2016). Revealing sensitive information in personal interviews: Is self-disclosure easier with humans or avatars and under what conditions?. Computers in Human Behavior, 65, 23-30.