Last weekend I made a purchase at Old Navy and with my receipt I received an invitation to take part in an online consumer survey; which I chose to do. The survey began with some basic questions to establish which store location I had visited, at what time time of day, and which sales representative rang me up. It then progressed into more in-depth questions about how I felt about my experience at the store, what product categories I shopped for and purchased from, what I thought would help to improve the store and customers' shopping experience, and new product lines I would like to see at Old Navy.
This questionaire is an example of primary data collection using cross-sectional design descriptive research. Old Navy has decided to conduct primary research in order to answer specific questions they have about shoppers' experience in their stores and opinion about the brand. Further, they have decided to use cross-sectional design descriptive research, surveying a large number of consumers at one point in time, to answer these questions.
The Old Navy questionaire was moderately to completely structured. Most of the questions were to be answered on a point scale, while some questions were built off of answers of previous questions and were to be answered in the survey taker's own words.
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