1. Evaluate Ryan’s field observation research. Does it seem appropriate?

How could it be
improved?

For efficiency reason, Ryan tried a quick and inexpensive data collection by doing some
direct field observation. Ryan chose more than one venue was a good decision as it
would show a better comparative assessment. Ryan chose to observe in a mall and a
hotel, his consideration for choosing those venue was important, for example, who the
majority passerby was (old or young population). His main reason should be clear, what
kind of data he needed in the end of the study, as selection bias could happen if he
didn’t consider each venue epidemiology. One more major potential bias was the fact
that data were collected during holiday season. Holiday season usually associated with
sale items, many people maybe in a rush so that they didn’t keep an eye for Mark and
his pieces, meanwhile other could stay to see Mark perform while waiting for their
partner went shopping. Ryan should ask them about their reason to stop by to clear this
potential bias.

As stated in the previous paragraph, Ryan did a one-man-show field observation

research. It would be better if more people involved in this study as more data could be
recorded and measured more. Despite only collecting primary data such as how long
one person stayed, age and gender, he could collect other data to sharpen the research
result such as race, ethnicity, travel companion (did he/she stop because his/her own
intension or his/her travel companion; maybe he/she stopped because his/her spouse
intension). This is feasible if he didn’t have any financial problem. Ryan should do the
research at the time Mark did his concert as he could collect precise data about Mark’s
highest target market.

Subject distribution was also important (a 50:50 gender sampling was better than 60:40
gender sampling and subject homogeneity) and it would be better if it was stated in
percentage as it would give a better point of view. A descriptive study was great, but
analytical study was better. He could analyze the data he owned, whether in form of
correlation or x2 study. Observational study objective which was done by Ryan was
better to verify that senior citizen was Mark’s highest market rather than to identify and
quantify Mark’s ideal customer.
2. Evaluate Ryan’s survey research. Does it seem appropriate? How could it be improved?
First of all, what the main purpose of this data collection was. It was stated that Ryan
needed some survey data from older adults. Ryan decision to spread the questionnaire
to two distinct group was a wise decision, “baby bloomer” could be the control sample
so that a cross tabulation study could be done and statistic significance could be
measured (p<0.05).

Second, the content of the questionnaire. A poorly constructed questionnaire will result
an inaccurate data assessment. Biased questions will produce biased answers.

Third, the place where the study conducted, which was in Mark’s church. The
confounding factor was high, as there was low level of sample randomization. Since
maybe they knew Mark very well, they could give an answer which Mark wish to hear.
This wasn’t good for this study methodology.

Last, any result produce by this study should be compared with similar previous study
with larger sample population and complex methodological approach.