Unique Shopping Mall, Narowal provides the facilities of restaurants, shops, art galleries, a hotel and leafy public spaces. It was established down the hill with the prime objective of offering unique shopping experience to the customers Mission statement of the mall conveys that it is a place for people who appreciate the finer things in life. It was a very successful until 2017. However, in the first quarter of 2018, number of customers visiting the mall started to decline. Therefore, the management decided to develop a better understanding of its shoppers in order to take the shopping experience to a next level. The management wants to know what attracts customers to its stores, what customers need while shopping and how they go about shopping. Based on these insights, it wants to develop strategies that are closely aligned with its customers’ shopping strategies, needs and preferences. The management hired you as a business consultant to provide recommendations ready for implementation. As you belong to Narowal, the management expects that you have a greater knowledge about the people visiting the mall. A key aim of your research project is to find out what shoppers would need to increase the frequency of shopping at the mall and compare it to other competing shopping malls in the surrounding. As an expert, you have developed the following project objectives: i. To establish the profile of shoppers ii. To understand their awareness and usage of the Unique Shopping Mall iii. To understand how shoppers’ travel to the shopping centre, how far they have travelled and how frequently they shop there iv. To explore shoppers’ behavior and understand what they have purchased or had expected to purchase, and average expenditure v. To understand their expectations to Unique Shopping Mall vi. To understand their attitudes to Unique Shopping Mall You decided to conduct structured face-to-face interviews with 100 shoppers at the mall and another competing shopping mall. The interviews would take place with the sample of participants during the key shopping hours on daily basis. Requirements/Questions 1. You have planned to carry out structured interviews. How do structured interviews differ from unstructured interviews? Which would be more appropriate for this study and why? 2. What are the possible advantages and disadvantages of using face-to-face interviews in this situation? 3. The information obtained during interviews should be unbiased. How can you minimize the biased presented by the interviewer, the interviewee, or the situation? 4. What would be the best mediums to conduct interviews if COVID-19 lockdown is implemented by the regulatory bodies?