CH09 Primary Data Collection: Observation Flashcards
define observation research
observation research: the systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved
what are some examples of observation situations? (exhibit 9.1)
- people watching people
- people watching phenomena
- machines watching people
- machines watching phenomena
what 2 conditions must be satisfied when using observation as a tool for collecting data in marketing research?
- the info needed must be something that can be seen directly or can be concluded from observable behavior
- the behavior being studied should be something that happens relatively quickly
what are the 4 dimensions along which observation approaches vary?
- natural versus contrived situations
- open versus disguised observation
- human versus machine observers
- direct versus indirect observation
define natural versus contrived situations
natural situations involve observing people without their knowledge or interference while contrived situations involve recruiting participants who are aware they are being observed
define open versus disguised observation
open observation is the process of monitoring people who know they are being watched while disguised observation is the process of monitoring people who do not know they are being watched
why are human observers sometimes replaced with machine observers?
in many cases, human observers are replaced with machines, when machines can do the job at a cheaper cost, more accurately, or more readily
define direct versus indirect observation
direct observation involves observing current behaviour or artifacts whereas indirect observation involves studying past behaviour through records or physical evidence
what is the advantage of observation research?
- researchers can see what people actually do, avoiding biasing factors and relying on actually behaviour rather than self-reported information
- some data can be gathered more quickly nad accurately through observation
what is the primary disadvantage of many forms of research using observation?
observation research doesn’t provide insights into motives, attitudes, intentions, or feelings of the observed individuals
what are some forms of people watching people or objects?
- ethnographic research
- mystery shopping
- one-way mirror observations
- shopper pattern and behaviour studies
define ethnographic research
ethnographic research is the study of human behaviour in its natural context, involving observation of behaviour and physical setting
what are some advantages of ethnographic research?
- ethnography is reality-based
- ER can reveal unexpressed needs and wants
- ER can discover unexploited consumer benefits
- ER can reveal product problems
- ER can show how, when, why, and where people shop for brands—and how they perceive it compared to competitive products
- ER can show who in the family actually uses a product and perhaps uncover a whole new potential demographic target.
- it takes advantage of consumers’ experience with the product category and their hands-on creativity as they demonstrate their ideas for new products and product improvements.
- it can test new products in a real context.
- it can reveal advertising execution ideas that derive directly from consumer experience.
- it can help form a better relationship with your consumers, based on an intimate knowledge of their lifestyles
mobile ethnography
mobile photos and videos and text used by respondents in self-reporting studies is not the same as ethnography
NOTE: ethnography requires trained observers
define mystery shoppers
mystery shoppers are people who pose as consumers and shop at a company’s own stores or those of its competitors to collect data about the customer–employee interactions and to gather observational data; they may also compare prices, displays, and the like
