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
what are the 4 basic levels fo mystery shopping?
a mystery shopper _____
1. makes a phone call
2. visits an establishment and makes a quick purchase
3. visits an establishment and, using a script or scenario, initiates a conversation with a service and/or sales representative
4. performs a visit that requires excellent communication skills and knowledge of the product
define one-way mirror observations
one-way mirror observation is the practice of watching behaviours or activities from behind a one-way mirror
what are the benefits of mystery shopping?
- provides valuable customer feedback
- evaluates staff performance
- helps monitor facility conditions
- motivates employees
- benchmarks competitors
- identifies training needs
- improves customer retention
what is machine observation and what are some examples?
machine observation: using advanced technologies for data collection
eg. of machine observation:
- neuromarketing techniques such as magnetic resonance imaging (MRI), electroencephalography (EEG), galvanic skin response (GSR), and eye tracking.
- facial action coding service
- gender and age recognition systems
- in-store tracking
- television audience measurement and tracking
define neuromarketing
neuromarketing is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli
define electroencephalograph (EEG)
electroencephalograph (EEG) is a machine that measures electrical pulses on the scalp and generates a record of electrical activity in the brain
define implicit measures
implicit measures examine biological responses and researchers then infer the psychological factors that lead to behaviour
define galvanic skin response (GSR)
galvanic skin response (GSR) is a change in the electric resistance of the skin associated with activation responses; also called electrodermal response
eye tracking can document what 3 things?
- visibility
- engagement
- viewing patterns/communication hierarchy
how does Nielsen Media Research track television audience behavior?
Nielsen Media Research tracks television audience behavior using meters for traditional TV and incorporating big data from third parties for measuring video content on mobile devices
how is online tracking used in marketing?
online tracking is used in marketing to deliver targeted messages to the right audience at the right time. it helps answer questions about user behavior, such as “where,” “how much,” and “how often.”
tracking can be done with cookies, and it enables marketers to monitor online magazine readership, track social media conversations, and generate leads for ad targeting.
what are some tools used to help track television and video audience measurement?
- local people meters
- set meters
- code readers
- portable people meters (PPMs)
define local people meter
a local people meter measures viewing behaviour and viewer demographics
define set meters
set meters are connected to all TVs in the house
what are code readers
code readers are placed near TVs in a panel member’s home and pickup an inaudible signal from the TV
what are portable people meters (PPM)?
portable people meters (PPM) are wearable devices that track consumers’ exposure to media and entertainment including broadcast, cable, and satellite TV, online radio, cinema advertising, and many digital media
what is virtual reality?
virtual reality immerses users into a simulated environment, allowing them to experience a completely virtual reality firsthand
how is virtual reality used in marketing?
it is used in marketing for research related to packaging, pricing, promotion, new product development, and store design
what is augmented reality?
augmented reality operates in an existing reality and adds virtual components like digital images, graphics, vibration, and sound
how is augmented reality used in marketing?
it is used in marketing for tasks such as product packaging, pricing displays, promotional campaigns, and improving store design and layout
