Chapter 5: Primary Data by Observation Flashcards
Types of Primary Data (7)
o Demographic/Socioeconomic Characteristics o Personality/Lifestyle Characteristics o Attitudes o Awareness/Knowledge o Intentions o Motivation o Behavior
• Two methods of obtaining primary data
Observation and Communication
Observation vs comunication
The communication method of data collection has the general advantages of versatility, speed, and cost; observational data are typically more objective and accurate.
communication is more versatile, faster means of data collection, dont always want to participate
observation can’t assess current behavior or observe a persons past behavior or future intentions. observation can be faster when using scanners and at less cost than if purchasers were questioned. has serious limitations in terms of scope, time, and cost, it has great advantages with regard to objectivity and accuracy. Can almost always gather behavioral data more accurately using observation because doesn’t depend on the respondent’s willingness and ability to provide info needed. recommended over communication when can be used because of accuracy.
Communication
degree of structure
degree of disguise
method of admin - personal interview, telephone interview, mail questionnaire, or internet based.
Observation
degree of structure
degree of disguise
setting - natural or contrived
method of admin- human or mechanical.
o Structured observation-
applies when the research problem has been defined precisely enough so that you can specify the behaviors to be observed as well as the categories used to record and analyze the situation.
o Unstructured observation
is used for studies in which the research problem has not been precisely defined and you have a great deal of flexibility in terms of what to note and record.
o Undisguised observation
is when people know they are being observed.
o Disguised observation
is when people do not know they are being observed.
o Natural setting
subjects are observed in the environment where the behavior normally takes place
o Contrived setting
subjects are observed in an environment that has been specially designed for recording their behavior
• One measure of effectiveness might be the amount of time consumers spend reading the display materials or the time they spend looking at the brand being promoted
o Human observation
- one or more people are trained to systematically watch consumers or whatever else is being studied and to record the evens that take place.
o Glavanometer
is used to measure emotional arousal in response to seeing or hearing an ad.
