Chapter 5: Primary Data Collection (Observation)

Question 1

Observation research

Answer 1

A systematic process of recording patterns of occurrences or behaviours without normally communicating with the people involved

Question 2

Approaches to observation research

Answer 2

1. Natural vs. Contrived situations
2. Open vs. Disguised observation
3. Human vs. Machine observers
4. Direct vs. Indirect observation

Question 3

Natural situation

Answer 3

The observer plays no role in the behaviour of interest, and those being observed have no idea they are under observation

Question 4

Contrived situation

Answer 4

Observer sets up a simulated behaviour of interest, and those being observed know they are in this situation and are being observed

Question 5

Open observation

Answer 5

The process of monitoring people who knew they are being watched

Question 6

Disguised observation

Answer 6

The process of monitoring people who do not know they are being watched

Question 7

Machine observers

Answer 7

Less expensive, more accurate, more readily

Question 8

Direct vs Indirect observation

Answer 8

Most observation is direct, but in some cases past behaviour must be observed

Question 9

Garbologist

Answer 9

Researchers who sort through people’s garbage to analyze household consumption patterns

Question 10

Advantages of observation research

Answer 10

1. First-hand information is not subject to biasing factors

2. Some forms of data are gathered more quickly and accurately through observation

Question 11

Disadvantages of observation research

Answer 11

1. Only behaviour and physical personal characteristics can usually be examined
2. Only public is observed
3. Present observed behaviour may not be projectable into the future
4. Can be time-consuming and costly if observed behaviour occurs infrequently

Question 12

Ethnographic research

Answer 12

The study of human behaviour in its natural context, involving observation of behaviour and physical setting

Question 13

Advantages of ethnographic research

Answer 13

1. Reality-based
2. Can reveal unexpressed needs & wants
3. Can reveal product problems
4. Can show how and when consumers shop for brands
5. Can test new products in a real context
6. Customer is seen with hands-on approach to product

Question 14

Conducting ethnographic research

Answer 14

1. Find an informant
2. Ethnographer observers activities in social setting
3. Data is recorded
4. Analyze and interpret data to find patterns
5. Verify data through triangulation
6. Present data in a business setting

Question 15

Informant

Answer 15

A participant who can introduce the researchers to a particular group of people and explain the meaning behind the rituals, language, and general goings-on

Question 16

Triangulation

Answer 16

The process of checking findings against what other people say and against similar research already conducted

Question 17

Mystery shoppers

Answer 17

People who pose as consumers and shop at a company’s own stores or those of its competitors to collect data about customer-employee interactions and to gather observational data; they may also compare prices, displays, and the like

Question 18

Level 1 mystery shopper

Answer 18

Mystery shopper conducts a mystery phone call, calling the client location and evaluates the level of service received over the phone

Question 19

Level 2 mystery shopper

Answer 19

Visits an establishment and makes a quick purchase, little to no customer-employee interaction is required

Question 20

Level 3 mystery shopper

Answer 20

Visits an establishment and initiates a conversation with a sales rep. Does not purchase

Question 21

Level 4 mystery shopper

Answer 21

Visits an establishment with deep and excellent communication skills and knowledge, like getting a mortgage or buying a car

Question 22

One-way mirror observations

Answer 22

The practice of watching behaviours or activities from behind a one-way mirror, client observers degree of emotion exhibited by consumer

Question 23

Traffic counters

Answer 23

Machines used to measure vehicle flow over a particular stretch of roadway

Question 24

Homescan Consumer Panel

Answer 24

1. Captures information from a statistically reliable sample of over 12,000 Canadian households on an ongoing basis
2. Demographically and geographically balanced to represent household population of Canada
3. Panelists use hand-held scanners

Question 25

Advantages of Homescan Consumer Panel

Answer 25

1. Provides insights into buying behaviour across every type of purchase channel
2. Provides clients with valuable insights into consumer shopping behaviour
3. Helps manufacturers and retailers gain a better idea of the types of consumers who purchase different brands and categories, as well as where they shop