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Marketing Research > Chapter 8: Experiments > Flashcards

Chapter 8: Experiments Flashcards

1
Q

People Watching People

A

Observers in supermarkets. Purpose: comparative shopping.

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2
Q

People watching phenomena

A

Observer stationed at intersection counts traffic

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3
Q

Machines watching people

A

Video cameras record consumers selecting frozen foods to determine popularity of choice.

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4
Q

Machines watching phenomena

A

Traffic-counting machines monitor the flow of traffic through an intersection

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5
Q

Define Observation Research

A

The systematic recording of patterns of occurrence or behaviors without communicating with the people involved.

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6
Q

Conditions for using Observation?

A
  • The information must be observable.
  • The behavior must be repetitive
  • Short duration
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7
Q

Natural vs. Contrived Situations?

A 
Natural = requires the observer to play no role in the behavior of interest.
Contrived = set up as a simulation by the observer.
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8
Q

Open vs. Disguised Observation

A 
Open/Undisguised = the person knows that he/she is being observed.
Disguised = process of monitoring people, objects, or occurrences that do not know they are being watched.
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9
Q

Structured vs. Unstructured

A 
Structured = the observer fills out a questionnaire-like form on each person observed.
Unstructured = the observer simply makes notes on the behavior being observed.
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10
Q

Human vs. Machine Observers

A

Machines (like cameras) may be more desirable due to being able to do the job (in certain situations) less expensively, more accurately, or more readily.

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11
Q

Direct vs. Indirect

A 
Direct = directly observing the current behavior.
Indirect = Observing past behavior.
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12
Q

Advantages of Observation Research

A
  • Provides complementary evidence
  • We can see what people actually do
  • Avoids interviewer bias
  • Quick data collection
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13
Q

Disadvantages of Observation Research

A
  • Only behavior and physical personal characteristics can usually be examined.
  • Researcher does not learn motives.
  • Time-consuming and expensive
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14
Q

Ethnographic Research (humanistic inquiry)

A
  • From anthropology
  • Recording people in their natural settings
  • Observation of behavior and physical setting coupled with depth interviews
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15
Q

Mystery Shoppers

A
  • To gather observational data about a store

- To collect data about customer/employee interactions

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16
Q

Four Variations of mystery shopper

A
  1. A mystery telephone call
  2. A quick purchase, little or no interaction
  3. Using a script, initiates a conversation
  4. Requires excellent communication and knowledge of a product.
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17
Q

Phases of Employee Training

A

Phase 1 - Evaluate existing customer service
Phase 2 - evaluations analyzed and training program developed
Phase 3 - shoppers return to evaluate the customer service post-training

18
Q

Objectives of Mystery Shoppers

A
  • Preparing for new competition
  • Monitoring the competition
  • Recognizing good employees
19
Q

One Way Mirror Observations

A
  • Clients to observe the group discussion
  • Used for focus groups
  • Used to observe users of product
  • Used to observed children at play
20
Q

Audits

A

Examination and verification of the sale of a product

21
Q

Shopper Patterns

A

Used by retailers to trace the flow of shoppers through a store

22
Q

Shopper behavior

A

Involves observing, or perhaps filming and then watching the film, of shoppers or consumers in a variety of shopping settings.

23
Q

Content Analysis

A

An observation technique used to analyze written material (usually advertising copy) into meaningful units using carefully applied rules

24
Q

EEG: electroencephalogram

A

Researchers claim that EEG measures can be used to assess viewers’ attention to an advertisement at a specific point in t time, the intensity of the emotional reactions elecited by specific aspects of the ad, and their comprehension and attention to the ad.

25
Q

GSR: Galvanic skin response

A

Measures changes in the electric resistance of the skin associated with activation responses. Used to evaluate viewers’ interest levels during commercials.

26
Q

Pupilometer

A

Measures pupil dilation; increased size = positive attitudes, interest, arousal in ads.

27
Q

Voice Pitch Analysis

A

measures emotion based on relative frequency of the human voice

28
Q

People Reader

A

Records simultaneously reading material and readers eyes.

29
Q

Rapid Analysis Measurement (RAMS)

A

Hand-held device records respondents feelings by their turning a dial. Right = favorable, vice versa.

30
Q

GPS Technology

A

Tracks motorist and pedestrian exposure to outdoor advertising

31
Q

The People Meter

A

A microwave computerized rating system that transmits demographic information overnight to measure national TV audiences

32
Q

Laser Scanners

A

Read UPC codes on products and produces instantaneous information on sales

33
Q

Behavior Scan

A

Shopping with an ID card, tracks each household’s purchases item by item, over time. Panels split to test different products and ad. In-store variables may also be tested.

34
Q

Internet Tracking

A

Modeling surfing patterns along with demographic and psychographic data to predict consumer behavior.

35
Q

Scraping the Web

A

Used to develop a cohesive message from thousands of conversation threads in newsgroups, chatrooms, listservs, message boards, etc.

36
Q

InfoScan Tracking

A

To Benchmark retailer performance against other retailers in the same area

37
Q

Clickstream data

A

Steps and behaviors of consumers on their way to information, entertainment, and purchases

38
Q

Predictive Networks

A

Software to track every site a Web surfer visits. Builds a digital silhouette or profile.

39
Q

Vividence Corporation

A

Recruits Web surfers to fill out a profile sheet which includes demographic and lifestyle information. Uses it’s database to evaluate Web sites.

40
Q

Conversation Trackers

A

Createsa summary of comments in newsgroups, listservs, Web based message boards and big corporate email threads.

Marketing Research (8 decks)

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