Chapter 8- Observation Flashcards
observation research
the systematic process of recording patterns of occurrences or behaviors without normally questioning or communicating with the ppl involved
What are the 3 conditions for using observation?
- The needed information must be either observable or inferable from behavior that is observable.
- The behavior of interest must be repetitive, frequent, or in some manner predictable. Otherwise, the cost of most forms of observation makes the approach prohibitively expensive.
- The behavior of interest for many types of observation must be of relatively short duration.
What is the 2x2 matrick for watching ppl?
Ppl watching ppl: observers stationed in supermarkets watch consumers select frozen Mexican dinners, with the purpose of seeing how much comparison shopping ppl do at the point of purchase
Ppl watching phenomena: observers stationed at an intersection count vehicles moving in various directions to establish the need for a traffic light
Machines watching ppl: movie or video camera record consumers selecting frozen Mexican dinners
Machines watching phenomena: advanced software programs record ppl navigating the Internet
Natural vs. Contrived Situations
the observer plays no role in the behavior of interest, those being observed should have no idea that they are being observed; other extreme is recruiting ppl to go shopping
Open vs. Disguised Observation
Open: process of monitoring people who know they are being watched
Disguised observation: process of monitoring people who do not know they are being watched
Human vs. Machine
in some situations, it is possible and even desirable to replace human observers with machines–when machines can do the job less expensively, more accurately, or more readily
Direct vs. Indirect
Some of the observation carried out for marketing research is direct observation of current behavior or artifacts
Advantages of Observation Research
- firsthand info is not subject to many of the biasing factors associated with the survey approach
- some forms of data are gathered more quickly and accurately by observation
Disadvantages of Observation Research
-only behavior and physical characters usually can be examined; the researcher does not learn about motives, attitudes, intentions, or feelings
Ethnographic
study of human behavior in its natural context, involving observation of behavior and physical setting
Mystery Shoppers
people who pose as consumers and shop at a company’s own stores or those of its competitors to collect data about consumer-employee interactions and to gather observational data; they may also compare prices, displays, and the like
One-Way Mirror Observations
practice of watching behaviors or activities from behind a one-way mirror
Neuromarketing
the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli
Galvanic Skin Response
electrodermal response, is a change in the electric resistance of the skin associated with activation responses;
Eye tracking
Eye tracking can document: visibility (do ppl even see and notice a package on a cluttered shelf?), engagement (do these marketing efforts hold their attention, or are they quickly bypassed?), and viewing patterns/communication hierarchy (which specific elements or messages draw attention and are consistently seen/read- and which ones are frequently overlooked?)
