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Marketing & Audience Research (AMB201) > Lecture 4: Observational Research > Flashcards

Lecture 4: Observational Research Flashcards

1
Q

What is observation?

A

A research technique, a systematic process of recording behavioural patterns as they occur.

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2
Q

Is observation qualitative or quantitative?

A

Can be both

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3
Q

Does the researcher ask participants to reflect or provide insight?

A

No

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4
Q

What are the relative advantages of observation?

A
  • Measures actual behaviour
  • Lesser researcher influence on participant data
  • Does not rely on respondent insight/awareness
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5
Q

What are the relative disadvantages of observation?

A
  • Underlying motivations, attitudes, etc can only be inferred (can’t be observed)
  • Time consuming
  • Question of ethics
  • Difficulty in observing without impacting the setting
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6
Q

What are the various natures of observations?

A
  • Structured vs. unstructured
  • Disguised vs undisguised
  • Direct vs indirect
  • Mechanised vs human
  • Natural vs contrived
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7
Q

What is structured observation?

A
  • Where the research problem is clearly identified
  • Researcher enters the observation setting knowing the precise categories of behaviours that will be observed
  • Data collected is usually quantitative - e.g. research investigating characteristics of users of self-serve check-outs in supermarkets
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8
Q

What is unstructured observation?

A
  • Used where the research problem isn’t clearly formulated
  • Researcher enters the observation setting and records notable features and trends
  • Data collected is often qualitative e.g. research investigating the various ways people approach self-serve tech
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9
Q

What is disguised observation?

A

Refers to whether the individs know they are being observed.
Disguised individ is unaware of researcher
Can be valuable when observation may impact behaviour and problematic if research relates to a sensitive topic

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10
Q

What is undisguised observation?

A

Researcher interacts with individ by alerting them to study, questioning about observed behaviours

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11
Q

What is direct observation?

A

Refers to recording evens that occur or what people actually do i.e. what he/she is watching

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12
Q

What is indirect observation?

A

Must rely on the reported observations (including self-observations) of others

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13
Q

What are some advantages of observation done by machines?

A
  • It’s reliable
  • Removes observer influence
  • Can collect data on an ongoing
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14
Q

What is natural observation?

A 
Natural settings (e.g. shopping malls, streets, schools, playgrounds)
Good for observing behaviour as it occurs
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15
Q

What is contrived observation?

A

Contrived settings (e.g. research labs, focus groups, product testing facilities). Good usually since designed for observation of target behaviour

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16
Q

What is used to keep observation ethical?

A
  • Institutional review boards (ethics committees)
  • Industry codes of conduct
  • Privacy legislation
17
Q

3 questions to think about with observational research:

relates to ethics

A
  1. Is the behaviour performed in public where people know others can observe?
  2. Is the behaviour anonymous?
  3. Has the person consented?
18
Q

What is physiological observation?

A

Rather than observing the behaviour of people, researchers can observe physiological responses when people are presented with stimuli.

  • Avoids some issues of respondent insight and bias
  • Can be difficult to interpret
  • Can be costly e.g. eye tracking devices
19
Q

What are some types of physiological observation?

A
  • Pupilometer - measures changes in pupil diameter. Arousal (e.g. due to interest, attention) is associated with dilation of pupil
  • Psychogalvanometer - to measure skin conductance, with greater skin conductance associated with arousal
  • Brain activity - measured with EEG, fMRI, etc
20
Q

What is content analysis?

A

Examining and observing patterns in documented content, e.g.

  • amount of junk food ads during primetime TV
  • Political features across a range of newspapers
  • Ethnic representation in media
21
Q

What is ethnography?

A

Researcher become a participant observer

22
Q

What is an audit?

A

Research takes stock of consumers’ pantry, fridge, etc

23
Q

What are the pros to observation?

A
  • Reduced respondent bias
  • Overcomes participant insight and memory issues
  • Nonverbal behaviour data may be obtained
  • Can be used to support other methods (e.g. surveys)
24
Q

What are the cons of observation?

A
  • Cognitive phenomenon cannot be observed
  • Requires researcher interpretations, inferences
  • Possible invasion of privacy
  • Observer bias
25
Q

What is a trace analysis?

A

Data are based on physical traces left behind after past behaviour

Marketing & Audience Research (AMB201) (6 decks)

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