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KAEDAH PEMERHATIAN

KAEDAH PEMERHATIAN. Pemerhatian Secara Saintifik adalah Bersistematik. “KITA MELIHAT, TETAPI TIDAK MEMERHATI.” Sherlock Holmes. Apakah yang boleh diperhatikan?. Tindakan secara fisikal Gelagat lisan Gelagat Ekspresi Perkaitan Kedudukan (Spatial) dan lokasi

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KAEDAH PEMERHATIAN

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  1. KAEDAH PEMERHATIAN MGM 4104 - Kaedah Penyelidikan Perniagaan

  2. Pemerhatian Secara Saintifik adalah Bersistematik “KITA MELIHAT, TETAPI TIDAK MEMERHATI.” Sherlock Holmes MGM 4104 - Kaedah Penyelidikan Perniagaan

  3. Apakah yang boleh diperhatikan? • Tindakan secara fisikal • Gelagat lisan • Gelagat Ekspresi • Perkaitan Kedudukan (Spatial) dan lokasi • Corak mengikut tempoh (Temporal) • Rekod lisan dan gambar MGM 4104 - Kaedah Penyelidikan Perniagaan

  4. Apakah yang boleh diperhatikan? Fenomena Contoh Gelagat manusia dan tindakan Perkerakan pembeli dalam fisikal kedai Gelagat Lisan Kenyataan dibuat oleh penumpang kapalterbang semasa menunggu dalam barisan Gelagar Ekspresi Ekspresi muka, nada suara, dan voice, and other form of bahasa isyarat badan lain. MGM 4104 - Kaedah Penyelidikan Perniagaan

  5. Apakah yang boleh diperhatikan? Fenomena Contoh Perkaitan kedudukan Bagaimana rapatkah dua individu Dan lokasi semasa bertemu buat pertama kali Corak dalam tempoh Bagaimana cepatkah pelanggan menuggu dalam bank. Objek fisikal Apakah jena yang terdapat dalam almari dapor pengguna Rekod Lisan dan Gambar Pembukusan produk, iklan dalam majalah MGM 4104 - Kaedah Penyelidikan Perniagaan

  6. Kategori Pemerhatian • Manusia berbanding mekanikal • Jelas dan terhadang • Direct • Terancang (Contrived) MGM 4104 - Kaedah Penyelidikan Perniagaan

  7. Observation of Human BehaviorBenefits • Communication with respondent is not necessary • Data without distortions due to self-report (e.g.: without social desirability) Bias • No need to rely on respondents memory • Nonverbal behavior data may be obtained MGM 4104 - Kaedah Penyelidikan Perniagaan

  8. Observation of Human BehaviorBenefits • Certain data may be obtained more quickly • Environmental conditions may be recorded • May be combined with survey to provide supplemental evidence MGM 4104 - Kaedah Penyelidikan Perniagaan

  9. Observation of Human BehaviorLimitations • Cognitive phenomena cannot be observed • Interpretation of data may be a problem • Not all activity can be recorded • Only short periods can be observed • Observer bias possible • Possible invasion of privacy MGM 4104 - Kaedah Penyelidikan Perniagaan

  10. Observation of Physical Objects • Physical-trace evidence • Wear and tear of a book indicates how often it has been read MGM 4104 - Kaedah Penyelidikan Perniagaan

  11. Scientifically Contrived Observation • The creation of an artificial environment to test a hypothesis MGM 4104 - Kaedah Penyelidikan Perniagaan

  12. Response Latency • Recording the decision time necessary to make a choice between two alternatives • It is presumed to indicate the strength of preference between alternatives. MGM 4104 - Kaedah Penyelidikan Perniagaan

  13. Content Analysis • Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. • Deals with the study of the message itself • Measures the extent of emphasis or omission MGM 4104 - Kaedah Penyelidikan Perniagaan

  14. Mechanical Observation • Traffic Counters • Web Traffic • Scanners • Peoplemeter • Physiological Measures MGM 4104 - Kaedah Penyelidikan Perniagaan

  15. Monitoring Web Site Traffic • Hits and page views • Jupiter Media Metrics • Nielsen//NetRatings MGM 4104 - Kaedah Penyelidikan Perniagaan

  16. Physiological Reactions • Eye tracking • Pupilometer • Psychogalvanometer • Voice pitch MGM 4104 - Kaedah Penyelidikan Perniagaan

  17. Eye Tracking Monitors • Record how the subject actually reads or views an advertisement • Measure unconscious eye movements MGM 4104 - Kaedah Penyelidikan Perniagaan

  18. Pupilometer • This device observes and records changes in the diameter of the subject’s pupils. MGM 4104 - Kaedah Penyelidikan Perniagaan

  19. Psychogalvanometer • Measures galvanic skin response • Involuntary changes in the electrical resistance of the skin • Assumption: physiological changes accompany emotional reactions MGM 4104 - Kaedah Penyelidikan Perniagaan

  20. Voice Pitch Analysis • Measures emotional reactions through physiological changes in a person’s voice MGM 4104 - Kaedah Penyelidikan Perniagaan

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