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OBSERVATIONAL RESEARCH

OBSERVATIONAL RESEARCH. Watching what people do The information must be observable Helpful conditions: the behavior is repetitive and of short duration. Overview of Research Methods. Poor. EXPLORATORY or SECONDARY RESEARCH. Understanding of problem. Good. Need estimates of prevalence?.

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OBSERVATIONAL RESEARCH

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  1. OBSERVATIONAL RESEARCH Watching what people do The information must be observable Helpful conditions: the behavior is repetitive and of short duration Marketing Research

  2. Overview of Research Methods Poor EXPLORATORY or SECONDARY RESEARCH Understanding of problem Good Need estimates of prevalence? Objective answers by asking? Yes No No Yes FOCUS GROUPS SURVEY OBSERVATIONAL RESEARCH

  3. Approaches to observational research • Natural versus Contrived • Physical trace • Open versus Disguised • A.K.A. visible vs. invisible • Generally disguised is okay in public place (clothing store) but not okay in private place (dressing room) • Structured versus Unstructured • Mechanical versus Human (Ethnographic) Marketing Research

  4. Marketing Research

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  10. Traffic Counters Time and flow in retail stores Behavior Measurement People Reader:reading habits Physiological Measurement EEG: electroencephalogram GSR: galvanic skin response Pupilometer: pupil dilation Machine observation Marketing Research

  11. Eye Tracking (Starch) Marketing Research

  12. Machine observation Store traffic How many people enter store, When? (rate) Scanner Based Store scanners read the UPC codes on products and produce instantaneous information on sales Marketing Research

  13. Mechanical People Meter Measures TV and radio audiences Nielsen (TV) • diary, panel, People Meter • Arbitron (Radio) • diary, Portable People meter Marketing Research

  14. One Way Mirror Observations Observing a group discussion as it unfolds Shopper Patterns and Behavior Tracing the flow of shoppers through the store Content Analysis Analysis of written material for insights into strategy Human Observation Marketing Research

  15. Behavioral Versus Attitude Research • Two different approaches to Marketing Research • Attitudinal Researchers • Focused on what consumer THINK • feelings, attitudes & thoughts • Behaviorists (scanner researchers) • Focused on what consumers DO • quantitative, mathematical modelers, statisticians Marketing Research

  16. Advantage and Disadvantages Advantages: • We see what people actually do • May avoid interviewer bias • Minimizes demand effects, social desirability bias • Accesses info respondents can’t remember accurately Disadvantages: • No information on motives • Time-consuming and expensive Marketing Research

  17. The End Marketing Research

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