1 / 22

Observation

Observation. http://www.youtube.com/watch?v=bFvyTDX3OoM. LEARNING OUTCOMES. Discuss the role of observation as a marketing research tool Know the difference between direct and contrived observation Identify ethical issues particular to research using observation

clea
Download Presentation

Observation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Observation

  2. http://www.youtube.com/watch?v=bFvyTDX3OoM

  3. LEARNING OUTCOMES • Discuss the role of observation as a marketing research tool • Know the difference between direct and contrived observation • Identify ethical issues particular to research using observation • Explain the observation of physical objects and message content • Describe major types of mechanical observation • Summarize techniques for measuring physiological reactions

  4. Neuroco Peers into the Consumer’s Brain • Neuromarketing • Quantified electroencephalography (QEEG)

  5. Observation in Marketing Research • Observation • The systematic process of recording actual behavioral patterns of people, objects, and events as they happen. • Can be a useful part of either qualitative or quantitative research.

  6. Different Types of Observable Behaviors Tracked by Marketing Researchers 8.1

  7. Limitations of Observation • Cannot observe cognitive phenomena such as attitudes, motivations, and preferences. • Observation can describe the event that occurred but cannot explain why the event occurred. • Observation period generally is short because long periods are expensive or even impossible.

  8. Feel Like You Are Alone? Think Again • Way-finding refers to the study of human movements within an environment. • Research showed that customers are attracted to eye-catching but small items. • These items can lead them to higher-priced items!

  9. The Nature of Observation Studies • Unobtrusive • No communication with the person being observed is necessary so that he or she is unaware of being an object of research. • Visible Observation • Observation in which the observer’s presence is known to the subject. • Hidden Observation • Observation in which the subject is unaware that observation is taking place.

  10. Observation of Human Behavior • Communication with respondent is not necessary • Data not distorted by self-report bias (e.g., without social desirability) • No need to rely on respondents’ memory • Nonverbal behavior data may be obtained • Certain data may be obtained more quickly • Environmental conditions may be recorded • May be combined with survey to provide complementary evidence

  11. Observing and Interpreting Nonverbal Communication 8.2

  12. Observation of Human Behavior • Complementary Evidence • Observation provides an additional source of information that helps explain other research findings. • Response Latency • The amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference.

  13. Direct and Contrived Observation • Direct Observation • A straightforward attempt to observe and record what naturally occurs. • Contrived Observation • Observation in which the investigator creates an artificial environment in order to test a hypothesis. • Environment may increase the frequency of certain behavior patterns to be observed.

  14. Errors Associated With Direct Observation • Recording events subjectively • Observer Bias • A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. • Recording events inaccurately • Interpreting observation data incorrectly

  15. Clean as We Say, or Clean as We Do? • 91% of adults say they always wash their hands after using a public restroom • But observational research reveals only 77% actually do!

  16. When is Observation Ethical? 8.3

  17. Observation of Physical Objects • Artifacts • Things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. • Inventories • Count and record physical inventories through retail or wholesale audits. • Pantry audit • Content Analysis • The systematic observation and quantitative description of the manifest content of communication.

  18. Mechanical Observation • Television and Radio Monitoring • Computerized mechanical observation used to obtain television ratings. • Monitoring Web site Traffic • Hits and page views • Unique visitors • Click-through rate (CTR) • Proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the Web site; click-through rates are generally very low. • Conversation volume • A measure of the amount of Internet postings that involve a specific name or term.

  19. Using Web Stat Providers 8.4

  20. Mechanical Observation (cont’d) • Scanner-Based Research • Scanner-based consumer panel • A type of consumer panel in which participants’ purchasing habits are recorded with a laser scanner rather than a purchase diary. • Camera Surveillance • Smartphones

  21. Measuring Physiological Reactions • Eye-Tracking Monitor • Records how the subject actually reads or views an advertisement. • Measures unconscious eye movements. • Pupilometer • Observes and records changes in the diameter of the subject’s pupils. • Voice Pitch Analysis • Measures emotional reactions through physiological changes in a person’s voice.

  22. Measuring Physiological Reactions • Psychogalvanometer • Measures galvanic skin response—involuntary changes in the electrical resistance of the skin. • Assumes that physiological changes accompany emotional reactions. • Neurological Devices • Magnetic resonance imaging (MRI) • A machine that allows one to measure what portions of the brain are active at a given time.

More Related