Definition of Observation Research

1. J. Strebel Definition of Observation Research Observation Research is the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning or communicating with them.

2. J. Strebel Examples of Observation Research Situation Example People watching Observing shoppers people in a supermarket People watching Observing traffic in phenomena a shopping mall Machines Video cameras filming watching people shoppers in a supermarket Machines watching Traffic counting machines phenomena monitor mall shoppers

3. J. Strebel Conditions for Observation Research Observation Research should only be used under the following conditions: Information must be inferable from observation Behavior of interest must be frequent, repetitive, or predictable Behavior of interest must be of relatively short duration

4. J. Strebel Observation Research Approaches Natural vs. Contrived Natural observation is done in completely natural circumstances where the consumer has no idea he/she is being observed. Contrived observation studies recruit subjects who know they are being watched, but are asked to behave naturally Pros/cons?

5. J. Strebel Observation Research Approaches Disguised vs. Undisguised In disguised observation the consumer has no idea he/she is being observed. In undisguised observation subjects know they are being watched Pros/cons?

6. J. Strebel Observation Research Approaches Structured vs. Unstructured In structured observation the observer fills out a questionnaire-like form on each observed person or counts the number of times an activity occurs In unstructured observation the observer makes notes on the behavior being observed Pros/cons?

7. J. Strebel Observation Research Approaches Human vs. Machine Observer In some situations, a machine may do the job less expensively, more accurately, and less obtrusively When would this be true? When would a human observer be better?

8. J. Strebel Observation Research Approaches Direct vs. Indirect Indirect observation can be achieved by checking to see how much of a product has been used or somehow checking on past behavior What are the benefits of indirect observation? Of direct observation?

9. J. Strebel Observation Research Pros & Cons Advantages of Observation Validity - which is measuring what we set out to measure If behavior or events are clearly defined, then we have valid observation No problem with respondents� misunderstanding or misreporting Direct observation of consumers

10. J. Strebel Observation Research Pros & Cons Advantages of Observation Reliability - which is consistency in measurement No interviewer bias Measuring observable, repeatable behaviors or events

11. J. Strebel Observation Research Pros & Cons Disadvantages of Observation Can only observe physical actions, physical characteristics, etc. CANNOT observe attitudes, intentions, motivations CANNOT draw any conclusions about anything other than the physical actions or events Not all actions can be observed

12. J. Strebel Observation Research Pros & Cons Disadvantages of Observation Can only observe actions of fairly short duration Cannot report some things with accuracy (e.g., age or socioeconomic status) Some observations bias the actions (e.g., direct observation) Time-consuming

13. J. Strebel Human Observation Techniques Mystery Shoppers Pose as consumers Check out the competition Or assess quality of employer�s own stores

14. J. Strebel Human Observation Techniques One-Way Mirror Observations Allows researchers to observe clients as they use or react to products

15. J. Strebel Human Observation Techniques Shopper Patterns Drawings that record the footsteps of a shopper throughout a store Aids retailer in planning store layout

16. J. Strebel Human Observation Techniques Content Analysis Technique used to analyze content of written material (or video) Analysis breaks the subject matter down into meaningful units using carefully applied rules Example: ad claims or actors portrayed

17. J. Strebel Human Observation Techniques Ethnographic Research Anthropological method Non-empirical (qualitative) Researcher immerses him/herself in the system under study

18. J. Strebel Machine Observation Techniques Traffic Counters Machines used to measure vehicular flow over a particular stretch of roadway

19. J. Strebel Machine Observation Techniques Physiological Measurement Galvanic skin response Changes in electric resistance of the skin Also, machines measure sweat responses Pupilometer Measures changes in pupil dilation Voice pitch analysis Changes in relative vibration frequency of the voice

20. J. Strebel Machine Observation Techniques People Reader Machine that simultaneously records the respondent�s reading material and eye reactions For example, how a subject reads through a magazine and how much time is spend on each ad is recorded Rapid Analysis Measurement System Hand-held device that allows respondents to record how they are feeling by turning a dial

21. J. Strebel Machine Observation Techniques People Meters A microwave computerized rating system that transmits demographic information overnight to measure national TV audiences Replaced diary studies Automatically records what programs are being watched and when

22. J. Strebel Machine Observation Techniques Scanner-Based Research Laser scanners read UPC codes on products and produce instantaneous information on sales Hopefully provide accurate, objective picture of the causal relationship between marketing mix variables and sales

23. J. Strebel Machine Observation Techniques The Single-Source Model Panels of respondents are selected to shop with ID cards These people have their purchases scanned at drug, food, and retail outlets Marketing variables are manipulated to influence purchase behavior Television meters and scanners measure the impact of marketing

24. J. Strebel Machine Observation Techniques IRI - Information Resources Inc. http://www.infores.com/ Founder of scanner-based research InfoScan Huge national tracking service: 32,000 stores These people have their purchases scanned at drug, food, and retail outlets BehaviorScan Household panel data Shop with ID card and use in-home scanners Can measure effectiveness of advertising, coupons, product samples, and in-store variables such as packaging, shelf placement, or pricing Specialized software

25. J. Strebel Machine Observation Techniques Future of Scanners Scanner wars between IRI and A. C. Nielsen Scanners will be able to communicate with personal computers in homes Offer menu and product use suggestions Interface with internet home shopping programs