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Collecting Primary Data by Observation

Collecting Primary Data by Observation. Chapter 5. Types of Primary Data. Demographics/Socioeconomics Personality/Lifestyle Frito-Lay Attitude Awareness/Knowledge Unaided recall Aided recall Recognition. Source: wrens.ga.jce.schoolinsites.com. Types of Primary Data. Intentions

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Collecting Primary Data by Observation

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  1. Collecting Primary Data by Observation Chapter 5

  2. Types of Primary Data • Demographics/Socioeconomics • Personality/Lifestyle • Frito-Lay • Attitude • Awareness/Knowledge • Unaided recall • Aided recall • Recognition Source: wrens.ga.jce.schoolinsites.com

  3. Types of Primary Data • Intentions • Motivation • “A need, want, drive, urge, wish, desire or impulse that directs behavior toward a goal.” • Behavior

  4. Observation v. Communication • Communication Research • Observation Research • Characteristics • Versatility • Speed & cost • Objectivity & accuracy

  5. Observation Research • Examples • Structured v. Unstructured • Disguised v. Undisguised

  6. Observation Research • Natural v. Contrived • Mystery shoppers • Human v. Mechanical • Response latency Source: www.mysteryshopsite.com

  7. Physiological Mechanical Research • Galvanometer • Voice-pitch analysis • Eye-tracker camera • Pupillometer Source: www.medicalopedia.org

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