Post on 15-Nov-2014
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Exploring Marketing Research
William G. Zikmund
Chapter 10:
Observation
One day Sherlock Holmes asked Dr. Watson how many steps led up to the Baker street apartment. Watson responded that he did not know.
Holmes replied “Ah Watson
YOU SEE, BUT YOU DO NOT OBSERVE.”
Scientific Observation Is Systematic
Scientific Observation Is Systematic
Observation is a systematic process of recording the behavioral pattern of people objects, and occurrences as they are witnessed. Observation becomes tool of inquiry when it
• Serves a formulated research purpose.• Is planned systematically.• Is recorded systematically and related to
general proposition rather simply reflecting a set of interesting curiosities.
• Is subjected to checks or controls on validity and reliability.
What Can Be Observed?
• Physical actions
• Verbal behavior
• Expressive behavior
• Spatial relations and locations
• Temporal patterns
• Verbal and pictorial records
Phenomena Example
Human behavior or physical Shoppers movementaction pattern in a store
Verbal behavior Statements made byairline travelers who waitin line
Expressive behavior Facial expressions, tone of voice, and other form of body language
What Can Be Observed
Phenomena Example
Spatial relations How close visitors at anand locations art museum stand to paintings
Temporal patterns How long fast-food customerswait for their order to be served
Physical objects What brand name items are stored in consumers’ pantries
Verbal and Pictorial Bar codes on product packagesRecords
What Can Be Observed
Categories of Observation
• Human versus mechanical
• Visible versus hidden
• Direct
• Contrived
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• Certain data may be obtained more quickly• Environmental conditions may be recorded• May be combined with survey to provide supplemental
evidence
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 (distortion of measurement
resulting from the cognitive behavior or actions of the witnessing observer)
• Possible invasion of privacy
Observation of Physical Objects
• Physical-trace evidence
• Visible mark of some past event or occurrences.
• Wear and tear of a book indicates how often it has been read
Scientifically Contrived Observation
• The creation of an artificial environment to test a hypothesis
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.
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
Mechanical Observation
• Traffic Counters• Web Traffic• Scanners• Physiological
Measures
Physiological Reactions
• Eye tracking
• Pupilometer
• Psychogalvanometer
• Voice pitch
Eye Tracking Monitors• Eye tracking technology detects eye movement
by identifying the pupil and tracking its motion to determine precisely where the user is looking.
• tracking system uses micro cameras and complex eye tracking software algorithms to electronically monitor eyelid and pupil activity
• Record how the subject actually reads or views an advertisement
• Measure unconscious eye movements
Pupilometer
• This device observes and records changes in the diameter of the subject’s pupils.
Psychogalvanometer
• Measures galvanic skin response
• Involuntary changes in the electrical resistance of the skin
• Assumption: physiological changes accompany emotional reactions
Voice Pitch Analysis
• Measures emotional reactions through physiological changes in a person’s voice