Observation.pptx

Exploring Marketing ResearchWilliam G.ZikmundChapter 10:ObservationCopyright 2000 by Harcourt,Inc.All rights reserved.Scientific Observation is Systematic“YOU SEE,BUT YOU DO NOT OBSERVE.”Sherlock HolmesCopyright 2000 by Harcourt,Inc.All rights reserved.What Can Be Observed?Physical ActionsVerbal BehaviorExpressive BehaviorSpatial Relations and LocationsTemporal PatternsVerbal and Pictorial RecordsCopyright 2000 by Harcourt,Inc.All rights reserved.WHAT CAN BE OBSERVEDPhenomenaExampleHuman behavior or physical Shoppers movementactionpattern in a storeVerbal behaviorStatements made byairline travelers who waitin lineExpressive behaviorFacial expressions,tone of voice,and other form of body languageCopyright 2000 by Harcourt,Inc.All rights reserved.WHAT CAN BE OBSERVEDPhenomenaExampleSpatial relationsHow close visitors at anand locationsart museum stand to paintingsTemporal patternsHow long fast-food customerswait for their order to be servedPhysical objectsWhat brand name items are stored in consumers pantriesVerbal and Pictorial Bar codes on product packagesRecordsCopyright 2000 by Harcourt,Inc.All rights reserved.Categories of ObservationHuman versus MechanicalVisible versus HiddenDirectContrivedCopyright 2000 by Harcourt,Inc.All rights reserved.Observation of Human BehaviorBenefitsCommunication with respondent is not necessaryData without distortions due to self-report(e.g.:without social desirability)BiasNo need to rely on respondents memoryNonverbal behavior data may be obtainedCertain data may be obtained more quicklyEnvironmental conditions may be recordedMay be combined with survey to provide supplemental evidenceCopyright 2000 by Harcourt,Inc.All rights reserved.Observation of Human BehaviorLimitationsCognitive phenomena cannot be observedInterpretation of data may be a problemNot all activity can be recordedOnly short periods can be observedObserver bias possiblePossible invasion of privacyCopyright 2000 by Harcourt,Inc.All rights reserved.Observation of Physical ObjectsPhysical-trace evidence Wear and tear of a book indicates how often it has been readCopyright 2000 by Harcourt,Inc.All rights reserved.Scientifically Contrived ObservationThe creation of an artificial environment to test a hypothesis Copyright 2000 by Harcourt,Inc.All rights reserved.Response LatencyRecording the decision time necessary to make a choice between two alternativesIt is presumed to indicate the strength of preference between alternatives.Copyright 2000 by Harcourt,Inc.All rights reserved.Content Analysis Obtains data by observing and analyzing the content of advertisements,letters,articles,etc.Deals with the study of the message itselfMeasures the extent of emphasis or omission Copyright 2000 by Harcourt,Inc.All rights reserved.Physiological ReactionsEye TrackingPupilometerPsychogalvanometerVoice PitchCopyright 2000 by Harcourt,Inc.All rights reserved.Mechanical ObservationTraffic CountersScannersPeoplemeterPhysiological MeasuresCopyright 2000 by Harcourt,Inc.All rights reserved.Eye Tracking MonitorsRecord how the subject actually reads or views an advertisementMeasure unconscious eye movements Copyright 2000 by Harcourt,Inc.All rights reserved.PupilometerThis device observes and records changes in the diameter of the subjects pupils.Copyright 2000 by Harcourt,Inc.All rights reserved.PsychogalvanometerMeasures galvanic skin responseInvoluntary changes in the electrical resistance of the skinAssumption:physiological changes accompany emotional reactionsCopyright 2000 by Harcourt,Inc.All rights reserved.Voice Pitch AnalysisMeasures emotional reactions through physiological changes in a persons voice