Transcript Lecture 7 - cda college

MARKET RESEARCH
LECTURE 6TH
OBSERVATIONS
OBSERVATIONS

Observation in marketing research, is the systematic
process of recording the behavioral patterns of people,
objects, and occurrences as they are witnessed.

No questioning or communicating with people is needed.
Researchers who use observation method data collection
wither witness and record information while watching
events take place or take advantage of some tracking
system such as check-out scanners.

Observation can be a
useful part of either
qualitative or quantitative
research. Additionally,
actual observations of
behavioral patterns can
be part of an exploratory,
descriptive, or even a
causal design.
What can be observed

Observational studies gather a wide variety of information
about behavior.

The observation method may be used to describe a ide
variety of behavior but cognitive phenomena such as
attitudes, motivations, and preferences cannot be
observed. As a result, observation research cannot provide
an explanation of why a behavior occurred or what actions
were intended. Another limitation is that the observation
period is generally short.
What are things that People do and
Marketing Researchers observe

Physical Activities: The way a shopper moves through a
store and interaction with objects.

Verbal Behavior: Statements made by consumers at the
store’s checkout, either to each other, either to the
store’s employee.

Expressive behavior and physiological reactions: Facial
expressions of consumers in a restaurant or the body
language of consumers visiting a day spa

Spatial relations and locations: How close shoppers stand
to service providers while getting advice about fashion.

Temporal patterns: How long patients in a doctor’s office
will wait before approaching the counter to inquire or
complain.

Physical objects: What brand of shoes, clothing, and
skateboards teens at a skate park own and use.

Verbal and pictorial records: Photographs or
videos of early childhood Christmas experiences;
Comments left on internet blogs.

Neurological events: Brain activity in response to
a consumer experiencing joy or disgust or perhaps
while reading nutrition information.
The nature of observation studies/ Kinds
of Observations
Hidden
Unobtrusive
Visible
The nature of observation studies/ Kinds
of Observations

Unobtrusive Observation: No communication with the person
being observed is necessary so that he or she is unaware that he
or she is 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.
Hidden and Unobtrusive observations minimize respondent error.
Observation of Human Behavior

Whereas surveys emphasize verbal responses, observation studies
emphasize and allow for the systematic recording of nonverbal
behavior.

Behavioral scientists have recognized that nonverbal behavior can be
a communication process by which meaning are exchanged among
individuals. Head nods, smiles, raised eyebrows, and other facial
expressions or body movements have been recognized as
communication symbols. Observation of nonverbal communication
may hold considerable promise for the marketing researcher.
Observing and Interpreting Nonverbal
Communication

Facial Expression
Description: Expressions of
emotion such as surprise.
Example: A consumer reacts
to the price quoted by a
salesperson.

Body Language
Description: Posture,
Placement of arms and legs.
Example: A consumer crosses
arms as salesperson speaks,
possibly indicating lack of
trust.

Eye Activity
Description: Eye contact staring,
looking away, dilated pupils. In U.S
culture, not making eye contact is
indicative of a deteriorating
relationship. Dilated pupils can
indicate emotion or degree of honesty.
Example: A consumer avoids making
eye contact with a salesperson
knowing that he/she will not make a
purchase.

Personal Space
Description: Physical distance
between individuals; in the US,
people like to be about eight feet
apart to have a discussion.
Example: A consumer may back
away from a salesperson who is
viewed to be violating one’s
personal space.

Gestures
Description: Responses to certain
events with specific body
reactions or gestures.
Example: A consumer who wins
something (maybe at the casino or
a sports contest) lifts arms, stands
tail, and sticks out chest.

Manners
Description: Accepted
protocol for given situations.
Example: A salesperson may
shake a customer’s hand,
but should not touch a
customer otherwise.
Direct Observation

A straightforward attempt to observe and record what naturally
occurs; the investigator does not create an artificial situation.

Why use direct observation?
Certain data may be obtained more quickly or easily using direct
observation than by other methods: gender, race, and other
respondent characteristics can simply be observed. Direct
observation is used because it often is the simplest, quickest and
most accurate way to gather data. On the other hand, it has
limited flexibility because not all phenomena are observable.
Errors associated with direct observation:

Observer Bias: A distortion of measurement resulting from the
cognitive behavior or actions of a witnessing observer. For example, in
a research project using observers to evaluate whether salesclerks are
rude or courteous, fieldworkers may be required to rely on their own
interpretations of people or situations during the observation process.

Accuracy may suffer if observer does not record every detail that
describes the persons, objects, and events in a given situation.

Interpretation of observation data is another source of error. Facial
expression and other nonverbal communication may have several
meanings.
Ethical Issues in the Observation of
Humans

Observation methods
introduce a number of
ethical issues. Hidden
observation raises the
issue of the respondent’s
right to privacy. If the
researcher obtains
permission to observe
someone, the subject may
not act naturally.
Ethical Issues in the Observation of
Humans
So when should researchers feel comfortable collecting observational data? While
exceptions exist to every rule, here are three questions that can help address
this question:

Is the behavior being observed commonly performed in public where it is
expected that others can observe the behavior?

Is the behavior performed in a setting in which the anonymity of the person
being observed is assured (meaning there is no way to identify individuals)?

Has the person agreed to be observed?
If the answer to the first two questions is yes, then there is not likely a violation
of privacy in collecting observational research data.
Mechanical Observation

In many situations, the
primary – and sometimes
the only- means of
observation is mechanical
rather than human. Video
cameras, traffic counters
and other machines help
observe and record
behavior.
Measuring Physiological Reactions

Eye-Tracking Monitor: A mechanical device used to observe eye
movements; Some eye monitors use infrared light beams to measure
unconscious eye movements.

Pupilometer: A mechanical device used to observe and record changes
in the diameter of a subject’s pupils.

Voice-pitch analysis: A physiological measurement technique that
records abnormal frequencies in the voice that are supposed to reflect
emotional reactions to various stimuli.