Transcript No Slide Title

CHAPTER seven
Learning Objectives
Primary Data
Collection:
Observation
Copyright © 2002
South-Western/Thomson Learning
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Learning Objectives
Learning Objectives
1. To develop a basic understanding of
observation research.
2. To learn the approaches to observation
research.
3. To understand the advantages and
disadvantages of observation research.
4. To explore the types of human observation.
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Learning Objectives
Learning Objectives
5. To understand the types of machine
observation and their advantages and
disadvantages.
6. To explore the tremendous impact of scannerbased research on the marketing research
industry.
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Learning Objectives
The Nature of
Observation Research
To develop a basic understanding
of observational research.
Observation Research Defined
The systematic recording of patterns of occurrence or
behaviors without communicating with the people
involved.
Conditions for Using Observation
• The information must be observable
• The behavior must be repetitive
• Short duration
Approaches to Observation Research
•Natural Versus Contrived Situations
•Open Versus Disguised Observation
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The Nature of
Observation Research
Learning Objectives
To understand the advantages and
disadvantages of observational
research.
•Structured Versus Unstructured
•Human Versus Machine Observers
•Direct Versus Indirect
Advantages of Observation Research
• We can see what people actually do
• Avoids interviewer bias
• Quick data collection
Disadvantages of Observation Research
• Researcher does not learn motives
• Time-consuming and expensive
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Table 7.1
Observation Situations
Situation
The Evolving
People watching people
Structure
Corporate Marketing
Research Departments
People watching phenomena
The Marketing
Research Industry
Machines
watching people
The Internet
Impact
Users of Marketing
Research
Machines
watching phenomena
Strategic
Partnering
and
Global Research
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Example
Observers in supermarkets.
Purpose: comparative
shopping
Observer stationed at
intersection counts traffic.
Video-cameras record
consumers selecting
frozen foods to determine
popularity of choice.
Traffic-counting machines
monitor the flow of traffic
through an intersection.
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Learning Objectives
Human Observation
To explore the types of human
observation.
Ethnographic Research
• From anthropology
• Recording people in their natural settings
Mystery Shoppers
• To gather observational data about a store
• To collect data about customer/employee interactions
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Learning Objectives
Human Observation
To explore the types of human
observation.
Four variations of mystery shopper:
Level 1 - a mystery telephone call
Level 2 - a quick purchase, little or no interaction
Level 3 - using a script, initiates a conversation
Level 4 - requires excellent communication and
knowledge of product
Measuring employee training: most common use of
mystery shoppers.
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Learning Objectives
Human Observation
To explore the types of human
observation.
One Way Mirror Observations
• Clients to observe the group discussion
Shopper Patterns and Behavior
• Tracing the flow of shoppers
Audits
• Verification of the sale of a product
• Retail audits
• Wholesale audits
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Learning Objectives
Machine Observation
To describe the types of machine
observation.
Traffic Counters
• Machine-based observation
Physiological Measurement
• EEG: electroencephalogram
• GSR: galvanic skin response
• Pupilometer: pupil dilation
• Voice Pitch Analysis: measures emotion
Opinion and Behavior Measurement
• Radio Listenership Track
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Learning Objectives
Machine Observation
To describe the types of machine
observation.
• People Reader
• Rapid Analysis Measurement (RAMS)
• The People Meter
• Scanner Based Research
• BehaviorScan
• shopping with an ID card
• Impact of new advertising?
• Minimize media costs?
• Change ad frequency?
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Learning Objectives
Machine Observation
To describe the types of machine
observation.
• InfoScan Tracking Service
• All store scanner data system
• More than 31,000 stores
• InfoScan Tracking
• to benchmark retailer performance against other
retailers in same area
• InfoScan Reviews
• Provide aggregate data on 266 InfoScan consumer
package goods product categories
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Table 7.2 How InfoScan Works Learning Objectives
UPCs scanned
Sent to IRI
The Evolving
Structure
Panel
members
present ID
card at
checkout
Corporate Marketing
Research Departments
Sent to IRI
To learn about the various types of
firms and their functions in
research.
IRI field
Panel
personnel
members are
visually
selected for
surveys
television
stores
monitoring
Sent to IRI
Sent to IRI
The Marketing
Research Industry
The Internet Impact
IRI Computers
Users of Marketing
Neural Network Quality
Research
Control System
Strategic Partnering
and
Global Research
Completed databases
transferred to:
• hard copy
• magnetic tape
• diskette
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Learning Objectives
Machine Observation
To describe the types of machine
observation.
Shopper’s Hotline
A multi-outlet panel of 55,000 households
• IRI’s Software
• Decision-making software
• The Future of Scanning
• Will analyze individual household consumption
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Learning Objectives
Observation Research on
the Internet
To explore the impact of scanner
research on the marketing industry.
Predictive Networks
• Software to track every site a Web surfer visits
• Builds a digital silhouette or profile
• Plans to target news content based on user’s profile
Virgin Entertainment
• Gives free Internet appliances to customers willing to
be tracked online.
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Learning Objectives
Observation Research on
the Internet
To explore the impact of scanner
research on the marketing industry.
Vividence Corporation
• Recruits Web surfers to fill out a profile sheet which
includes demographic and lifestyle information
• Uses it’s database to evaluate Web sites
Digimarc Corporation
• Plants codes in advertisements to send reader to product
Web sites.
• Forbes Magazine
• Wired
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Learning Objectives
SUMMARY
• The Nature of Observation Research
• Human Observation
• Machine Observation
• Observation Research on the Internet
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Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning
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