Transcript Chapter 6

Chapter Six
Observation Methods
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-1
Learning Objectives
 Explain various observation methods
issues in collecting primary data and
their applicability in marketing research.
 Explain the benefits of observation
methods.
 Discuss the weaknesses of observation
methods.
 Explain which conditions are conducive
to using observation methods.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-2
Observation in Marketing Research
 The systematic activity of witnessing
and recording events or behavioural
patterns of people and other entities
without directly communicating with
them.
 Many different behaviours can be
observed:
 Physical actions
 Expressive and verbal behaviours
 Temporal behaviour patterns
 Spatial relations
 Physical objects
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-3
Observation
 These methods rely on observation
rather than actually communicating
with people to collect primary data.
 The three conditions for using
observation as a research method:
 Observable data
 Time frame
 Accessible-setting condition
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-4
Observational Techniques
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
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Unique Characteristics of
Observational Techniques
Characteristic
Description
Directness of
observation
The degree to which the researcher or trained
observer actually observes the behaviour or
event as it occurs.
Researchers can use either direct or indirect
observation techniques.
Subjects’
awareness of
being observed
The degree to which subjects consciously
know their behaviour is being observed and
recorded.
Researchers may use either
disguised or undisguised observation
techniques.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
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Unique Characteristics of
Observational Techniques
Characteristic
Description
Structured ness
of observation
The degree to which the behaviour activities
or events to be observed are specifically
known to the researcher before doing the
observations.
Structured and unstructured techniques are
available to collect primary behavioural data.
Medium of
observation
How the behaviours or events will be
observed and recorded.
Basically researchers have the option either
of using a trained human observer or some
type of mechanical device.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
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Type of Mechanical Observation
Devices
 Mechanical observation
 Voice Pitch Analyser
 Pupilometer
 Eye Tracking Monitor
 Galvanometer
As well as human observation.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
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Determining How to Observe
Need to consider:
 Information needs
 Observation context
 Costs
 Ethical issues
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
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Benefits and Limitation of
Observation Techniques
Benefits of Observation
Limitations of Observation
 Accuracy of
 Lack of generalisability
recording events or
of data.
actual behaviour.
 Small number of
 Reduction of
subjects.
confounding factors.  Inability of explaining
 Details of the data.
behaviours or events.
 Complexity of setting
and recording of
behaviour(s) or events.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-10
Ethnographic Research
A variant to observation.
Occurs in the consumer’s natural
purchase, usage or consumption
setting, and involves combining
observation with interviews to
record the dynamics of human
behaviour and the influences of
culture.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau
Slides prepared by Judy Rex
6-11