Essentials ofEssentials of Marketing Research Marketing Research

Chapter 8:

Observation

SCIENTIFIC OBSERVATION IS SCIENTIFIC OBSERVATION IS SYSTEMATICSYSTEMATIC

“YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes

WHAT CAN BE OBSERVED?WHAT CAN BE OBSERVED?

• PHYSICAL ACTIONS

• VERBAL BEHAVIOR

• EXPRESSIVE BEHAVIOR

• SPATIAL RELATIONS AND LOCATIONS

• TEMPORAL PATTERNS

• VERBAL AND PICTORIAL RECORDS

WHAT CAN BE OBSERVEDWHAT CAN BE OBSERVED

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 OBSERVEDWHAT 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

CATEGORIES OF OBSERVATIONCATEGORIES OF OBSERVATION

• HUMAN VERSUS MECHANICAL

• VISIBLE VERSUS HIDDEN

• DIRECT

• CONTRIVED

Observation of Human BehaviorObservation of Human Behavior

Benefits•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 BehaviorObservation of Human Behavior

Limitations•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•Possible invasion of privacy

OBSERVATION OF PHYSICAL OBSERVATION OF PHYSICAL OBJECTSOBJECTS

• Physical-trace evidence

• Wear and tear of a book indicates how often it has been read

SCIENTIFICALLY CONTRIVED SCIENTIFICALLY CONTRIVED OBSERVATIONOBSERVATION

The creation of an artificial environment to test a hypothesis

RESPONSE LATENCYRESPONSE 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 AnalysisContent 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

PHYSIOLOGICAL REACTIONSPHYSIOLOGICAL REACTIONS

• EYE TRACKING

• PUPILOMETER

• PSYCHOGALVANOMETER

• VOICE PITCH

MECHANICAL OBSERVATIONMECHANICAL OBSERVATION

• TRAFFIC COUNTERS

• SCANNERS

• PEOPLEMETER

• PHYSIOLOGICAL MEASURES

Eye Tracking MonitorsEye Tracking Monitors

• Record how the subject actually reads or views an advertisement

• Measure unconscious eye movements

PupilometerPupilometer

This device observes and records changes in the diameter of the subject’s pupils.

PsychogalvanometerPsychogalvanometer

• Measures galvanic skin response

• Involuntary changes in the electrical resistance of the skin

• Assumption: physiological changes accompany emotional reactions

Voice pitch analysisVoice pitch analysis

Measures emotional reactions through physiological changes in a person’s voice