Lecture Marketing research - Chapter 6: Primary data collection: Observation

This chapter include objectives: To develop a basic understanding of observation research, to learn the approaches to observation research, to understand the advantages and disadvantages of observation research, to explore the types of human observation,...
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Lecture Marketing research - Chapter 6: Primary data collection: Observation Learning ObjectivesCHAPTER Six Primary Data Collection: Observation Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives Learning Objectives1. 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. Learning Objectives Learning Objectives5. To understand the types of machine observation and their advantages and disadvantages.6. To explore the tremendous impact of scanner-based research on the marketing research industry.7. To learn about observation research on the internet Learning Objectives The Nature of To develop a basic understanding Observation Research 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 durationApproaches to Observation Research •Natural Versus Contrived Situations •Open Versus Disguised Observation Learning Objectives Observation Situations To learn about the various types of firms and their functions in research. Table 6.1 Situation ExampleThe Evolving People watching peopleStructure Observers in supermarkets. Purpose: comparativeCorporate Marketing shoppingResearch Departments People watching phenomena Observer stationed atThe Marketing intersection counts traffic.Research Industry MachinesThe Internet watching people Impact Video-cameras record consumers selecting frozen foods to determineUsers of Marketing popularity of choice.Research MachinesStrategic watching phenomena Partnering Traffic-counting machinesand monitor the flow of traffic through an intersection.Global Research Learning Objectives The Nature of To understand the advantages and disadvantages of observationalObservation Research research. •Structured Versus Unstructured •Human Versus Machine Observers •Direct Versus IndirectAdvantages of Observation Research • We can see what people actually do • Avoids interviewer bias • Quick data collectionDisadvantages of Observation Research • Researcher does not learn motives • Time-consuming and expensive Learning ObjectivesHuman Observation To explore the types of human observation.Ethnographic Research• From anthropology• Recording people in their natural settingsMystery Shoppers• To gather observational data about a store• To collect data about customer/employee interactions Learning ObjectivesHuman 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 Learning Objectives Human Observation To explore the types of human observation.Measuring employee training: most common use ofmystery shoppers.• Phase 1—evaluate existing customer service• Phase 2—evaluations analyzed and training programdeveloped• Phase 3—shoppers return to evaluate the customerservice post-training Learning ObjectivesHuman Observation To explore the types of human observation.Preparing for New Competition • Evaluation of the strengths and ...