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Observation. http://www.youtube.com/watch?v=bFvyTDX3OoM. LEARNING OUTCOMES. Discuss the role of observation as a marketing research tool Know the difference between direct and contrived observation Identify ethical issues particular to research using observation
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LEARNING OUTCOMES • Discuss the role of observation as a marketing research tool • Know the difference between direct and contrived observation • Identify ethical issues particular to research using observation • Explain the observation of physical objects and message content • Describe major types of mechanical observation • Summarize techniques for measuring physiological reactions
Neuroco Peers into the Consumer’s Brain • Neuromarketing • Quantified electroencephalography (QEEG)
Observation in Marketing Research • Observation • The systematic process of recording actual behavioral patterns of people, objects, and events as they happen. • Can be a useful part of either qualitative or quantitative research.
Different Types of Observable Behaviors Tracked by Marketing Researchers 8.1
Limitations of Observation • Cannot observe cognitive phenomena such as attitudes, motivations, and preferences. • Observation can describe the event that occurred but cannot explain why the event occurred. • Observation period generally is short because long periods are expensive or even impossible.
Feel Like You Are Alone? Think Again • Way-finding refers to the study of human movements within an environment. • Research showed that customers are attracted to eye-catching but small items. • These items can lead them to higher-priced items!
The Nature of Observation Studies • Unobtrusive • No communication with the person being observed is necessary so that he or she is unaware of being 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.
Observation of Human Behavior • Communication with respondent is not necessary • Data not distorted by self-report bias (e.g., without social desirability) • 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 complementary evidence
Observation of Human Behavior • Complementary Evidence • Observation provides an additional source of information that helps explain other research findings. • Response Latency • The amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference.
Direct and Contrived Observation • Direct Observation • A straightforward attempt to observe and record what naturally occurs. • Contrived Observation • Observation in which the investigator creates an artificial environment in order to test a hypothesis. • Environment may increase the frequency of certain behavior patterns to be observed.
Errors Associated With Direct Observation • Recording events subjectively • Observer Bias • A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. • Recording events inaccurately • Interpreting observation data incorrectly
Clean as We Say, or Clean as We Do? • 91% of adults say they always wash their hands after using a public restroom • But observational research reveals only 77% actually do!
Observation of Physical Objects • Artifacts • Things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. • Inventories • Count and record physical inventories through retail or wholesale audits. • Pantry audit • Content Analysis • The systematic observation and quantitative description of the manifest content of communication.
Mechanical Observation • Television and Radio Monitoring • Computerized mechanical observation used to obtain television ratings. • Monitoring Web site Traffic • Hits and page views • Unique visitors • Click-through rate (CTR) • Proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the Web site; click-through rates are generally very low. • Conversation volume • A measure of the amount of Internet postings that involve a specific name or term.
Mechanical Observation (cont’d) • Scanner-Based Research • Scanner-based consumer panel • A type of consumer panel in which participants’ purchasing habits are recorded with a laser scanner rather than a purchase diary. • Camera Surveillance • Smartphones
Measuring Physiological Reactions • Eye-Tracking Monitor • Records how the subject actually reads or views an advertisement. • Measures unconscious eye movements. • Pupilometer • Observes and records changes in the diameter of the subject’s pupils. • Voice Pitch Analysis • Measures emotional reactions through physiological changes in a person’s voice.
Measuring Physiological Reactions • Psychogalvanometer • Measures galvanic skin response—involuntary changes in the electrical resistance of the skin. • Assumes that physiological changes accompany emotional reactions. • Neurological Devices • Magnetic resonance imaging (MRI) • A machine that allows one to measure what portions of the brain are active at a given time.
