Collecting primary data by observation
This presentation is the property of its rightful owner.
Sponsored Links
1 / 19

Collecting Primary Data by Observation PowerPoint PPT Presentation


  • 122 Views
  • Uploaded on
  • Presentation posted in: General

Collecting Primary Data by Observation. Chapter 5, Student Edition. Learning Objectives. List the seven kinds of primary data about individuals that interest marketers Describe the two basic means of obtaining primary data State the specific advantages of each method of data collection

Download Presentation

Collecting Primary Data by Observation

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Collecting primary data by observation

Collecting Primary Data by Observation

Chapter 5, Student Edition

MR/Brown & Suter


Learning objectives

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objectives1

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 1

Learning Objective 1

Motivation

Intentions

Demographic/Socioeconomic

BEHAVIOR

Awareness/Knowledge

Personality/Lifestyle

Attitudes

MR/Brown & Suter


Learning objectives2

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 2

Learning Objective 2

  • Observation

    • Does not involve questioning respondents

    • Involves recording respondent’s actions

    • Similar in degree of structure, degree of disguise and method of administration

    • Setting is important (natural vs. contrived)

  • Communication

    • Involves questioning respondents

    • Involves respondents completing a questionnaire

    • Similar in degree of structure, degree of disguise and method of administration

MR/Brown & Suter


Learning objectives3

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 3

Learning Objective 3

  • Observation

    • Advantages

      • Objective

      • Accurate

  • Communication

    • Advantages

      • Versatility

      • Speed

      • Cost

MR/Brown & Suter


Learning objectives4

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 4

Learning Objective 4

  • Structured Observation

    • Requires fairly precise problem definition

    • Can be used in descriptive and causal research

  • Unstructured Observation

    • Requires a great deal of flexibility

    • More likely to be used in exploratory research

MR/Brown & Suter


Learning objective 41

Learning Objective 4

  • Disguised Observation

    • Subjects are not aware that they are being observed

    • Mystery shoppers observing the potential purchase of M-rated video games or R-rated DVDs by children

  • Undisguised Observation

    • Subjects are aware that they are being observed

    • Observer, standing in plain sight with pencil and clipboard in hand, recording actions of supermarket shoppers

MR/Brown & Suter


Learning objective 42

Learning Objective 4

  • Natural Observation

    • Subjects are observed in the environment where the behavior normally takes place

    • Amount of time spent reviewing an in-store point-of-purchase display

    • A friend happening by to chat could distort the time measure

  • Contrived Observation

    • Subjects are observed in an environment that has been designed for recording their behavior

    • Amount of time spent reviewing a virtual reality point-of-purchase display

    • Friends cannot happen by as the environment is controlled by the researcher

MR/Brown & Suter


Learning objective 43

Learning Objective 4

  • Human Administration

    • Trained researchers observe and record phenomenon

    • Notes are written in the field, summarized back in the office

  • Mechanical Administration

    • Electronic devices observe and record phenomenon

    • Bar-code scanners are one of the most important methods of mechanical observation

MR/Brown & Suter


Learning objectives5

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 5

Learning Objective 5

  • The main reason researchers disguise the presence of an observer is in order to control the tendency of people to behave differently when they know they, and more importantly their actions and behaviors, are being watched

MR/Brown & Suter


Learning objectives6

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 6

Learning Objective 6

  • Advantages of a Laboratory (Contrived Observation) Setting

    • Researchers are able to control outside influences

    • Speeds data collection process

    • Lower cost research

    • More objective measures

  • Disadvantages of a Laboratory (Contrived Observation) Setting

    • The contrived setting itself may cause differences in behavior

MR/Brown & Suter


Learning objectives7

Learning Objectives

  • List the seven kinds of primary data about individuals that interest marketers

  • Describe the two basic means of obtaining primary data

  • State the specific advantages of each method of data collection

  • List the important considerations in the use of observational methods of data collection

  • Cite the main reason researchers may choose to disguise the presence of an observer in a study

  • Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting

  • Discuss four types of mechanical observational research

MR/Brown & Suter


Learning objective 7

Learning Objective 7

  • Response latency – the amount of time a respondent deliberates before answering a question

  • Galvanometer – measures changes in the electrical resistance of the skin associated with tiny traces of sweat that comes with emotional arousal

  • Voice-pitch analysis – examines changes in the relative vibration frequency of the voice that accompany emotional arousal

  • Eye tracker cameras – used by researchers to study a subject’s eye movements while s/he is reading advertising copy

MR/Brown & Suter


  • Login