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OBSERVATIONAL RESEARCH

OBSERVATIONAL RESEARCH. Watching what people do The information must be observable Helpful conditions: the behavior is repetitive and of short duration Approaches to observational research Natural Versus Contrived Situations Open Versus Disguised Observation Structured Versus Unstructured

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OBSERVATIONAL RESEARCH

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  1. OBSERVATIONAL RESEARCH Watching what people do The information must be observable Helpful conditions: the behavior is repetitive and of short duration Approaches to observational research Natural Versus Contrived Situations Open Versus Disguised Observation Structured Versus Unstructured Human Versus Machine Observers Marketing Research

  2. Advantage and Disadvantages Advantages: • We see what people actually do • May avoid interviewer bias Disadvantages: • No information on motives • Time-consuming and expensive Marketing Research

  3. Mystery Shoppers • Observational data about a store • Data about customer interactions • Telephone call • Purchase w/ little or no interaction • Purchase with conversation • Knowledge question about a product Marketing Research

  4. One Way Mirror Observations Observing a group discussion as it unfolds Shopper Patterns and Behavior Tracing the flow of shoppers through the store Content Analysis Analysis of written material for insights into strategy Human Observation Marketing Research

  5. Humanistic Inquiry “Immersion” The researcher becomes part of the group Audits Examination and verification of product sale retail audits: sale to final customer wholesale audit: warehouses to retailers Marketing Research

  6. Traffic Counters Time and flow in retail stores Behavior Measurement People Reader:reading habits Physiological Measurement EEG: electroencephalogram GSR: galvanic skin response Pupilometer: pupil dilation Machine observation Marketing Research

  7. People Meter • measures TV and radio audiences Nielsen (TV) • diary, panel, People Meter • Arbitron (Radio) • diary, Portable People meter Marketing Research

  8. Eye Tracking (Starch) Marketing Research

  9. Machine observation Scanner Based Store scanners read the UPC codes on products and produce instantaneous information on sales Marketing Research

  10. Behavioral Versus Attitude Research • Two different approaches to Marketing Research • Behaviorists (scanner researchers) • Focused on what consumers do • quantitative, mathematical modelers, statisticians • Attitudinal Researchers • Focused on feelings, attitudes & thoughts • Scanner data too sterile Marketing Research

  11. The End Marketing Research

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