Chapter Six
Primary Data
Collection:
Observation
Chapter Six
Chapter Six Objectives
To develop a basic understanding of observational research.
To learn the approaches to observational research.
To understand the advantages and disadvantages of observational research.
To explore the types of human observation.
To understand the types of machine observation and their advantages and
disadvantages.
To explore the impact of scanner-based research on the marketing research
industry.
To learn about observation research on the Internet.
Chapter Six
Nature of Observation Research
The systematic process of recording patterns of
occurrences
or
behaviors
without
normally
communicating with the people involved.
mmm…..
• The needed information must be either observable or inferable;
• The behavior should be repetitive, frequent, or in some manner predictable;
• The behavior must be relatively short in duration.
Chapter Six
Nature of Observation Research
Natural vs. Contrived:
• Is the setting made up by the researcher or are you
observing a naturally occurring event?
Open vs. Disguised:
• Does the subject know the purpose of the research?
Structured vs. Unstructured:
• Is the researcher taking detailed notes or is the researcher
making more general observations?
Garbologist - “Forensic Observation”:
• Going through people’s “garbage” to analyze
consumption patterns. Sometimes used as generic term
for forensic observation – the clues people leave behind.
Chapter Six
Nature of Observation Research
Mechanical:
• Eye movement recorders – Pulpilometer;
• Voice pitch analysis;
• People monitors in TV;
• Traffic counters;
• Audits – Qualitative & Quantitative
• People Reader / Meter;
• Physiological measurement;
devices – “lie detectors”
• Galvanic skin responses;
• Electroencephalograph;
• Rapid Analysis Measurement System (RAMS);
• Scanners - such as the grocery “BehaviorScan”.
Ethnographic:
• The study of human behavior in its natural context,
involving observation of behavior and physical setting.
Chapter Six
Information
Resources Inc.
Nature of Observation Research
• You see what people actually do - rather than what they say they do;
• Firsthand information is less prone to biases;
• The observational data can be executed quickly and relatively accurately;
• Electronic collection such as scanners is more efficient than manual counts;
• Clients can also observe their customers along with the researcher.
• Only physical or behavior can be measured;
• Can’t measure attitudes, beliefs, intentions, or feelings;
• Not always a good representation of the general population;
• Interpretation is somewhat subjective depending on observation type;
• Data analysis is generally more qualitative than quantitative;
• It can be expensive and time consuming if subjects not readily available;
• Data can be time sensitive making predictive analysis tricky.
Chapter Six
Mystery Shopping
People who pose as customers and shop at
a company’s own stores or those of its
competitors to collect data about
customer-employee interactions and to
gather observational data; they might also
compare prices, displays, and the like.
Click for More Information
Chapter Six
Mystery Shopping Levels
The mystery shopper calls/contacts the business with a
script with questions and notes the experience.
The mystery shopper visits the business and makes a quick
purchase with little or no customer-employee interaction.
Chapter Six
Mystery Shopping Levels
The mystery shopper visits the business for a more involved experience to
include a scripted scenario to gauge the customer-employee interaction.
Level III usually does not involve a major purchase - although detailed
discussion about the product or services will likely occur.
The mystery shopper visits the business with great knowledge about the
products. This knowledge can be used to test the employees. A purchase and/or issues related to the purchases - might likely be involved.
Chapter Six
Conducting Mystery Shopping
• Measuring employee training;
• Preparing for or monitoring new competition ;
• Comparison shopping;
• Recognizing good employees;
• To build a profile of the shoppers’ patters of behavior.
• Audits:
• Examination and verification of product sales;
• One-Way-Mirror-Observation:
• Practice of watching behaviors and activities
Understanding
Behavior
Through
Observation
•
from behind a
one-way-mirror;
ESOMAR - formerly the European Society for Opinion Research
offers mystery shopping guidelines.
Click for Information
Chapter Six
Observation Research on the Internet
Predictive Consumer Intelligence:
• Web site should mirror the customers’ buying process;
• Click sequence / patterns should enhance predictive capability.
Conversation Trackers:
• Used to develop a cohesive message from thousands of
conversation threads in newsgroups, chatrooms, listservs,
message boards, etc.
Chapter Six
Index
Mystery Shopping
Observation Methods
Observation Research Defined
Index