OBSERVATIONAL RESEARCH
Watching what people do
• The information must be observable
Helpful conditions:
– the behavior is repetitive and of short duration
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Approaches to observational research
• Direct Versus Indirect
• Physical trace
• Disguised Versus Undisguised
• A.K.A. visible vs. invisible
• Generally disguised is okay in public place (clothing
store) but not okay in private place (dressing room)
• Structured Versus Unstructured
• Human Versus Mechanical
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Human Observation
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
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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
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Machine observation
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
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People Meter
Measures TV and radio audiences
Nielsen (TV)
• diary, panel, People Meter
– Arbitron (Radio)
• diary, Portable People meter
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Eye Tracking (Starch)
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Machine observation
Scanner Based
• Store scanners read the UPC codes on
products and produce instantaneous
information on sales
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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
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Advantage and Disadvantages
Advantages:
– We see what people actually do
– May avoid interviewer bias
– Minimizes demand effects, social desirability bias
– Accesses info respondents can’t remember accurately
Disadvantages:
– No information on motives
– Time-consuming and expensive
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The End
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