Watching what people do

Helpful conditions:
◦ the behavior is repetitive and of short duration
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 Direct Versus Indirect
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Physical trace
 Disguised Versus Undisguised
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A.K.A. visible vs. invisible
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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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Measures TV and radio audiences
Nielsen (TV)
 diary, panel, People Meter
◦ Arbitron (Radio)
 diary, Portable People meter
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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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
“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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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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Scanner Based
• Store scanners read the UPC codes on products and produce instantaneous information on sales
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Two different approaches to Marketing Research
Behaviorists (scanner researchers)
• Focused on what consumers DO
• quantitative, mathematical modelers, statisticians
Attitudinal Researchers
• Focused on what consumer THINK
• feelings, attitudes & thoughts
• Scanner data too sterile
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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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