Watching what people do
 The
information must be observable
Helpful conditions:
◦ the behavior is repetitive and of short duration
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Overview of Research Methods
Understanding
of problem
Poor
EXPLORATORY or
SECONDARY
RESEARCH
Good
Objective
answers by
asking?
No
OBSERVATIONAL
RESEARCH
Need estimates
of prevalence?
Yes
No
FOCUS
GROUPS
Yes
SURVEY

Natural versus Contrived
• Physical trace

Open versus Disguised
• 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

Mechanical versus Human (Ethnographic)
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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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Store traffic
◦ How many people enter store,
◦ When? (rate)
Scanner Based
• Store scanners read the UPC codes on
products and produce instantaneous
information on sales
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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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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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Two different approaches to Marketing Research
Attitudinal Researchers
• Focused on what consumer THINK
• feelings, attitudes & thoughts
Behaviorists (scanner researchers)
• Focused on what consumers DO
• quantitative, mathematical modelers,
statisticians
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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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