Watching what people do
 The
information must be observable
Helpful conditions:
◦ the behavior is repetitive and of short duration
Marketing Research
7/17/2016
1
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)
Marketing Research
7/17/2016
3
7/17/2016
Marketing Research
4
7/17/2016
Marketing Research
5
7/17/2016
Marketing Research
6
7/17/2016
Marketing Research
7
7/17/2016
Marketing Research
8
7/17/2016
Marketing Research
9
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
Marketing Research
7/17/2016
10
Marketing Research
7/17/2016
11
Scanner Based
• Store scanners read the UPC codes on
products and produce instantaneous
information on sales
Marketing Research
7/17/2016
12
People Meter
Measures TV and radio audiences
Nielsen (TV)
 diary, panel, People Meter
◦ Arbitron (Radio)
 diary, Portable People meter
Marketing Research
7/17/2016
13
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
Marketing Research
7/17/2016
14
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
Marketing Research
7/17/2016
15
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
Marketing Research
7/17/2016
16
Marketing Research
7/17/2016
17