What is the difference between survey and observation research?
ADVANTAGES
DISADVANTAGES
Telephone
Complex / diverse
questions
Physical stimuli
Control of the
environment
High quantity data
Social desirability
Quick speed
Low cost
In-Home
Mall Intercepts
CAPI
Mail
Mail
panels
E-mail
Internet
Observation involves ________ the behavioral patterns of people as well as
data on objects and events in a ________ manner to obtain information about
the phenomenon of interest.


The observer does not communicate with the
people being observed.
Information can be recorded as the events occur
or from records of past events.
Observation involves ________ the behavioral patterns of people as well as
data on objects and events in a ________ manner to obtain information about
the phenomenon of interest.


The observer does communicate with the
people being observed.
Information can be recorded as the events
occur or from records of past events.
Humanistic Inquiry
Researcher is immersed
in system under study
Nielsen Peoplemeter
Turnstile
Do not require respondents' direct
participation
Camera
Trace analysis
Consumers were invited on
Second Life to interact with
Aloft Hotel
Eye-tracking
Heart rate
Neuroscience Marketing
Do require respondents' direct participation
ADVANTAGES
DISADVANTAGES