Primary Data Collection:

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Learning Objectives 1 Copyright © 2002 South-Western/Thomson Learning Primary Data Collection: Observation CHAPTER seven.
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Primary Data Collection: Observation CHAPTER six Copyright © 2000 South-Western College Publishing Co.

Learning Objectives 1. To develop a basic understanding of observation research. 2. To learn the approaches to observation research. 3. To understand the advantages and disadvantages of observation research. 4. To explore the types of human observation.

Learning Objectives 5. To describe the types of machine observation and their advantages and disadvantages. 6. To explore the tremendous impact scanner research has had on the marketing research industry in the past few years.

Observation Research Defined Watching what people do To learn the approaches to observational research. THE NATURE OF OBSERVATION RESEARCH Observation Research Defined Watching what people do Conditions for Using Observation the information must be observable the behavior must be repetitive short duration Approaches to Observation Research Natural Versus Contrived Situations Open Versus Disguised Observation

Structured Versus Unstructured Human Versus Machine Observers To understand the advantages and disadvantages. Structured Versus Unstructured Human Versus Machine Observers Direct Versus Indirect Advantages of Observation Research We can see what people actually do Avoids interviewer bias Quick data collection Disadvantages of Observation Research Researcher does not learn motives Time-consuming and expensive THE NATURE OF OBSERVATION RESEARCH

To gather observational data about a store To explore the types of human observation. HUMAN OBSERVATION Mystery Shoppers To gather observational data about a store To collect data about customer/employee interactions Level 1 - a mystery telephone call Level 2 - a quick purchase, little or no interaction

Level 3 - using a script, initiates a conversation To explore the types of human observation. HUMAN OBSERVATION Level 3 - using a script, initiates a conversation Level 4 - requires excellent communication and knowledge of product

One Way Mirror Observations To explore the types of human observation. HUMAN OBSERVATION One Way Mirror Observations Allows clients to observe the group discussion as it unfolds Shopper Patterns and Behavior Tracing the flow of shoppers through the store Content Analysis To analyze written material (advertising copy) into meaningful units using rules

The researcher becomes part of the group he is studying To explore the types of human observation. HUMAN OBSERVATION Humanistic Inquiry The researcher becomes part of the group he is studying An immersion process Audits An examination and verification of the sale of a product retail audits: sale to final customer wholesale audit: warehouses to retailers

Physiological Measurement EEG: electroencephalogram To explore the types of machine observation. MACHINE OBSERVATION Traffic Counters Physiological Measurement EEG: electroencephalogram GSR: galvanic skin response Pupilometer: pupil dilation Voice Pitch Analysis: to measure emotion Opinion and Behavior Measurement People Reader: reading habits

The People Meter Controversy: measures national TV audiences To explore the types of machine observation. MACHINE OBSERVATION Rapid Analysis Measurement (RAMS): Turn dial when feeling more favorable The People Meter Controversy: measures national TV audiences advertising losses Scanner Based Research Television meters and laser scanners which read the UPC codes on products and produce instantaneous information on sales

BehaviorScan: shopping with an ID card To explore the impact of scanner research. MACHINE OBSERVATION BehaviorScan: shopping with an ID card InfoScan: consumer packaged goods 1. Advertising Weight Testing 2. Copy Testing IRI’s Software: optimal use of retail shelf space Other IRI software Programs: 1. DataServer Analyzer: A full range of analysis and reporting

analysis paths and predefined reports to determine causal factors To explore the impact of scanner research. MACHINE OBSERVATION 2. DataServer Partners data-mining analysis paths and predefined reports to determine causal factors 3. DataServer Targeter uses store level scanner and demographic data to estimate target sales 4. QuickStart helps promote profitable trade promotion

Scanner Researchers ( behaviorists) To explore the impact of scanner research. MACHINE OBSERVATION Behavioral Research Versus Attitude Research - The Growing Chasm in Marketing Research Scanner Researchers ( behaviorists) Quantitative, mathematical modelers, statisticians Interested in what consumers do Attitudinal Researchers Scanner data too sterile Must know feelings/attitudes

Will be able to communicate with personal computers in the home To explore the impact of scanner research. MACHINE OBSERVATION The Future of Scanning Scanner Plus: Will be able to communicate with personal computers in the home To analyze an individual household's consumption and offer menu projections and shopping lists Keep track of coupons Maintain a promotion bank

The End Copyright © 2000 South-Western College Publishing Co.