Collecting Information by Observation Chapter 11
Basic Choices Among Methods for Collecting Observational Data Degree of Structure Structured Unstructured Degree of Disguise Undisguised Disguised Observation Setting Natural Contrived Method of Administration Human Electrical/Mechanical SLIDE 11-1
Structured vs. Unstructured Observation The problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation. Unstructured Observation The problem has not been specifically defined, so a great deal of flexibility is allowed the observers in terms of what they note and record. SLIDE 11-2
Disguised vs. Undisguised Observation The subjects are aware that they are being observed Disguised Observation The subjects are not aware that they are being observed SLIDE 11-3
Natural vs. Contrived Setting for Observation Natural Setting Subjects are observed in the environment where the behavior normally takes place. Contrived Setting Subjects are observed in an environment that has been specially designed for recording their behavior SLIDE 11-4
Human vs. Electrical/Mechanical Observation Human Observation Individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place. Electrical/Mechanical Observation An electrical or mechanical device observes a phenomenon and records the events that take place. SLIDE 11-5
Galvanometer A device used to measure the emotion induced by exposure to a particular stimulus by recording changes in the electrical resistance of the skin associated with the minute degree of sweating that accompanies emotional arousal; in marketing research, the stimulus is often specific advertising copy. SLIDE 11-6
Eye Camera A device used by researchers to study a subject’s eye movements while he or she is reading advertising copy. SLIDE 11-7
Response Latency The amount of time a respondent deliberates before answering a question. SLIDE 11-8
Voice-Pitch Analysis Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal. SLIDE 11-9