MR2300: Marketing Research Paul Tilley MR2300 Hybrid UNIT 6: PRIMARY RESEARCH: OBSERVATION

In this Video we will:  Discuss what can be observed and how that can be used in primary research  Discuss the role of observation in market research  Discuss the differences between direct and contrived observation  Identify the ethical issues presented by observational research  Discuss observational techniques

Observation  Observation is a form of Primary research that involves a process of systematically recording the behavioural patterns of people, objects, and occurrences as they are witnessed.

What Can Be Observed?  Physical actions  Verbal behavior  Expressive behavior  Spatial relations and locations  Temporal patterns  Verbal and pictorial records

What Can Be Observed

Categories of Observation  Human versus mechanical  Visible versus hidden  Direct  Contrived

Nonverbal Communication

Observation of Human Behavior Benefits  Communication with respondent is not necessary  Data without distortions due to self-report (e.g.: without social desirability) Bias  No need to rely on respondents memory  Nonverbal behavior data may be obtained  Certain data may be obtained more quickly  Environmental conditions may be recorded  May be combined with survey to provide supplemental evidence

Observation of Human Behavior Limitations  Cognitive phenomena cannot be observed  Interpretation of data may be a problem  Not all activity can be recorded  Only short periods can be observed  Observer bias possible  Possible invasion of privacy

Observation of Physical Objects  Physical-trace evidence  Wear and tear of a book indicates how often it has been read

Scientifically Contrived Observation  The creation of an artificial environment to test a hypothesis

Content Analysis  Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.  Deals with the study of the message itself  Measures the extent of emphasis or omission

Response Latency  Recording the decision time necessary to make a choice between two alternatives  It is presumed to indicate the strength of preference between alternatives.

Mechanical Observation  Traffic Counters  Web Traffic  Scanners  Peoplemeter  Physiological Measures

Monitoring Web Site Traffic  Hits and page views  Facebook Insights  YouTube Analytics  Google Analytics  Blog Analytics

Physiological Reactions  Eye tracking  Pupilometer  Psychogalvanometer  Voice pitch

Eye Tracking Monitors  Record how the subject actually reads or views an advertisement  Measure unconscious eye movements

Pupilometer  This device observes and records changes in the diameter of the subject’s pupils.

Psychogalvanometer  Measures galvanic skin response  Involuntary changes in the electrical resistance of the skin  Assumption: physiological changes accompany emotional reactions

Voice Pitch Analysis  Measures emotional reactions through physiological changes in a person’s voice

Ethics on Observation