1. Primary Data & Secondary Data

2. What is primary data? Research article: DATA COLLECTION, PRIMARY VS SECONDARY A STUDY ON CUSTOMER PERCEPTION ON SERVICE QUALITY IN COMMERCIAL BANKS: AN EMPIRICAL STUDY

3. Figure 8.1 Types of secondary data Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2011

4. Collecting Primary Data: Observation Lecture & Seminar

5. Questions of the seminar 1.What is the role of observation as a business research method 2.How to conduct direct observation and contrived observation? 3.What are the ethical issues observation studies? 4.How to observe and interpret human behavior? Give the examples.

6. Observation in Business Research The systematic process of recording actual behavioral patterns of people, objects, and events as they happen Image:www.wamda.com

7. Research Activity Staff Behavior of Customer Service

8. What Can Be Observed? 1.Physical actions 2.Verbal behavior 3.Expressive behavior 4.Spatial relations and locations 5.Temporal patterns 6.Physical objects 7.Verbal and pictorial records Image:www.fsrmagazine.com

9. This Trend Brought to You by DDB SignBank Trend spotting – researchers trying to catalog behaviors that may signal the beginning of important trends. One observation: consumers have shifted from “herds” to “swarms.” http://adage.com/article/news/ddb-collects-signs-identify-trends/105464/ A service called SignBank has people classify observations and enter them into a database, which is searched for signs related to clients’ advertising objectives Image: www.nefuniversity.org

10. 11–10 Observation of Human Behavior 1.Facial Expressions 2.Body language 3.Eye Activity 4.Personal Space 5.Gestures 6.Manners

11. Image: www.self-esteem-enhances-life.comImage: psychology.about.com Observation of Human Behavior

12. Image:lonerwolf.com Observation of Human Behavior

13. Image: www.strategydriven.com Direct Observation A straightforward attempt to observe and record what naturally occurs

14. Contrived Observation Observation in which the investigator creates an artificial environment in order to test a hypothesis Image: www.rantchic.com

15. Issues Respondent’s right to privacy Contrived observation as entrapment Researchers feel comfortable collecting observational data if: The observed behavior is commonly performed in public where others can observe the behavior. The behavior is performed in a setting that assures the anonymity of the person being observed. The observed person has agreed to be observed. Ethical Issues in the Observation of Humans

16. Figure 9.1 Typology of participant observation researcher roles

17. Figure 9.2 Recording sheet for observing behaviour in groups Source: Reproduced from Figure 9.4 in L.J. Mullins (2010). Management and Organisational Behaviour (9th edn). Harlow: Financial Times Prentice Hall. Copyright © L.J. Mullins 2010. Reprinted with permission of Pearson Education Ltd

18. R & R: LOs 1.Discuss the role of observation as a business research method 2.Describe the use of direct observation and contrived observation 3.Identify ethical issues observation studies 4.Explain the observation of human behavior