1. Observation
and
Experimentation

2. OBSERVATION
The systematic process of witnessing and recording behaviour – of people, objects and events

3. Seven Types of Observable Phenomena:
Physical actions
Verbal behaviour
Expressive behaviour
Spatial relations
Time patterns
Physical objects
Pictorial records

4. Direct Observation
Observe and record what occurs naturally

5. Direct Observation Error
Errors can occur due to:
Observer bias
Incomplete reporting
Interpretation errors

6. Physical Trace Evidence:
A visible mark of some past event
e.g. University of Arizona garbage Project (see Zikmund)

7. Content Analysis:
Systematic observation and quantitative description of content of communications

8. Mechanical Observation Includes:
Television Monitoring (Nielsen PeopleMeter)
Website Monitoring (Jupiter Media Metrix)
Scanner Research (Universal Product Code)
Physical measurement
(eye-tracking/voice pitch analysis)

9. Class Exercise
Refer to Question 8, page 196 in Zikmund
Discuss and outline research as suggested

10. Experimentation

11. Experiments
Investigate and evaluate causal relationships between variables
Differs from other methods in the degree of control

12. Experiments and Variables
Independent Variable (manipulated)
Dependent Variable (measured)
Other Variables (eliminated or controlled)

13. Experiments in Marketing include:
Test Marketing
Blind testing
Extended User Testing
Pilot Trials

14. Experiment Design Issues include: Manipulation of Independent Variable
Selection and Measurement of Dependent Variable
Selection of Test Units
Control of Extraneous Variables

15. Independent Variable The Causal influence
Simple experiments – only 2 values used
Complex experiments – Factorial design

16. Selection and Measurement Of Dependent Variable
Expected to dependent on use of Independent variable
Determines what kind of answers research produces
Time a factor in measurement

17. Selection of Test Units
Sample selection errors
Random sampling error
Matching

18. Control over Extraneous Variables
Number of extraneous variables
Demand characteristics
Experimenter bias

19. Search for Validity
Internal Validity: can the observed results be attributed to the experimental variable?
External Validity: can the experiment results be generalised?